Service Design / Desenho de Serviços

Keywords: 
Experience design
Interaction design
Program: 
MHCI
Program: 
MEI
Program: 
MET
Program: 
Others
Calendar: 
UMa
Semester: 
Spring
Lecturers: 
Nuno Correia
Credits: 
7.5 ECTS

The Service Design course is a 14-week long course for the Masters in MEI and HCI programs that explain the basics of service design and engages the students in working on service design briefs that tackle real life problems and opportunities. Students work in interdisciplinary teams to produce a service concept and requirements document for a new or enhanced Computer enabled service, or product/service system. The students come from a variety of backgrounds including computer science, psychology, art, design, multimedia, and other related programs. Based on that understanding, students go through an ideation phase producing product ideas situated to meet the identified needs. Students should plan to produce models, concepts  and experience prototypes so that they can get meaningful feedback from their Mentor or clients in a timely fashion. Weekly studio sessions, insure students research, synthesis and created meaningful solutions, refinements to their concept adapt it to user needs. For this course the end goal is to expose and train the students to the basic SD processes and models. In order to do that we engage teams of student to work on a brief at the time for the total of two completed projects. The results will be a submission to a selected SD competition and a complete documentation of both the briefs procesess, through a series of refined SD Models  and a final communication video for the last brief service concept.

Topics:

  1. Introduction to Service Design
  2. Introduction to Research
  3. Models
  4. Territory mapping
  5. Service experience and personas
  6. Service process and costumer journeys
  7. Business Model Canvas
  8. Service Blueprint
  9. Experience Prototyping
  10. Storyboarding and video prototyping
  11. Iterative project development
  12. Project presentation 
Readings: 
 
1. Gudpa, Sudheer and Vajic, Mirjana. "The contextual and Dialectical Nature of Experiences" in New Service Development.
2. Evenson, S., Dubllery, H., “The Service experience Cycle”
3. Prahalad, C.K. and Hamel, Gary. "The Core Competence of the Corporation." 
4. Harvard Business Review, May-June 1990
5. Bitner, Mary J. "Servicescapes: The impact of physical surroundings on customers and employees." Journal of Marketing 56, no.2 (1992): 56-71.
6. Edvardsson, Bo. "Quality in new service development: Key concepts and a frame of reference."International journal of production economics 52 (1997): 31-46.
7. Thomke, Stefan."R&D comes to services: Bank of America's pathbreaking experiment" Harvard Business Review, April 2003.
8. Berry, Leonard L. and Bendapudi, Neeli. "Clueing in customers" Harvard Business Review, February 2003.
9. Shostack, G. Lynn. "Designing Services that Deliver" Harvard Business Review, January-February 1984.
10. Gulati, Ranjay. Huffman, Sarah. and Neilson, Gary.  "The Bartista Principle: Starbucks and the Rise of Relational Capital." 
Strategy + Business, issue 28.
11. Karmarker, Uday. "Will you survive the services revolution?" 
Harvard Business Review, June 2004.
12. Morelli, Nicola. "Designing Product/Service Systems: A Methodological Exploration" Design Issues 18. no. 3 (2002).
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Evaluation: 
 
Project research and idea: 40%
Project presentation and prototype: 40%
Individual work and participation : 20%
 

The Projects developed to fulfill the brief will be looked at with attention to:

  • Research: quality of your primary and secondary research, including marketing, stakeholders, competitive, ethnographic and field research
  • Concept: quality of the concepts generated, including the connection to the research and how are they validated
  • Prototyping: quality of the prototypes and validation
  • Iteration and Refinement: quality of the refinements of the design concepts and documentation of the evaluative research conducted
  • Communication Piece: quality of the Video presented in the end of the term
  • Presentation: quality of the presentations throughout the course, including visuals and oral communication performance 

Context analysis

2009 - slide sample from team Loja - the slide shows the results for the context analysis for the redesign of the Loja do Cidadão.

Hunt statement

2009 - slide sample from team AguaDe pena - the slide shows the Hunt statement that the team will be pursuing during the course of the service design process.

Hunt statement

2009 - slide sample from team AguaDe pena group 2 - the slide shows the territory map that identify the areas that compose the service the team will explore and gives a first overview of the design opportunities.

Hunt statement

2009 - slide sample from team AguaDe pena group 2 .the slide shows the costumer journey identified through the research phase of the project.

Hunt statement

2009 - slide sample from team Loja - the slide shows a preliminary scenario for a new service design concept.

Hunt statement

2009 - slide sample from team Loja - the slide shows the blueprint of the current service being re designed.