Course - Mastering service design.pdf

COURSE SYLLABUS , VERSION - SEPTEMBER 2023
Mastering
service design
Course syllabus

Introduction
In the past decades, there has been a transition in focus from aesthetics and product-orientation
to understanding why customers buy a particular service solution. That is why for organisations,
service design has grown in importance and has become a crucial capability to stay relevant in
this service- and experience-dominant economy.
This course focuses on services as ecosystems for value generation in which value is co-created
by all actors and stakeholders involved, not only customer-facing staff and customers but also
other organisations who serve the customer as well. The course takes a systems approach to
the design of services, looking at the relationships between individual elements and at the
service as a whole. To help you gain this all-encompassing perspective, fields like social science,
organisational design/design operations and business design are included in different lessons
throughout the course.
Closely looking at how to combine a service’s frontstage and backstage, the course will teach
you how to take a holistic view of an organisation’s interactions and their unique contexts,
processes, systems, metrics, people, and tools involved.
COURSE DESCRIPTION

Outcomes and target audience
• Understand what services and servitisation are all about
• Build a vision on the strategic value of service design
• Get to know (and practice) what specific skills and tools service designers can bring to the table
• Understand the challenges and barriers to putting service design into practice
• Build confidence and increase your ability to manage service design projects
• Widen your horizon and get ready to face future challenges by mastering a real-world project and
designing a service for a well-known organisation
• Create lasting impact with service design far beyond the customer
• Pitch the service to the client and learn how to question and visualise your service design
standpoints enabling others to understand your vision
KEY TAKEAWAYS
FOR WHOM?
• For decision-makers, entrepreneurs and business owners in service industries who like to know
more about service design and how it can bring value to their organisation or business
• For creative professionals, such as UX designers, product designers and design researchers, who
want to transition into the service design field
• For brand/marketing/communication managers, program managers and senior business
designers who’d like to expand their toolbox with methods from emerging design fields
• For engineers, consultants and agile/lean experts looking for a new approach towards
innovation and a holistic understanding of product/service development/processes
• For anyone who wants to lead innovative, human-centred service design projects

Structure and workload
Mastering service design is a semi-self-paced course consisting of 60 to 80 hours. You will follow
a series of lessons bundled in 8 chapters. Each week, you will be able to access new course content
and will be responsible for completing the exercises in that time frame. In each chapter, you will
find lessons, videos, papers, articles, ebooks or other resources. Each chapter includes reflection
questions and various exercises that put into practice the concepts exposed and inspire you to
think about and imagine the road ahead.
You will work in small groups on a creative brief by the client, an organisation that introduces
you to a real-world case; their challenge to be solved. Through weekly live sessions, you will be
guided by a team of tutors; design experts from fields like anthropology, design research,
experience design, and of course, service design.
EACH WEEK NEW LESSONS UNLOCKED
GROUP ASSIGNMENT
CONTENT
• Chapter 1 Service logic
• Chapter 2 Service design process & principles
• Chapter 3 Systems & futures thinking
• Chapter 4 Service operationalisation & management
• Chapter 5 Service prototyping and experimentation
• Chapter 6 Triple bottom line and regenerative design
• Chapter 7 Service business strategy
• Chapter 8 Group assignment, pitches and evaluation

Peer-to-peer learning
The course is offered via our online Campus, a community-based peer-to-peer learning platform
that offers professionals the opportunity to learn and (re)think, charge, and reset in a supportive
environment. You will be supported by fellow participants making the experience an investment
not only in yourself and your career, but also in contributing to the growth of others. You will
share your reflections and answers on questions and exercises with fellow participants and
comment and discuss the outcomes.
In addition to the study materials and weekly live session, a series of recorded lectures will help
you move on. All lessons are online, and live sessions will take place via Zoom.
The Course Team and Course Mentor will provide support and guidance on the course content.
As you complete the exercises, they will check them out, comment and encourage debate among
participants. It is essential to share, look at others’ exercises, comment and promote discussion
in order to make the most of the learning experience. The interaction in this course is led by you,
the participants.
LEARNING PLATFORM
MENTORING

Support and certificates
Group assignments are among the most valuable and rewarding learning experiences. The
aim is to practise and make use of the power of service design as a catalyst of change and
renewal, by addressing a current, complex issue. Together with your team, you will work on
a unique real-world case. Each week, you will have a virtual session with a tutor to guide you
through the group assignment.
During the 10 weeks, you will receive support from the Course Team regarding access to
content, logistics, general questions, technical issues, etc. There are live office hours every week
for the duration of the course to answer practical questions or discuss any issues you have
encountered. You can chat (and if needed: virtually meet) with our Program Manager who will
help you to resolve any problem or convey content questions to the tutors.
This course is worth 40 SDC study points. Service Design College offers study points for
participants who have satisfactorily demonstrated mastery of the course material. The decision
to award any such points to a given participant will be solely within the discretion of Service
Design College. You will receive a certificate of completion.
GROUP ASSIGNMENT GUIDANCE
DAILY SUPPORT AND OFFICE HOURS
CREDITS AND CERTIFICATES

Meet the tutors & teachers: Diane and Silvia
Silvia Calvet (Spain) is an experienced design
strategist with a strong foundation in
Information Sciences and an MBA in e-business.
With a track record spanning diverse sectors,
she is recognised for instilling customer-centric
mindsets and strategies.
Previously Associate Director of Experience
Design at King, Silvia has currently set her sights
on the social sector, where she’s committed
to driving impactful change. Her expertise in
research, design, and strategy positions her as a
driving force for innovation and scalability in
social projects. Silvia’s mission is to apply her
skills and experience to create positive,
meaningful transformations in the social sector.
Diane Seaver (United States) is a Senior Service
Design and Experience Lead at Philips working
on service innovation projects specialising in
business model innovation and go-to-market
implementation.
She has been the lead designer on several first
of kind propositions launches that are now being
scaled global. Prior to Philips, Dee held a similar
position at the YMCA of USA, supporting
development of service programs for the
more than 2,700 branches throughout the
United States.

Meet the tutors & teachers: Maja and Ariel
Ariel Guersenzvaig (Argentina) teaches and
writes about the philosophy and ethics of
design and technology. He is professor of
design theory at ELISAVA Barcelona School of
Design and Engineering, where he also heads
the MA in User Experience.
He’s the author of the book ‘The Goods of
Design: Professional Ethics for Designers’.
His areas of inquiry is the ethical impact of
machine intelligence on society, with a focus
on autonomous weapons, health, and
algorithmic justice. As a design consultant, he
has led projects in service design, innovation,
and ethical digital transformation for non-profit
and for-profit organisations.
Maja Grakalić (Croatia) is an independent
foresight strategist, UX and service designer and
PhD candidate at Central Saint Martins in
London. Her design work merges strategic
foresight with the human-centred collaborative
approach. Her academic work explores omitted
histories of speculative and critical design.
She believes design fiction can help us challenge
the status quo and build desirable futures
together. She worked at the BBC and co-facilitat-
ed the BBC’s Future Casting workshops with
the aim to teach ethical innovation through
speculative futures thinking. As a teaching
assistant at MA Material Futures and MA
Narrative Environments, she mentors students
about future-facing design approaches.

Meet the tutors & teachers: Bassam and Noortje
Bassam Jabry (UK) is a seasoned designer,
systems thinker, and managing director of
Chemistry, an independent strategic design
consultancy that helps organisations deliver
human-centred solutions that drive positive
change.
He is passionate about uncovering what makes
people tick and helping to tackle the challenges
our world faces by bringing together critical
and creative thinking and using design as a
strategic tool to help companies generate
impactful solutions. His favourite topics are
circularity and humanising tech.
Noortje Küppers (The Netherlands) is a service
design consultant at Livework studio, where she
focuses on bridging urban design and service
design. Her key driver is to design for wellbeing
and a sustainable future.
Noortje has a background in industrial design
engineering and design for interaction at TU
Delft and has demonstrable experience in the
media industry, developing digital products.
However, her strength and interest lie in design
research, deep-diving into the lives of the
people to be served.

Meet the tutors & teachers: Inge and Itziar
Itziar Pobes (Spain) is strategic designer and
researcher, specialised in service design and
innovation with 20+ years of experience in
interdisciplinary design, creativity, design
research and cultural studies.
She is passionate about understanding peo-
ple and organisations, supporting them when
services, products or policies need re-steering,
exploring a variety of opportunities and
uncovering hidden aspects that need to be
questioned and designed. Former co-founder
of service design agency We Question Our
Project and coordinator of the Master in
Service Design at IED.
Inge Keizer (the Netherlands) is a senior service
design consultant specialised in business design,
strategic innovation, customer experience and
entrepreneurship with 20 years of experience.
She is a conceptual thinker, and an experienced
design researcher. In 2015 she co-founded the
Service Design Days and later the Service Design
College; growing a global service design net-
work and supporting organisations, teams and
individuals in becoming human-centric, with a
primary focus on designing valuable and
relevant services based on qualitative insights
and successful business models.

With your registration you agree to the
full Terms and conditions which can be
found on our website.
You agree that you are responsible for
your own use of the course provided as
well as for your user content and any
content of others that you submit, post,
contribute, publish or distribute within
the course environment. ‘User content’
includes all content, in whatever format:
submitted, posted, contributed,
published or distributed by a user,
including but not limited to all notes,
questions, answers, comments, text,
pictures, videos and file uploads. During
live sessions, you may contribute by
speaking or appearing on camera, and
user content may include transmissions
or recordings of your voice and/or image.
By participating in this course, you agree
to complete all work, including any
exercises or exams, with your own
original work, and you agree not to
engage in any activity that would
dishonestly improve your results, or
improve or hurt the results of others. In
addition, unless otherwise stated, you
agree that any exercises, exams, quizzes
or questions provided in connection with
the course are for your individual use
only.
You aren’t allowed to share your user
account or login credentials with others
to provide them access to the course.
You agree to notify us immediately upon
becoming aware of or suspecting any
unauthorized use of your user account
or login credentials. We will not be
responsible for any loss or damage
arising from unauthorised access to your
user account or login credentials.
You may obtain and use this course
content only for your own personal,
non-commercial use in connection with
the course and participating in the
course. You may not transfer, retransmit,
distribute, publish, commercially exploit
or create derivative works of the course
content. You may not reverse-engineer,
decompile, disassemble or otherwise
access the source code for any software
that may be used to operate this course.
Notwithstanding the foregoing, certain
reference documents, digital textbooks,
articles and other information on the
course may be made available to you
with the permission of third parties,
and use of that third party material
may be subject to certain rules and
conditions, which we will post along
with the material or otherwise inform
you about. You agree to abide by all such
rules and conditions.
Copying, capturing, transmitting or
providing all or any part of this course to
any other person/party infringes Service
Design College’s rights and is strictly
prohibited. Service Design College
reserves the right to pursue any and all
legal remedies against you if you violate
this.
Terms and conditions

Maytee Rodríguez
Program Manager
maytee.rodriguez@servicedesign.college
contact@servicedesign.college
www.servicedesign.college
campus.servicedesign.college
© SERVICE DESIGN COLLEGE
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