On the first day you will receive an overview of the field of service design which will include exercise, so that you can experience the way of thinking, methods and tools, and reflect on them over the course of the seminar.
Welcome, getting to know and warm up
Definitions and disciplines
Service design, design thinking, customer experience design, human-centered design
The service perspective of design
Customer journey, touch points, channels, experience cycle, blueprint, service ecosystem, expectation management, service and product design quality criteria for services…
The necessity and use of service design
Important trends (servitization, shared economy, experience economy,…), new requirements for companies (customer experience as USP, pressure of innovation etc.), example cases
The double diamond process, analysis and exploration, insights, ideation, concept development, prototyping, testing, implementation
Practical exercise (about 2h): Design thinking crash course. You will go through the most important steps of the design process, try exploration and empathy-building methods, develop new ideas, build prototypes and try them out.
Design research goals
Understanding of user’s needs, detection of latent needs, improvement of customer satisfaction, the realization of innovation potential, easier understanding of how to change customer’s behavior
Methods and tools
Immersion, service safari, design ethnography, AEIOU observations, diary studies, cultural probes, extreme users, mood boards…
Practical exercise (about 2,5h): Design research methods