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2014/2015  KAN-CIEBV2010U  Service Design

English Title
Service Design

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Course period Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 70
Study board
Study Board for BSc/MSc in Business Administration and Information Systems, MSc
Course coordinator
  • Mads Bødker - DIGI
Main academic disciplines
  • Innovation and entrepreneurship
  • Management of Information and Knowledge Management
Last updated on 09-04-2014
Learning objectives
After the course the student should be able to:
  • Identify, use and compare selected methods and tools from the field of service design
  • Do in-depth analysis and documentation of customer needs and other stakeholder needs and requirements in a service system
  • Apply findings from empirical work to service innovations
  • Reflect on broader methodological aspects of various methods within the field of service design
  • Develop and present a comprehensively documented and motivated prototype of a service design and use expressive visualizations of a service
  • Actively use prototyping methods and tools to produce and evaluate a service design prototype
Miniproject w. product:
Exam ECTS 7,5
Examination form Oral exam based on written product

In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance.
Individual or group exam Group exam, max. 2 students in the group
The exam will be a group oral examination based on a poster. This entails that students must prepare a two-page paper in the ACM format and an A1-A0 poster presentation that takes its outset in their service design work.
The short paper must contain a brief description of the project as well as a theoretical/​methodological critique of the process.
Assignment type Project
Written product to be submitted on specified date and time.
20 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Grading scale 7-step scale
Examiner(s) Internal examiner and second internal examiner
Exam period December/January
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure
(Please note that the course will be offered in Danish unless non-Danish speakers attend the course)

Service Design (SD) can be described as “the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers” (Wikipedia, accessed 19.11.2012). Whilst the idea of service design has a separate history, much work in the field today is highly interdisciplinary takes place with an eye towards rich and continuous stakeholder engagement as well as user or customer experience.
It might be possible, and even desirable, to setup a range of criteria or goals for SD. These could include usefulness, usability, efficiency, effectiveness and desirability, mirroring criteria often used in the evaluation of software. However, the interdisciplinary nature of Service Design is important since it gives practitioners a means with which to address more comprehensive landscapes of the customer context rather than focusing exclusively on a single perspective or a single artefact.
Following this, a major challenge that this course will take up is to use a service design attitude and sensibility to inform innovations and working/expressive prototypes. Key tools will be highly eclectic, but cover UX oriented sketching, service design mapping, blueprinting, prototyping, scenario exploration, personas, and a variety of visual/video tools for data collection.
Teaching methods
First and foremost, the course is intended as a practical and industry-relevant course. Thus, students must, within the first 2 weeks establish contact with a service providing company or a company that could be relevant for a service design intervention. This can be companies that provide services in any sector; health, entertainment, insurance, public or civil services (e.g. policing, housing, cleaning, care etc. etc.), HR, information, transport, banking, value added goods etc. etc.
NB: It should be noted that often a good target for service design innovations is a company that delivers more that mere goods – service design generally focuses on companies that deliver additional values to their goods through various service efforts.
Student activities will be centered on their own case.
Mandatory learning activities
• Identify and establish working relations with a company for the duration of the course
• Group work in groups of 2-5 students
• 2 written, 2 oral presentations
• Attend and present at a plenary poster session
• The student groups must identify and use (at least) 2 peer reviewed research papers (conference or journal paper) that has relevance for their chosen area.
Student workload
Lectures 24 hours
Prepare to class 100 hours
Workshops 24 hours
Exam and prepare 59 hours
Further Information
Changes in course schedule may occur
Friday 12.35-16.05, week 36-41, 43-48
Expected literature
Main book: Polaine, Løvlie & Reason: Service Design: From Insight to Implementation
Research articles:
Bonus: Four interesting places to go on-line:
What is a business case in service design?
http:/​/​www.designcouncil.org.uk/​about-design/​Types-of-design/​Service- design/​The-business-case/​
The main network for service design professionals:
http:/​/​www.service-design- network.org/links
Overall introductions and general links to service design resources:
Extremely interesting articles and annotated links to the classics:
Last updated on 09-04-2014