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2016/2017  KAN-CCMVV2534U  Service Design

English Title
Service Design

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Quarter
Start time of the course Second Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 45
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Shannon Hessel - MPP
Contact information: https:/​/​e-campus.dk/​studium/​kontakt
Main academic disciplines
  • Innovation
  • Service management
  • Strategy
Last updated on 07-04-2016
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • Apply service design methods and tools to a client organization
  • Analyze and evaluate the service portfolio of an organization, pointing out weaknesses and opportunities for innovation
  • Explain how design and business theory are complementary in innovation projects
  • Plan, run and evaluate an innovation project
Course prerequisites
This course is offered as part of the Minor in Design and Business Strategy. To participate, students should have taken the courses KAN-CCMVV2501U Costing and Design Business and KAN-CCMVV2502U Users and Innovation, and be enrolled in the parallel course KAN-CCMV0V4101U Design Strategy.
Service Design:
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 Oral group exam based on written group product
Number of people in the group 4-5
Size of written product Max. 30 pages
Assignment type Project
Written product to be submitted on specified date and time.
10 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Grading scale 7-step scale
Examiner(s) Internal examiner and external examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
Re-take exam is to be based on the same report as the ordinary exam:

* if a student is absent from the oral exam due to documented illness but has handed in the written group product she/he does not have to submit a new product for the re-take.

* if a whole group fails the oral exam they must hand in a revised product for the re-take.

* if one student in the group fails the oral exam the course coordinator chooses whether the student will have the oral exam on the basis of the same product or if he/she has to hand in a revised product for the re- take.
Description of the exam procedure

The group oral exam will start with a short presentation by the group of their service innovation project process and outcome, and the written product tied to the project. 

Course content and structure

Service design is a fast growing area in business innovation. The shift from industrial to service economies in most western countries, and a premium on customer experience and interaction, have made service design important for gaining competitive advantage. IBM, for example, has changed its business strategy from hardware to service in the past decade, and it has hired a large number of designers to support this strategic orientation. This course uses experiential learning to equip students with the academic knowledge and practical skills necessary to address service design challenges, and to plan, run and evaluate service innovation projects.


Through the expert guidance and hands-on practice provided in this course, students learn to run a successful service innovation project. In the Studio setting, a client organization (or organizations) will present student teams with a service design challenge. The course instructor and guest experts will then guide students through the stages of the service design process, which include the following key phases: design research, idea generation, prototyping, and strategy development. More specifically, class sessions will address issues such as the following:

  • How to analyze the fundamental elements and characteristics of a service
  • How to apply design research methods and tools, and spot insights and prioritize opportunities that arise during research.
  • How to generate, frame and select ideas.
  • Multiple approaches to prototyping ideas, as well as how to apply feedback from sharing those prototypes with customers and stakeholders.
  • How to create a business case for your idea and map out a service solution to support organizational implementation.


The project work will culminate in presentations and feedback sessions with the client organization(s) and a panel of experts. Written examination will be tied closely to project work. 

Teaching methods
Students work on the service innovation challenge in the Studio at CBS, in a hands-on, team-based experiential way, and are expected to spend additional time outside of class hours conducting research with client organizations and continuing group work. The course instructor and guest experts present methods for addressing different phases of the process, run in-class exercises and facilitate group work. Project work is punctuated by presentations and feedback sessions in plenary. The course culminates in a presentation and critique of the design, with the clients and a panel of experts.
Student workload
Studio lectures and in-class work sessions 33 hours
Estimated preparation, e.g. reading course materials 40 hours
Estimated group project work, including exam 133 hours
Expected literature

Bitner, M. J., Ostrom, A. L. and Morgan, F. N. (2008) ‘Service Blueprinting: A Practical Technique for Service Innovation’, California Management Review, 50(3), pp. 66–94.


Borja de Mozota, B. (2010) The Four Powers of Design: A Value Model in Design Management. Design Management Review, 17-2.


Buchenau, M., & Fulton Suri, J. (2000) Experience Prototyping, retrieved from http://hci.stanford.edu/dschool/resources/prototyping/SuriExperiencePrototyping.pdf


Pine, J. B. and Gilmore, J. H. (1998) Welcome to the Experience Economy. Harvard Business Review (August)


Polaine, A., Reason, B. and Lovlie, L. (2012). Service Design: From Insight to

Implementation. Rosenfeld Media


Sangiorgi, D. (2009) Building Up A Framework For Service Design Research. 8th European Academy Of Design Conference, 1-3 April 2009, The Robert Gordon University, Aberdeen, Scotland


Sangiorgi, D., Prendiville, A., Jung, J., Yu, E. (2015) Design for Service Innovation & Development. Final Report retrieved from http://www.de-sid.info/


Shostack, G. L. (1984) ‘Designing Services That Deliver’, Harvard Business Review (January)


Sleeswijk Visser, F., Stappers, P., Van Der Lugt, R., & Sanders, E. (2005) Contextmapping: experiences from practice, CoDesign, 1-2, 119-149


Stigliani, I., & Fayard, A.L. (2010) Designing new customer experiences: a study of socio-material practices in service design. Discussion Paper, Imperial London College Business School


Womack, J. P. and Jones, D. T. (2005) Lean Consumption, Harvard Business Review (March)



Last updated on 07-04-2016