Service Design

Acquire the fundamental tools and mindset of a service designer in this one-week intensive hands-on workshop.

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Workshop Dates: October 12–16, 2020 (10 am–6 pm Central Standard Time)

Faculty: TBA

What is Service Design?

The practice of Service Design requires designers to step back from an individual interaction or product and think holistically about a complete experience: to think about an ecology of interactions that happen over time and across different mediums and contexts. It is a critical practice to explore possible solutions in complex systems—to design and test interactions over time that will involve many different stakeholders, interact across systems, and open new value for people, communities, organisations, and businesses.

As new technologies and digital information are increasingly embedded into our products and businesses, there’s a growing trend that traditional static ‘products’ are evolving into more complex ‘services’ and ‘experiences’ that are co-produced by consumers and service providers. Service designers explore and shape the design of these experiences by (1) understanding the service system from diverse points-of-view, (2) defining design principles, (3) choreographing the roles, processes, and environments which set the stage for the service interactions, iteratively enacting simulations of service exchanges to uncover emergent phenomena. Today, these principles and practices are being applied across industries and in government and non-government settings in the public sector.

Service designers think not only about how their designs provide value for customers, but also about the organisational benefit, mediating user needs with business needs. As such, they build an understanding of the wide ecosystem of stakeholders, systems and business factors involved in designing feasible solutions.

Like Interaction Design, Service Design borrows its practices from many design disciplines (graphic, product, interaction) yet takes a step further, integrating business strategy, the social sciences, systems thinking, organisational change, and social innovation. Service Designers are translators between these perspectives, using co-creation and participatory processes to build common understanding and visions, and then guide teams to execute and deliver services. They are experts at zooming out to see the big picture and ecosystem, and then zooming in to explore the design of key moments and touchpoints.

This class will immerse participants in the mindset of a service designer, using hands-on-learning to design experiences that encompass a myriad of touchpoints, people, and products. It will focus particularly on learning the key tools of a Service Designer (such as mapping, blueprinting, and experience prototyping), as well as how to facilitate input from many stakeholders.

What will you learn?

  • Become familiar with vocabulary and learn how to use key tools of service design, including journey maps and service blueprints.
  • Expand knowledge of design research and strategy.
  • Plan, design and execute experience prototyping sessions.
  • Expand specific skills in service-systems thinking and synthesis, communicating complex services in engaging manners, and facilitating stakeholder engagement and co-creation.
  • Develop a perspective on what service design means to you and ways that you can incorporate the methods into your design practice.
  • Develop a perspective on how service design can be applicable for social issues and what is critical for the success of full-scale projects.

How will you learn it?

The course will start with the basics of Service Design: learning how to integrate user & business/organisation needs, mapping and blueprinting, and experience prototyping. The class will then build on these learnings through a dedicated service design
sprint: planning and conducting people-centred research, mapping and synthesising the research, visioning future outcomes and backcasting, identifying opportunities, ideating potential ideas, mapping these ideas into services, prototyping experiences within these services, evaluating prototypes, and then synthesising all the findings into final service concepts and communicating them through engaging storytelling.

Please note: This workshop is currently undergoing changes in order to be held via remote learning. Please check back soon for a more up-to-date description of the workshop’s activities.

Is this for you?

Yes, if you wish to immerse yourself in the system-thinking mindset of a service designer and gain the ability to look at a service both as an overall experience as well as a series of moments that are or can be designed.

You do not need to have any prior of knowledge of design.

What do you need to bring to the workshop?

  • A computer

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