Prerequisites and co-requisites |
None |
Course content |
During the course, the students deal with the development of innovative services and new business models.
- Systemic thinking and design: strategic design
- Interactions between economy, information technology, society and design.
- Methods of strategy development, planning and design of services as holistic brand experiences (touchpoint analysis, etc.)
- Phases of the service design process in the context of innovation development (problem diagnosis, ideation, rapid prototyping, testing & validation, communication, rollout planning, extrapolation)
- Characteristics of successful services
- Methods and instruments of market and trend analysis as well as future visioning
- Survey of customer needs and customer experience research
- Instruments for business model development (Business Model Canvas, Lean Canvas, etc.) and start-up concepts
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Learning outcomes |
- The students can name the opportunities and risks of digital transformation.
- They know the methods and processes of the strategic development of brand experiences, which include physical and digital contact points.
- They understand the interactions between economy, information technology, society and design. You know how agile structures can be set up that support innovation development.
- They are familiar with the relevant instruments for business model development (Business Model Canvas, Lean Canvas, etc.) and are familiar with start-up concepts.
- They are familiar with the phases of the service design process in the context of innovation development (problem diagnosis, ideation, rapid prototyping, testing & validation, communication, rollout planning, extrapolation).
- They can name a large number of possible touchpoints (physical and digital) and know the respective opportunities and risks with regard to the development of coherent brand experiences.
- The students are familiar with various methods and instruments of market and trend analysis as well as future visioning.
- They will be able to develop services and interactive applications and to implement them as prototypes and to communicate them.
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Planned learning activities and teaching methods |
Lecture with presentations, exercises, teamwork, individual and team coaching |
Assessment methods and criteria |
Project in a team, reflection work (individual) |
Comment |
None |
Recommended or required reading |
- Morelli, Nicola; Amalia De Götzen; Luca Simeone (2020): Service Design Capabilities. Cham: Springer International AG, Springer Ser. in Design and Innovation.
- Mager, Birgit; Gais, Michael (2009): Service Design. Paderborn: UTB 3113: Design Studieren.
- Penin, Lara (2018): Designing the Invisible. An Introduction to Service Design. London: Bloomsbury Visual Arts.
- Christensen, Clayton M. (2016): The Innovator’s Dilemma. When New Technologies Cause Great Firms to Fail (Management of Innovation and Change). Harvard: Harvard Business Review Press.
- Maurya, Ash (2012): Running Lean. Iterate from Plan A to a Plan That Works (Lean Series). Sebastopol: O'Reilly and Associates.
- Downe, Luise (2020): Good Services. How to Design Services that Work. Amsterdam: BIS Publishers.
- Stickdorn, Marc; Schneider Jakob (2011): This Is Service Design Thinking. Basics - Tools - Cases. Amsterdam: Paperback ed. Amsterdam.
- Sangiorgi, Daniela; Prendiville, Alison (2017): Designing for Service. Key Issues and New Directions. London, Oxford, New York, New Delhi, Sydney: Bloomsbury Visual Arts.
- Tromp, Nynke; Hekkert, Paul (2019): Designing for Society. Products and Services for a Better World. London, New York, Oxford, New Delhi, Sydney: Bloomsbury Visual Arts.
- Nixon, Natalie W. (2016): Strategic Design Thinking. Innovation in Products, Services, Experiences and beyond. New York: Fairchild Books.
- Baars, Jan-Erik (2018): Leading Design: Design strategisch einsetzen. Wie Unternehmen das volle Potenzial entfalten! München: Vahlen.
- Spies, Marco; Wenger, Katja (2018): Branded Interactions. Lebendige Markenerlebnisse für eine neue Zeit. Mainz: Verlag Hermann Schmidt.
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Mode of delivery (face-to-face, distance learning) |
Face-to-face instruction with mandatory attendance |