From user and provider insights towards development and implementation of service propositions
Dirk Snelders, Professor of Organising Product and Service Design, IDE, TU Delft
Froukje Sleeswijk Visser, Assistant Professor service design and co-design, IDE, TU Delft
Services are increasingly parts of design solutions, both in industry and in society. At the same time, design is becoming more multidisciplinary and the design approach is being applied to a wide range of problems.
Service design is a specific design-perspective which is both user- and provider-centered: the needs and capabilities of end-users and providers are two starting points for the design process, each representing important concerns of clients: to fulfil needs and to support learning processes and capability development. Design solutions can be quite complex: rather than designing a single object for a single target group of users, different stakeholders and new technologies are combined to develop solutions that are dispersed over time and space. In order to work collaboratively with these different stakeholders (users, clients, designers, developers and other parties), designers are increasingly becoming the 'facilitators' of innovation processes.
Earlier IDE Master Classes on Service Design focused on getting acquainted with the service design developments and some of the tools of user centred ideation and implementation. The Master Class in 2017 extends on this in two ways. First, we look at tools that help us pay attention to the relation between users and service providers. Second, to consider how service design is a strategic design activity that also represents a need among clients to enhance their capability to co-create and co-produce services with a broad range of stakeholders.
During this Master Class, you will:
- gain insights into current developments in the design field and understand what Service Design comprises;
- learn techniques (like journey mapping) to design new service propositions while focusing on the experiences of users and providers;
- explore new service ideas by creating stakeholder maps, blue prints and early business models;
- learn how to prototype for services and involve stakeholders for feedback.
- Overview of latest trends in the design discipline and how service design is understood by different disciplines;
- Practical assigments with techniques such as journey mapping, service prototyping, stakeholder maps and service blue prints;
- Process steps towards developing a service concept and getting stakeholders on board;
- As case topics we will work both on commercial services (e.g. automotive services), and non-profit or mixed services (e.g. healthcare services);
- Many case examples from industry and government services.
Programme - day 1
09.30 - 10.00 Registration and welcome coffee
10.00 - 10.30
- Introduction and overview
- Overview of the master class, aims and structure, expectations and background of the participants
10.30 - 11.00
- Discussion service design interests and challenges of participants
11.00 - 11.30
- Lecture – Service design: what is it about?
- Service design from different discipline perspectives
- New roles for designers
11.30 - 12.30
- Lecture about journey mapping
12.30 - 13.30 Lunch at Industrial Design Engineering
15.00 - 17.00
- Case presentation "Services for self-drive cars" and “Services for improving doctor-patient relationships” (participants can choose one)
Programme - day 2
10.00 - 11.00
- Lecture: Service Design Tools and Service Prototyping
11.00 - 12.30
- Assignment: stakeholder maps, value exchange, and capability development
13.00 - 14.00 Lunch at de Porceleyne Fles
14.00 - 15.00
- Lecture: Theoretical Deepening of Service Implementation
15.00 - 15.30
- And me?...
- Discussion of cases and How does this connect to your work and how can you implement this in your own work/business. What will be next steps?
15.30 - 17.15
- Small group discussions, coaching, drinks
17.15 - 17.30 Wrap up
How to prepare?
As preparation for this IDE Master Class, we will send you some open questions (about the case topic) one week before the IDE Master Class takes place.
All materials provided are included in the course fee.
Literature for this year is:
- Service design by industrial designers (Froukje Sleeswijk Visser 2013);
- Designing strategies for human relations in services (Dirk Snelders, Eveline van de Garde & Fernando Secomandi, 2014)
- Service design: from insights to implementation (Andy Polaine, Ben Reason & Lavrans Løvlie, 2013).
- Design processes in service innovation (Fernando Secomandi & Dirk Snelders, 2017)
Handouts of all lectures will be provided with space for personal notes.
After the course
Between 23-27 October we will organise an after meeting for reflection and coaching of participants in Eindhoven during Dutch Design Week. Exact time and place to be decided.
Dirk Snelders is full Professor of Organising Product and Service Design. He has a background in psychology and marketing, and it is from these fields that he has developed his research interest on the role of design in business.
Froukje Sleeswijk Visser is assistant professor service design and co-design. Her research addresses the different roles of users and other stakeholders in co-design processes.