Postgraduate Course: Introduction to Service Design (fusion on-site) (EFIE11100)
|School||Edinburgh Futures Institute
||College||College of Arts, Humanities and Social Sciences
|Credit level (Normal year taken)||SCQF Level 11 (Postgraduate)
||Availability||Available to all students
|Summary||Service design methods have become an essential approach in bridging the values of multiple stakeholders to support the design and use of valued human-centred services. This course offers an introduction to, and critical approach to service design, with a focus on combining effective methods and frameworks toward practical application.
This course follows the EFI educational delivery model consisting of a pre-intensive period in which an introduction to the course and background materials will be shared, this is followed by a two-day intensive workshop in which the core materials will be delivered, with a final post-intensive period in which students are expected to work individually and in teams to develop assignments.
Individual, pre-intensive, component comprised of 4 elements:
(i) A reading pack of 8 core papers that provides a background to the histories and development of the discipline;
(ii) An introductory lecture (pre-recorded) that explains the structure of the course, and revisits the core papers to complete the background to the origins, development and applications of service design;
(iii) Four practice-based case studies in the form of short videos that focus upon companies, practitioners and organisations that either provide design services, or have internal programmes and departments that use service design methods (e.g. Nile, Data + Design Lab, AndThen);
(iv) A group activity where participants are able to discuss issues that emerge from the readings and case studies and familiarise themselves with key concepts ahead of the intensive days.
The two-day intensive component comprises an initial day for experiencing a selection of methods, followed by a second day which centres upon students working in teams to initiate the development of a service design methodology in response to a design brief. Day 1 is as follows:
(i) A welcome back introductory talk that gathers students together and explains the two-day session;
(ii) Short seminars will introduce established service design methods: e.g. service blueprints, journey mapping, Jobs To Be Done;
(iii) Students will have the opportunity to practice these methods in the classroom applied in different contexts
(iv) A collective feedback session will interrogate the applicability, potentials and limitations of each method
Day 2 is split into 4 parts:
(i) Students will be presented with a service management and design challenge in which service design methods are required to be applied to a specific context;
(ii) Students will work in groups to form 'design studios' consisting of online and offline members with different skills. Groups will work together to develop preliminary responses to the brief, working towards a ¿pitch¿ for a service design project. Online tools including Miro will be used to support ideation and collaboration.
(iii) Presentations back to the group will provide an opportunity for formative feedback in the review of different group responses. They will then use these plans to inform their development through the post-intensive phase.
(v) A final seminar will close the intensive two days and detail the expectations for the post-intensive period toward the final submission of coursework.
Groups will remain connected throughout the post-intensive which will consist of 2 elements:
(i) Virtual studios will be self-organised by groups to pursue the development of toolkits, and will be facilitated through the provision of online tools linked to assessment.
(ii) Presentations delivered synchronously onsite and online, will provide an opportunity for groups to present their pitch, and receive formative feedback prior to a final submission. Asynchronous students will be able to contribute pre-recorded content and/or view recordings of the pitch and feedback.
The student experience will integrate personal learning objectives within a group / studio environment. It will combine individual study together with structured tutor led workshops, a virtual studio culture, seminars and tutorials, toward the understanding and subsequent design of a service design toolkit. It will link the work and personal experiences of the student together with the historical and contemporary discipline of service design and appreciate its application in the creation of inclusive human-centred services.
Edinburgh Futures Institute (EFI) - On-Site Fusion Course Delivery Information:
The Edinburgh Futures Institute will teach this course in a way that enables online and on-campus students to study together. This approach (our 'fusion' teaching model) offers students flexible and inclusive ways to study, and the ability to choose whether to be on-campus or online at the level of the individual course. It also opens up ways for diverse groups of students to study together regardless of geographical location. To enable this, the course will use technologies to record and live-stream student and staff participation during their teaching and learning activities.
Students should be aware that:
- Classrooms used in this course will have additional technology in place: students might not be able to sit in areas away from microphones or outside the field of view of all cameras.
- Unless the lecturer or tutor indicates otherwise you should assume the session is being recorded.
As part of your course, you will need access to a personal computing device. Unless otherwise stated activities will be web browser based and as a minimum we recommend a device with a physical keyboard and screen that can access the internet.
Entry Requirements (not applicable to Visiting Students)
||Other requirements|| None
Information for Visiting Students
|High Demand Course?
Course Delivery Information
|Academic year 2023/24, Not available to visiting students (SS1)
|Course Start Date
|Learning and Teaching activities (Further Info)
Lecture Hours 3,
Seminar/Tutorial Hours 4,
Supervised Practical/Workshop/Studio Hours 10,
Online Activities 10,
Formative Assessment Hours 3,
Other Study Hours 7,
Programme Level Learning and Teaching Hours 2,
Directed Learning and Independent Learning Hours
|Additional Information (Learning and Teaching)
Other Study: Scheduled Group-work Hours (hybrid online/on-campus) - 7
|Assessment (Further Info)
|Additional Information (Assessment)
The course will be assessed by means of the following assessment components:
1) 1500 Word Reflective Essay/Blog (75%)
Students will write a 1000 - 1500 word reflective essay/blog to critique a service design method in relation to the brief provided during the intensive days . They will be expected to highlight the strengths and weaknesses of using this method in a particular domain, context, or with certain stakeholders.
2) Group Presentation Slide Deck / PDF of a maximum 25 Pages (25%)
Working in a group, they will be asked to produce a pitch deck which outlines a service design project, in response to a particular brief. The response would include a description of how and why particular methods would be used, a structure for the project, with consideration for how different methods can be tailored to the brief. Alongside the reflective essay, this should examine students' understanding of how to apply existing methods to new and emerging social, economic and data-driven contexts.
||Feedback on the formative assessment may be provided in various formats, for example, to include written, oral, video, face-to-face, whole class, or individual. The course organiser will decide which format is most appropriate in relation to the nature of the assessment.
Feedback on both formative and summative in-course assessed work will be provided in time to be of use in subsequent assessments within the course.
Feedback on the summative assessment will be provided in written form via Learn, the University of Edinburgh's Virtual Learning Environment (VLE).
Students will receive feedback at various points during the course:
- During intensive days and group presentations (formative feedback);
- By written feedback on their individual reflective essay, and their group work (summative feedback).
|No Exam Information
On completion of this course, the student will be able to:
- Express a critical understanding of service design and methods and their role within the design / redesign of products and services.
- Demonstrate an understanding of the existing methods and how these can be applied within the development of a service.
- Critically evaluate the strengths and weaknesses of various service design methods.
- Demonstrate the ability to select, apply and tailor existing service design methods to address emerging contemporary social, economic and data-driven challenges.
|Indicative Reading List:|
Leading Public Design. Discovering Human-Centred Governance By Christian Bason, Policy Press, 2017.
This Is Service Design Doing: Using Research and Customer Journey Maps to Create Successful Services: Applying Service Design Thinking in the Real World by Marc Stickdorn, Markus Edgar Hormess, Adam Lawrence, Jakob Schneider, O'Reilly Media, 2016.
Dark matter and trojan horses. A strategic design vocabulary by Dan Hill, Strelka Press 2012.
The Design of Everyday Things by Don Norman, MIT Press, 2013.
This is Service Design Thinking: Basics-Tools-Cases by Jakob Schneider, Mark Stickdorn, Schneider Jakob, BIS Publishers 2012.
Service Design: From Insight to Implementation by Andy Polaine, Ben Reason & Lavrans Løvlie, Rosenfeld, 2013.
J Trischler, T Dietrich & S Rundle-Thiele (2019) 'Co-design: from expert- to user-driven ideas in public service design' Public Management Review (21, 11).
I Laitinen, T Kinder & J Stenvall (2018) 'Co-design and action learning in local public services' in Journal of Adult and Continuing Education (24, 1).
|Graduate Attributes and Skills
|Keywords||Service Design,Design,Service Management,Public Services,Value Creation,Co-creation
|Course organiser||Dr Chris Elsden
|Course secretary||Mr David Murphy