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Course Director: Jenny Darzentas
Course Code: 6203
Educational Units: 4
ECTS Units: 6
Type: Compulsory (C)
Semester: 05 (Winter)
Hours: 4 hours lecture

This course is a relatively new addition to the student portfolio (from 2014-5). It also is the flagship of the Service Design direction of study. Students learn about the importance of services in modern economies, and what design can offer to services, in the sense of offering value to both consumers and providers of services.

The course offers students a wide background to Service Design, situating it in relation to other disciplines such as management and operational research, among others, as well as to the prevailing Service Science.

The course aims to educate students in the use of tools and techniques of service design within a climate of better user experience (UX) and more productive organisations. Students learn theoretical precepts as well as models. They undertake exercises in the use of the most common tools. They learn about how to understand the emerging trends within the field, such as public sector design, community design, social innovation design and social entrepreneurship. In this way students will be well placed to situate developments as they occur, and understand what tools there are to build good services.

Upon completion of the course Service Design, the students will

  • Have a good understanding of the importance of services in modern economies, the application areas of Service Design and new directions that are emerging
  • Have knowledge and opinion regarding the history of Service Design, Service Science and the contribution of Systems Thinking
  • Have acquired a deep knowledge of current models and theories used in Service Design
  • Be able to use with confidence commonly deployed Service Design methods and tools
  • Have awareness and understanding about current and emerging dimensions of Service Design, such as public sector services, social innovation and social entrepreneurship

Texts for distribution to the students (Eudoxus):

  • Randall, D., Harper, R., Rouncefield, M. Fieldwork for Design Theory and Practice, Springer Verlag, 2007
  • Fitzsimmons, J, Fitzsimmons, M. Service Management McGraw-Hill, 2013


Background Bibliography:

  • Sangiorgi, D. Prendiville, A. (Eds): Designing for Service: Key Issues and New Directions, Bloomsbury, 2017
  • Meroni, A.Sangiorgi, D. :Design for Services, Gower, 2011
  • Schneider, J. Stickdorn, M. :This is Service Design Thinking Bis Publishers, 2013
  • Flood, R.L. & Jackson, M.: Creative Problem Solving: Total Systems Intervention, Wiley, 1991
  • Polaine, A., Reason, B., Løvlie, L. Service Design: from insight to implementation Rosenfeld, 2013
  • Young, L : From Products to Services, Wiley 2008
  • Moritz, S : Service Design Practical Access to an evolving field, KISD 2010
  • Miettinen,S. Valtonen, A. (Eds): Service Design with Theory: Discussions on Change, Value and Methods, Lapland 2012
  • Bitner, M.J., Ostrom, A.L., Morgan, F.N. (2008) Service Blueprinting: A Practical Technique for Service Innovation in California Management Review 50: 9 (3): 66-94


Related academic journals:

  • Design Management Journal
  • Journal of Service Research