Elective course (6 ECTS)

About 80% of employed people work with services, and under 15% work with industrial production.

This course will look at how services differ from products, specifically from a design perspective:

1. Services are delivered over time
2. Brand and strategy er central to service design
3. Services are holistic and are delivered over several touch-points
4. Services often combine people and technology in their interface
5. Services are experienced.The service experience can be designed
6. Services can be cheap to develop but expensive to produce (products are the other way around)

These differences have an effect upon the designers role and what is designed.This studio course will therefore through focus upon services give an insight into the service design world and specifically give you understanding and experience in the design of service experiences.The course has three interlocking elements:

1. Design and strategic thinking in a company
2. Storytelling and its application in service design
3. Design processes for service design

At the end of the course you should:

1. Understand the difference between products and services and how design fits into this
2. Participate actively in service design projects
3. Understand the principles of storytelling and be able to use these in service design
4. Understand how design can influence strategy and strategic thinking in a company

You will also be expected to build up critical literature analysis skills.

To be able to do this, the course will rund two short-courses:

1. Storytelling and digital media
2. Design Management/Strategic Design

The semester prepares you also for your diploma by giving you some more experience of design theory, literature analysis and essay writing.

Be prepared for periods which might require you to consume vast amounts of storytelling media outside of school hours– film, games, books, short-films, radio, TV etc.

Main project: 60%Storytelling: 20%Design Management/Strategic Design: 20%

The course is assessed subject to a Pass - Fail grade scale (transition arrangements in accordance with the new grade scale).

Books

J A Fitzsimmons and M J Fitzsimmons, Service Management: Operations, strategy and information technology, 4th ed, McGraw Hill, 2003, ISBN 0072823739

C H Lovelock, S Vandermerwe & B Lewis, Services Marketing, a European Perspective, 4th ed, Prentice-Hall, 1999 ISBN 013095991X

W Schmidt, G Adler & E van Weering, Winning at Service: Lessons from service leaders, Wiley, 2003, ISBN 0470848235

B Van Looy, P Gemmel, & R Van Dierdonck (eds) Services Management: an integrated approach, FT Prentice Hall, 2003, ISBN 027367353X

Christian Gronroos, Service Management and Marketing: A customer Relationship Management Approach, 2nd ed, Wiley, 2000, ISBN 0471720348 .

Birgit Mager. Service design : a review. Köln International School of design, 2004. ISBN 3-9808573-5-2

Birgit Mager, Astrid van der Auwera, Benjamin Schulz. 10 service design basic cards. Köln : Service Design Fachhochschule Köln, 2006. ISBN: 3-9808573-7-9

Lena Mossberg . Ã… skape opplevelser : fra OK til WOW! Bergen, Fagbokforl, 2007. ISBN: 978-82-450-0526-4

Sophia Parker and Joe Heapy. The journey to the interface : how public service design can connect users to reform. London : Demos, 2006. ISBN: 1-84180-164-x

Jeffrey F. Rayport, Bernard J. Jaworski. Best face forward : why companies must improve their service interfaces with customers. Boston, Mass. : Harvard Business School Press, 2005. ISBN: 0-87584-867-2

Creswell, John W. Research design : qualitative & quantitative approaches / John W. Creswell. - Thousand Oaks, Calif. : Sage, c1994. - XIX, 228 s. : ill. ISBN 0-8039-5254-6, 0-8039-5255-4

E-books (pdf)

Herbjørn Nysveen and Per E. Pedersen. Service innovation methodologies. 1 : what can we learn from service innovation and new servicedevelopment research? : report no 1 from the TIPVIS-project. Kristiansand : Høgskolen i Agder, 2007. 978-82-7117-611-2

Leif B. Methlie and Per E. Pedersen. Service innovation : new service development with deep involvement of users and value networks. Bergen : Institute for Research in Business Administration, 2006. ISBN: 82-491-0394-7

Standards

BS 7000-3 (2005) Design Management Systems : Guide to Managing Service Design, British Standards Institution, London

BS 7373-3 (2005) Product Specifications : Guide to Identifying Criteria for Specifying a Service Offering, British Standards Institution, London

Articles (handouts)

L L Berry, V A Zeithaml and A Parasuraman, 'Five Imperatives for Improving Service Quality', Sloan Management Review, Vol 31, no 4, Summer, 1990, pp 29-38

M J Bitner, S W Brown & M L Meuter, Technology Infusion in Service Encounters, Journal of the Academy of Marketing Science 28, 1, 2000 pp 138-149