IDSE202 Service Design

About this course

Whether they acknowledge it or not, most organizations are service organizations; their who’s products, systems, and services require the user to navigate one or more touch-points (app, kiosk, service agent, ticket, etc..) in-order to achieve the simplest value. This class focuses on the foundations of service design. Students will analyze and re-design an existing service (of their choice), translate it into tangible artifacts that allow for introspection, and prototype recommendations that enhance the existing value proposition.

Students will be required to solicit $1000.00 (or equitable value) AT MINIMUM for the insights and concepts generated for the selected service provider.

Reading list

Service Design - Andrew Poulaine

Innovation X: Ch 4 Convergence - Adam Richardson

Outcomes and competencies

The following outcome statements articulate the competencies, abilities, and skills a student will have as a result of completing this class. Students will...

  • Articulate and execute an end-to-end process for analyzing / crafting complex services
  • Identify and utilize the appropriate tools to capture and synthesize user data into visualizations of an existing service or problem landscape
  • Illustrate complex systems, services, and problem as tangible artifacts
  • Articulate a vision for an ideal customer journey, that considers user and business goals
  • Craft and communicate the functional and emotional attributes of the touch-points that aspire to facilitate the ideal experience

Core concepts and ideas

This class emphasizes the following main ideas, themes, and concepts:

  • Diagramming as both a philosophy and method for understanding the complexity of services and for proposing changes to these services
  • Ecosystems and Ecologies as a way of framing large, multi-faceted, and often distributed problems


ClassDayIn ClassOut of Class


Tue Oct 24

Introduction, What is service design, AEUIO Framework, Participatory Research

Assignment 1 delivered

Visit at least three local services – PHOTO document your journey (Entry, sequence use, touch-points, environment, exit) – OVER SHOOT – OVER SHOOT – OVER SHOOT


Thu Oct 26

Customer Journey Maps

Continue to research at local services – Select Service for deep dive


Tue Oct 31

Due: Assignment 1- AEIOU Breakdown Posted to the blog

Concept Models

Due: Externalized data from selected service

Synthesize data; craft customer journey map


Thu Nov 2

Service Blueprints

Due: Customer Journey Map Actual State – ROUGH DRAFT

Iterate based on feedback – finalize customer journey map and build strategy brief part 1


Tue Nov 7

Strategy Brief Readout

Due: Strategy Brief Part 1 – Customer Journey Map Actual State

Continue research as necessary based on feedback from readout – continue synthesis of captured data to insights


Thu Nov 9

Value Promise, Principles, and Vignettes

Begin crafting vignettes, synthesizing design principles – Interview service owner / manager


Tue Nov 14

Work Session

Continue crafting vignettes, synthesizing design principles


Thu Nov 16

Strategy Brief Readout

Due: Strategy Brief Part 2 – Perceived state and Value Promise

Due: Have asked for $1000

Iterate based on feedback


Tue Nov 21

Feature Briefs

Begin crafting opportunity statement, principles and vignettes


Thu Nov 23

No Class - Thanksgiving

Iterate based on feedback and raise fidelity of vignettes


Tue Nov 28

Strategy Brief Readout

Due: Strategy Brief Part 3 – Opportunity, Principles and Vignettes

Select opportunities & vignettes for prototyping. Identify opportunities for low-fidelity prototypes, begin build and implementation


Thu Nov 30

Work session

Continue build and implementation


Tue Dec 5

Work Session

Begin capturing feedback / evaluative research on prototypes


Thu Dec 7

Mock Presentation

Due: Mock Presentation

Iterate based on feedback - Continue capturing feedback / evaluative research on prototypes


Tue Dec 12

Work Session

Finalize presentation and final deliverable


Thu Dec 14

Final Presentation

Due: Final presentation

Due: Strategy Brief Part 4 – Prototyping and Roadmap