Teaching Chapter 17: Service Design
Timing
This session should be in the second half of the course, after students have been exposed to the basics of concept development.
Objectives and Strategy
This chapter provides an overview of Service Design. The main insight is that design of services looks quite a bit like the design of any other type of product. Thus, the content is intended to enable students to take on service design challenges as readily as they would the design of physical goods.
Session Outline
The session can follow this flow:
In-Class Exercise
Several types of in-class exercises are possible. For example,
A. Ask students to go observe a service operation (e.g., a coffee shop) and create a service process flow diagram.
B. Have students go ahead and do a quick design of a service – say for lunch delivery to college campuses.
This session should be in the second half of the course, after students have been exposed to the basics of concept development.
Objectives and Strategy
This chapter provides an overview of Service Design. The main insight is that design of services looks quite a bit like the design of any other type of product. Thus, the content is intended to enable students to take on service design challenges as readily as they would the design of physical goods.
Session Outline
The session can follow this flow:
- Distinction between Services and Physical Goods.
- Service Design Process
- Design tools: storyboards and service process flow diagram
In-Class Exercise
Several types of in-class exercises are possible. For example,
A. Ask students to go observe a service operation (e.g., a coffee shop) and create a service process flow diagram.
B. Have students go ahead and do a quick design of a service – say for lunch delivery to college campuses.