Service Design Course (SDC) aims at providing you with a robust introduction to service design, a new discipline focusing on services, customer experience (CX), innovation and design thinking. Service design principles are universal across the industries, ranging from telco, banking to transportation, public services as well as services provided by non-government organizations.
After you successfully completed this course, you’ll be able to analyse and improve existing services from the CX perspective no matter the industry. You will also be able to develop new services using human-centered design process. The course will equip you with tools and most importantly it will teach you the way of approaching problems. This is often referred to as Service Design Thinking.
The most viable career path after finishing the SDC (and other courses belonging to the Design of Information Services specialization) is one of a service designer (not common in the Czech Republic yet, but common in the West), product manager, marketer, entrepreneur, analyst or generally any managerial position dealing with clients (front-desk, client support, back office processes, quality assurance, sales etc.).
During the semester, we will work on a real life project challenge.
The challenge for this semester is:
“RE-DESIGN THE CZ TAXATION PROCESS FOR SELF-EMPLOYED ENTREPRENEURS”
Currently, the process is lengthy and putting a lot of effort onto the shoulders of entrepreneurs. We need to understand the problems and design a better way of doing it.
You are expected to understand current process, its drawbacks and entrepreneurs’ pains and re-design the process as to better serve the needs and limitations of the primary design group – self-employed entrepreneurs. Moreover, you are expected to accommodate needs and working routines of other groups (financial officers, health insurance officers, OSSZ officers and other) as to make the design more robust.
Students will split into teams by four members. The semester will be split into six thematic blocks, which will provide guidance during the project as we proceed from situation mapping to final design overview.
1. Introduction, Stakeholders and Getting Ready for Empathy
2. Goal-Oriented Personas
3. Journeys and Touchpoints
4. Design Workshop and Prototype
5. First Iteration Design
6. Final Design Delivery
The course will be delivered always on Wednesday from 1 PM to 4 PM at Moravská zemská knihovna in Brno:
Wed 8 Oct - malý sál v 6. patře (Little Room, 6th floor)
Wed 22 Oct - videokonferenční sál ve 4. patře (Videoconference Room, 4th floor)
Wed 5 Nov- videokonferenční sál ve 4. patře (Videoconference Room, 4th floor)
Wed 19 Nov - malý sál v 6. patře (Little Room, 6th floor)
Wed 10 Dec- malý sál v 6. patře (Little Room, 6th floor)
MANNING Harley a BODINE Kerry. Outside in: the power of putting customers at the Center of your business. Las Vegas: Amazon, 2012, 260 s.
BAŤA, Tomáš. Úvahy a projevy. 3. vyd., v Institutu řízení 1. Praha: Institut řízení, 1990, 246 s. ISBN 8070140240.
SCHNEIDER, Jakob a Marc STICKDORN. This is service design thinking: basics, tools, cases. Hoboken, N.J.: Wiley, c2011, 373 p. ISBN 9781118156308.
CRAM, Tony. Vítězný tah: jak dosáhnout prvotřídní úrovně služeb zákazníkům. Vyd. 1. Praha: Management Press, 2012, 227 s. ISBN 9788072612468.
COLLINS, Jim et al. Good to Great. HarperBusiness, 2001, 300 s. ISBN 978-0066620992.
CHIPCHASE, Jan. Hidden in Plain Sight: How to Create Extraordinary Products for Tomorrow's Customers. HarperBusiness, 2013, 256 s. ISBN 978-0062125699.
HAZDRA, Adam et al. Skvělé služby: jak dělat služby, které vaše zákazníky nadchnou. Praha: Grada, 2013, 160 s. ISBN 978-80-247-4711-8.
BECKWITH, Harry. Jak prodat neviditelné: průvodce moderním marketingem. Hodkovičky: Pragma, 2010, 205 s. ISBN 978-80-7205-743-6.
As of Winter semester 2014, SDC is delivered in six three-hour blocks during these days:
1. Tuesday 16 September
2. Wednesday 8 October
3. Wednesday 22 October
4. Wednesday 5 November
5. Wednesday 19 November
6. Wednesday 10 December
Presence during lectures is not compulsory, but highly recommended, as we’ll discuss numerous services and everyday issues not described in any resource.
The approach of SDC places a great emphasis on project work and self-study. It is therefore suitable also for part-time students.
Lectures are delivered mostly to facilitate reading and work assignments. The reason for this is to let you form your own opinion and to see the discussed topics from various angles.
The course will be assessed in two ways. First, it will be based on your final team presentation (more details to come during the semester). Second, it will be based on 360 degree feedback provided by your team mates.
There are only two options of assessment for SCD – passed or did not passed. However, individual complex written or verbal feedback will be provided to all students by the lecturer. The goal is to help you better understand your performance.
Prior to attending the first lesson, please read one of the following: Delivering Happiness by Tony Hsieh from Zappos; The Thank You Economy by Gary Vaynerchuk from Wine Library; or Losing My Virginity by Richard Branson from Virgin. More stuff to come during the semester, the list here is just to warm you up a bit.