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Berkeley Global
Service design is the ability to group together human, physical and digital interactions to design excellent customer experiences for your users. Creating the intangible experiences that make up the services we use every day differs from designing physical and digital products. Research and user preparation entails orchestrating your audience and stakeholders, processes and touchpoints to influence the metrics and evaluations of your testing results. In this course, you get an opportunity to learn more about the crucial co-design activities that allow users to become an active part of the creative development of a product by interacting directly with your service blueprint and design cycle. You also learn the elements of service-design systems including topics such as service safaris, experience prototyping, storyboarding and service blueprinting. You then learn to apply those tools and practices in a real-life service design project during the course. The service design assignments and final presentation are designed so that you come away with a portfolio-ready project.
Course Outline
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Course Objectives
This course is entry level and suitable for people from any discipline who are looking to learn about designing intangible experiences and services (e.g., public and social services, health services, financial services or any service you might have in mind).
- Define the fundamental elements of a service identify and analyze key aspects of service
- Learn the fundamental approaches of service design
- Explore tools used in service design
- Research, develop and test service concepts
- Understand customer needs and how to exceed their expectations
- Design hands-on prototypes that are totally applicable to services
What You Learn
Service design examines a system of activity from design planning, communication and material components of a service to create a new or improve the quality and interaction between service provider and users.
- History of service design
- Elements of a service
- Service design principles
- Research and user testing preparation
- Stakeholder and ecosystem mapping
- Design, executing and synthesize qualitative research
- Brainstorming techniques
- Co-design activities
- Future-state journey mapping
- Developing insight and opportunity statements
- Paper prototyping
- Storyboarding
- Role-playing and simulations
- Video prototyping and Wizard of Oz
- Identifying service concept assumptions
- Planning for rapid prototype testing
- Metrics and evaluation of testing results
- Defining a service value proposition
- Service blueprinting
- Reflecting on the advantages and limitations of service design
- Service safaris
- Course-end project presentation
How You Learn
We are online! All of the design classes are conducted online and include video classes, mentor-led learning and peer-to-peer support through our student online platform, Canvas.
- Lectures
- Reading assignments
- Quizzes at instructor’s discretion
- Small-group activities
- Homework assignments
- Capstone project
Is The Course Right For Me?
This class is for any professional or existing students who want to build their skill set. Students will read, perform hands-on research and complete exercises each week. A final presentation challenges you to redesign a service at your choosing to be included in your design portfolio. Our experienced instructors provide practical information, offer their service-design skills and monitor your development along with peer-to-peer support on our student online platform.
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