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Service Design & Innovation is a theoretical course that guides students to study the theories and practices around service design and service innovation. Services are now fully recognized for their fundamental role in the growth of the economy and employment of most developed countries; they are also valued for their transformational role in society being deeply embedded in how we live, work, produce and create social relationships. They are also undergoing deep transformations due to the digital transition and are heavily influenced by the green imperative.
Service Design as a discipline applies creative and human-centered design processes, methods and tools aimed at improving and innovating services. These range from services in the private, public or third sectors, and are relevant for all types of organizations.
To develop capabilities aimed at innovating services, several areas of knowledge need to be mastered including experience and interaction design, organizational and behavioral change, system design and system thinking. It does require multidisciplinary contributions where Design can play and is increasingly playing a key role in bringing people at the center of any innovation process.
Content:
The course will cover a range of topics, from the basics of Service Design to its contemporary evolutions. This will include Service systems, Service Models, Service Innovation, Service Logic, Service Evaluation, Policy Making, New Technologies, Design Capabilities.
Preliminary bibliography:
Bitner, J. (1990) Evaluating Service Encounters: The Effects of Physical Surroundings and Employees Responses, Journal of Marketing, 54: 68-82.
Boyle, D. and Harris, M. (2009). The challenge of co-production. How equal partnerships between professionals and the public are crucial to improving public services, Nesta, London.
Csikszentimihalyi, M. (1990). Flow: The Psychology of Optimal Experience. New York: Harper.
Czepiel, J., Solomon M. e Suprenant C. (ed.) (1985), The Service Encounter. Managing Employee/Customer Interaction in Service Business, Lexington Books, Lexington (MA).
Forlizzi J. and Ford S. (2000), The building blocks of experience: an early framework for interaction designers, Proceedings of the 3rd conference on Designing interactive systems: processes, practices, methods, and techniques, p.419-423, August 17-19, New York City, New York, United States.
Grönroos, C. (2011). Value co-creation in service-logic: A critical analysis. Marketing Theory, 11(3), 279.
Junginger, S. and Sangiorgi, D. (2009), Service Design and Organisational Change. Bridging the gap between rigour and relevance, IASDR09 conference, 19-22 October, Seoul.
Kimbell, L. (2011). Designing for Service as One Way of Designing Services. International Journal of Design, 5(2).
Meroni A., Sangiorgi D. (2011), Design for Services, Gower Publishing Ltd.
Parker, S., and Parker S. (2007). Unlocking Innovation: Why citizens hold the key to public service reform. Demos: London.
Parker, S. and J. Hoepy, (2006). The Journey to the Interface. How public service design can connect users to reform. London: Demos.
Sangiorgi, D. and Prendiville, A. (2017). Designing for Service. Key isues and New Directions, Bloomsbury Publishing.
Sanders, B.-N., Elizabeth, & Stappers, P. J. (2008). Co-creation and the new landscapes of design. CoDesign, 4(1), 5-18.
Solomon, M., Suprenant C., Czepiel J. and Gutman E. (1985), A Role theory Perspective on Dyadic Interactions: The Service Encounter. Journal of Marketing; Winter85, Vol. 49 Issue 1, p.99-111.
Vargo, S., & Lusch, R. (2008). Service-dominant logic: continuing the evolution. Journal of Academic Marketing Science, 36(1), 1-10.
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