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Scheda Riassuntiva
Anno Accademico 2017/2018
Scuola Scuola del Design
Docente Garcia Fortuny Marc , Landoni Paolo , Villari Beatrice , Zoels Jan-Christoph
Cfu 18.00 Tipo insegnamento Laboratorio

Corso di Studi Codice Piano di Studio preventivamente approvato Da (compreso) A (escluso) Nome Sezione Insegnamento

Programma dettagliato e risultati di apprendimento attesi

Course description


As designer and service designer we strive for not only improving the world, but also for working to create a better society. Cities are key places where cultural, social and entrepreneurial changes happen. They can be considered as contemporary laboratories where services are ideated, designed and produced collaboratively by citizens, institutions, and enterprises. In this framework culture and creative industries are crucial elements to foster citizen-centric innovation at urban level. Cultural hubs, museums, libraries, theatres, sport centres as well as cultural businesses (just to mention few) are part of a wider ecosystem that can be strengthened adopting a service design approach.

The Final Studio will be aimed at ideating and experimenting new services that are linked to the cultural ecosystem, and create value for citizens, institutions and businesses. The idea is to work on both on existing services or new services that can impact on the cultural offering of the city as a whole, bringing value to both citizens and visitors.

Students will work on solutions aimed at innovating current cultural experiences and related services, exploiting the peculiarities of the neighbourhoods, and affecting the way of living the city.

The approach adopted is people-centred, considering communities of users (or better, actors involved in the service) as a central point since the very initial stages of the project. Particular attention will be given to the service experience, including the relationship between different actors involved as a key element of the service.


The main purpose of the Final Studio is to design new service ideas connected to the cultural ecosystem that considers the entire customer journey: before, during and after the service experience.
The challenge is to develop urban-based solutions that are connected to emerging citizens needs and behaviours.


Structure and organization
The design process will be structured as follows:

1. Framing the context: exploring trends and existing experiences
2. Generating service ideas

3. Understanding the user contexts (Design ethnography/field research)
4. Prototyping and validating ideas

5. Defining and developing service ideas

6. Identifying business models

7. Finalizing service ideas


The different phases will involve different learning modules such as lectures, hands-on workshops, and project reviews.

In particular, the activities will be focused on:

1. Framing the context: exploring trends and existing experiences
The initial part of the Studio will be dedicated to building a common framework about the cultural ecosystem analysing case studies and innovation trends. This preliminary research will help students in defining a project brief.

2. Generating service ideas
Students will work on a generative phase in order to find promising ideas and service areas to be developed in the future steps.

3. Understanding the user contexts (Design ethnography/field research)
The service ideas will be validated and further explored through a field research aimed at understanding specific user needs and gather insights from the users’ experiences.

 4. Prototyping and validating ideas
Concepts will be validated and developed at their early stage through different prototyping stages. In particular, a dedicated workshop will be structured to support these activities.

 5. Defining and developing service ideas
Service ideas will be described and developed in all their components. Front stage and back stage activities will be considered as well as digital and physical touchpoints.

6. Identifying business models
The service ideas will be also described and designed around a business model that will be explored, identified and detailed throughout the Final Studio journey.

7. Finalizing service ideas
As the last step, the ideas will be prototyped and visualized in order to describe the solutions as a complex system that includes back-office activities (related to the organizational level), and the front-office area (system of interactions and touchpoints).

Solutions can be physical or digital or combine both of these aspects.


Final exam

The final exam will require students to hand in:

- a visual book of the project

- a synthetic presentation of the work done (ppt, pdf, video, and so on) + (if relevant) mock-ups of physical service touchpoints

- an experience prototyping of the service (i.e. role play)

- a booklet describing the synthesis of the service developed.

More specific indications on each of these deliverables will be given during class.


Evaluation criteria

The final assessment and grade will be assigned to students individually and will be based on:

- results of the mid-review

- the quality of the final project developed in the group

- the active participation of singles to every activity of the studio

- the capacity to communicate and tell the story of the project and its development

- the grade of innovation embedded in the solution proposed


Suggested books and articles

Bradwell, P. & Marry, S. (2008). Making the most of collaboration: An international survey of public service co-design. DEMOS and PriceWaterhouse Coopers Public Sector Research Centre 2008. London. Report.

Brown, T., 2009. Change by design: how design thinking transforms organizations and inspires innovation. New York: HarperCollins.

Burns C., Cottam H., Vanstone C., Winhall J. (2006). “Transformation Design”, RED paper 02, Design Council, London.

Chesbrough, H. W. (2011). Open Services Innovation: Rethinking Your Business to Grow and Compete in a New Era. USA: Wiley and Sons.

IDEO (2009). Human Centered Design, Toolkit. Available at: http://www.ideo.com/work/featured/human-centered-design-toolkit [last accessed: 31 January 2010]

Jones, M. & Samalionis, F. (2008). “From Small Ideas to Radical Service Innovation”, Design Management Review, Vol. 19, N. 1.

Landry, C. (2000). The Creative City. A Toolkit for Urban Innovators, London: Earthscan.

Lockwood, T. (2010). Design thinking: Integrating innovation, customer experience, and brand value. New York: Allworth

Lupo E., Giunta E., Trocchianesi R. (2011). Design Research and Cultural Heritage: Activating the Value of Cultural Assets as Open-ended Knowledge Systems, Design Principles And Practices: An International Journal, Vol. 5, llinois, USA: Common Ground Publishing LLC

Manzini, E., (2015). Design when everybody designs, MIT Press

Moritz, S., 2005. Service Design – Practical Access to an Evolving Field. Cologne: Köln International School of Design.

Murray, R., Caulier, G. & Mulgan, G. (2010). The Open Book of Social Innovation. The Young Foundation and NESTA.

Osterwalder, A., Pigneur, Y., In Clark, T., & Smith, A. (2010). Business model generation: A handbook for visionaries, game changers, and challengers.

Osterwalder, A., Pigneur, Y., Bernarda, G., Smith, A. and Papadakos, T. (2014) Value Proposition Canvas. Wiley, Hoboken.

Polaine, A., Løevli, L., & Reason, B. (2013). Service Design – From insight to implementation. New York: Rosenfeld Media.

Reason, B., Lovlie, L. and Brand Flu, M. (2015) Service Design for Business: A Practical Guide to Optimizing the Customer Experience.

Sanders, E. (2009). “Co-creation through generative design thinking”. Keynote speech video at IASDR Conference 2009 – Available at: http://www.iasdr2009.com/m42.asp

Stickdorn, M. & Schneider, J. (2011). This is Service Design Thinking: Basics - Tools – Cases. Amsterdam: BIS Publishers

Thackara, J. (2006). In the bubble: Designing in a complex world. Massachusetts: MIT Press.

VILLARI B., (2013), A community centred approach for neighbourhood-based services. Connecting design education and research practices for social innovation. 5th IASDR, Tokyo

Villari, B. (2012). Design per il territorio. Un approccio community centred. Milano: FrancoAngeli

Villari, B. (2013). Design, comunità, territori. Un approccio community-centred per progettare relazioni, strategie e servizi. Milano: Libraccio Editore

Villari, B., (2015). Coltivazioni sociali urbane. Innovazione sociale di quartiere, Milano: Maggioli Editore


Note Sulla Modalità di valutazione


Mix Forme Didattiche
Tipo Forma Didattica Ore didattiche
laboratorio informatico
laboratorio sperimentale
laboratorio di progetto

Informazioni in lingua inglese a supporto dell'internazionalizzazione
Insegnamento erogato in lingua Inglese

Note Docente
schedaincarico v. 1.6.5 / 1.6.5
Area Servizi ICT