Service Design Thinking and Customer Centric Business DevelopmentLaajuus (5 cr)

Objectives

In this course students will learn service design thinking in a digital business environment. The student will study how service design thinking is applied to customer centric business development and how the customer centric value chains are formed. Students will use service design tools and methods to design a business development plan for an e-commerce company.

After completing the course, the students will be able to:
- develop innovative business development plan by using different kind of tools, like Storytelling, Design Scenarios, Service Blueprints, Empathy Map etc.
- search different kind of relevant customer information using design thinking tools
- describe the value chain in e-commerce

Content

• Service Design as an inter-disciplinary approach
• Fields of Service Design
• Service Design Thinking tools

Prerequisites

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Assessment criteria, satisfactory (1-2)

The student has rudimentary knowledge of service design thinking, including data collection methods such as surveys, interviews and observations. He/she is capable of using basic design thinking tools such as Empathy Map. The student has elementary skills in planning and implementing a research project in the context of service design thinking.

Assessment criteria, good (3-4)

The student has advanced knowledge of Service Design Thinking methods, including such as Value Proposition Canvas and Lean Canvas. The student knows the difference between customer centric and customer based. He/she is able to select suitable Service Design methods for a variety of situations and provide reasons for the selection. The student knows how to build a value chain. He/she is able to utilize the gained insights to improve business processes. The student is skilled in planning and implementing a service design project in the context of e-commerce.

Assessment criteria, excellent (5)

The student has excellent knowledge of service design methods, including interviews, observations, document analysis and others. He/she is able to select accurate service design methods for a variety of situations and justify reasons for the selection. The student knows how to build a value chain. He/she is able to utilize the gained insights to improve business processes. The student has profound skills in planning and implementing a service design project in the context of e-commerce. The student thoroughly understands how service design, value chain and customer-centricity work together.