Service Design Processes and Methods


Service design competence will be an asset in many different fields and professions when services are developed in the fast changing world.

According to Stefan Moriz (2005) “Service Design helps to innovate (create new) or improve (existing) services to make them more useful, usable, desirable for clients and efficient as well as effective for organisations. It’s a new holistic, multi-disciplinary, integrative field.”

Come and learn the basics of service design!

Date: 9 August – 20 August 2021

Place: Novia University of Applied Sciences in co-operation with Turku University of Applied Sciences. (The course can be arranged online in the case of travel restrictions.)

Credits: 5 ECTS

Price: 75€

Application: by 12.4.2021 via online form

Short description

The students will learn the basics of service design and a service design process as well as the most central methods of service design. The course will be completed as a case – developing of an existing service. The case will include the first three phases of the service design process, from definition to service design.


The student will be able to

  • Utilise service design process as a holistic and iterative approach.
  • Implement established, research-based service design methods in the case study.
  • Map and visualise different stages of service design processes.


Service Design Process:

  • Definition
  • Research
  • Service design
  • Production

Service Design Methods:

  • Mind map
  • User oriented methods (e.g. personas, a day in a life, probes, observation, interviews, storyboard, storytelling)
  • Stakeholder map
  • Service Blueprint
  • Business Model Canvas

Target audience

Undergraduate students with at least two years of Bachelor’s studies in any field.


Lectures, group work with the case, report, presentations.

Student work load

Pre-task 35 h, lectures and mentoring 30 h, case study in groups 70 h = 135 h


Pre-task on pass/fail basis.

Case study in groups on scale 0 -5 (0=fail –  5=excellent).

Assessment criteria

  • Pre-task: Depth of discussion.
  • Active participation in lectures and group work
  • Case study:
  • Development process of the ideas to a service concept
  • Applying of different service design methods and tools to gain versatile knowledge for the case
  • Informativeness and visualisation of the report and the appendices (personas, stakeholder map, service blueprint, business model canvas)

Learning materials


  • Polaine, A., Løvlie, L. & Reason, B. 2013. Service design: from insight to implementation. Brooklyn, NY: Rosenfeld Media.
  • Stickdorn, M., Schneider, J. 2011. This is Service Design Thinking. John Wiley & Sons.
  • Stickdorn, M., Hormess, M.E. & Lawrence, A. 2018. This Is Service Design Doing: Applying Service Design Thinking in the Real World. O’Reilly Media. USA.

Lecture material, webpages etc.

Number of students: min. 10, max. 25