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: 10th of August to 20th of August 2021 (see detailed schedule below).

Place: Online course by Novia University of Applied Sciences in co-operation with Turku University of Applied Sciences. The course uses Webex and Moodle as platforms for lecture recordings, materials and assignments.

Credits: 5 ECTS

Price: 75€

Application: by 12.4.2021

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, work with the case, report, presentations.

Course schedule

Week 32: Tuesday 10.8 13-16 EET, Wednesday 11.8 13-16 EET, Thursday 12.8 13-16 EET.

Week 33: Monday 16.8 13-16 EET, Tuesday 17.8 10-16 EET for mentoring, Wednesday 18.8 13-16 EET, Friday 20.8 13-16 EET.

The pre-task should be completed during the summer before the course starts. Attendance during the lectures is required. Individual and group work is done outside of the lectures. The service concept (case study) should be finalized by 20.8.2021, when the presentations are given. The report should be completed by 27.8.2021.

Student work load

Pre-task 35 h, lectures and mentoring 24 h, group work 10 h, case study individually or in groups 50 h, report 16 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 of the essay and preliminary research for the case study.
  • 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
  • Presentations
  • Informativeness and visualisation of the report and the appendices (personas, stakeholder map, service blueprint, business model canvas)

Learning materials

Pre-task 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