Course title
Service Design

Course description
Nowadays, manufacturing companies are striving to realize servizitation, the shift from a traditional product-centric business model to service-oriented one for creating new competitive and sustainable value. Service design is one of the core approaches towards servitization. This course aims to provide students with knowledge about the basics, tools as well as applications of service design. Specifically, it deals with what is service and how design contribute to service business development in manufacturing and service industries. At the end of course, participants are expected to explain the principles and practices of service and develop a unique service concept solution for one of the current social issues.
Purpose of class
Through the introduction of specific theories and case studies, understand the essence and significance of "service design" from the following perspectives.
1. The meaning and value of services that extend and complement the functions and utility of products.
2. Meaning and measure of design to expand the value of services.
Goals and objectives
  1. Can explain the meaning, value, and current role of services by giving actual examples
  2. Can consider how to apply the services that a product should provide by applying them to practice.
  3. Can explain in detail the design of artifacts, including products and services, target concepts, and processes.
  4. Can implement service design to the target and issues set by oneself.
Class schedule

Class schedule HW assignments (Including preparation and review of the class.) Amount of Time Required
1. Introduction: Modern Society and Services Carry out the tasks as instructed. 90minutes
2. What is a service (1): service quality, classification, and service marketing Research services in the manufacturing industry. 90minutes
3. What is service (2): Value theory of service Research use value and exchange value. 90minutes
4. What is Design (1): Design and Design, Science and Design Research the differences between Design and Sekkei. 90minutes
5. What is design (2): History of design theory, concepts in design Research the types of design. 90minutes
6. What is Design (3): The Process of Design Research the various design processes. 90minutes
7. Fundamentals of service design (1): definitions, basic principles Consider the relationship between service and design. 90minutes
8. Service design workshop (1): Setting customer Research related areas of service design. 90minutes
9. Service design workshop (2):Customer journey Try to apply the service design tools. 90minutes
10. Service design workshop (3): Stakeholder map Try to apply the service design tools. 90minutes
11. Service design workshop (4): Value proposition design Research service design in industry. 90minutes
12. Service design workshop (5): Service blueprint Consider the future of service design. 90minutes
13. Service design workshop (6): Prototype design Research the role of designers and design professionals. 90minutes
14. Final presetation Exam preparation, etc. 90minutes
Total. - - 1260minutes
Relationship between 'Goals and Objectives' and 'Course Outcomes'

Reports Examination Total.
1. 20% 30% 50%
2. 10% 10% 20%
3. 5% 10% 15%
4. 5% 10% 15%
Total. 40% 60% -
Evaluation method and criteria
Credit will be awarded for 60% or more of the reports (50%) and the final exam (50%).
In the final examination, students will receive credit if they can understand the class content properly and derive their own solutions to the problems set based on the content, while stating their own logic and arguments.
In addition, students will be evaluated for their comments in class.
Textbooks and reference materials
Marc Stickdorn & Jakob Schneider, This is service design thinking. Basics - Tools – Cases, BIS Publishers, 2012.
Marc Stickdorn & Markus Edgar Hormess, This is Service Design Doing, O'Reilly Media, 2018.
吉川弘之, 一般デザイン学, 岩波書店, 2020.
村松潤一, 価値共創とマーケティング論, 同文館出版, 2015.
Office hours and How to contact professors for questions
  • Questions will be answered in the classroom immediately after class.
  • Questions can be submitted via email.
Non-regionally-oriented course
Development of social and professional independence
  • Course that cultivates an ability for utilizing knowledge
  • Course that cultivates a basic problem-solving skills
Active-learning course
About half of the classes are interactive
Course by professor with work experience
Work experience Work experience and relevance to the course content if applicable
N/A Lecturer who have been engaged in research on service design will be in charge of the class.
Education related SDGs:the Sustainable Development Goals
Last modified : Wed May 25 04:15:49 JST 2022