New Service Development and Design

Code:

ESG0019

Acronym:

DDS

Keywords
Classification	Keyword
OFICIAL	Engineering
OFICIAL	Economics

Instance: 2020/2021 - 1S

Active?	Yes
Web Page:	http://moodle.up.pt/course/view.php?id=2766
Responsible unit:	Department of Industrial Engineering and Management
Course/CS Responsible:	Master in Services Engineering and Management

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
MESG	26	Syllabus since 2007/08	2	-	6	42	162

Teaching language

English

Objectives

The course aims at providing and developing competences on the different new service development and design methodologies, integrating a robust theoretical ground, based on the discussion of state of the art methods cases, with its application to a new service development project.

Learning outcomes and competences

The course is intended to provide you with the following benefits:

1. Develop a service design mindset and service design competences competences
2. Create confidence in your own ability to create a new service.
3. Raise awareness of the role of customers and multiple stakeholders in creating a new service
4. Develop the ability to coordinate multiple, interdisciplinary tasks, in order to achieve a common objective.
5. Consolidate knowledge from other courses through practice in a project of design of a new service.
6. Enhance team working skills.
7. Define and organize a service development and design process in the organization.
8. Study and become familiar with the use of different tools and techniques to develop and design innovative services and product service system solutions, giving careful thought to the role to be played by the various stakeholders.
9. Align the service development and service design process with the strategic goals of the company.

Working method

Presencial

Program

1. Service logic innovation and new service development. Planning the new service development and design process.

2. Service design and design thinking. Multidisciplinary approaches to service design.

3. Involving customers in new service development and design
3.1. Qualitative methods: interviews and ethnography
3.2. Participatory design. 

4. Specifying and modeling the customer experience, context and needs.

5. Generating new service concepts 
5.1. Designing the service concept.
5.2. Designing the Service System
5.3. Designing the service encounters with the Service Experience Blueprinting.
5.4. Designing the physical evidence and experience clues.

6. Prototyping new services
6.1. Service Experience Prototyping
6.2. New service prototype testing

Mandatory literature

Stickdorn, Marc; Schneider, Jakob ; This is Service Design Thinking: Basics, Tools, Cases, BIS Publishers, 2010. ISBN: 978-90-6369-256-8
Meroni, Anna; Sangiorgi, Daniela ; Design for Services, Gower Publishing Limited, 2011. ISBN: 978-0-566-08920-6
• Edvardsson, Bo, Anders Gustafsson, Michael D. Johnson e Bodil Sandén; New Service Development and Design in the New Economy, Studentlitteratur, 2000. ISBN: 91-44-01559-3

Complementary Bibliography

Karl T. Ulrich, Steven D. Eppinger; Product design and development. ISBN: 007-123273-7
Fernandes António Augusto 1949- Universidade do Porto. Faculdade de Engenharia; Desenvolvimento de novos produtos e serviços. ISBN: 978-989-752-291-8

Comments from the literature

Readings such as articles and case studies will be indicated on moodle

Teaching methods and learning activities

Classes will be organized around a new service development team project. Classes will comprise the following components:

• Lectures on new service development concepts and methodologies.
• Discussion of articles and case studies.
• Exercises with application of service design methods and tools
• Project follow-up and discussion
• Intermediary and final presentations of new service development project

Evaluation Type

Distributed evaluation without final exam

Assessment Components

Designation	Weight (%)
Participação presencial	20,00
Trabalho escrito	50,00
Trabalho prático ou de projeto	30,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Elaboração de projeto	60,00
Estudo autónomo	30,00
Frequência das aulas	42,00
Trabalho de campo	20,00
Trabalho escrito	10,00
Total:	162,00

Eligibility for exams

Students must complete all assigments and have at least 37,5% evaluation in each one.

Calculation formula of final grade

two individual reports and discussion of two articles (25%) + analysis and discussion of case study (10%) + User context and customer needs study and models (10%) + Concept development and service design (10%) + Final presentation with service prototype (10%) + final report (35%)

Special assessment (TE, DA, ...)

Working students must complete the individual and group assigments and must participate in assessment classes.