New Service Development and Design

Code:

ESG0019

Acronym:

DDS

Keywords
Classification	Keyword
OFICIAL	Engineering
OFICIAL	Economics

Instance: 2011/2012 - 1S

Active?	Yes
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	56	162

Teaching language

Portuguese

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. The course is intended to provide you with the following benefits:
1. Competence with a set of tools and methods for new service design and development.
2. Create confidence in your own ability to create a new service /product service.
3. Raise awareness of the role of the customer and multiple functions/stakeholders in creating a new product
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 product/service development process in the enterprise.
8. Define a well structured plan for the development of new product/services.
9. Study and become familiar with the use of different tools and techniques to develop systematically and methodically innovative service/products giving careful thought to the role to be played by the various functional areas of the company, both during the development phase an also on commercial launch and after sales servicing .
10. Align the product/service development process with the strategic goals of the company.

Program

1. The new service development process
2. Planning the new service development process
3. Studying the user context and needs
3.1. Qualitative methods: interviews and ethnography
3.2. Quantitative methods: survey research
4. Involving customers in new service development
4.1. Different approaches to involve customer in new service development
5. Specifying and modeling the user context and needs
6. Generating and selecting new service concepts
7. The service concept
7.1. Value constellation
7.2. The flower of service
8. Designing the Service System
8.1. The service system: process, people and physical evidence
8.2. Service System Design for Value Co-Creation
8.3. Service system architecture and navigation
8.4. Service Experience Blueprinting
9. Prototyping new services
9.1. Service Experience Prototyping
9.2. New service prototype testing

Mandatory literature

• 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
Ulrich, Karl T.; Product design and development. ISBN: 007-123273-7

Teaching methods and learning activities

Classes will be organized around a new service development team project. Classes will comprise three components:
• Lectures on new service development concepts and methodologies.
• Discussion of articles that students will previously read and summarize in one page report.
• Project follow-up and discussion
• Intermediary and final presentations of new service development project

Evaluation Type

Distributed evaluation without final exam

Eligibility for exams

• One page report and in class discussion of articles - 25% (10 articles)
• New service development team project
• Mission statement - 5%
• User context and customer needs study and models – 15%
• Concept development and service design – 15%
• Final presentation and report – 40%

Calculation formula of final grade

0.25*Reports and discussion of articles+0.05*Presentation of a new service+0.15*Presentation of the study of costumer's needs+0.15*Presentation of the concept and design of a new service+0.40*Presentation of the final report