81927 - Service Design

Course Unit Page

Academic Year 2021/2022

Learning outcomes

The module deals with the study and practice of modeling a service (blueprint), the management of the immaterial dimension, the touch points that allow the user to have a measurable perceptual and qualitative experience of the service itself. At the end of the course the student: knows the experimentation of different types of service in terms of analysis and understanding of fruit dynamics; includes relationships that are activated in a public and private service, in a standard service and in a premium service; knows the material dimension of the service.

Course contents

The challenge-based laboratory of Service Design consists of a group project work with research and analysis (problem framing), and ideation and implementation (problem solving) for a real public client. The course also includes frequent co-design meetings with the client and a final pitch in front of an audience of institutional stakeholders.

To face the challenge, the user-centric approach of Design Thinking and the Double-Diamond process of Service Design will be adopted. The work will follow the four phases of this process: Discover, Define, Develop and Deliver.

In the Discover phase, you will empathize with the client, his ecosystem and "problem". Benchmarks and drivers of change will be studied, user proto-personas will be configured, actors and stakeholders will be mapped. By observing, interviewing and doing expectation mapping with users you will discover their latent needs from which to start to create innovative services that are desirable, pleasant to use and sustainable both technologically and economically.

In the Define phase, analysis and synthesis of the needs that emerged will be made to obtain the insights to be developed in the next phase.

In the Develop phase, the service concepts will be inspired by hybrid brainstorming and other techniques to generate ideas. To close this phase, user-journey map and user-scenario will be configured.

In the Deliver phase, prototypes of services will be built and tested in real conditions with real users to evaluate the effectiveness of the concept.

The project work of the course will see the collaboration of ART-ER and will deal with a topic relevant to young people and innovation. The laboratory will therefore have an impact on the SDGs 8. Decent Work and Economic Growth and 9. Industry, Innovation and Infrastructures.

Meetings with agencies are also planned to get to know the professional reality of Service Design more closely.


(from which readings will be requested)

Keeping Connected, Design Methods for Designing Services, Technology Strategy Board and the Design Council

Kalbach, Mapping Experiences, O’Reilly Media, 2016

Lewrick, Link, Leifer, Manuale di Design Thinking, Edizioni LSWR, 2018

Stickdorn, Hormess, Lawrence, Schneider, This is Service Design Doing, O’Reilly Media, 2018

Tassi, Service Designer, Franco Angeli, 2019


Clements, J.P. & Gido, J., Effective project management. 5th ed. Mason, Ohio: South-Western College Publishing, 2012

Collins, Creative Research: The Theory and Practice of Research for the Creative Industries, 2010 Ava Accademia

Dawson, Introduction to research methods: a practical guide for anyone undertaking a research project, 4th edition, Oxford: How To Books, 2009

Greenberg, S., Carpendale S., Marquardt, B., Buxton, B., Sketching User Experiences: The Workbook, Amsterdam: Morgan Kauffman, 2012

Kaats, E. & Opheij W., Creating conditions for promising collaboration: alliances, networks, chains, strategic partnerships. Heidelberg: Spriner, 2014

Kimbell, The Service Innovation Handbook, BIS, 2014

Knapp, Sprint: How to Solve Big Problems and Test New Ideas in Just Five Days, Simon & Schuster, 2016

Ladner, S., Practical Ethnography: A Guide to Doing Ethnography in the Private Sector, Routledge, 2016

Levin, P., Successful teamwork for undergraduates and taught postgraduates working on group projects. Maidenhead: Open University Press, 2005

Lock, D., Project Management, 10th ed., Farnham: Gower, 2013

Margus J. Klaar, How to Have Your Cake and Eat It Too: An Introduction to Service Design, Bis Publishers, 2015

McCandless, D., Information is Beautiful. London: Harper Collins, 2012

Meroni A., Sangiorgi D., Design for Services, Gower Publishing Ltd, 2011

Moggridge, B., Designing Interactions, Cambridge: MIT, 2010

Neumeier, M., The Designful Company: How to Build a Culture of Nonstop Innovation. Berkeley: New Riders, 2009

Newbery, Farnham, Experience Design: A Framework for Integrating Brand, Experience, and Value, Wiley, 2013

Osterwalder, Pigneur, Business Model Generation, Wiley, 2010

Osterwalder, Pigneur, Bernarda, Smith, Value Proposition Design, Wiley, 2014

Polaine, Lovlie, Reason, Service Design: from insight to implementation, Rosenfeld, 2013

Portigal, Interviewing users: How to Uncover Compelling Insights, Rosenfeld Media, 2013

Reason, Lovlie, Brand Flu, Service Design for Business, Wiley, 2016

Sangiorgi, Prendiville, Designing for Service: Key Issues and New Directions, Bloomsbury, 2017

Stickdorn, Lawrence, Hormess, Schneider, This is Service Design Methods, O’Reilly Media, 2018

Roam, D., Unfolding The Napkin: The Hands-on Method for Solving Complex Problems with Simple Pictures. New York: Portfolio, 2009

Sawyer, Group genius: The Creative Power of Collaboration. New York: Basic Books, 2008

Sawyer, R.K., Explaining creativity: the science of human innovation. 2nd ed. New York: Oxford University Press, 2012

Spies, Branded Interactions: Creating the Digital Experience, 2015 Thames & Hudson

Stickdorn, Schneider, This is Service Design Thinking, Bis Publishers, 2013

Touchpoint, the Journal of Service Design del Service Design Network (SDN) https://www.service-design-network.org/touchpoint

Visocky O’Grady, A Designer’s Research Manual, Rockport 2006

Von Stamm, B., Managing Innovation Design and Creativity. 2nd ed. Chichester: John Wiley and Sons, 2008

Verganti, Design Driven Innovation: Cambiare le regole della competizione innovando radicalmente il significato dei prodotti e servizi, Etas, 2009

Warfel, T.Z., Prototyping: A Practitioner’s Guide. New York: Rosenfeld, 2009


ADI Associazione per il Disegno Industriale http://www.adi-design.org/homepage.html

Architecta https://www.architecta.it/

Design Council http://www.designcouncil.org.uk/news-opinion/video-what-service-design

Interaction Design Association https://ixda.org/

Nesta http://www.nesta.org.uk/resources

Service Design Network http://www.service-design-network.org/

Team Digitale https://teamdigitale.governo.it/en/


Accurat https://www.accurat.it/

Adaptive Lab https://www.adaptivelab.com/

Antreem http://antreem.com/IT

Coppa+Landini http://coppalandini.com/

Designit https://www.designit.com/

Digital Entity http://www.digitalentity.design/

Doing https://www.doing.com/

Engine http://www.enginegroup.co.uk/

Epoca http://www.epocaricerca.it/it/

Etnograph http://etnograph.com/

Experientia https://experientia.com/

Fjord https://www.fjordnet.com/offices/london/

Frog https://www.frogdesign.com/services

Futurice https://www.futurice.com/

Futurgov http://www.wearefuturegov.com/

H-Farm https://www.h-farm.com/it

Humanly https://www.designhumanly.com/

Ideo https://www.ideo.com/uk/

Ideo.Org https://www.ideo.org/

Ideo U https://www.ideou.com/

Live|Work http://www.livework.co.uk/

Logotel http://www.logotel.it/it/

Made By Many https://www.madebymany.com/

Method http://method.com/

Oblo http://oblo.design/

Sketchin http://www.sketchin.ch/it/

Snook https://wearesnook.com/

Tangible https://tangible.is/

The Value Web http://www.thevalueweb.org/


Co.Design: http://www.fastcodesign.com/

Brian Solis http://www.briansolis.com/category/articles/

Digital Strategy and Experience https://www.facebook.com/groups/strategyandexperience/?hc_ref=ARTBMLaUBl4oCuyangv3oKEjcmaG2OM_wC6VIRoTbR6SBob_aqlY6U02SEGHHObFce0

Government Digital Service https://gds.blog.gov.uk/tag/service-design/

Inside Design by InVision https://www.invisionapp.com/inside-design/

Only Dead Fish http://www.onlydeadfish.co.uk/

Practical Service Design https://blog.practicalservicedesign.com/

Service Design Innovation Delights https://www.facebook.com/servicedesigninnovationdelights/

Service Design, Design Thinking, Service Innovation https://www.facebook.com/groups/M5.2012/?hc_ref=ARSiK0wLEBszywM9kZ6NecZybjS-Sz5PbK82RvmlNTjn61eTQlckXv5N-y3oVexmOes

Young Professional Service Designers https://www.facebook.com/groups/ServiceDesigners/


Design Better by Invision https://www.designbetter.co/

DIY Toolkit https://diytoolkit.org/

Gamestorming https://gamestorming.com/

Invision https://www.invisionapp.com/

Miro https://miro.com/

Mural https://mural.co/

Post-it Plus app http://www.post-it.com/3M/en_US/post-it/ideas/plus-app/?WT.mc_id=www.post-it.com/app

Practical Service Blueprinting Guide http://www.practicalservicedesign.com/community/

Service Design Books http://www.servicedesignbooks.org/

Service Design Toolkit http://www.servicedesigntoolkit.org/downloads.html

Service Design Tools http://www.servicedesigntools.org/

Smaply https://www.smaply.com/

The Problem Solver’s Toolkit https://www.redcross.org.au/news-and-media/publications/the-problem-solvers-toolkit

The Ultimate Guide to Prototyping - http://www.uxpin.com/guide-to-prototyping.html

Teaching methods

Learning will be experiential (DUI doing, using, interacting):

- group and individual work

- crash workshops

- interventions by external experts

- exercises and visits with companies

- frontal audiovisual lessons with case study presentations and search references

- teacher reviews

- peer reviews

- studies on the primary bibliography

- debriefing sessions

Assessment methods


Learning will be verified through weekly presentations of the group project work.


The evaluation of the 81927 Service Design component will be based on the result of the group activities and will weigh 60% on the overall mark of the integrated course 81926 3B CI Advanced Design Laboratory. The remaining 40% of the overall mark will be attributed by the result of the component 81928 ICT and Services.

The evaluation of the group project will be based on the following criteria:
-originality of the concept
-value/benefit brought to primary stakeholders
-technological and economic sustainability
-respect of the process and tasks required
-formal quality of the intermediate works and of the final presentation

Teaching tools


Teams, for the online delivery of lessons.

Slack, for the online organization of team work.

Mural, for the direct online team collaboration.

Adobe Suite, for the execution of the work.

Office hours

See the website of Omar Vulpinari