| 授業名 | Service Design |
|---|---|
| Course Title | Service Design |
| 担当教員 Instructor Name | 澤谷 由里子（Yuriko Sawatani） |
| コード Couse Code | GLP105_G20N |
| 授業形態 Class Type | 講義 Regular course |
| 単位 Credits | 2 |
| 言語 Language | EN |
| 学位 Degree | MBA |
| 開講情報 Terms / Location | 2020 GSM Nagoya Spring |
授業の概要 Course Overview
Misson Statementとの関係性 / Connection to our Mission Statement
授業の目的（意義） / Importance of this course
This course is to understand what service design is, and execute service design methods in a group to create a life in 2030. First, students learn service design process based on IDEO cases. In a group, students identify important viewpoints to think about a life in 2030 and plan for service design.
Then students research and interview people to develop a persona. In a team, students share what are observed, and discuss those from various viewpoints. We use design research to describe insights from the discussion and define a persona. Each team creates a life in 2030 concepts and a prototype targeting to defined persona and utilizing insights during the team discussion.
Lastly students discuss the gaps between the current and the future and how to fill the gaps between the current life and a life in 2030. Students create a strategy and a road map to achieve the developed concept and present a concept, prototype, a road map and strategy for a life in 2030.
This course is based on team activities and required to interview people. The course includes a complex and unknown situation which the objectives are not clearly defined. So students need to accept these undefined, try and error ad-hoc process during the course. If students are used to follow defined process, then the course may not fit to them.
Then students research and interview people to develop a persona. In a team, students share what are observed, and discuss those from various viewpoints. We use design research to describe insights from the discussion and define a persona. Each team creates a life in 2030 concepts and a prototype targeting to defined persona and utilizing insights during the team discussion.
Lastly students discuss the gaps between the current and the future and how to fill the gaps between the current life and a life in 2030. Students create a strategy and a road map to achieve the developed concept and present a concept, prototype, a road map and strategy for a life in 2030.
This course is based on team activities and required to interview people. The course includes a complex and unknown situation which the objectives are not clearly defined. So students need to accept these undefined, try and error ad-hoc process during the course. If students are used to follow defined process, then the course may not fit to them.
到達目標 / Achievement Goal
本授業の該当ラーニングゴール Learning Goals
*本学の教育ミッションを具現化する形で設定されています。
LG2 Diversity Awareness
LG5 Executive Leadership (EMBA)
LG6 Innovative Leadership (MBA)
LG5 Executive Leadership (EMBA)
LG6 Innovative Leadership (MBA)
受講後得られる具体的スキルや知識 Learning Outcomes
By the end of the course, you will be able to: understand what service design is, and experience service design methods for the future use.
教育手法 Teaching Method
| 教育手法 Teaching Method | % of Course Time | |
|---|---|---|
| インプット型 Traditional | 20 % | |
| 参加者中心型 Participant-Centered Learning | ケースメソッド Case Method | 30 % |
| フィールドメソッド Field Method | 50 % | 合計 Total | 100 % |
事前学修と事後学修の内容、レポート、課題に対するフィードバック方法 Pre- and Post-Course Learning, Report, Feedback methods
Assignment:
1. Submit Day1 and Day2 of case assignments by word or ppt/keynote within 10 pages as one file to the Google classroom.
2. Submit Day3 and Day4 of case assignments by word or ppt/keynote within 10 pages as one file to the Google classroom.
Due date: Friday noon before the class starts.
Feedback: Discuss them during the class
1. Submit Day1 and Day2 of case assignments by word or ppt/keynote within 10 pages as one file to the Google classroom.
2. Submit Day3 and Day4 of case assignments by word or ppt/keynote within 10 pages as one file to the Google classroom.
Due date: Friday noon before the class starts.
Feedback: Discuss them during the class
授業スケジュール Course Schedule
第1日（Day1）
【session 1】Service Design-1Understand what is service design and learn from service design examples.
Video: IDEO: Human-Centered Service Design
1. What is Service Design?
2. Please describe service design process.
3. Please point out pros and cons of service design.
【session 2】Service Design Execution-1
Pitch your ideas and form a group. In a group, identify important viewpoints to think about a life in 2030. Plan for design research.
●使用するケース
Case 1: IDEO: Human-Centered Service Design第2日（Day2）
【session 3】Service Design-2Understand how service design approaches are different from product design.
【session 4】Service Design Execution-2
Investigate data and analyze effects of the current situation. Investigate the future outlook for 2030.
Imagine people’s behaviors and develop a customer journey map of university life.
Define a problem and plan for the design work.
●使用するケース
Case 2: IDEO Service Design (A)Case 3: IDEO Service Design (B)(deliver at a class)
第3日（Day3）
【session 5】Service Design-3Understand how service design approaches are different from strategy and planning.
【session 6】Service Design Execution-3
Share what are observed, and discuss those from various viewpoints. Describe insights from the discussion.
Define persona and create a concept of a life in 2030 based on insights and design research. Developa concept.
●使用するケース
Case 4: Phase Zero: Introducing New Services at IDEO (A)Case 5: Phase Zero: Introducing New Services at IDEO (B) (deliver at a class)
第4日（Day4）
【session 7】Service Design-4Understand how service design approaches are impacted by technologies.
【session 8】Service Design Execution-4
Refine a concept. Fill the gaps between the current life and the concept of a life in 2030. Create a strategy and a road map to achieve the developed concept.
【session 9】FInal presentation
Present a concept, prototype, a road map and strategy for a life in 2030.
●使用するケース
Case 6: OpenIDEO成績評価方法 Evaluation Criteria
*成績は下記該当項目を基に決定されます。
*クラス貢献度合計はコールドコールと授業内での挙手発言の合算値です。
*クラス貢献度合計はコールドコールと授業内での挙手発言の合算値です。
| 講師用内規準拠 Method of Assessment | Weights |
|---|---|
| コールドコール Cold Call | 0 % |
| 授業内での挙手発言 Class Contribution | 50 % |
| クラス貢献度合計 Class Contribution Total | 50 % |
| 予習レポート Preparation Report | 20 % |
| 小テスト Quizzes / Tests | 0 % |
| シミュレーション成績 Simulation | 0 % |
| ケース試験 Case Exam | 0 % |
| 最終レポート Final Report | 30 % |
| 期末試験 Final Exam | 0 % |
| 参加者による相互評価 Peer Assessment | 0 % |
| 合計 Total | 100 % |
評価の留意事項 Notes on Evaluation Criteria
教科書 Textbook
- Jeanne Liedtka and Tim Ogilvie「Designing for GROWTH」Columbia Business School（2011）978023115838
参考文献・資料 Additional Readings and Resource
Book “This is Service Design Thinking: Basics, Tools, Cases”, Marc Stickdorn, Jakob Schneider, Wiley; 1版 (2012/1/11), ISBN-10: 1118156307, ISBN-13: 978-1118156308
The above book is for reference.
The above book is for reference.
授業調査に対するコメント Comment on Course Evaluation
Focus on practical skills and methods.
担当教員のプロフィール About the Instructor
東京工業大学大学院総合理工学研究科システム科学専攻修了。東京大学大学院総合文化研究科博士課程修了（学術博士）。（株）日本IBM入社。情報技術の研究開発、サービス研究に従事。科学技術振興機構サービス科学プログラム(S3FIRE)フェロー、早稲田大学教授などを経て、15年9月より現職。経済産業省産業構造審議会商務流通情報分科会「情報経済小委員会」委員「サービス産業の高付加価値化に関する研究会」座長代理「攻めのIT投資評価指標策定委員会」委員等。早稲田大学ナノ・ライフ創新研究機構 客員上級研究員、INFORMS Service Scienceおよび情報処理学会の編集委員を兼務。主な著作：Global Perspectives on Service Science: Japan（共編著、Springer）、Serviceology for Designing the Future（共編著、Springer）
【専門分野】
イノベーションマネジメント、技術経営、サービスデザイン、サービスサイエンス
【専門分野】
イノベーションマネジメント、技術経営、サービスデザイン、サービスサイエンス
Dr. Yuriko Sawatani is a professor at Tokyo University of Technology. She received her Ph.D. at the University of Tokyo. She joined IBM, software research and development. After working at IBM's R&D strategy, she moved to IBM research as a strategist of personal systems. She was assigned to research strategy at IBM Thomas J. Watson Research Center, and started service research since 2005 by leading On Demand Innovation Services. She was appointed to a fellow at Japan Science and Technology Agency, and established service science research in Japan. She joined Waseda University in 2013, and had lectures at several universities, including Tokyo Institute of Technology. She wrote a book about service science and papers on service research management. She is active at service science communities (INFORMS Service Science, Society for Serviceology, Frontiers in service, Human Side of Service Engineering(HSSE)) and R&D management (Portland International Center for Management of Engineering and Technology (PICMET), The Japan Society for Science Policy and Research Management(JSSPRM)).
Main books: Global Perspectives on Service Science: Japan(Springer), Serviceology for Designing the Future(Springer)
blog: http://yurikos.blogspot.com/
Refereed Articles
- (2024) Choosing from Start-up to Scale-up in Craft Businesses. Japan Venture Business 43
- (2024) New human engagement-first governance approach in craft startups. The Human Side of Service Engineering
- (2022) Knowledge Resources and Design Activities’ Impact on Innovation Types. Journal of Innovation Management 10(2):
- (2020) Emerging Research Themes Integrating Design, Service, and Management Studies. NUCB Insight
- (2020) Research Approaches to Service Innovation: Organizational Perspectives. Advances in the Human Side of Service Engineering
Refereed Proceedings
- (2023). Research on the characteristics of internal entrepreneurial human resources through analysis of decision-making factors in new business projects. The Japan Academic Society for Ventures and Entrepreneurs .The Japan Academic Society for Ventures and Entrepreneurs. 1. 3. Tokyo
- (2023). Choosing to Scale Up Your Craft Business from Start-Up to Scale-Up. The Japan Academic Society for Ventures and Entrepreneurs .The Japan Academic Society for Ventures and Entrepreneurs. 1. 3. Tokyo
- (2023). Design in entrepreneurship: from a review of design and effectuation theory. The Japan Academic Society for Ventures and Entrepreneurs .The Japan Academic Society for Ventures and Entrepreneurs. 1. 3. Tokyo
- (2023). Effectual Governance from Start up to Scale up: Craft Beer BrewDog Case. ECSB .ECSB. 1. 3. Porland
- (2023). When effectuation meets design: a case study with counterfactual analysis. ECSB .ECSB. 1. 3. Porland