| 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 | GLP123_G22N |
| 授業形態 Class Type | 講義 Regular course |
| 授業形式 Class Format | Hybrid |
| 単位 Credits | 2 |
| 言語 Language | EN |
| 科目区分 Course Category | 応用科目200系 / Applied |
| 学位 Degree | MBA |
| 開講情報 Terms / Location | 2022 GSM Nagoya Spring |
授業の概要 Course Overview
Misson Statementとの関係性 / Connection to our Mission Statement
This class consists of discussions based on service theory and corporate cases, and hands-on experience through fieldwork. Through these two methods, you will deepen your understanding of service design and experience creating creative service innovation yourself for real problems.
Note: This year's class will be a hybrid. Therefore, online participants will not be able to do field research in Nagoya. Instead, online participants will conduct field research in a relevant location of their choice.
Note: You use your own PC for group work. In that case, please bring a PC that can set Wifi. If you need to configure the required software before starting the class, please complete them before joining.
Note: This year's class will be a hybrid. Therefore, online participants will not be able to do field research in Nagoya. Instead, online participants will conduct field research in a relevant location of their choice.
Note: You use your own PC for group work. In that case, please bring a PC that can set Wifi. If you need to configure the required software before starting the class, please complete them before joining.
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 the service design process based on IDEO cases. In a group, students identify important viewpoints to think about life in 2030 and plan for service design.
Then students research and interview people to develop a persona. In a team, students share what is observed, and discuss those from various viewpoints. We use design research to describe insights from the discussion and define a persona. Each team creates 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 life in 2030. Students create a strategy and a road map to achieve the developed concept and present a concept, prototype, road map, and strategy for life in 2030.
This course is based on team activities and required to interview people. The course includes a complex and unknown situation in 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 following a defined process, then the course may not fit them.
Then students research and interview people to develop a persona. In a team, students share what is observed, and discuss those from various viewpoints. We use design research to describe insights from the discussion and define a persona. Each team creates 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 life in 2030. Students create a strategy and a road map to achieve the developed concept and present a concept, prototype, road map, and strategy for life in 2030.
This course is based on team activities and required to interview people. The course includes a complex and unknown situation in 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 following a defined process, then the course may not fit them.
到達目標 / Achievement Goal
To deepen the understanding of service design. To experience proposal activities from the perspective of service design in response to corporate issues. Deepen your understanding of your service design through a series of discussions and hands-on activities.
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)
LG7 Global Perspective (GLP)
LG5 Executive Leadership (EMBA)
LG6 Innovative Leadership (MBA)
LG7 Global Perspective (GLP)
受講後得られる具体的スキルや知識 Learning Outcomes
Knowledge of service design, the experience of the practical process of service design development
SDGsとの関連性 Relevance to Sustainable Development Goals
Goal 4 質の高い教育をみんなに（Quality Education）
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:
Submit Day1 and Day2 of case assignments by word or ppt/keynote as one file to the Google classroom.
Due date: Friday noon before the class starts.
Feedback: Discuss them during the class
Submit Day1 and Day2 of case assignments by word or ppt/keynote 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.
Understand how service design approaches are different from product design.
Video: IDEO: Human-Centered Service Design
1. What is Service Design?
2. Please describe the service design process.
3. Please point out the pros and cons of service design.
【session 2】Service Design Execution-1
The problem owner explains this year's theme.
【session 3】Service Design Execution-2
Pitch ideas and form teams. Macro research in each team.
第2日（Day2）
【session 4】Service Design-2Understand how service design approaches are different from strategy and planning.
【session 5】Service Design Execution-3
Investigate and analyze macro data. Define a problem and plan for the design work.
【session 6】Service Design Execution-4
The results of the problem statement and macro analysis will be presented. Plan the next field research.
第3日（Day3）
【session 7】Service Design Execution-5Participants will conduct field research (at a location of their choice for Nagoya participants and at a location of their choice for online participants).
【session 8】Service Design Execution-6
Share what is observed, and discuss those from various viewpoints. Describe insights from the discussion.
Define persona and create a concept.
【session 9】Service Design Execution-7
Establish personas and generate ideas. Present the first proposal and get feedback.
第4日（Day4）
【session 10】Service Design Execution-8Refine a concept and develop a prototype. Fill in the gaps. Create a strategy and a road map to achieve the developed concept.
【session 11】FInal presentation
Present a concept, prototype, road map, and strategy for the team's idea.
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 | 10 % |
| 授業内での挙手発言 Class Contribution | 50 % |
| クラス貢献度合計 Class Contribution Total | 60 % |
| 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 | 20 % |
| 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
- 配布資料
参考文献・資料 Additional Readings and Resource
Tim Brown「Change by Design, Revised and Updated: How Design Thinking Transforms Organizations and Inspires Innovation」Harper Business（2019）978-0062856623
授業調査に対するコメント Comment on Course Evaluation
Online is better
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