FSD1-SP75 Service Proposition
FSD1-SP75 Service Proposition
- Course description
- Course codeFSD1-SP75
- Level of study5.1
- Program of studyService Design
- Credits7.5
- Course coordinatorMarna Haskins
This course teaches students how to envision and plan for a service to be shaped and embedded in an organisation’s strategy and daily operations. The ability to create a service proposition that resonates with user needs and aligns with organisational processes is crucial for the implementation of any service. The course equips students with the knowledge and practical skills to craft service propositions and service design blueprints that bridge the gap between frontstage experiences and backstage operations. Students will learn to identify user touchpoints, analyse backstage processes, and synthesise findings.
The course will explore a range of real-world service design cases across industries. Students are trained to analyse successful and unsuccessful service propositions to extract insights and best practices and gain the skills to uncover examples of service designs that do and do not offer true value to customers.
Core course elements will be the identification of user and context touchpoints, applying human-centred principles to undercover user needs, and learning the importance of empathising with users and mapping their journeys as key inputs to the service proposition. Students are taught how to identify relevant backstage tools and processes and explore behind-the-scenes elements of service delivery to deliver a seamless frontstage experience. Further on, students learn to synthesise findings from frontstage touchpoints and backstage tools into a comprehensive service proposition.
Students will use prototyping tools to visualise and illustrate their service propositions and learn how to test and iterate ideas to make refinements. Finally, they will train in presentation and pitching and how to communicate the service proposition to stakeholders, clients, and decision-makers.
In this course, students will draw upon their previously acquired skills in workshopping and interacting with users and learn to go deeper into co-creating service designs, extracting all relevant information, and turning it into service propositions. They will learn what makes service propositions entail real value before they move on to the next course, in which they will define and give shape to their exam project.
The candidate:
- has knowledge of the principles and methodologies of human-centred design, including empathy mapping and future user journey mapping.
- has knowledge of the entire service ecosystem, including frontstage touchpoints like customer interactions and backstage processes like operations, infrastructure, and technology.
- has knowledge of how to identify relevant backstage tools, processes, and systems that support service delivery and operations.
- has an understanding of design thinking principles and how they apply to service proposition design.
- has knowledge of the key components of a service proposition based on value proposition, benefits, and unique selling points.
- has insight into how service propositions impact an organisation’s strategic goals and competitiveness.
The candidate:
- can apply user research to identify touchpoints and gain insights into user needs and behaviours.
- masters the art of creating detailed service blueprints that map frontstage and backstage elements and their interactions.
- can prototype service concepts and conduct user testing to iterate and refine propositions.
- can apply creative problem-solving techniques to service design propositions that address user needs and organisational goals.
- can apply competence in aligning frontstage touchpoints with backstage processes to ensure consistency and efficiency.
- can apply communication and presentation skills to pitch and convey service propositions to stakeholders.
- can analyse service design cases to extract insights, best practices, and lessons learnt.
- masters collaborating with cross-functional teams and stakeholders to integrate user insights and operational requirements into service propositions.
- can continuously improve service propositions based on feedback and evolving user and business needs.
The candidate:
- can build human-centred service propositions to improve existing services and design new ones.
- has developed the ability to communicate user needs, with the service proposition as a platform, to stakeholders and the entire service design ecosystem.
- can cultivate teamwork and collaboration skills and guide groups toward consensus and a common understanding.
- can adapt to changing user demands and organisational constraints, ensuring the ongoing relevance of service propositions.
- holds an ethical attitude towards both client organisations and users.
- can apply an empathetic and human-centred perspective in client and user interactions.
In this course, the following teaching and learning methods can be applied, but are not limited to:
- Lecture: Educator-led presentations or activities providing knowledge, skills, or general competencies in the subject area.
- Group work: Collaborative activities where students work together to solve problems or complete tasks.
- Tutoring: One-on-one or small group sessions with an instructor for personalized guidance and support.
- Student presentations: Opportunities for students to demonstrate their understanding of course material by presenting to peers.
- Online lessons: Digital content delivered via an online learning platform.
- Guidance: Individualized advice and direction from instructors to support students in their learning journey.
- Workshops: Practical sessions focused on hands-on application of theoretical concepts or skills.
- Self-study: Independent study where students engage with course material on their own without any teacher support.
Teaching materials, reading lists, and essential resources will be shared in the learning platform and software user manuals where applicable.