By the end of this course, participants will be able to:
* Demonstrate a comprehensive understanding of design thinking and service design principles, terminology, and frameworks.
* Analyse and design service development processes that place the humans at the centre, ensuring services meet human needs.
* Evaluate and improve customer or employee experience through structured, human-centred experience development processes.
* Select and apply appropriate service design tools and methods to identify challenges and create innovative solutions for complex service challenges.
* Integrate creativity and design thinking to generate service innovations that are useful, usable, and desirable.
* Plan and implement prototypes to test service concepts, gaining insights for refinement and validation.
* Create compelling visualizations and narratives to effectively explain and present service concepts that are effective, efficient, and distinctive.
* Formulate and assess profitable and sustainable business models that align with innovative service concepts.
* Collaborate across disciplines to design holistic and impactful services that address diverse business and human needs.

The course has no prerequisites.

* Design thinking and service design concepts, terminology, and principles
* Customer-centred service development processes
* Customer-centred experience development processes
* Methods and tools for service design
* Creativity for useful, usable, and desirable service design innovations
* Prototyping service concepts
* Visualising and explaining effective, efficient, and distinctive service concepts
* Development of profitable business models for services

The student can apply the key concepts, terminology related to service design and knows service design principles. They can also use management models and methods in the development and design of services and experiences concepts and can follow service design processes and use tools. Together in an interdisciplinary team the student can research customers, stakeholders, the service provider, trends, contexts and evaluate insights whilst generating ideas to create a new concept or solution. They can synthesize insights and guide strategic direction or alignment.

In addition to the skills and competences mentioned for Grade 1, the student can apply knowledge, management models and methods in the development and design of services and experience concepts. In addition, they can choose appropriate management models and methods for the development and design of services and experience concepts and can apply service design processes and tools. They can predict new opportunities for service and experience development, and adequately judge ideas for creating a new concept or solution. They can generate innovative and desirable ideas for ‘new’ transformative services or experience concepts, systems or touchpoints and can lead service design projects that solve a ‘real’ service problem or yield an opportunity.

In addition to the skills and competences mentioned for Grades 1 and 3, the student can comprehensively predict new opportunities regarding the development of services and experiences and can adequately judge ideas to create a new concept or solution. Independently and successfully s/he can lead service design projects that solve a “real” service problem or yield an opportunity and contribute to organisational change of mindset. Develop a profitable business model for a service or experience concept or solution. Independently s/he can solve real-life problems regarding services and generate services real-life opportunities.

When the implementation type of the course is contact, online or blended it is required that the student is present during those teaching hours that are marked in the study schedule. If you are absent more than 25%, your grade will be lowered by one. If you are absent more than 50%, the course is failed.

This course replaces the following courses from the previous curriculum:
- ATB2RQ104 Design Thinking in Tourism (10 ECTS)
- REG3RY003 Service Design and tuotekehitys palveluissa (10 ECTS)