ISSIP Service Innovation Weekly Speaker Series

1. KARLSRUHE SERVICE RESEARCH INSTITUTE
www.ksri.kit.edu
SERVICE DESIGN
THINKING
@KSRI
Program Overview
Prof. Dr. Gerhard Satzger, Prof. Dr. Christof Weinhardt,
Niels Feldmann, Anke Holtmann-Plog, Michael Knierim, Ronny Schüritz
KARLSRUHE SERVICE RESEARCH INSTITUTE
www.ksri.kit.edu
ISSIP Service Innovation Weekly Speaker Series
April 13, 2016

2. Karlsruhe Service Research Institute
www.ksri.kit.edu
2
OR INF WahlpflichtBWL
Service Design Thinking - Gerhard Satzger / Niels Feldmann
KSRI Service Education Concept – Offering Majors and
Minors in Digital Service Systems
Job Profiles
Digital Service Systems
BWL:
Information & Service Systems
ServiceInnovation,
Design&Engineerg.
ServiceDesign
ServiceEconomics
&Management
ServiceAnalytics
ServiceSociety
ServiceMarketing
ServiceOperations
ServiceComputing
DigitalService
SystemsI
DigitalService
SystemsII
B.Sc.M.Sc.
Fundamentals of Service Systems
I D E A S
Master Thesis
Bachelor Thesis
13.04.2016

3. WHAT IS
SERVICE DESIGN
THINKING?

4. Karlsruhe Service Research Institute
www.ksri.kit.edu
4
Design Thinking approaches innovation from a human-
centric perspective
Chart: Courtesy of
Service Design Thinking - Gerhard Satzger / Niels Feldmann13.04.2016

5. Karlsruhe Service Research Institute
www.ksri.kit.edu
5
Success factorsDiscoveryOrigin
Service Design Thinking - Gerhard Satzger / Niels Feldmann13.04.2016
Design Thinking has been developed in Stanford and is
now applied successfully around the world
Prof. Larry Leifer and Prof. David Kelley
(Stanford University) develop Design
Thinking (DT)
Hasso Plattner (SAP) invests into the
foundation of Design Thinking Research
and Teaching institutes in Stanford and
Potsdam
DT receives increasing
Attention from both
science and economy
The SUGAR Network is
founded in Stanford
complementing the
overwhelming successful ME310
program: Students from all over the
world use DT to solve real innovation
challenges of the industry partners
contributing to the program
Pioneering Work
Prof. Larry Leifer starts ME310, a
innovation program teaching students
DT methodology
Prof. David
Kelley founds
IDEO – the world-
wide known
innovation agency
(e.g.. Apple mouse)
Renowned companies invest in pilot
projects and the formation of individual
DT innovation departments
1970 – 2000 2000 – 2010 2010 +

6. WHAT DOES OUR
SERVICE DESIGN THINKING
PROGRAM LOOK LIKE?

7. Karlsruhe Service Research Institute
www.ksri.kit.edu
7 Service Design Thinking - Gerhard Satzger / Niels Feldmann13.04.2016
Service Design Thinking (SUGAR-Program*) –
Designing services from the customer point of view
In a 9-month „hands-on“ class international top students from a strong global network of research
institutions work in small teams to develop disruptive innovations for selected industry partners
* Stanford University Global Alliance for Redesign
Industry partners with
exciting innovation
challenges
International team of
top students from
renowned universities
The Design Thinking approach is
human-centric and driven by prototyping
Selected partners: Selected partners:

8. Karlsruhe Service Research Institute
www.ksri.kit.edu
8 Service Design Thinking - Gerhard Satzger / Niels Feldmann13.04.2016
Our Service Design Thinking course is embedded in the
global SUGAR network

9. Karlsruhe Service Research Institute
www.ksri.kit.edu
9 Service Design Thinking - Gerhard Satzger / Niels Feldmann13.04.2016
The Setup:
A typical team setup for one team within the program
Industry partner
Sponsor
Project support and
contact person
Executive
Level
Project
mgmt
Project
team
Project team of students (in agreement with industry partner)
Strategic Counsel
§ Prof. Dr. G. Satzger
§ Prof. Dr. C. Weinhardt
DT Teaching Team
§ Niels Feldmann
§ Anke Holtmann-Plog
§ Teaching Assistants
DT experts
§ Prof. Kevin Kelly
§ SUGAR Network
SUGAR Teaching Team
§ Teaching Team from
selected SUGAR partner
universities

10. Karlsruhe Service Research Institute
www.ksri.kit.edu
10 Service Design Thinking - Gerhard Satzger / Niels Feldmann13.04.2016
The Approach:
Overview of the whole curriculum
Apr May June July Aug Sep Oct. Nov. Dec. Jan Feb Mar Apr May June
Project Acquisition
July
Staffing
Kick-Off
Fall Term
Winter Term
Spring Term
Project Acquisition
Staffing
Boot
Camp
Stanford
Kick-Off
Fall
Presentation
Winter
Present.
Final
Present.
Stanford
Final
Present.
KIT

11. Karlsruhe Service Research Institute
www.ksri.kit.edu
11 Service Design Thinking - Gerhard Satzger / Niels Feldmann13.04.2016
The Experience:
Kick-Off with Workshops, Paper Bikes & Lectures
Project Acquisition Staffing
Kick-
Off
Fall Term Winter Term Spring Term
PaperBike Challenge Stanford Kick-OffBoot Camp Workshop
Company Visits
Teaching Team Lectures
FBI on Personas
Futurist on Foresight
Lecture
Wallet
Challenge
Needfinding
Challenge

12. Karlsruhe Service Research Institute
www.ksri.kit.edu
12 Service Design Thinking - Gerhard Satzger / Niels Feldmann13.04.2016
The Experience:
Kick-Off with Workshops, Paper Bikes & Lectures
Project Acquisition Staffing
Kick-
Off
Fall Term Winter Term Spring Term

13. Karlsruhe Service Research Institute
www.ksri.kit.edu
13 Service Design Thinking - Gerhard Satzger / Niels Feldmann13.04.2016
The Experience:
Fall Term – Let the Journey begin !
Project Acquisition Staffing Kick-Off Fall Term Winter Term Spring Term
Critical Functions
Prototype
Fall Presentation
Design Space
Exploration

14. Karlsruhe Service Research Institute
www.ksri.kit.edu
14 Service Design Thinking - Gerhard Satzger / Niels Feldmann13.04.2016
The Experience:
A completely differentteaching atmosphere …

15. Karlsruhe Service Research Institute
www.ksri.kit.edu
15 Service Design Thinking - Gerhard Satzger / Niels Feldmann13.04.2016
The Experience:
Fall Term – Let the Journey begin !

16. Karlsruhe Service Research Institute
www.ksri.kit.edu
16
Funky Prototype Winter Presentation
Dark Horse
Prototype
Service Design Thinking - Gerhard Satzger / Niels Feldmann13.04.2016
The Experience:
Winter Term – It’s getting serious
Project Acquisition Staffing Kick-Off Fall Term
Winter
Term
Spring Term
. . . .

17. Karlsruhe Service Research Institute
www.ksri.kit.edu
17 Service Design Thinking - Gerhard Satzger / Niels Feldmann13.04.2016
The Experience:
Final Prototype and Results Presentations
Project Acquisition Staffing Kick-Off Fall Term Winter Term Spring Term
X-is finished Prototype Final PrototypeFunctional Prototype
EXPO Fair @ Stanford

18. Karlsruhe Service Research Institute
www.ksri.kit.edu
18 Service Design Thinking - Gerhard Satzger / Niels Feldmann13.04.2016
The Experience:
An example of a project result

19. Karlsruhe Service Research Institute
www.ksri.kit.edu
19 Service Design Thinking - Gerhard Satzger / Niels Feldmann13.04.2016
The Opportunity:
What’s in it for us ?
§ Attract top students
§ Connect with top
universities globally
§ Extend network of
corporate partners
§ Gain visibility with
students, companies and
within the university
§ Outside the box solutions
§ Large amount of data from
needfinding and challenge
redefinition
§ Recruiting opportunities –
get to know top students
§ Education in Design
Thinking from its founders
§ Great Networking
§ Module for their masters
program
§ Education in Design
Thinking from its founders
§ Work in international,
remote teams
§ Apply learnings to real-life
scenarios
§ Meet other teams at
international meetings
Students Institute Company
“One of the most
awesome experiences
you can have at Uni”
“We made long time
friends on all sides”
“We invited the students to
our Strategy Workshop to
discuss their solution”

20. Prof. Dr.
Gerhard Satzger
Karlsruhe Institute of Technology (KIT)
Karlsruhe Service Research Institute (KSRI)
Phone: +49 721 608 - 48763
Email: gerhard.satzger@kit.edu
Karlsruhe Service Research Institute
www.ksri.kit.edu
CONTACT
Niels Feldmann
Karlsruhe Institute of Technology (KIT)
Karlsruhe Service Research Institute (KSRI)
Phone: +49 721 608 - 46589
Email: niels.feldmann@kit.edu