“The goal as a company is to have customer
service that is not just the best but
Sam Walton, Founder of Wal-Mart
“Don't think what's the cheapest way to do it
or what's the fastest way to do it. Think
what's the most amazing way to do it?”
Richard Branson, Founder of Virgin
This guide is to give you an overview of a master course on Service Design
(VIKMB32) taught at Division of Information and Library Studies (KISK) at the
Faculty of Arts of Masaryk University in Brno. It provides information about the
lecturer, course structure, assessment criteria and it lists literature and other
resources. VIKMB32 Service Design is a core course for a specialization called
Design of Information Services provided by KISK.
Last update 9 September 2014
In today’s economy 6 people out of 10 provide services.
Teachers, doctors, bankers, journalists, marketers,
drivers, entrepreneurs, shop assistants, you name it. Ser-vices
are all around us and companies compete on bring-ing
the best possible experience to their clients on-line
and off-line. Services are here to stay. We need to get
ready for future challenges they bring.
Service Design Course (SDC) aims at providing you with a robust introduction to
service design, a new discipline focusing on services, customer experience
(CX), innovation and design thinking. Service design principles are universal
across the industries, ranging from telco, banking to transportation, public ser-vices
as well as services provided by non-government organizations.
After you successfully completed this course, you’ll be able to analyse and im-prove
existing services from the CX perspective no matter the industry. You will
also be able to develop new services using human-centered design process. The
course will equip you with tools and most importantly it will teach you the way
of approaching problems. This is often referred to as Service Design Thinking.
The most viable career path after finishing the SDC (and other courses belong-ing
to the Design of Information Services specialization) is one of a service de-signer
(not common in the Czech Republic yet, but common in the West),
product manager, marketer, entrepreneur, analyst or generally any managerial
position dealing with clients (front-desk, client support, back office processes,
quality assurance, sales etc.).
As of Winter semester 2014, SDC is delivered in six three-hour blocks during
1. Tuesday 16 September
2. Wednesday 8 October
3. Wednesday 22 October
4. Wednesday 5 November
5. Wednesday 19 November
6. Wednesday 10 December
Presence during lectures is not compulsory, but highly recommended, as we’ll
discuss numerous services and everyday issues not described in any resource.
The approach of SDC places a great emphasis on project work and self-study.
Lectures are delivered mostly to facilitate reading and work assignments. The
reason for this is to let you form your own opinion and to see the discussed top-ics
from various angles. All this is delivered in English as we believe in today’s
world this is a must. It will help you get a better grasp of the language.
➡ Dates and rooms may be subject of change, please follow closely
adamhazdra.blogspot.cz for latest news.
Communication and Other Standards
Lecturer may be approached anytime using e-mail or mobile. All communica-tion
will be carried out in English to underline one of the learning outcomes
outlined above. Please feel free to get in touch over any issue related to learning
such as reading sources, writing standards, presentation, but also your thoughts
or ideas how to make the sessions more engaging. We are always open to help
with your projects and other service-related stuff around you now and after you
completed SDC and started your career.
That being said however, you are not expected to get in touch over trivial issues
such as document formatting or language. We see Master students as partners
and expect high standard of communication from their side in all ways, includ-ing
written and spoken form. At the job you are preparing for, you’ll also be re-quired
to communicate clearly, to the point and to comply with high standards.
By requiring this now, we aim at helping you get used to it.
SDC will be delivered by Adam Hazdra, MSc. Adam is cur-rently
working as product manager at Jobs.cz and is respons-ible
for its re-design and innovation. In the past, he worked for
Newton Media as product manager (managing several digital
services), for International Data Corp. as energy innovation
analyst (doing market research) and for South Moravian Innovation Center (JIC)
as start-up consultant (advising firms on strategy). He received Masters at
Manchester Business School in the UK. He also has a BSc in ICT from Germany’s
Hochschule in Görlitz. He co-authored the first Czech book on the matter Skvělé
služby (Grada, 2013).
Adam mostly enjoys reading as well as long-distance running. He also likes ski-ing,
electronic music (big fan of minimal techno for the past 10 years!). He is 29,
married to a lawyer working for an NGO and has a beautiful baby-daughter Ad-ele
(12 months as of writing this).
Why service design? I was amazed when I found that services can be designed
the way products are. It really matters how you organize interior and what steps
people need to undertake to open a bank account, imagine that! Service Design
goes back to people for insights and tries to design services for everyday life.
This is simply something we badly need in the world of automated everything,
More at designsluzeb.cz and adamhazdra.blogspot.cz.
During the semester, we will work on a real life project challenge.
➡ The challenge for this semester is:
➡ Re-design the czech taxation process
➡ for self-emloyed entrepreneurs
Currently, the process is lengthy and putting a lot of effort onto the shoulders of
entrepreneurs. We need to understand the problems and design a better way of
You are expected to understand current process, its drawbacks and entrepren-eurs’
pains and re-design the process as to better serve the needs and limita-tions
of the primary design group – self-employed entrepreneurs. Moreover, you
are expected to accommodate needs and working routines of other groups (fin-ancial
officers, health insurance officers, OSSZ officers and other) as to make the
design more robust.
Students will split into teams by four members. The semester will be split into
six thematic blocks, which will provide guidance during the project as we pro-ceed
from situation mapping to final design overview.
1. Introduction, Stakeholders and Getting Ready for Empathy
2. Goal-Oriented Personas
3. Journeys and Touchpoints
4. Design Workshop and Prototype
5. First Iteration Design
6. Final Design Delivery
The course will be assessed in two ways. First, it will be based on your final
team presentation (more details to come during the semester). Second, it will
be based on 360 degree feedback provided by your team mates.
There are only two options of assessment for SCD – passed or did not pass.
However, individual complex written or verbal feedback will be provided to all
students by the lecturer. The goal is to help you better understand your per-formance.
COOPER, A. The Inmates Are Running the Asylum.
Sams – Pearson Education, 2004, 288 s.
HAZDRA, A. et al. Skvělé služby: Jak dělat služby, které vaše zákazníky nadchnou.
Praha: Grada, 2013, 160 s. ISBN 978-80-247-4711-8.
NORMAN, D.A. Design pro každý den.
1. vyd. v českém jazyce. Praha: Dokořán, 2010, 271 s. ISBN 978- 80-736-3314-1.
SCHNEIDER, J. a STICKDORN, M. This is Service Design Thinking: Basics, Tools, Cases.
Hoboken, N.J.: Wiley, 2011, 373 p. ISBN 978-11-181-5630-8.
AMBROSE, G. a HARRIS, P. Grafický design: Designové myšlení.
Vyd. 1. Brno: Computer Press, 2011, 191 s. ISBN 9788025132456.
BAŤA, T. Ú vahy a projevy.
3. vyd., v Institutu řízení 1. Praha: Institut řízení, 1990, 246 s. ISBN 807-01-402-40.
BECKWITH, H. Jak prodat neviditelné: průvodce moderním marketingem.
Hodkovičky: Pragma, 2010, 205 s. ISBN 978-80-7205-743-6.
BELL, D. The Coming of Post-Industrial Society: A Venture in Social Forecasting.
New York: Basic books, 1973, 507 s.
COLLINS, J.C. Jak z dobré firmy udělat skvělou.
1. vyd. Praha: Grada, 2008, 297 s. ISBN 978-80-247- 2545-1.
CRAM, T. Vítězný tah: jak dosáhnout prvotřídní úrovně služeb zákazníkům.
Vyd. 1. Praha: Management Press, 2012, 227 s. ISBN 978-80-726-1246-8.
GODIN, S. Fialová kráva: marketing konečně jinak!
1. vyd. Praha: Fragment, 2010, 179 s. ISBN 978-80- 253-1120-2. ISBN 978-0-470-02862-9.
GRÖ NROOS, C. Service Management and Marketing: Customer Management in Service Competition.
3rd ed. Chichester: Wiley, 2007, 483 s.
HRADECKÁ, J. a kol. Š kola interiérového designu: pro všechny, koho zajímá dobré bydlení.
1. vyd. Praha: Grada, 2013, 232 s. ISBN 978-80-247-3559-7.
HSIEH, T. Š těstí doručeno.
1. vyd. Praha: PeopleComm, 2011, 254 s. ISBN 978-80-904890-2-8.
KELLEY T. a LITTMAN, J. The Ten Faces of Innovation.
New York: Currency/Doubleday, 2005, 273 s. ISBN 0-385-51207-4.
MANNING H. a BODINE K. Outside In: The Power of Putting Customers at the Center of your Business.
Las Vegas: Amazon, 2012, 260 s. ISBN 978-1-4778-0008-9.
MOGGRIDGE, B. Designing Interactions.
Cambridge, Mass.: MIT Press, 2007, 766 s. ISBN 978-0-262-13474-3.
PINE, J. B. a GILMORE, J.H. The Experience Economy: Work is Theatre & Every Business a Stage.
Boston: Harvard Business School Press, 1999, 254 s. ISBN 0-87584-819-2.
VAYNERCHUK, G. Princip vděčnosti v byznysu.
Vyd. 1. Brno: Zoner Press, 2011. 216 s. ISBN 978-80- 7413-167-7.
[knižní edice]. Brno: Computer Press, 2010–2011.
We also recommend to get familiar with books at ServiceDesignBooks.org and
with following journals and media: Touchpoint Journal by Service Design Net-work,
Technology Review by MIT, Harvard Business Review, Wired, TechCrunch,
Singularity Hub, Fortune and The Economist. Please approach the lecturer for
further recommendations or sources covering your area of interest.
Adam Hazdra MSc.
+420 602 412 089
Please reach out to me with any
comments or suggestions.
I’m always open to listen.
Looking forward to meet you all