ServDes 2016

1. +
The Dimensions
of a Service
Design Education
Nicola Morelli

2. +
Service Systems Design Master @AAU
The progression
n The cra: of Service design (1 Semester)
n Services as systems (2 Semester)
n The Business of Services (3 Semester)
Thesis

3. +
cra$ of services Services as Systems The business of services
AestheDc
FuncDonal
Ethical

4. +
Service Systems Design Master @AAU
The Dimensions
n The AestheDc Dimension
Organising and orchesraDng experiences
Focus on touch points
Focus on interacDon

5. +
Service Systems Design Master @AAU
The Dimensions
n The AestheDc Dimension
Organising and orchesraDng experiences
Focus on touch points
Focus on interacDon
n The FuncDonal Dimension
Value creaDon process
OrganisaDonal aspects (the back office)
Technological aspects
Form
Function

6. +
The ethical dimension
n Who is a Master on Service Design educaDng?
n Where will the student work in the future?
n Should an educaDon about Service Design be neutral with respect to
some crucial issues in the public debate -such as environmental
responsibility or social equity, technical approaches VS socially
oriented approach - or rather suggest possible direcDons, according
to certain ethical principles?

7. +
The ethical dimension
n Who is a Master on Service Design educaDng?
n A technical profession AND a social actor
n Where will the student work in the future?
n Private sector AND public sector innovaDon
n Should an educaDon about Service Design be neutral with respect to
some crucial issues in the public debate -such as environmental
responsibility or social equity, technical approaches VS socially
oriented approach - or rather suggest possible direcDons, according
to certain ethical principles?
n New experiences AND new futures

8. +
Service Systems Design Master @AAU
The Dimensions
n The AestheDc Dimension
Organising and orchesraDng experiences
Focus on touch points
Focus on interacDon
n The FuncDonal Dimension
OrganisaDonal aspects
Technological aspects
n The Ethical Dimension
User centred
Co-design/parDcipaDon
Social InnovaDon

9. +
cra$ of services Services as
Systems
The business of
services
AestheDc Experience Prototyping
FuncDonal Back office Distributed
systems
Scalable systems
Ethical User-centred
Design
ParDcipaDon social innovaDon

10. +
Thank you