Design Laboratory III-Service and Experience Design (in English) (4

US credits)
Description

This course develops the competence "CE-DI-03 - Develop user experience centered Industrial
Design projects".
With the arrival of new technologies to the global market, industry has evolved from designing
mere products and industrially feasible parts to considering various aspects to offer to their
clients. Thus, the offer's value has turned from being based on products to being based on
specific experiences. This importance shift is a result of a change in the consumer's priorities
and values, who often will value more intangible characteristics that services can offer and the
emerging experiences rather than the tangible elements. These tools are trained and used in
exercises and projects oriented to real life application.
And for this reason this course provides the student with an introduction to the new Design
paradigm, showing how to work through this new scenario. In order to achieve this,
methodologies are applied, methods are studied and activities are carried out in this subject,
which will enable the design of both experiences and services.
Moreover, this course will develop the generic competence "PROBLEM SOLVING".

Pre-requisites
In order to develop the competences of this course properly, the student must have acquired
the competences related to the courses "Design Laboratory I", "Project Culture I", "Design
Laboratory II", "Project Culture II" and "Artistic Expression".

Contents

UNIT 1. INTRODUCTION TO DESIGNING INTANGIBLES

Introduction. Essential concepts: Experience society paradigm. Differences between product,
service and experience.
Products Service System (PSS)

UNIT 2. SERVICE DESIGN

Service design definition. Application areas and examples. Methodologies and tools for service
design.

UNIT 3. PROTOTYPING AND SERVICE EVALUATION

Prototyping tools and evaluation applied to service design. Service prototyping development
and intangible results. Improvement opportunity identification oriented result analysis.

UNIT 4. EXPERIENCE DESIGN

Definition. Types of experience-related Design terms: Consumer experience, User Experience
(UX) and Use experience. Examples of experience design. Different experience oriented design
perspectives.

UNIT 5. PERCEPTION AND COGNITIVE PROCESSES

Perception definition. Sensorial and cognitive perception. The role of cognitive processes and
experience related interaction perception processes.

UNIT 6. METHODS AND TOOLS FOR EXPERIENCE DESIGN

Tools and methodologies for experience design. Application to case studies.
UNIT 7 EXPERIENCE PROTOTYPING
Different typologies of prototype development for experience evaluation. Results analysis and
improvement opportunities identification.

Methodology

CLASSROOM ACTIVITIES

. Keynote presentations to explain each of the theoretical design concepts with real product and
service examples.
. Presentation of representative and real professional case studies that help students grasping
theoretical concepts and translating them into their everyday work activity.
. Individual or group mentoring meetings in order to monitor progress of the learning process.
. Discussions related to current issues related to the course.
. Feedback sessions to understand, internalise and conceptualise different methodologies and
stages of the design process.
. Tests in order to assess the level of fulfilment of generic, basic and specific competences.

ACTIVITIES OUTSIDE THE CLASSROOM

. Development of practical exercises related to course content individually or in groups.

. Study and internalization of the materials developed in class.
. Search of information related to specific topics in media.
. Visit companies with a Design Department and contact with them.
. Collection of the information generated throughout the course in an organized way to prepare
evaluations and have access to it in the future.
. Participation in meetings with design specialists.
. Readings of recommended articles and books.
. Watch recommended videos and documentaries.

Students' workload is set on 150 hours (60 hours of work in class, 85 hours outside class and 5
hours for evaluation). The distribution of those hours is set as follows:

Work in the classroom: 60h

Master classes: 15h
Exercises and workshops: 30h
Group mentoring in the classroom: 15h

Work outside the classroom: 85h

Practical exercises: 35h
Special practical exercises: 25h
Readings and video watching: 10h

Evaluation: 5h

Assessment

Evaluation activities are split into continuous evaluation (CE) and final evaluation (FE) activities.
Different activities will be developed in order to evaluate each of the competences:

Continuous evaluation activities (CE):

There will be three deliverables, each of them related to a specific practical exercise:
- PD1. Development of an exercise related to the contents of CE1 and CE3 that will weigh 25%
(20%CE1 + 5% CE3) of the final grade.
- PD2. Development of an exercise related to the contents of CE2 and CG9 that will weigh 25%
(20%CE2 + 5% CG9) of the final grade.
- PD3. Development of an exercise related to the contents of CE3 and CG9 that will weigh 25%
(20%CE3 + 5% CG9) of the final grade.
Final evaluation activity (FE):

Presentation and public presentation of a project related to the overall learnings of the course
weighing 25% of the final grade to evaluate competences CE1 (10%), CE2 (10%) and CE3
(5%).

Readings
Basic bibliography
Course materials provided by the professor in class or via Alud platform.

HASSENZAHL, Marc. Experience Design Technology for all the right reasons. Morgan &
Claypool Publishers, 2010.
STICKDORN, Marc. This is Service Design Thinking: Basics - Tools - Cases. BIS Publishers
2013
Additional bibliography
KRUG, Steve. Don't Make Me Think: A Common Sense Approach to Web Usability. New Riders
2005
MIETTINEN, Satu. An Introduction to Industrial Service Design. Routledge 2016
POLAINE, Andrew et al. Service Design: From Insight to Implementation. Rosenfeld 2013