Service Innovation by Design Short Course

The course will be a highly experiential application of the design thinking methodology (learning by doing), so the pre-work aims to set the theoretical foundations and prepare participants for the live exercise.

Pre-work comprises a set of readings and case studies to lay down a foundation of core concepts. It will also include a 2-hour live connect session with the course professors and other participants to review the self-study materials and further prepare to jump right into the design thinking process when the course begins November 19.

Value creation in service innovation garners an in-depth understanding of the customer for consequential innovations:

• Empathize with the customer, end user, or other stakeholders in the value network to uncover meaningful tensions and opportunities for service innovations.
• Define and reframe customer-centric problem statements

Value creation covers the following topics and concepts:

• Non-judgmental data collection (e.g., interviews, shadowing, observation, etc.)
• Vignette development
• Persona development
• Pains and gains development

Value delivery in service innovation drives the creative development of innovation options to pursue:

• Ideation focus on the creation and prioritization of valuable service innovations
• Prototyping builds on quick and agile innovation option development

Value delivery covers the following topics and concepts:

• Convergent and divergent thinking
• Hypothesis-based innovation development
• Participatory design methods
  Agile prototyping (e.g., Storyboards, mockups, videos, etc).

Value capture in service innovation focuses on the refinement and selection of innovations to expose to real life testing:

• Test prototypes and embrace failure to generate innovation that effectively respond to customer needs
• Refinement through short-cycle adaptation that drives innovation towards implementation
• Iteration to address feedback by revisiting prior concepts and prototypes

Value capture covers the following topics and concepts:

• Usability testing
• Pivoting and adaptation
• Business modeling

Price: CHF 1,900

The price includes the tuition fee, access to learning material, reference book, lunches and coffee breaks, one orientation evening, transportation in the morning and evening from-to the nearest MRT station, front office support for the duration of the course.

The short course fees will be secured by a Fee Protection Scheme.

Participants will be able to pay their fees using the global payment solution Flywire.

Special Launch Price for Singaporeans and Singapore residents: CHF 1,500.

The course fees, payment schedule and refund policy are detailed in the Student Contract. We remind students that their fees are secured through a Fee Protection Scheme. No tuition fees will be charged before the 7 days cooling period.

Download the Student Contract

• lunch
• morning and afternoon coffee breaks
• transportation in the morning and evening from-to the nearest MRT station
• front office support

Onsite days from 19.11.2021 to 21.11.2021 - 3 days on campus

Daily schedule for onsite days:

• 9 am – 12 pm class session
• 12 - 1 pm Lunch
• 1 pm – 8 pm class session

• 9 am – 12 pm class session
• 12 - 1 pm Lunch
• 1 pm – 6 pm class session
• 6.30 pm – closing session

Onsite, full-time

• Number of hours total - 24 course hours
• Study hours required for preparation - 28 hours of self study (readings and cases) + 2 hours live connect session