and developed to form a range of approaches and knowledge assets that inform and shape the emerging discipline of service design.
Service design students present to executives the touch-screen interface element of the integrated design for the factory tour experience at JCB North America.
Service Design
The service industry comprises the most significant portion of the economy, both in the United States and globally, through a wide range of sectors including retail, health care, military, finance, transportation, leisure, telecommunications, entertainment and media. As a result, service design continues to emerge as an important practice, focusing on strategic-level design of service systems and experiences that are meaningful, sustainable and profitable to service providers, consumers and society.
In response to the exponential growth in this field, SCAD is the first university in the United States to offer B.F.A. and
M.F.A. degrees in service design, featuring an innovative and comprehensive curriculum. The program was featured prominently in Fast Company magazine in 2009 in a series highlighting the growth of this relatively young field and new shifts in design education.
Through studio work and projects with industry partners, the service design program at SCAD explores business practices, technologies and cultural factors across public and private service sectors. Students learn the principles that distinguish service management from product management and practice both systems-based and experience-based approaches with a focus on collaborative design. New language, tools, techniques and methodologies are reviewed
Service design thinking puts people, networks and experience at the center of the service innovation process. Service designers explore a service system by researching the network of social and technological relationships that comprise it. They use storytelling and conceptual modeling techniques to directly engage customers, employees, managers and partners in the design process, while building experience prototypes and activities with stakeholders to help strategic teams generate and refine ideas. Service designers map the journey through the lifecycle of a product or system from the customer’s perspective to choreograph touchpoints of sensory contact and interaction. Working with other design disciplines, they create implementation plans to fully realize a consistent, holistic vision across the service experience.
Innovative service touchpoints may include environments and conditions for in-person exchanges, digital interfaces and devices, service delivery protocols, or information systems and organizational models for new platforms.
SCAD has hosted the world’s leading visionaries and practitioners in service design, including Ben Johnson, Mikko Koivisto and Bill Buxton.
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Chris Wronski, B.F.A. service design student, Peachtree City, Georgia
SERVICE DESIGN
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