Module: Creating Engagement Through Experience

Module details

  • Module code

  • Module leader

    David Bozward and Geraint Coles
  • Module Level

  • Module credits

  • Min study time

    150 hours
  • Contact hrs

    15 hours

Module content

The ways in which people encounter and experience the world shapes their engagement with product, place, provenance and heritage. This module looks at the ways in which the “experiential economy“ has developed and the ways in which service design can be used to engage users, customers and visitors. 

The module commences by exploring the nature of service provision and the established approaches within operations management theory and practice. This provides a baseline for exploring how new approaches can be applied to services and the consequences this could have for future operations planning. 

With services now accounting for 80% of economic activity there is a need to apply human-centric design principles to make services that are sustainable and desirable for changing consumer needs in particular the demand to transition “services” to “experiences”. 

The module therefore explores service design as an activity for planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between the service provider and its customers. The importance of developing your service personnel, and educating your customers is discussed. Managing your service channels, and the capacity of these channels, is also looked at. 

Service design can be applied to all sectors ranging from retail and agriculture to banking, education and heritage. 

Service design uses methods and tools derived from different disciplines, ranging from ethnography to information and management science to interaction design. Service design concepts and ideas are typically portrayed visually, using different representation techniques according to the culture, skill and level of understanding of the stakeholders involved in the service processes.

In an age where product-based value is insufficient to satisfy customers, service design is a powerful discipline which may function as a way to both inform changes to an existing service or to create an entirely new service. 

This module introduces the broad concepts of service design before exploring sector specific issues through targeted reading lists and activities. 

Module outcomes

To achieve credit for this module, students must be able to:

  1. Demonstrate an understanding of the principles of the service design approach and methodology within the broad context of operations management
  2. Undertake customer journey mapping – critique end-to-end experiences and the systems that create them, using ‘design thinking’ methodology and the double diamond framework
  3. Develop experience concepts through experimentation, visualisation and rapid prototyping – bringing concepts to life through storyboarding, sketching, role play and mock ups to visualise ideas and be ready to test them through pilots with ourselves and end users
  4. Present design concepts, set out delivery plans and design metrics for determining progress or success


Assessment Description Weighting
Coursework 1 Prototype of service design document (c. 2000 words) 60%
Coursework 2 Service Design Infographic (presentation of design concept and metrics for success (c. 1000 words) 40%

Assessments may differ in 2020/21 due to adjustments for Covid-19. Please check Gateway for the latest regulations.

Key texts

  • Brand Flu, M., Løvlie, L., Reason B. (2016) Service Design for Business: A Practical Guide to Optimizing the Customer Experience. John Wiley & Sons. ISBN 1118988922
  • Curedale, R. 2018  Mapping Methods 2: Step-by-step guide Experience Maps Journey Maps Service Blueprints Affinity Diagrams Empathy Maps Business Model Canvas (2nd ed.). ISBN 978-1940805375
  • Hollins, G., Hollins, B. 1991 Total Design: Managing the design process in the service sector. London, Pitman
  • Hollins, B & Shinkins, S. 2006 Managing Service Operations: Design and Implementation. SAGE. ISBN 978-1848604667
  • Kalbach, J. 2015 Mapping Experiences: A Guide to Creating Value through Journeys, Blueprints, and Diagrams. O'Reilly Media; 1 edition (3 Dec. 2015) ISBN-10: 9781491923535 / ISBN-13: 978-1491923535
  • Løvlie, L., Polaine, A., Reason, B. 2013  Service Design: From Insight to Implementation. New York: Rosenfeld Media. ISBN 1-933820-33-0
  • Moritz, S. 2005 Service Design: Practical access to an evolving field. London
  • Osterwalder, A. and Pigneur, Y. 2010 Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. New Jersey, John Wiley and Sons
  • Patton, J. with Economy, P. 2014 User Story Mapping: Discover the Whole Story, Build the Right Product. O'Reilly Media; 1 edition (25 Sept. 2014). ISBN-10: 1491904909 / ISBN-13: 978-1491904909
  • Penin, L. 2018  An Introduction to Service Design. Bloomsbury Visual Arts (5 April 2018). ISBN-10: 1472572580 / ISBN-13: 978-1472572585
  • Richard, N. 2000 Service Management: Strategy and Leadership in Service Business. Wiley. ISBN 978-0471494393
  • Stickdorn, M. & Schneider, J. 2011 This is Service Design Thinking: Basics, Tools, Cases. Hoboken, N.J.: Wiley. ISBN 9781118156308
  • Stickdorn, M.; Hormess, M.; Lawrence, A. & Schneider, J. 2018. This Is Service Design Doing: Applying Service Design Thinking in the Real World (first ed.). Sebastopol, CA: O'Reilly Media. ISBN 1491927186