Fourth lecture on service design at KISK Masaryk University, Brno, Czech Republic. This time, we visit Kentico, the CMS producer, and design a digital service along the way.

1. Service Design
Digital services
Service Design Course
VIKMB32
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2. 2
What‘s the news
this week?

3. Welcome to kentico
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4. The Essay
Deadline: 30 April 2014 10:00 at adam.hazdra@gmail.com
Word Count: max. limit 4000 words (excluding literature)
Formatting: font size 11, well-formatted and well-designed
Assessment Criteria: a) your understanding of the subject; b) depth of
your analysis; c) structure of the argument; d) originality of conclusions
and/or recommendations; e) visual appearance of the document and f)
language clarity.
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5. The Essay Option 1: Innovation Report
Describe one service of your choice, analyse it and come up with
innovation recommendations.
Think of this essay as of a document that might be sent to top management of the firm or institution
in question. You have to be clear, concise and speak the industry language. We expect you to study
the industry and the service thoroughly and to frame the essay with theoretical background gained
from literature.
Tip: You may employ HCD methodology as the theoretical framework for your essay.
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6. The Essay Option 2: Opinion paper
Answer one of the following questions with a robust knowledge from
reading.
• Do all industries provide services now?
• How do you expect postal services in the Czech Republic to develop in the next 10 years?
• What are the major strengths and weaknesses of public services in the Czech Republic from the
customer experience (CX) perspective?
• How does technology influence services?
• One thing the NGOs
You are expected to provide an original opinion, not just copy-pasting the opinions of others.
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7. The tandem project
Two-person teams cooperate on a realistic design challenge together.
We‘ll follow the HCD methodology, hence I expect you to do:
1. Empathic research for your project (min. 5 in-depth interviews per student)
2. Brainstorming session
3. Min. one quick prototype of the best idea
Important: Until next session please form your teams and pick a service
you‘ll be working on.
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8. Until Next Time
1) Prepare a short
presentation on good/poor
customer service you
encountered lately. PPT is
preffered format.
2) Please read one of the
following books.
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9. Next Meeting
Mahen Library
Kobližná street (close to
Náměstí Svobody)
Wednesday 16 April 2014
12:30 – 15:30
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