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Unit outline_

DESN3002: Experience and Service Design

Semester 2, 2023 [Normal day] - Camperdown/Darlington, Sydney

This unit extends on student’s existing knowledge of the design process to provide a deep understanding of how to design complex, situated experiences and services. The unit is structured around a design brief that focuses on digitally enhanced services and interactive environments. Students develop an understanding of the range of design practices covered by the terms service design and user experience design, and how these relate to other areas of design. They learn about the influence of the user’s context on a designed product, service or system, and how to explore this effectively through design development and visualisation strategies. With a balance of individual and group work, students have an opportunity to collaboratively apply experience and service design methods to a design project.

Unit details and rules

Academic unit Design Lab
Credit points 6
Prerequisites
? 
DECO2016
Corequisites
? 
None
Prohibitions
? 
DECO2014
Assumed knowledge
? 

None

Available to study abroad and exchange students

Yes

Teaching staff

Coordinator Brittany Klaassens, brittany.klaassens@sydney.edu.au
Tutor(s) Melinda Gaughwin, melinda.gaughwin@sydney.edu.au
Type Description Weight Due Length
Assignment Service analysis
Visual report
25% Week 04
Due date: 25 Aug 2023 at 23:59
5 page report, 5-10 page appendix
Outcomes assessed: LO1 LO4
Presentation Low-fi user journey map and pitch
Poster and pitch
35% Week 09
Due date: 06 Oct 2023 at 23:59
A2 poster (or equivalent) and 5min pitch
Outcomes assessed: LO1 LO4 LO2
Assignment Service design and presentation
Poster, report and presentation
40% Week 13
Due date: 30 Oct 2023 at 23:59
2x A2 poster, 8 page visual report
Outcomes assessed: LO2 LO3 LO4 LO5

Assessment summary

A1: Service analysis –  Students carry out research in relation to an existing service and visually document their findings using a suitable diagram (e.g. flowchart or timeline).

A2: Low-fi user journey map and pitch – Students document one concept in the form of a low-fidelity user journey map and pitch their design in class. Each student peer marks the work of two other students.

A3: Service design and presentation – Students design a service and document this using a high-fidelity user journey map and service blueprint. The final outcomes are presented in a verbal presentation.

Detailed information for each assessment can be found on Canvas.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a high distinction indicates work of an exceptional standard, a distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name

Mark range

Description

High distinction

85 - 100

Work of outstanding quality, demonstrating mastery of the learning outcomes assessed. The work shows significant innovation, experimentation, critical analysis, synthesis, insight, creativity, and/or exceptional skill.

Distinction

75 - 84

Work of excellent quality, demonstrating a sound grasp of the learning outcomes assessed. The work shows innovation, experimentation, critical analysis, synthesis, insight, creativity, and/or superior skill.

Credit

65 - 74

Work of good quality, demonstrating more than satisfactory achievement of the learning outcomes assessed, or work of excellent quality for a majority of the learning outcomes assessed.

Pass

50 - 64

Work demonstrating satisfactory achievement of the learning outcomes assessed.

Fail

0 - 49

Work that does not demonstrate satisfactory achievement of one or more of the learning outcomes assessed.

These grade ranges have been translated into detailed rubrics for every assessment, which can be accessed by clicking on the assessment in canvas.

For more information see guide to grades.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

  • Deduction of 5% of the maximum mark for each calendar day after the due date.
  • After ten calendar days late, a mark of zero will be awarded.

Academic integrity

The Current Student website provides information on academic integrity and the resources available to all students. The University expects students and staff to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

We use similarity detection software to detect potential instances of plagiarism or other forms of academic integrity breach. If such matches indicate evidence of plagiarism or other forms of academic integrity breaches, your teacher is required to report your work for further investigation.

Use of generative artificial intelligence (AI) and automated writing tools

You may only use generative AI and automated writing tools in assessment tasks if you are permitted to by your unit coordinator. If you do use these tools, you must acknowledge this in your work, either in a footnote or an acknowledgement section. The assessment instructions or unit outline will give guidance of the types of tools that are permitted and how the tools should be used.

Your final submitted work must be your own, original work. You must acknowledge any use of generative AI tools that have been used in the assessment, and any material that forms part of your submission must be appropriately referenced. For guidance on how to acknowledge the use of AI, please refer to the AI in Education Canvas site.

The unapproved use of these tools or unacknowledged use will be considered a breach of the Academic Integrity Policy and penalties may apply.

Studiosity is permitted unless otherwise indicated by the unit coordinator. The use of this service must be acknowledged in your submission as detailed on the Learning Hub’s Canvas page.

Outside assessment tasks, generative AI tools may be used to support your learning. The AI in Education Canvas site contains a number of productive ways that students are using AI to improve their learning.

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

WK Topic Learning activity Learning outcomes
Week 01 Introduction to experience and service design Lecture (1 hr) LO4 LO5
System mapping Tutorial (2 hr) LO1 LO5
Week 02 Service design Lecture (1 hr) LO4 LO5
Online ethnography Tutorial (2 hr) LO1
Week 03 Communicating research Lecture (1 hr) LO1 LO4
Visual communication of research outcomes Tutorial (2 hr) LO2 LO4
Week 04 Data synthesis and insights Lecture (1 hr) LO1 LO2 LO4
Insight writing Tutorial (2 hr) LO2 LO3
Week 05 User journey mapping Lecture (1 hr) LO3 LO4 LO5
Touchpoints and journeys Tutorial (2 hr) LO3 LO5
Week 06 Vision in design Lecture (1 hr) LO1 LO2 LO3 LO4
Articulating design visions Tutorial (2 hr) LO2
Week 07 Facilitation Lecture (1 hr) LO2 LO5
Creative facilitation session Tutorial (2 hr) LO2
Week 08 Making design decisions Lecture (1 hr) LO1
Design pin-up and review Tutorial (2 hr) LO3 LO5
Week 09 Public holiday - no class Lecture (1 hr)  
Public holiday - no class Tutorial (2 hr)  
Week 10 Service blueprints Lecture (1 hr) LO3 LO4 LO5
Designing service processes Tutorial (2 hr) LO3 LO4 LO5
Week 11 Engaging experiences Lecture (1 hr) LO3 LO5
Student-led working time Tutorial (2 hr)  
Week 12 Professional Persuasion Lecture (1 hr)  
Student-led working time Tutorial (2 hr)  
Week 13 Presentations Lecture (1 hr) LO2 LO5
Presentations Tutorial (2 hr) LO2 LO5

Attendance and class requirements

Please refer to the Resolutions of the University School: http://sydney.edu.au/handbooks/architecture/rules/faculty_resolutions.shtml

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Required readings

All readings for this unit can be accessed through Canvas.

The recommended text books for the unit are listed below. This book goes into great detail about the background of service design, and tools that are used when designing services, and is a useful resource if you wish to pursue a career in this area. You may also consider the complementary text book.

  • Schneider, J., & Stickdorn, M. (2011). This is service design thinking: basics, tools, cases. Wiley.

  • Stickdorn, M., Hormess, M. E., Lawrence, A., & Schneider, J. (2018). This Is Service Design Doing: Applying Service Design Thinking in the Real World. " O'Reilly Media, Inc."

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

At the completion of this unit, you should be able to:

  • LO1. master design methods appropriate to the exploration of ill-defined problems
  • LO2. develop skills for facilitating communication with diverse teams
  • LO3. apply principles of experience and service design to a complex design project
  • LO4. document and communicate design activities in a professional manner
  • LO5. demonstrate an understanding of the scope of experience and service design

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1 Depth of disciplinary expertise

Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.

GQ2 Critical thinking and problem solving

Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.

GQ3 Oral and written communication

Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.

GQ4 Information and digital literacy

Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.

GQ5 Inventiveness

Generating novel ideas and solutions.

GQ6 Cultural competence

Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.

GQ7 Interdisciplinary effectiveness

Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.

GQ8 Integrated professional, ethical, and personal identity

An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.

GQ9 Influence

Engaging others in a process, idea or vision.

Outcome map

Learning outcomes Graduate qualities
GQ1 GQ2 GQ3 GQ4 GQ5 GQ6 GQ7 GQ8 GQ9

This section outlines changes made to this unit following staff and student reviews.

USS feedback indicated high satisfaction in 2021. As such, there are no major pedagogical changes for DESN3002 in 2022.

Additional costs

Stationery and printing as required.

Disclaimer

The University reserves the right to amend units of study or no longer offer certain units, including where there are low enrolment numbers.

To help you understand common terms that we use at the University, we offer an online glossary.