Assessment 2 – Service Concept Report

Using the seven-step basic service design thinking process and the related design tools you are required to improve on your selected service and detail this in a
2,000 word report.

Applicable Unit Theory ULOs & CLO Marking Criteria

Characteristics & flower of services
1. First identify a service that you think 4. Use of Service Theory
needs improvement. Provide a short Service standards (15%)
description. Identify the problem in Know your customers
reference to theory. Servicescapes
Experience economy
Employee roles
Pricing of services
Managing capacity and demand
Integrated service marketing
communications
Characteristics & flower of services 3 Analyse key services concepts and theories
2. Research the service and problem. 1. Concept identifies project
Service Standards to address practical service situations. objectives. (15%)
a. Including what users think and feel about Know your customers
the existing service. Servicescapes 4. Use of Service Theory
Experience economy (15%)
b. Desk research – what can you find out
about your issue Employee roles
Pricing of services
Managing capacity and demand
Integrated service marketing
communications
Know your customers 3 Analyse key services concepts and theories 4. Use of Service Theory
3. Define target markets and user personas.
to address practical service situations (15%)
a. Building personas
b. Building empathy with your personas

Design thinking 4 Critically evaluate and use information to

4. Brainstorm solutions. 3. Plan (using tools from
formulate distinctive strategies for service Service Design Thinking)
a. Ideas generation based businesses. (15%)
b. Filtering ideas
5 Apply service design thinking principles
c. Building a solution 4. Use of Service Theory
when solving service based problems (15%)
Characteristics & flower of services 3 Analyse key services concepts and theories
5. Develop and test low- fi prototype (you
do not need to produce your solution; Service Standards to address practical service situations. 3. Plan (using tools from
 Know your customers 4 Critically evaluate and use information to Service Design Thinking)
you need to have thought it through in
sufficient detail to be able to explain Servicescapes formulate distinctive strategies for service (15%)
your idea to users in order to complete Experience economy based businesses. 4. Use of Service Theory
the next step). Employee roles 5 Apply service design thinking principles (15%)
Pricing of services when solving service based problems
a. Test with users Managing capacity and demand
b. Obtain feedback Integrated service marketing
c. Modify prototype taking into account communications
the feedback you have received and your
own ideas about

Characteristics & flower of services 3 Analyse key services concepts and theories
6. Test and evaluate hi-fi prototype (more 2. Understands the ‘concept
detailed concept as close to the actual Service Standards to address practical service situations. and spirit’ of a good service
solution you propose as possible). Know your customers 4 Critically evaluate and use information to (15%)
Servicescapes formulate distinctive strategies for service
a. Test with users Experience economy 3. Plan (using tools from
b. Obtain feedback based businesses. Service Design Thinking)
Employee roles
c. Modify prototype taking into account Pricing of services 5 Apply service design thinking principles (15%)
the feedback you have received and your Managing capacity and demand when solving service based problems 4. Use of Service Theory
own ideas about what is feasible and Integrated service marketing (15%)
appropriate communications
2. Understands the ‘concept
7. Design a better service. With reference
to academic research justify why this is and spirit’ of a good service
an improvement. (15%)
CLO 1 Communicate effectively using
Written document and verbal 5. Photo Essay (10%)
presentation discipline-appropriate literacy and verbal
skills that are suited to 6. Final Report (20%)
audience and context (Develop). 7. Referencing in the
Harvard style (10%)