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70 152 GK5 Identity and Servicedesign

Credits: 
24
Full course name in Norwegian Bokmål: 
GK5 Identitet og tjenestedesign
Course code: 
70 152
Level of study: 
Master
Teaching semester: 
2020 Autumn
Assessment semester: 
2020 Autumn
Language of instruction: 
Norwegian
Year: 
2020
Person in charge
Vera Pahle
Required prerequisite courses: 
70 110 Design Basics
70 120 GK2 Brukersentrert design
70 130 GK3 Interaktive produkter
70 141 GK4 Industridesign i kontekst
Required prerequisite knowledge

Completed courses under prerequisit knowledge or equivalent.

Course content

The course is an introduction to service design and brand identity, focusing on experience design. In the course of the semester, the students will develop a brand in a relevant topic defined at the start of the semester. The students shall develop a design solution in response to the assignment. The goal is to develop their own brand concept, and to communicate values and identity in a new brand through experience, service and touchpoints as a product and/or interaction and visual identity. Emphasis is placed on the process and methods, and the process shall be documented in a written report at the end of the semester.

Learning outcome

KNOWLEDGE

After completing the course, the student is expected to have knowledge of:

  • brand theory: strategy, vision, values, competitors etc.
  • how to develop a brand concept
  • how to develop a service concept that translates the brand values into a relevant service experience
  • how to develop and design a visual identity
  • how to develop and design a customer journey
  • how to develop and design other relevant touchpoints
  • how to develop and design a product and/or interaction (prototype)
  • basic knowledge of the AT ONE service design method (Actor, Touchpoints, Offerings, Needs, Experiences)

SKILLS
The students shall:

  • be able to describe their own brand concept
  • have knowledge of what a brand strategy includes
  • be able to use user-oriented methods to develop their own brand and service
  • be able to define possible target groups and competitors for their own brand and service
  • have knowledge of positioning in relation to target groups
  • know methods for developing a service and visualising it through a service journey and in relation to the desired experience
  • have knowledge of how the service journey can be used to map an existing customer experience and as a method of designing and planning a new customer experience
  • know methods for developing a visual identity in line with an overriding strategy

     

    GENERAL COMPETENCE
    The students shall learn how to develop brands and services, and what role they play in society today. The students shall then develop critical thinking on a given topic, and master the basic principles involved in the development of a brand concept

     

Working and learning activities

The teaching is studio-based and centred on a main project to be carried out in the course of the semester. The students work individually. The course consists of lectures, including theory lectures, workshops, excursions, company visits, and individual and group supervision. The course comprises three reviews in addition to a final presentation that includes a report. The students must pass all reviews and the final delivery to be awarded a grade

Curriculum

The course has a compulsory compendium, in addition to the list of recommended literature.

Mandatory courseworkCourseworks requiredPresence requiredComment
Exercise2Required 2 mandatory deliveries + presentation at two mid-term reviews, must be submitted and presented in order to pass the course
Obligatoriske arbeidskrav:
Mandatory coursework:Exercise
Courseworks required:2
Presence required:Required
Comment: 2 mandatory deliveries + presentation at two mid-term reviews, must be submitted and presented in order to pass the course
Form of assessmentGroupingGrading scaleComment
Portfolio assessment (Vurderingsmappe)IndividualA-F Final report, presentation at the final reviews and exhibition material will althogether be part of the assessment.
Vurderinger:
Form of assessment:Portfolio assessment (Vurderingsmappe)
Grouping:Individual
Grading scale:A-F
Comment: Final report, presentation at the final reviews and exhibition material will althogether be part of the assessment.
Workload activityComment
Attendance The students are expected to be present in the studio daily from 09.00-16.00
Forventet arbeidsinnsats:
Workload activity:Attendance
Comment: The students are expected to be present in the studio daily from 09.00-16.00