70 152 GK5 Identity and Servicedesign
Emnenavn på Norwegian Bokmål:
GK5 Identitet og tjenestedesign
Credits:
24
Course code:
70 152
Level of study:
Master
Teaching semester:
2019 Autumn
Assessment semester:
2019 Autumn
Language of instruction:
Norwegian
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 coursework | Courseworks required | Presence required | Comment |
|---|---|---|---|
| Exercise | 2 | Required | 2 mandatory deliveries + presentation at two mid-term reviews, must be submitted and presented in order to pass the course |
| Form of assessment | Grouping | Grading scale | Comment |
|---|---|---|---|
| Portfolio assessment (Vurderingsmappe) | Individual | A-F | Final report, presentation at the final reviews and exhibition material will althogether be part of the assessment. |
| Workload activity | Comment |
|---|---|
| Attendance | The students are expected to be present in the studio daily from 09.00-16.00 |