Service Innovation by Design Short Course

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Why Take This Course ?

To gain insight into design thinking, one of the most popular methods of innovation applied to business models.
To get comfortable with the messiness of service business model design
To understand 360° of creating a service, in the context of business models with multiple interfaces
To develop strategic innovation: Moving beyond incremental operational innovations to strategic customer centricity
To understand the digital landscape, how digital services are created, and resulting business impacts

Course Content

The course will focus on covering the different angles of creating and innovating customer-centric services that cater to the demands of the 21st century.

Your class activities will include presentations from the professor and from guest speakers, case studies, workshops and participants groups’ presentations.

Each session will cover the following topics and concepts:

Servitization

How to move from a product to a service business model

Experience Economy

How to accomplish digital transformations of your service portfolio and deliver value

Service Digitalization

Service Transformation

Business Model Innovation

Design
Thinking

The process and how it will be applied in the course

Course Details

Preparatory Self-study

The course will be a highly experiential application of the design thinking methodology (learning by doing), so the pre-work aims to set the theoretical foundations and prepare participants for the live exercise.

Pre-work comprises a set of readings and case studies to lay down a foundation of core concepts. It will also include a 2-hour live connect session with the course professors and other participants to review the self-study materials and further prepare to jump right into the design thinking process when the course begins November 19.

Day 1 - Value Creation

Value creation in service innovation garners an in-depth understanding of the customer for consequential innovations:

Empathize with the customer, end user, or other stakeholders in the value network to uncover meaningful tensions and opportunities for service innovations.
Define and reframe customer-centric problem statements

Value creation covers the following topics and concepts:

Non-judgmental data collection (e.g., interviews, shadowing, observation, etc.)
Vignette development
Persona development
Pains and gains development

Day 2 - Value Delivery

Value delivery in service innovation drives the creative development of innovation options to pursue:

Ideation focus on the creation and prioritization of valuable service innovations
Prototyping builds on quick and agile innovation option development

Value delivery covers the following topics and concepts:

Convergent and divergent thinking
Hypothesis-based innovation development
Participatory design methods
Agile prototyping (e.g., Storyboards, mockups, videos, etc).

Day 3 - Value Capture

Value capture in service innovation focuses on the refinement and selection of innovations to expose to real life testing:

Test prototypes and embrace failure to generate innovation that effectively respond to customer needs
Refinement through short-cycle adaptation that drives innovation towards implementation
Iteration to address feedback by revisiting prior concepts and prototypes

Value capture covers the following topics and concepts:

Usability testing
Pivoting and adaptation
Business modeling

Key Facts

Duration/Dates

Online introduction:
7 November 2022
3 Days on campus:
17-19 November 2022
Final assessment:
19 November 2022

Location

EHL Campus Lausanne
Route de Cojonnex 18, 1000 Lausanne 25

Cost

1,950.- CHF (incl. VAT)

Credential Delivered

EHL Certificate of Achievement
Credits: 2.5 ECTs / 1.5 US

Course Language

English

Mode of Training

Face-to-face/Online/Blended: Blended
Online introduction + pre-work
3 days onsite full-time

Learning Objectives

On completion of this course, you will be able to:

Generate, identify, and evaluate fads, trends, and business opportunities in the hospitality industry.
Assess the impact of innovation on extant business models.
Anticipate the impact and value of future business models.
Design and implement a new business idea as an entrepreneurial approach.
Cultivate entrepreneurial thinking and acquire the skill set to drive innovation.

What Makes This Course Special?

Access to guest speakers and real examples from diverse service industry contexts

Opportunities to network with other participants and guest speakers

A connection between theory and practice through a live business case: create your own business model.

Learn by Doing: experience design thinking process action

All course material accessible through an online Learning Management System

Course Instructors

Dr Nicole Hinrichs

Course Instructor

Nicole Rosenkranz is Associate Professor in Strategy and Entrepreneurship at the École hôtelière de Lausanne (EHL). She received her PhD with summa cum laude from the University of St.Gallen after working as a strategy consultant for several years and holding strategy functions in the banking industry.

She regularly conducts field research studying the processes by which managers and employees innovate or adapt strategies, and how they affect change at the organizational level. Her research has been published in international management journals such as the Journal of Management. Nicole teaches on the full range of undergraduate, master, doctoral student and executive level courses, specializing on corporate strategy, strategic decision-making and entrepreneurship.

EHL Faculty profile

Dr. Christopher L. Tucci

Course Instructor

Dr. Christopher L. Tucci holds a Ph.D. from the Massachusetts Institute of Technology (MIT), a Pre-doctoral fellowship in residence, Harvard University, and an MSc from Stanford University. He is Full Professor of Digital Strategy & Innovation at Imperial College Business School (London, U.K.) and Academic Director, Centre for Digital Transformation and Co-Director, Education, Imperial-X.

He was an industrial computer scientist involved in developing Internet protocols and applying artificial intelligence tools. Professor Tucci teaches courses in Design Thinking, Digital Strategy, and Innovation Management. His primary area of interest is in how firms make transitions to new business models, technologies, and organizational forms. He also studies crowdsourcing, Internet working, and digital innovations.

Imperial College Faculty Profile

Who Should Attend?

This course is right for you if you are an experienced professional with a strategic decision-making capacity. This includes both mid to senior level management, who would be looking to explore new ways to rethink their business within evolving contexts. Course participants are usually:

Business Unit Managers/Directors
Business Development Managers / Directors
Marketing Managers / Directors

The course is equally relevant for experienced professionals in service businesses, as well as for experienced professionals in product-oriented businesses with an intent towards Servitization.

Minimum Qualification Required to Enroll

At least 10 years of relevant professional experience, of which 4 in a management position
Bachelor degree (ideally in management related fields, other academic fields are accepted if professional experience requirements are met)
Advanced English level (C1 equivalent), for non-native speakers

Apply Online

We will review your submitted application to ensure qualifications are met before confirming enrollment. If needed, our Admissions team will organize a short phone interview with you.

Not ready to enroll?

Make sure to complete the form to receive our Short Courses information and be informed of later course dates.

Download the Flyer

Fill in the form to download the Service Innovation by Design flyer

Frequently Asked Questions

Price

Price: CHF 1,950

The price includes the tuition fee, access to learning material, reference book, lunches and coffee breaks.

Participants will be able to pay their fees using the global payment solution Flywire.

The course fees, payment schedule and refund policy are detailed in the Student Contract.

Services Included

lunch
morning and afternoon coffee breaks

Dates

Course start (online connect session + LMS access): 07 November 2022 (5.30 - 7.30 pm Swiss time)
Onsite course: 17-18-19 November 2022
Final assessment date: 19 November 2022
Grade publication: 02 December 2022
Date of certificate delivery: 16 December 2022

Daily Schedule

Onsite days from 17.11.2022 to 19.11.2022 - 3 days on campus

Daily schedule for onsite days:

Day 1:

9:00 – 12:00: morning session
Lunch
13:00 – 18:00: afternoon session
18:00 – 19:00: Fireside chat (bringing in a speaker)

Day 2:

9:00 – 12:00: morning session
Lunch
13:00 – 18:00: afternoon session
18:00 – 19:00: Fireside chat (bringing in a speaker)

Day 3:

9:00 – 12:00: morning session
Lunch
13:00 – 18:00: afternoon session
18:00 – 19:00: Course closing - apero & networking

Coffee breaks are incorporated during class sessions

Training Mode

Face-to-face/Online/Blended: Blended
Online introduction + pre-work
3 days onsite full-time

Course Effort

Total hours: 67

Contact hours: 29 hours (2h online; 27h onsite)
Out-of-class student effort hours: 38 hours pre-work & project work

Description of the preparatory self-study: The course will be a highly experiential application of the design thinking methodology (learning by doing), so the pre-work aims to set the theoretical foundations and prepare participants for the live exercise. Pre-work comprises a set of readings and case studies to lay down a foundation of core concepts. It will also include a 2-hour live connect session with the course professors and other participants to review the self-study materials and further prepare to jump right into the design thinking process when the course begins.

Assessments

Group work, with final presentation in front of an expert panel. This will be the only graded aspect, there are no intermediary evaluations.