Service Design

Module V: Service Design


Service design in Hospitality is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers. The purpose of service design methodologies is to design according to the needs of customers or participants, so that the service is user-friendly, competitive and relevant to the custom.

In this section students acquire and refine all the necessary capacities to successfully conceptualize a hotel or restaurant as well as to design the services required for each type of activity. Much attention is given to the study and use of the “Barcelona design system” for final project proposals.

The module is comprised of two main units:

Service Design
Service Design is all about making services functional, easy and desirable. It can be used to re-design an existing service to make it work better for users, or to create an entirely new service. This course focuses on innovation through Service Design: key success factors, implementation, touchpoints and back office/front office. A service happens over time and is made up of touchpoints (people, information, products and spaces that we encounter) and Service Design is the process of creating these touchpoints and defining how they interact with each other and with the user. For instance a menu, a booking service or a waitress are all touchpoints that make up a restaurant service. To design a great service it is important to have service users in mind: staff, suppliers and customers. Using design tools and methods the designer can deliver an in-depth understanding of users behavior, their likes and their needs, which can enable new solutions to be developed.

Strategic Design Planning
The course focuses on ways to plan an organization’s strategic position in the market by going throughout a rigorous innovation planning process. Students will work to conceive a defensible innovation strategy plan to help an organization seek a new opportunity. The course guides students to apply structured methods, tools and frameworks to create a viable strategic plan for the Project organization. Special emphasis is given to understand the value exchanges that happen among all the participants of the system.

Strategic Design Planning
The study of the HO.RE.CA (Hotel / Restaurant/ Catering) sector: from the Traditional approach to Innovation. Service Design for food and beverage provides a systematic and creative approach to:

  • meeting the needs of hospitality service organizations so that they may be competitive
  • meeting the rising expectations of customers regarding choice and quality
  • making use of the cechnological revolution, which has vastly expanded the possibilities fore creating, delivering and consuming services
  • fostering innovative social models and behaviors