The Service Design, Brand, Value Creation course at Georgia Institute of Technology enables students to examine customer journeys by learning the fundamental principles of service design.

School: Georgia Institute of Technology
Course: Service Design, Brand, Value Creation
Location: Atlanta, USA
Course dates: August 2024 to December 2024
Application deadline: 16 August 2024

Georgia Tech's School of Industrial Design program focuses on innovation and entrepreneurship. Our undergraduate and graduate programs focus on human-centred design, systems thinking, innovation and entrepreneurship.

The Service Design, Brand, Value Creation course equips students with the skills to analyse current customer journeys, identify opportunities for innovation and design future experiences.

Part of the graduate core curriculum, the course is based on the fundamentals of Service Design, and combines them with the deep systems thinking required to design new ways of value creation.

Throughout the semester, students apply theoretical concepts to team projects, often with outside partners as diverse as Matterport, The Biophilic Institute and Art on the Beltline.

A concept rethinking the electronics recycling experience by Ruoyi Liu and Kuo-Wei Lee recently won the prestigious IF Student Design Award.

Once in the workforce, students have reported how transformational the course is for their careers.

It combines a focus on the soft skills required to drive effective team co-creation with tools that allow designers to speak the language of business and influence larger-scale innovation initiatives.

Lastly, the course introduces 'Journey Management', the rapidly emerging practice of documenting, designing and iterating customer journeys over time, based on systematic journey insights and business objectives.

The course is led by instructor Florian Vollmer.

Applications to this course have now closed.

Image by Lissette Romero and Julio de Pereda.

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