Customer Insight and Service Design (5 cr)

Evaluation scale

H-5

Content scheduling

Methods of describing the customer
Customer data and information sources
Quantitative Survey research
Qualitative interview research
Service design methods
Usability testing
Reporting of research findings

Objective

On successful completion of the course, student can recognize different sources of customer information. Student can build a relevant customer persona/profile based on different data and research. Student can utilize quantitative and qualitative methods. Student can combine different kinds of information to gain customer insight. Student understand the role and meaning of service design. Student can utilize the service design and co-creation processess and methods. Student can design a simple usability test.

Content

* relevant customer persona/profile
* quantitative and qualitative methods
* service design and co-creation processess and methods.
* test

Location and time

Spring 2025 online and in Tornio Campus. Changes are possible. Latest info available in Peppi/Tuudo timetable
Zoom 24.2. 14:00-17:00
Zoom 26.2. 14:00-17:00
Zoom 10.3. 14:00-17:00
Zoom 12.3. 14:00-17:00
Zoom 17.3. 14:00-17:00
Zoom 19.3. 14:00-17:00
Campus Days 24.4. 9:00-17:00
Campus Days 25.4. 9:00-15:00

Materials

Learning materials will be available in course Moodle. List of useful literature: https://luc.finna.fi/lapinamk/List/1213924

Teaching methods

Lessons and guidance in Zoom or Teams.
Workshop on Campus Days 24.4.2025 and 25.4.2025 in Tornio.
Independent work on assignments.
Exercises on qualitative and quantitative research techniques.
Written assignments.
Group learning project.
Peer feedback for other groups
Self-assessment of group work results and process.
Course feedback.

Exam schedules

Learning projects have one actual submission date.
Late submissions are not accepted and will be graded as failed.
First retry will be 2 months after the actual submission date.
Second retry will be in next semester (week 42 or 10).
Grading in 1 month after submission date at latest.

International connections

This course is offered also for our exchange students.

Student workload

5 ECTS is 135 hours of student work.

Assessment criteria, satisfactory (1)

Student recognizes some different sources of customer information. Student knows how to collect data and information using a relevant method. Student knows how to form a simple but relevant customer persona/profile. Student recognizes some key processes and methods of service design and co-creation and their role in business development. Student understands the idea of usability testing and knows some practical testing methods.

Assessment criteria, good (3)

Student recognizes some key sources of customer information. Student can collect data and information using a relevant method and assess the reliability of results. Student can use different kinds of information to form a detailed customer persona/profile. Student recognizes the key processes and methods of service design and co-creation and knows how to apply them practically. Student knows the method and process of usability testing and can design a simple usability test.

Assessment criteria, excellent (5)

Student recognizes relevant sources of customer information. Student can collect data and information using different methods in reliable way. Student can combine information to gain customer insight to form a customer persona/profile for practical business problem solving. Student can apply service design and co-creation processes and methods in practical business situation. Student can design a simple usability test and knows how to use the results in improving the usability of application or website.

Further information

Prior knowledge:
Basics of marketing
Knowledge of Customer Experience is useful, but not necessary
Office tools