Interdisciplinary thinking lies at the heart of Culture and Design Management. This course introduces fundamental perspectives, concepts, and methods across culture, design, management, UX, technology, art, branding, and marketing. Through lectures, case discussions, and interdisciplinary projects, students will learn to connect these domains and develop thoughtful strategies for real-world opportunities.
Can something intangible, such as a service or experience, be designed?
How can the same activity become a different experience without changing its basic purpose?
What changes when support, intervention timing, actors, or resources are redesigned?
Learning Goal
Understand how Service Design shapes support, experiences, relationships, and systems around an activity. Apply provider, experience-layer, touchpoint, and ecosystem principles while considering value and burden across affected actors.
Lecture Materials
FC Lecture: Service Design Elements
Service Design principle slides
Service-case and New Case Analysis materials
Unlocks when Week 6 class ends
Oct. 6, 1:00 PM (KST)
In-class Activity
In-class Lecture:
Introduce four Service Design principles through cases:
Service Mediation
Experience Augmentation
Touchpoint Strategy
Ecosystem Orchestration
In-class Activity:
Repeat the following cycle for each principle:
Step
Time
What You Do
What You Complete
1. Quick Check
3 min
Complete a short familiarity survey and record your initial expectation.
Initial response
2. Case Exploration (Given Case Samples)
10 min
Examine given case sets and compare how the design element or relationship changes.
Principle Analysis Form
3. New Case Analysis
7 min
Apply the principle to a new case that was not included in the learning materials.
New Case Analysis
In-class Submission:
Complete the Initial Response, Principle Analysis Form, and New Case Analysis for each principle, followed by the final comparative survey.
Unlocks when Week 6 class ends
Oct. 6, 1:00 PM (KST)
Homework
Deliverable 4Select one Service Design principle introduced in Week 7 and use D:Branch to independently explore a service case that you genuinely want to understand.View Deliverable 4 →Due2026.10.19, 11:59PM
Key Takeaways
Service Design includes intangible experiences, support, relationships, and systems.
A service can change through its provider, added experience, intervention timing, or actor-resource connections.
A new service element should support the core activity rather than simply add more technology or features.
Service value should be considered from the perspectives of users, providers, partners, and other affected actors.
Visual service concepts can suggest possibilities, but actual experience, accessibility, feasibility, and sustainability require further evidence.
Available after class
Unlocks Oct. 13, 1:00 PM (KST), when this class ends.