Teaching

School of visual arts • Interaction Design MFA • Since 2015

Every year I teach the graduate graduate service design course in the School of Visual Arts' Interaction Design MFA program. The course combines lecture, case studies, practical exercises and presentations from guest experts to introduce students to the fundamentals of service design methodology -- equipping them with a baseline understanding of the characteristics of the modern service economy, and demonstrating how organizations across different sectors and industries are using service design to solve problems and enable real innovation.

It's a tremendous privilege to work with students who bring such talent, drive, brilliance and passion. But it isn't just a fun, rewarding thing to do -- it is also an invaluable tool for staying current and honest in my approach to service design. Each class is made up of a highly diverse group of students representing different national, professional, cultural and educational backgrounds; their varied experiences, perspectives and capabilities come together to make each class a unique educational experience -- for me as well as for them.

The highlight of every semester is the final group project, where students are asked to examine an actual service from a real organization; and, in collaboration with the organization itself, explore how service design can help their client clear obstacles or deliver new kinds of value. The projects the students choose are always fascinating and fun -- from a public library for those who are blind to the NYC Subway. Each project uncovers valuable insights into the often-challenging realities of designing the services we use every day. A few examples of their fine work are below.

Inside organizations

At Citi I taught service design methods and principles to more than 100 colleagues from around the bank, from front-line bankers to managing directors. Using "service design 101" seminars and holding one-on-one coaching and office hours, I trained colleagues on practical basics for applying a client-centric lens to their work.

Description of challenges facing one patron of the Andrew Heiskell Library — An interviewee from the Andrew Heiskell Braille and Talking Book Library describes his goals and challenges

Several assistive technologies offered by the Andrew Heiskell Braille and Talking Book Library used to enable those with low vision to read — Assistive technologies offered by the Andrew Heiskell Braille and Talking Book Library used to enable those with low vision to read

Customer journey map for patrons of the Andrew Heiskell Braille and Talking Book Library, with emotional dimensions — Customer journey map illustrating the frustrations and obstacles facing patrons of the Andrew Heiskell Braille and Talking Book Library, including emotional dimensions

Comparison of "before" and "after" floorplans for Andrew Heiskell Library — Students proposed a revised floorplan (at right) for the Andrew Heiskell Braille and Talking Book Library that enables smoother traffic through the stacks, and more accessible table placement throughout.

Segment of a service blueprint highlighting the thoughts and feelings of patrons of the Andrew Heiskell Braille and Talking Book Library

A customer journey map for a customer of Sephora — A customer journey map highlighting the challenges and obstacles facing a customer persona of Sephora

Group of people participating in a co-design session at Sephora — The Sephora project team facilitating a co-design session with Sephora employees

Designers standing in front of whiteboard covered with post-it notes — Students from team Sephora creating an affinity diagram from their field research findings

Journey map for NYC fruit and vegetable vendors — A map illustrating the journey of NYC's fruit and vegetable street vendors, highlighting their pain points

A map illustrating who the project team interviewed during their discovery phase — A map illustrating who the Street Vendor project team interviewed during their discovery phase

One of the street vendors interviewed during the project team's field research phase

Group of students posing for photo — I love my students!

Currently exploring what's next. Always glad to talk about service design, inclusive design, or what it takes to make a large institution genuinely curious about its customers.

thisguy@marshallsitten.com