Service Design for Wellness and Healthy Ageing

We applied for this project to respond to societal challenges related to ageing population, growing demand for wellness services, and the need for interdisciplinary approaches in higher education....

The aim of implementing the project was to achieve the following results: Identify the specific needs and preferences of middle-aged individuals in the field of wellness and healthy lifestyle. Assess best practices in service design and wellness teaching in each partner country. Develop, pilot, and implement an online study module (4 courses in English) on service design for wellness and healthy ageing, focusing on the 50+ age group. Develop, pilot, and implement learning materials for students and teaching method guidelines for teachers. Conduct an intensive pilot course for students and teachers to gather feedback on the developed study module and improve it if necessary.

The main activity of the project was the development of an online study program (4 courses, in English). The planned courses were as follows, and since the aim was to develop the course content in collaboration with the partners, the course names at the time of the application were provisional, with the partners being aware that these could change. However, this did not affect the content and outcome of the project. Course 1: Envisioning the Healthy Future Short description: To understand the challenges and opportunities of an ageing society. Content: This course explores the challenges and opportunities of an ageing society, focusing on scientific and industry-backed models of healthy ageing. Students will analyze key frameworks such as the WHO’s Healthy Ageing Model, wellness models from the International Council on Active Aging (ICAA), and approaches like the Blue Zones concept. By examining life expectancy trends, socio-economic factors, and behavior change techniques, students will learn to assess ageing-related data and design evidence-based interventions. Through research, case studies, and practical applications, students will develop a future-oriented mindset, preparing them to contribute to age-friendly policies and services. Course 2: Service Design (in an Ageing Society) Short description: Design thinking methodology in the context of healthy ageing. Content: Applying the method of design thinking in a real context. Apply techniques of all phases: empathy, define, ideate (diverge and converge), prototype and test. Applying the method of effectuation, entrepreneurial behavior. Course 3: Design Anthropology Short description: Design anthropology tools and methods – qualitative methods used in design to build empathy. The Design Anthropology develops learners on participatory and social design approaches and methods. By embracing the convergence of anthropology and design, learners will develop a nuanced understanding of the cultural dimensions of design, equipping them to create more meaningful and inclusive solutions. This course not only prepares learners for careers in design or deepens their professionalism in their current design practice, but also cultivates a mindset of cultural sensitivity and ethical responsibility that is essential in our interconnected and diverse global society. Content: Designing Healthy Ageing Interventions; Anthropology & Ethnography – Insight through immersion; Visual and Sensory Research; Three Tributaries to Design Anthropology; Converging design and anthropology; Sensemaking, analysis and framing challenges; Play, ideation and sensualising interventions; Speculative Design Anthropology. Course 4: Business Models and Design Management in the Service Sector Short description: The course is designed to help postgraduate students integrate knowledge of multiple domains, into an internationally oriented view of new service business models and design management related to ageing. The course is delivered through a series of interconnected units (the course’s Bricks) that comprise a range of project briefs, workshops and written assignments. Scheduled activity primarily consists of group critiques, individual tutorials, workshops and lectures. Content: Context insights and business purpose; human-centred and design-driven innovation; service significance and value proposition; defining service superiority through meaningful advantages; creating strong brands to consolidate desirability; marketing and communications that best reach the customer; KPIs for success and for positive impact; and pitching the final business idea are the main topics defining this module’s contents. All course sessions included learning materials for students and teaching tools and methods for teachers. Moreover, since a great deal of tools was made available (and recommended) a tools-oriented webpage has been created as well. The module development was supported by dissemination activities carried out by the partners and testing of the materials in appropriate and meaningful classes.