6-7 December 2022
Break the silos and create conditions for collaboration. Practical training that embeds learning by doing and brings real results.
Based on design thinking, service design is truly the next big competitive advantage for the business. With user-centred design at its heart, service design is about the design of experiences customers love. In a digital age, it’s hard to imagine designing services without data and technology. But technology itself won’t solve a user’s problem and create a delightful experience.
In this program you will learn how to shift away from a technology or marketing focus towards real empathy for your customers.
This hands-on experience inspires professionals from different sectors and help them with practical knowledge, tips and methods to design the ultimate customer experience and to transform their organisation for the future. The methodology is set-up in such a way that you’ll be able to implement your learnings directly during your daily work.
"Great service isn't by chance, it's by design"
WHY SERVICE DESIGN?
Today"s customers have higher expectations than ever before and brands are facing challenges than they never had to deal with.
The winners are the brands which know how to build genuine relationships with both customers and stakeholders.
Service Design help you design unique services or service components which will stand out from the competition, or optimise existing services around what the customer really wants.
Only an in-depth and holistic understanding of customers and their environment can create offerings that provide meaningful value and make a real difference. Service design thinking can provide this understanding.
"Service Design is all about making the service you deliver useful, usable, efficient, effective and desirable"
- UK Design Council
| Learn the fundamentals of service design to improve organisational performance
| Learn different ways to gain empathy for the user
| Learn valuable tools you can put into practice
| Gain alignment around vision, process and outcome
| Put your knowledge to work in a concrete design challenge
| Break the silos by creating conditions for collaboration
DAY 1 |
What is Service Design
Begin with a sprint experience of each phase of the process. Learn about the trends from the Service Design Global Conference.
Step into the service design world with this in-depth case study.
Service Design is a Team Sport. Experience a proven tool to get to know your team mates.
Stage I: DISCOVER
Research Techniques | Interview: Learn how to prepare and conduct in-depth conversations with customers to gain insight into their lives and experiences.
Stage II: DEFINE
Insight: Making Sense of the Research | Once you have uncovered unmet needs in a customer group you need to analyse and cluster the information gathered using affinity map.
Tools to Systemize and Analyze Your Findings
Learn how to use affinity map, persona canvas, and stakeholder map.
Customer Journey Map
Visualise your customer journey map and identify opportunity areas.
Wrap up of Day 1
Reflect and share your takeaways.
DAY 2 |
Stage III: DEVELOP
In this stage, design thinkers spark off ideas — in the form of questions and solutions — through creative and curious activities such as Brainstorms and Worst Possible Idea.
How Might We Questions
Reframe your insight statements as How Might We questions to turn the challenges identified into opportunities for design.
Use inspirations and create as many innovative and creative solutions as possible. Then master the process of selecting one idea.
Selecting the most suitable ideas is as important as generating many ideas. Use a few tested matrixes to select one idea.
Stage IV: DELIVER
Rapid Prototyping: Learn about possible forms of prototyping and choose the one that is suitable for your idea. Then build and test prototypes.
A pitch is a great way to communicate your idea: how it works, why it counts, and who it benefits. Get ready to present your idea with a proven framework.
Team Dynamics and Leadership
What are the challenges in a team work and how the leadership can support teams by empowering them and fostering a creative environment.
Wrap Up and Certificates
Walk through the journey we travelled together in the past two days.
Very often team dynamics come as a main obstacle. This tool will help you form a team and kick start a project successfully. Know your mates before you start.
When dealing with a challenge many internal and external actors have an effect on how a new service is developed and launched. Get to know the "ecosystem" and the value exchange between all involved.
In-depth interviews are a means
of engaging a user to gather information. Dig deeper into people’s attitudes and motivations in order to gain a sense of possible customer journeys in relation to your challenge.
Shift your focus away from
abstract demographics and
towards the wants and needs of real people. This is crucial for developing improvements or innovations of the services provided.
Due to the nature of ideation, it is extremely important to make use of techniques that match the type of ideas you're trying to generate. This is an overview of different techniques that combine conscious and unconscious, and rational with imagination.
Customer Journey Map
Build empathy and see the customer’s perceptions in the larger context. Understand why your customers do what they do and how they experience interacting with organisations and services through different touch points.
Experience some aspects of the service idea with customers, stakeholders or professionals in order to improve the solutions before they are realised. This map will give you an overview of all prototyping technique and their level of fidelity.
A value proposition is a promise of value to be delivered. It’s the primary reason a prospect should buy from you.This matrix allows you to describe how you might be creating value for your customers.
Pitching an idea is a skill you can learn. This tool will is helping thousands of innovation and startup teams to tell a compelling story and deliver winning pitches.