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6-7 December  2022

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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"



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.

Case Study

Step into the service design world with this in-depth case study.

Team Formation

Service Design is a Team Sport. Experience a proven tool to get to know your team mates.


Research Techniques | Interview: Learn how to prepare and conduct in-depth conversations with customers to gain insight into their lives and experiences.


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  |


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.

Ideation Session

Use inspirations and create as many innovative and creative solutions as possible. Then master the process of selecting one idea. 

Selection Session

Selecting the most suitable ideas is as important as generating many ideas. Use a few tested matrixes to select one idea.


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.