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Why Service Design? In today’s fast-paced, ever-evolving business landscape, companies must continuously adapt to remain competitive and avoid disruption. Service design provides a strategic advantage by helping businesses create exceptional customer experiences, drive innovation, and streamline operations.
Organizations today face three critical challenges:
- Rising Customer Expectations – Customers demand seamless, personalized, and high-quality interactions across all touchpoints.
- The Need for Continuous Innovation – Innovation is no longer optional; it’s a necessity for survival and growth.
- Structural Barriers to Omnichannel Success – Many companies struggle with rigid organizational structures that hinder customer-centric service delivery.
How Service Design Helps Overcome These Challenges?
By applying service design principles and techniques, organizations can:
- Build a Sustainable Competitive Advantage – Create unique, customer-focused services that are difficult to replicate.
- Solve the Right Problems with a Research-Driven Approach – Ensure decisions are data-backed and user-centered.
- Enhance Collaboration & Break Down Silos – Foster cross-functional teamwork to improve service delivery.
- Enable Fast, Cost-Effective Innovation – Utilize proven tools and methodologies to test and implement solutions with minimal risk.
- Take a Holistic Approach – Optimize the entire customer journey for a seamless, end-to-end experience.
- Remain Flexible & Scalable – Apply service design across industries and business functions for maximum impact.
What You’ll Learn in the Service Design Masterclass:
- Introduction to Service Design – Discover why service design is essential for business success and how it helps organizations thrive in a competitive landscape.
- Core Activities of Service Design – Gain a comprehensive understanding of the six key activities that form the foundation of the service design methodology.
- The Service Design Mindset – Develop a service designer’s way of thinking by mastering six essential service design patterns.
- Creating Effective Personas – Learn how to craft detailed Service Design Personas that accurately represent your target customers.
- Prototyping for Validation – Explore how to create both low- and high-fidelity prototypes to test and validate design assumptions effectively.
- Customer Journey Mapping – Understand how to enhance user experiences by mapping out customer interactions and identifying pain points and opportunities.
- Service Blueprints – Master the art of User Experience Architecture by developing Service Blueprints that align front-end and back-end operations.
- Business Design Modeling – Define winning strategies for products and services using structured Business Design Models.
- Stakeholder Management Strategy – Learn how to develop an effective Stakeholder Management Plan to enhance collaboration and engagement in service design projects.
- Hands-on Projects – Apply your newfound knowledge and skills to real-world projects, solidifying your expertise through practical experience.
At the end of this course, you will:
- Become deeply familiar with the overall Service Design methodology and be confident in your ability to speak it.
- Have a meaningful understanding of key phases of work in Service Design: Research, Ideation, Prototyping, and how they fit together as a process
- Know how to communicate the value of Service Design
- Appreciate the importance of stakeholder management and organizational context when practicing Service Design
- Learn what core skills and specialized skills you need to develop to succeed at landing your first role or making further progress in your career as a Service Designer
Target Audience
- Anyone interested in learning more about Service Design and how to apply it in an organizational setting
- UX Designers looking to expand their skills
- Students interested in jobs related to Service Design, business analysis, human-centered design or innovation
- Working professionals interested in making a transition to a Service Design role or collaborating with Service Design teams
Certification
After completing the course you will receive a certificate of completion to enhance your resume and LinkedIn profile.
Join the Service Design Masterclass to gain hands-on experience and master the tools needed to design services that drive business success!
Section 1: An Introduction to Service Design
- Service design for the rescue
- Service design scope
- The design lifecycle
Section 2: Service Design Patterns that work
- Introduction Service Design Patterns
- Pattern 1: diverge & converge
- Pattern 2: solving the right problem
- Pattern 3: adapt & iterate frequently
- Pattern 4: quick & dirty methods
- Pattern 5: collaboration is key
- Pattern 6: practice over theory
Section 3: Service Design activities & tools
- Service design activity 1 - User research
- Service design activity 2 - Define
- Service design activity 3 - Ideate
- Service design activity 4 - Prototype
- Service design activity 5 - Test
- Service design activity 6 - Proof of Concept (POC)
- Project - Apply service design activities to a concrete product or service
- Overview service design tools
Section 4: Service Design Personas
- Persona building blocks
- The four types of personas
- Creating & deploying a persona
- Case in point - Personas
Section 5: Service design prototypes
- Prototype building blocks
- Prototype characteristics
- Fidelity level pros & cons
- Case in point - Prototype
Section 6: Service design customer journey maps
- Customer journey map building blocks
- Customer journey map characteristics
- What is story mapping
- Story mapping illustration
- Case in point - Customer journey maps
Section 7: Service Design blueprints
- The 5 benefits of using service blueprints
- The service blueprint building blocks
- Introduction to BPMN
- Creating your own service blueprint in 6 easy steps
- Case in point - Service blueprints
Section 8: Business Design through Business Model Canvas
- Introduction to Business Design
- Block 1 & 2 - Customer segment & value proposition
- Block 3 - Customer relationships
- Block 4 - Distribution channels
- Block 5 - Key activities
- Block 6 - Key resources
- Block 7 - Key partnerships
- Block 8 - Revenue structure
- Block 9 - Cost structure
- Project - Define a winning strategy for your product with a business model canvas
- Business models overview and examples
Section 9: Stakeholder Management Plan
- Introduction
- Identify stakeholders
- Define roles and responsibilities
- Define level of collaboration
- Define the communication plan
- Define the reporting approach
- Case in point
- Key takeaways
- Project brief