COST: Contact us DURATION: 2 days
Group discounts for 5+ apply

Want to know what service design is all about and how it can help you to create better quality service experiences for your customers? Our Service Design Workshop will provide you with a more efficient and effective approach to exploring and solving complex design problems or opportunities. Bringing together elements of lean, agile and design thinking, this process encourages experimentation, continuous learning, adapting quickly and focusing on value so that you build the right solutions in the right way. 

This practical and hands-on workshop is broken up into two days. The first day will cover what service design and design thinking are, the role of a service designer, the principles, practices and tools and research techniques for understanding users. The second day will build on this by putting the tools into practice and going into research techniques and the role of the service designer in more depth.


Intended for:
  • Business leaders and strategists responsible for complex service offerings
  • Product owners and business analysts working in cross-functional teams
  • Cross-functional team leaders and team members developing service offerings
  • Designers moving from traditional UX to multi-dimensional service offerings



There are no prerequisites for this workshop.


Learning outcomes:

During this practical workshop, you'll learn about:

  • What service design is and how it applies across a wide variety of challenges and opportunities
  • Service design in the context of product design and experience design
  • The importance of exploring the needs, motivations and behaviours of users
  • How the service design process benefits from agile, lean and design thinking processes
  • How to plan and execute the 5-step design sprint process
  • The various service design tools and techniques
  • How to use different research techniques
  • The facilitation skills needed to lead workshops
  • The various service design tools and how to use them
  • The difference in design roles and how to grow service design capability within your organisation




  • Service design definition
  • Its history and background
  • Service design projects
  • The pros and cons of each approach
  • The key principles that service designers use to guide their work
    • User-centric and research-based
    • Design thinking: a multi-disciplinary, collaborative approach
    • Systems aware: embracing complexity to create simplicity
    • Value-focused: for both user and organisation
  • The distinctions across the variety of designer roles 
    • Customer experience
    • User experience
    • Interaction design
    • Graphic design
  • Understanding users
  • The difference between market research and user research
  • Data vs understanding
  • Research techniques and when and why you should use them:
    • Interviews
    • Observational analysis
    • Focus groups
  • Key research skills:
    • Active listening
    • Organising data
  • Design thinking defined in terms of multidisciplinary collaboration
  • Design sprint overview
  • Agile and lean processes
    • Iterative workflows such as scrum and continuous flows 
  • Types of prototypes and when to use them
  • Service design tools:
    • Service blueprint
    • Customer journey map
    • Empathy map
    • Future-state journey map
    • Customer service ecosystem
    • Prototypes


  • How to use a focus group to explore market opportunities
  • How to identify and prioritise the key personas
  • Interviewing:
    • Asking the right questions in the right way
    • Soliciting the right information. Asking “why” in addition to “how”
  • Exercise: experience using one research technique on a small service design challenge
  • Types of workshops
    • Know the type of workshop to use to achieve the goal
    • Strategy, discovery, refinement, prototyping, design sprints
  • Planning
    • Who to invite, preparation time and activities, facility and resource requirements
  • Facilitation skills
  • How and why a design sprint works
  • Exercises:
    • Build a basic service blueprint
    • Build a customer journey map
    • Build an empathy map
    • Diagram a simple customer service ecosystem
    • Envision improved service experience
    • Simple but effective prototyping
    • User testing and analysis
  • The differences in the design roles
  • How a service designer works with business sponsors, business analysts, architects, technologists, and other designers
  • How a service designer works throughout a project from beginning to follow-up
  • Growing service design capability


Method used:

Lecturing is kept to the minimum necessary, most of the learning is achieved by applying the practices and techniques in group exercises.


Course outline

Service Design Workshop Outline (PDF).