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This description applies to the full Executive School over five days. For details on shorter formats such as Essentials, see the relevant listing.



In this workshop you will experience the power of service design thinking first hand. You’ll not only become familiar with the fundamental tools and methods of service innovation, but also learn about the strategic design process.

The tools of service design are easy to grasp and easy to use, but are rooted in business reality and bring powerful clarity and insight. They can be used to design unique services or service components which will stand out from the competition, or to optimise existing services around what the customer really wants, cutting away wasteful effort and concentrating on a unique customer experience across various on- and offline channels.

The main take-away of the workshop will be the ability to apply several tools to your own business problems in order to innovate towards new value propositions. You will be able to instigate real service innovation projects in your organisation, leading small project teams focused on individual service elements, or developing new value for your entire service offering.

Methods and tools include:
— Ethnography
— Personas
— Stakeholder Mapping
— Value Network Mapping
— Customer Journey Mapping
— Service Blueprinting
— Business Model Canvas
— Service Prototyping
— Investigative Rehearsal

The workshop is limited to 30 participants, and will be highly practical. You will learn about the service design process, methods and tools by working on a project in a small team, with short periods of reflection on the theory behind contemporary service innovation methods. In addition, a unique framework is introduced that integrates the Service Design tools with your business model as well as your operations and business strategy. Confidential feedback sessions are offered around the workshop, giving participants the opportunity to receive input from the mentors on individual challenges from their work and project experience.


Day zero
— Check-in, light dinner
— Introduction and Service Design case study (challenge, ideation methods)

Day one

— Introduction to Design Research & briefing
— Executing Design Research
— Service Design Basics (stakeholder constellation, personas, customer journey maps, service ecosystem maps, service ad)
— Reflection and Q&A

Day two
— Advanced Tools (emotional maps, dramatic arcs, advanced sketching and ideation)
— Prototyping & Testing (prototyping framework and overview, investigative rehearsal, desktop walkthrough, paper/cardboard prototyping)
— Reflection and Q&A

Day three
— Business tools and backgrounds (Service Dominant Logic, Business Model Canvas, Business & Service Framework)
— Service Design project planning and management
— Reflection and Q&A

Day four
“Meet the Practitioners” (contact to companies using Service Design in practice, Service Design excellence)

Facts & Figures


Max. participants


3, with assistants

This is Service Design Doing is a comprehensive and intense executive school.

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