introduction & datescurriculumfacultyAlumniBooking
The Netherlands

April 2015: Amsterdam

20.04.2015 — 24.04.2015
sold out

Learn how to apply Service Design Thinking to the rapid innovation of Customer Experiences in multi-channel Product-Service Ecosystems. The Executive School in Amsterdam ‘THIS IS SERVICE DESIGN DOING’ is planned in the week of April 20th – 24th 2015. Including a field trip to learn about experiences with Service Design Thinking in the field.


experts in the field

Marc Stickdorn, the co-author of the award-winning service design book ‘This is Service Design Thinking’.

Markus Hormess, Service Innovation Expert and co-initiator of the world’s largest service design event ‘Global Service Jam’.

Adam Lawrence, Service Design & Customer Experience Expert and co-initiator of the world’s largest service design event ‘Global Service Jam’.


Highly practical Workshop

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 and key skills of facilitation. 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 and facilitating small project teams focused on individual service elements, or developing new value for your entire service offering.

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. You will experience several different co-creative styles and have the opportunity to practice your own facilitation skills. 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, project experience and group facilitation.

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


What to expect in detail

Monday, 20th of April 2015

18:00 hr Check-in/light dinner

19:00 hr Introduction and Service Design case study (challenge, ideation methods)

Tuesday, 21st of April 2015

08:30 hr Welcome & Coffee09:00 hr Introduction to Design Research & briefing

10:00 hr Executing Design Research

12:30 hr Lunch

13:30 hr Service Design Basics (stakeholder constellation, personas, customer journey maps, service ecosystem maps, service ad)

17:30 hr Reflection and Q&A Day 1

18:00 hr End of Day 1

20:00 hr (opt.) Dinner

Wednesday, 22nd of April 2015

08:30 hr Welcome & Coffee

09:00 hr Advanced Tools (emotional maps, dramatic arcs, advanced sketching and ideation)

12:30 hr Lunch

13:30 hr Prototyping & Testing (prototyping framework and overview, investigative rehearsal, desktop walkthrough, paper/cardboard prototyping)

17:30 hr Reflection and Q&A Day 2

18:00 hr End of Day 2

20:00 hr (opt.) Dinner

Thursday, 23rd of April 2015

08:30 hr Welcome & Coffee

09:00 hr Business tools and backgrounds (Service Dominant Logic, Business Model Canvas, Business & Service Framework)

12:30 hr Lunch

13:30 hr Facilitation Masterclass

17:30 hr Reflection and Q&A Day 3

18:00 hr End of Day 3

20:00 hr (opt.) Dinner

Friday, 24th of April 2015

10:00 hr Field trip & expert talks

14:00 hr End of Executive School

Facts & Figures

Venue: t.b.a., Amsterdam, The Netherlands

Max. participants: 30

Price: –sold out–


This executive school is hosted by DesignThinkersAcademy.

General info

This is Service Design Doing moves service design thinking from theory to practice, connecting customer experience to business success. The School facilitators Adam, Marc, and Markus, together with Jakob, also published the book with the same name. With cases and tips from 300 contributors, the authors outline tools and methods, discuss running workshops, sprints and projects, and explore embedding service design.

The co-created script of past editions of the schools laid one of the foundations for the book’s content.

Stay informed. We’ll only mail you occasionally.

The network around this This is Service Design Doing is very active. We’d be happy to let you know when anything relevant happens out there. No spam, we promise.

Thank you! Your submission has been received!