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July 2013: Berlin

23.07.2013 — 26.07.2013
sold out

Learn how to apply Service Design Thinking to the rapid innovation of customer experiences in multi-channel product-service ecosystems. The Executive Summer School in Berlin ‘This is Service Design Doing’ is planned July 23th – July 26th 2013. (Facilitated by the co-authors of the award-winning book: ‘This is Service Design Thinking’)


experts in the field

Marc Stickdorn, the co-author of the award-winning service design book ‘This is Service Design Thinking’. View Marc's profil on LinkedIn.

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

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


Highly practical Workshop

In this summer school you 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 insights. 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 summer school 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.

The summer school is limited to 20 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.

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


What to expect in detail

Tuesday, 23rd of July 2013
(location Restaurant)

18:00 hr Check-in/light dinner

19:00 hr Introduction and in-depth Service Design case study

Wednesday, 24th of July 2013
(location Launchlabs)

08:30 hr Welcome & Coffee

09:00 hr Service Design Basics (stakeholder maps, personas, customer journey maps, service ecosystems)

12:30 hr Service safari lunch (research techniques)

14:45 hr Ideation techniques

18:00 hr End of Day 1

20:00 hr (opt.) Dinner

Thursday, 25th of July 2013
(location Launchlabs)

08:30 hr Welcome & Coffee

09:00 hr Investigative Prototyping (dramatic arc, investigative rehearsal)

12:30 hr Lunch (delivered)

13:30 hr Prototyping & Testing (business model canvas, service design framework)

17:30 hr Reflection & Feedback

18:00 hr End of Day 2

20:00 hr (opt.) Dinner

Friday, 26th of July 2013
(field trip)

10:00 hr Field trip & expert talks (visiting companies using service design in practice, service design excellence)

14:00 hr End of Workshop

Facts & Figures

Venue: LaunchLabs Berlin, Germany

Max. participants: 20

Price: –sold out–


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.

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