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The Netherlands

May 2017: Amsterdam

08.05.2017 — 12.05.2017
5-day "Executive school"
sold out

Learn how to apply service design (aka. Design Thinking, Experience Design, UX Design beyond the screen, etc.) to the rapid innovation of customer experiences in multi-channel product-service ecosystems.


experts in the field

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

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, 08th of May 2017

14:00 hr Check-in

15:00 hr Welcome and introduction

16:00 hr Presentation: Service Design Basics

16:00 hr Introduction to Service Design challenge and work groups

17:00 hr Design research & planning

19:00 hr Get-together with light dinner and drinks

20:00 hr End of Day 1

Tuesday, 09th of May 2017

08:30 hr Welcome & Coffee

09:00 hr Design research loops (field work, sense-making)

12:30 hr Lunch

13:30 hr Service Design Basics (stakeholder maps, personas, journey maps)

17:30 hr Reflection and Q&A Day 2

18:00 hr End of Day 2

Wednesday, 10th of May 2017

08:30 hr Welcome & Coffee

09:00 hr Advanced Tools (Emotional journeys, Ideation & Idea Selection)

13:00 hr Free time (catch up with your work, digest the input or enjoy the city)

16:00 hr Prototyping & Testing (prototyping framework and overview, desktop walkthrough, paper/cardboard prototyping, investigative rehearsal)

19:30 hr Reflection and Q&A Day 320:00 hr End of Day 3

Thursday, 11th of May 2017

08:30 hr Welcome & Coffee

09:00 hr Business tools and backgrounds I (Service Ad, Dramatic Arcs, Service Blueprint)

13:00 hr Lunch

14:00 hr Business tools and backgrounds II (Business Model Canvas, Business & Service Framework)

15:30 hr Case study

16:00 hr Masterclass: Service design project planning

17:30 hr Reflection and Q&A Day 4

18:00 hr End of Day 4

20:00 hr (optional) Dinner

Friday, 12th of May 2017

08:30 hr Welcome & Coffee

09:00 hr Masterclass: Facilitation

11:00 hr Meet the practitioners

12:30 hr Lunch

13:30 hr Closing and final Q&A

15:00 hr End of Executive School

Facts & Figures

Venue: NL Studio’s, Lijnbaansstraat 17-1, 1016 ST Amsterdam, The Netherlands  (More info on NL Studios)

Max. participants: 30

Early Bird Ticket Price: 2.395,00 EURO until January 31st 2016

Regular Ticket Price: 2.695,00 EURO until April 15th

Late Worm Ticket Price: 2.995,00 EURO

Price includes lunch, snacks and drinks. Discounts available for teams signing up or NGOs: e.g. 15% discount for the 2nd ticket and 25% discount for the 3rd ticket.


DesignThinkers Academy

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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