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The Netherlands

Nov 2023: EXECUTIVE Amsterdam

6.11.2023 — 10.11.2023
5-day "Executive School"
sold out

(English spoken) 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 November 6th – 10th 2023.


experts in the field

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


13:00 hr Check-in

14:00 hr Welcome and introduction

16:00 hr Presentation: Service Design Overview

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


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


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 3

20:00 hr End of Day 3


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


08:30 hr Welcome & Coffee

09:00 hr Masterclass: Embedding & Scaling service design / Journey Map Operations

10:30 hr Masterclass: Facilitation

12:00 hr Lunch

13:00 hr Meet the practitioners

14:00 hr Closing and final Q&A

15:30 hr End of Executive School

Facts & Figures

Language: English

Venue: Amsterdam, The Netherlands

Dates:   6-10 November 2023

Max. Participants: 30

Early Bird Ticket Price: €2.950

Regular Ticket Price: €3.250

Prices are excluding VAT. The ticket includes daily lunch, morning and afternoon snacks, and beverages. Also included is the dinner on Thursday evening and one copy each of the books ‘This is Service Design Doing’ and 'This is Service Design Methods'.

A certificate from DesignThinkers Academy is awarded to participants who successfully complete the course.
Discounts available for teams signing up, Freelancers, Non-Profits and Government Organizations.


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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