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September 2014: Shanghai

15.09.2014 — 19.09.2014
sold out

in association with Aalto Executive Education

Learn how to apply Service Design Thinking to the rapid innovation of customer experiences in multi-channel product-service ecosystems. The Service Design Summer School in Shanghai ‘THIS IS SERVICE DESIGN DOING’ is planned in the week of 15 to 19 September 2014. (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 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.

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.

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


What to expect in detail

Monday, 15 September 2014
(location Aalto Tongji Design Factory, Shanghai)

17h00 Introduction and Service Design case study (challenge, ideation methods)

19h00 Transfer to restaurant and welcome dinner

Tuesday, 16 September 2014
(location Aalto Tongji Design Factory, Shanghai)

08h30 Welcome & Coffee

09h00 Introduction to Design Research briefing

10h00 Executing Design Research

12h30 Lunch

13h30 Service Design Basics (stakeholder constellation, personas, customer journey maps, service ecosystem maps, and service ad)

17h30 Reflections and Q&A – Day 1

18h00 End of Day 1

Wednesday, 17th of September 2014
(location Aalto Tongji Design Factory, Shanghai)

08h30 Welcome & Coffee

09h00 Advanced Tools (emotional maps, dramatic arcs, advanced sketching and ideation)

12h30 Lunch

13h30 Prototyping & Testing (prototyping framework and overview, investigative rehearsal, desktop walk-through, paper/cardboard prototyping)

17h30 Reflection and Q&A – Day 2

18h00 End of Day 2

Thursday, 18th of September 2014
(location Aalto Tongji Design Factory, Shanghai)

08h30 Welcome & Coffee

09h00 Business tools and backgrounds (Service Dominant Logic, Business ModelCanvas, Business & Service Framework)

12h30 Lunch

13h30 Facilitation Masterclass

17h30 Reflection and Q&A Day 3

18h00 End of Day 3

Friday, 19th of September 2014
(location t.b.a)

10h00 Field trip & expert talks (visiting companies using Service Design in practice, Service Design excellence)

14h00 End of summer school

Facts & Figures

Venue: Aalto Tongji Design Factory, Shanghai

Max. participants: 20

Price: –sold out–


In association with Aalto Executive Education

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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