Why Service Design? In today’s fast-paced, ever-evolving business landscape, companies must continuously adapt to remain competitive and avoid disruption. Service design provides a strategic advantage by helping businesses create exceptional customer experiences, drive innovation, and streamline operations.

Organizations today face three critical challenges:

1. Rising Customer Expectations – Customers demand seamless, personalized, and high-quality interactions across all touchpoints.
2. The Need for Continuous Innovation – Innovation is no longer optional; it’s a necessity for survival and growth.
3. Structural Barriers to Omnichannel Success – Many companies struggle with rigid organizational structures that hinder customer-centric service delivery.

How does Service Design Help overcome These Challenges?

By applying service design principles and techniques, organizations can:

• Build a Sustainable Competitive Advantage – Create unique, customer-focused services that are difficult to replicate.
• Solve the Right Problems with a Research-Driven Approach – Ensure decisions are data-backed and user-centered.
• Enhance Collaboration & Break Down Silos – Foster cross-functional teamwork to improve service delivery.
• Enable Fast, Cost-Effective Innovation – Utilize proven tools and methodologies to test and implement solutions with minimal risk.
• Take a Holistic Approach – Optimize the entire customer journey for a seamless, end-to-end experience.
• Remain Flexible & Scalable – Apply service design across industries and business functions for maximum impact.

What You’ll Learn in the Service Design Masterclass:

1. Introduction to Service Design – Discover why service design is essential for business success and how it helps organizations thrive in a competitive landscape.
2. Core Activities of Service Design – Gain a comprehensive understanding of the six key activities that form the foundation of the service design methodology.
3. The Service Design Mindset – Develop a service designer’s way of thinking by mastering six essential service design patterns.
4. Creating Effective Personas – Learn how to craft detailed Service Design Personas that accurately represent your target customers.
5. Prototyping for Validation – Explore how to create both low- and high-fidelity prototypes to test and validate design assumptions effectively.
6. Customer Journey Mapping – Understand how to enhance user experiences by mapping out customer interactions and identifying pain points and opportunities.
7. Service Blueprints – Master the art of User Experience Architecture by developing Service Blueprints that align front-end and back-end operations.
8. Business Design Modeling – Define winning strategies for products and services using structured Business Design Models.
9. Stakeholder Management Strategy – Learn how to develop an effective Stakeholder Management Plan to enhance collaboration and engagement in service design projects.
10. Hands-on Projects – Apply your newfound knowledge and skills to real-world projects, solidifying your expertise through practical experience.

At the end of this course, you will:

• Become deeply familiar with the overall Service Design methodology and be confident in your ability to speak it.
• Have a meaningful understanding of key phases of work in Service Design: Research, Ideation, Prototyping, and how they fit together as a process
• Know how to communicate the value of Service Design
• Appreciate the importance of stakeholder management and organizational context when practicing Service Design
• Learn what core skills and specialized skills you need to develop to succeed at landing your first role or making further progress in your career as a Service Designer