The Workshop

Service design uses a customer-centric and systemic perspective to uncover and create a competitive advantage. Service designers understand markets as a correlation of actors and factors where value is created – across industries, sectors, and departments.

The first step in service innovation is to understand your own business as a value-based platform. For that, a new point of view is needed. This intense course will provide you with the tools and guidance to understand your market as a system of value exchange, and to analyze your own current offering or product as a service experience that delivers value over time.

The second part of the process is to define value. As we move from product performance to client satisfaction, there is a shift from value on purchase to value in use. For that we need to shift how we define value, from problem-solving (need-based) to problem framing (outcome oriented). You will learn to define value based on the outcomes your customers want to achieve with behavioral methodologies.

The third step is to execute on service innovation by translating value into tangible service propositions, new services, or micro-services that unlock those outcomes. From strategy to tactical design, you will learn to visualize propositions, evaluate opportunity areas based on your (future) capabilities, identify interventions, and design experiences that create value for users, the organization, and the business.



Customer journey frameworks

  • Service experience map: End-to-end customer experience framework. A tool to analyze the service from the customer perspective

  • User journey map: Visualization of user journeys on the service experience map

  • Blueprint: Comprehensive view of the service architecture, front-end and back-end

Service propositions

  • Context-based scenarios: Situations in which a (new) service could add value

  • Jobs to be done: Method to create value based on customer pains and gains

  • User typologies: Behavioral-based segmentation to design services and experience for extreme users.

Use case scenarios

  • User stories: Context-based use case using a specific new service interaction or product feature.

  • Storyboarding: Visual story that illustrates a specific use case scenario interacting with the (new) service.



Understand Value & Define Service Propositions

09.00 – 10.00 | Welcome: Icebreaker & introductions

10.00 – 10.30 | Learning: Introduction to services

10.30 – 11.00 | Learning: Blueprinting & Journey mapping

11.00 – 12.30 | Doing: Blueprint one customer journey

12.30 – 13.30 | Lunch break

13.30 – 13.45 | Learning: Intro to the challenge

13.45 – 14.30 | Doing: Context-based scenarios

14.30 – 15.15 | Doing: Jobs to be done

15.15 – 16.00 | Doing: Visualize concepts

Evaluate, Design & Iterate

09.00 – 10.00 | Welcome: Icebreaker & Reflections

10.00 – 10.30 | Learning: Use case scenarios & User stories

10.30 – 11.15 | Doing: Service experience map

11.15 – 12.30 | Doing: User stories, storyboarding (part 1)

12.30 – 13.30 | Lunch break

13.30 – 14.00 | Learning: Minimum viable prototyping & pilot

14.00 – 15.00 | Doing: User stories, storyboarding (part 2)

15.00 – 16.00 | Doing: Presentations