Design for public services

September 23, 2024
8 weeks
6 - 8 hours per week
EUR 995.00 *

If you are not yet a member of our online campus, this link will take you to the registration page. Membership is free but required to sign up for activities.


The role of the public sector is increasingly important in providing solutions to the biggest societal challenges, from the global scale to the neighbourhood. A variety of public interventions may take place, such as the implementation of public policies, the delivery of transactional services to citizens and businesses and the governance of public goods and shared resources. In a scenario characterised by high complexity, tight resources and increased public scrutiny, a specific set of skills is required for designers and policymakers to conceive services and systems that are effective and efficient in generating the intended impact while being inclusive and forward-looking.

This course provides the context, the mental models and the tools for designing services and solutions in public organisations. Through a unique approach, blending elements of service design, public policy studies, behavioural economics, and futures thinking, participants will gain the ability to bring citizen-centricity, experience logic, experimentation and contextual awareness in the process and the output of public intervention.


  • Understand what service design, service dominant logic and experience logic are all about
  • Get to know (and practice) what specific skills and tools service designers can bring to the table
  • Build a vision of the strategic value of service design within the public sector
  • Understand how the context of public policy and public organisations poses challenges and barriers to applying service design and impacts the definition of service quality
  • Learn how to create inclusive and accessible public services
  • Acquire new strategies and methods to involve the citizens in the design process
  • Analyse through the lens of behavioural studies how citizen and public employee behaviour can impact public services
  • Adopt a data-driven approach to evaluating the impact of public services
  • Articulate the role of vision and futures thinking in public service design
  • Learn how to design programs that deliver long-lasting change


You will follow a series of lessons bundled in 6 chapters. Each Monday, the online lessons for that week are unlocked. Each Thursday, you will join a live, interactive class of 2 hours, designed to further let you dive into designing for public services (recordings will be made available). Study the content, watch the videos, and do the exercises at your own pace. Because you start at the same time as your fellow participants, you will be able to discuss, exchange feedback, and work on exercises together. Learning with and from your peers is one of the guiding principles of our courses.

All lessons are online, and live sessions will take place via Zoom.

Schedule live sessions
Thursday, September 26, 2024, 16:00 - 18:00 CEST
Thursday, October 3, 2024, 16:00 - 18:00 CET
Thursday, October 17, 2024, 16:00 - 18:00 CEST
Thursday, October 24, 2024, 16:00 - 18:00 CEST
Thursday, November 7, 2024, 16:00 - 18:00 CET
Thursday, November 14, 2024, 16:00 - 18:00 CET


This course is worth 40 SDC study points. You will receive a certificate of completion.


Organisational design, business design, design thinking, strategic design, systems thinking




ABILITIES 01, 03, 04, 05, 09 & 10



ABILITIES 01, 03, 04, 05, 09 & 10

September 23, 2024
6 - 8 hours per week
EUR 995.00 *
8 weeks

If you are not yet a member of our online campus, this link will take you to the registration page. Membership is free but required to sign up for activities.

* US$ 1060,00. Prices are exclusive of VAT. Non-EU citizens are exempt from VAT on e-services which includes online courses, workshops and talks.

Meet the tutors


Marcello Coppa (Italy) is a strategic designer with 15 years of experience in innovation advisory, focusing on design-driven innovation, meaningful innovation and open innovation in the public sector.

He is a co-founder of Feel, an operational think tank dealing with open innovation and digital transformation in the public sector. Marcello is also an entrepreneur in the area of professional services and software-as-a-service. He has worked with more than 100 organisations and 300 startups. He designed and launched the first civic hackathon in Italy, in the city of Legnano, in 2014, and has consulted for several public administrations and government-owned companies on improving citizen services and participation, place branding and developing local innovation ecosystems.

Dhruv Sharma (UK) works as a user centred design assessor within the Scottish Government's Digital Assurance Office.

Previously he has led codesign activities within the Health and Social Care sector and several other public sector services. Dhruv delivered the Scottish Government's coveted Service Design Champions program, which is an awareness level course aimed at those who are involved in designing and delivering public services. One of his key achievements during this time was to introduce ethnography as part of the course, which he believes is the most underutilised research approach in the public sector. He founded and headed Scotland's first ever public service user research community. He is an alumnus of the UK Civil Service's Future Leaders Scheme and Minority Ethnic Talent Association and has co-chaired the Scottish Government's Race Equality Network and Race Allies Network.

Wayne Thomas (Canada) is Manager of Engagement Coordination & Research for the Government of Alberta and is specialised in facilitation and systemic design.

Within the government, he works to influence and implement systemic design and innovation into the various products, programs, policies, and services produced and provided by the province. Wayne is also a former educator and school principal both in North America and Asia. He has a Bachelor of Education, and a Master of Educational Psychology focused on Technology in Education. He is also a PMI-certified project manager and the current chair of an internal Systemic Design Community of Practice in Alberta. This community comprises public servants empowered to cultivate and apply systems thinking and human-centred design competencies to solve complex problems.

Helelyn Tammsaar (Estonia) is an anthropologist and project manager at the Estonian Public Sector Innovation Team.

As a member of the Estonian Public Sector Innovation Team – an experimental unit of four people serving all 11 Estonian ministries and their agencies – she runs federal innovation programmes, innovation sprints and a variety of workshops that combine service design, ethnographic methods, behavioural insights, science, co-creation and policy experimentation.

Majid Iqbal (India) is advisor, teacher and founder of Structural, a stealth startup building a platform for designing contracts and agreements, based on an expansive library of building blocks.

Designing new thinking and tooling for solving extremely hard problems in industry and government, is what Majid more broadly works on. He has also had fun writing the book 'Thinking in Services'.

Maja Grakalić (Croatia) is an independent foresight strategist, service designer and PhD candidate at Central Saint Martins in London. Her work merges strategic foresight with the human-centred collaborative approach.

Her academic work explores omitted histories of speculative and critical design. She believes design fiction can help us challenge the status quo and build desirable futures together. She worked at the BBC and co-facilitated the BBC’s Future Casting workshops with the aim to teach ethical innovation through speculative futures thinking. As a teaching assistant at MA Material Futures and MA Narrative Environments, she mentors students about future-facing design approaches.

Noortje Küppers (The Netherlands) is a service design consultant at Livework studio, where she focuses on bridging urban design and service design. Her key driver is to design for wellbeing and a sustainable future.

Noortje has a background in industrial design engineering and design for interaction at TU Delft and has demonstrable experience in the media industry, developing digital products. However, her strength and interest lie in design research, deep-diving into the lives of the people to be served.

André Schaminée (The Netherlands) is Partner & Head of Social Design at consultancy firm TwynstraGudde. He earned his stripes as an entrepreneur in the cultural sector and on spatial planning projects.

André is trained as a planner, earning his stripes as an entrepreneur in the cultural sector and as a project manager. He has been worked as an organisational consultant since 2007. He has used design thinking to deliver surprising and meaningful solutions for social issues concerning spatial development, food and healthcare. He is the author of the book 'Designing With and Within Public Organizations'.

Inge Keizer (the Netherlands) is a service design leader specialised in strategic design, creative leadership, innovation, and entrepreneurship.

She is a conceptual thinker, and an experienced design researcher. In 2015 she co-founded the Service Design Days and later the Service Design College; growing a global service design network and supporting organisations, teams and individuals in becoming human-and planet-centric, with a primary focus on designing valuable and relevant services based on qualitative insights and successful business models.

Enroll as a team?

Get in touch with us for a quote!

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