Summer course 'Introduction to service design'


You've heard about service design and would like to understand it better and learn how to practice it? You want to know how to understand customers at every point in a service journey and how to offer them the best, most valuable experience possible? Service design weaves together human, digital, and physical touchpoint interactions over time to create a truly differentiated experience. But what is a service? And where to start? Get introduced to this holistic, multi-disciplinary, integrative field.

Services are all around us. Even manufacturers like BMW and Xerox are shifting from only selling products to also delivering services. How to design desirable services, improve existing ones, and create seamless off- and online service experiences? 

Get introduced to the key principles of service design. Dive into a real-case and learn to design a new service through hands-on workshops and lectures from experts that take you from A to Z.


  • Introduction to service design

  • Design Research

  • Mapping: stakeholder mapping, journey mapping

  • Ideation

  • Prototyping

  • Service Blueprint

  • Strategic service design


  • Understand the value of service design

  • Learn how to do qualitative research

  • Get acquainted with the fundamental tools and methods of service design

  • Practice the essential elements of the design process

  • Put knowledge into practice in service design through a real case

  • Build confidence to get started with service design


This summer course on service design is co-organised with BAU, Design College of Barcelona. It combines lectures by international experts with hands-on workshops.

It takes place over a period of 2 weeks with a frequency of 3 and 4 sessions per week, from 16:00 to 20:00 CET. The classes and workload are easy to combine with a busy working schedule.

You can participate in this course in two ways: physical (in a classroom setting) or online. The physical group and the online group work independently from each other but share a few program items. The physical location is:

BAU, Design College of Barcelona
Carrer de Pujades, 118
08005 Barcelona, Spain

June 29, 30 (16:00 - 20:00 CET), July 1, 6, 7, 8 (16:00 - 20:00 CET)
July 9 (16:00 - 19:00 CET)
This course is worth 27 SDC study points. You will receive a certificate of completion.
English & Spanish (physical)
English (online)
EUR 500.00 (physical)
EUR 435.00 (online)


You can register for this course via the website of our co-organiser BAU. Click here if you want to register for the physical version and click here if you want to register for the online version.

Meet the team

The following team members will guide and teach you:


Christine Hunt (Canada) is Experience Design Director at Oracle Netsuite. She is an experienced design strategist and leader with expertise in human-centred research, strategy and design management.

Before joining Oracle Netsuite as Principle Service Designer she worked at Mayo Clinic as Senior Service Designer. She is an award-winning Canadian designer, working around the globe for market leaders and Fortune 500 companies from healthcare to business management software.

Qualifications and academic training - International Masters of Business (IMBA), National Cheng Kung University / Bachelor’s Degree in Strategic Creativity and Product Design, Ontario College of Art and Design / Business Design, Rotman School of Management / Diploma in Creative Advertising

Lourenço Viana (Spain) is Head of Research at Mango and has been working on digital products and services for almost ten years. He has worked as a producer, designer and researcher, both in an agency and in a start-up.

In the Mango team Lourenço began his journey as UX Designer and later launched the Design Research Lab for digital and omnichannel projects. He's currently responsible for all consumer knowledge at Mango, as Head of Research within the Customer Experience team.

Qualifications and academic training - PhD candidate in design from the Faculdade de Arquitetura, Universidade de Lisboa / Degree in Film and Audiovisual, ESCAC / Specialization in Interaction Design and Usability, UOC

Silvia Lleras (Colombia) is Head Of Research at Wallapop, a well-known digital marketplace in Spain. Here she leads the research team and collaborates with the squads from the product team, combining service design and agile methods for product- and service development.

Most of Silvia's experience falls into service and strategic design consultancy. Previously, at Designit, she led cross-industry projects, applying diverse participatory design techniques. She holds a masters from TU Delft.

Qualifications and academic training - MSc, Strategic Product Design, Technische Universiteit Delft / Master’s degree, Digital Product Management, Nuclio Digital School / Bachelor, Industrial Design, Universidad de Los Andes

Maria Sanmartin (Spain) is Innovation Lead & UX Researcher at Cofidis. As a UX researcher and designer, Maria reveals what users need by exploring behaviours and motivations. She is passionate about innovation, design, engineering, and people.

Her work involves practicing design skills and research to deliver bold and challenging ideas, with the help of great teams we build new products, services, systems, and experiences to generate a positive impact on human life.

Qualifications and academic training - MA, Multidisciplinary Design Innovation, Northumbria University / BA Hons, Transportation Design, Northumbria University

Adam Walker (United Kingdom) is Experience Director at Manyone. Adam is a service designer and ethnographic researcher with over ten years multi-sector experience. He specialises in applying ethnographic research techniques to projects.

He has done this successfully across Europe, East Asia and North and South America. His core focus is helping organisations better understand problems from a people perspective and how to apply this knowledge to drive impactful transformation.

Qualifications and academic training - MA, Multidisciplinary Design Innovation, Northumbria University / BA Hons, Transportation Design, Northumbria University

Simone van Neerven (The Netherlands) is Innovation Catalyst & Founder at She is a catalyst for innovation, supporting organisations in their innovation journeys in various ways. Among which in a 2-year role as head of innovation at Vueling Airlines.

She was also boosting innovation at Mourik, a Dutch civil engineering company, and Chanel, a French luxury brand. In 2018, she founded her own company after a long successful corporate career. Simone holds a masters in Mathematics.

Qualifications and academic training - Msc, Mathematics. University of Amsterdam / Post graduate, Big Data & Business Analytics, Free University of Amsterdam / Executive Leadership Program, THNK, School of Creative Leadership

Sandra Bosch (Spain) is Director of the Master in Service Design at BAU, Design College of Barcelona.
She is experienced in strategy, branding and communication.

Sandra worked 12 years as in-house designer for Lexon, where she had to cover different areas of design: service design, brand strategy and graphic design. She also lead an international branding and communication audit to Audio-Technica, a japanese audio company, where she conducted research in their main regions: USA, Japan and Europe. Currently working as freelance helping companies improve their touchpoints with their costumers. Sandra combines her work with her classes as teacher of brand strategy and creativity at Bau, Design College of Barcelona.

Qualifications and academic training - Postgraduate in Usability Ux and Interactions Design, Universitat Pompeu Fabra / BA Advertising and Public Relations, Universitat Ramon LLull / Post graduate in Typography, Eina / Diploma in Graphic Design, Bau Design College of Barcelona / Postrgraduate in Strategic Marketing, ESIC Business & Marketing School

Inge Keizer (The Netherlands) is Operations Director at the Service Design College and service design, innovation and CX (customer experience) consultant, entrepreneur and designer.

Inge has collaborated with consulting firms and international brands from different fields, such as Vodafone, Amsterdam Airport Schiphol, Banco Sabadell, Desigual or TMB, among others. She is the founder of the Service Design Days and the Service Design College.

Qualifications and academic training - Disruptive Strategy, Harvard Business School / Spatial Design, Universtity of the Arts Utrecht / Business Economics (CECO), Hanze University of Applied Sciences

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