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
Mapping: stakeholder mapping, journey mapping
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
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.
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.
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.
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.
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.
Simone van Neerven (The Netherlands) is Innovation Catalyst & Founder at reBel.la. 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.
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.
Inge Keizer (The Netherlands) is Operations Director at the Service Design College and service design, innovation and CX (customer experience) consultant, entrepreneur and designer.
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