Service Design for the Real World: A Practical Introduction
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This is the course we wish we had when we started our Service Design careers.
Tools and frameworks alone won’t make you a great Service Designer. Most Service Design happens within existing companies and organizations. By understanding the real challenges and barriers to putting Service Design into practice you will be better prepared for the reality of actually doing the work. This is one of the only courses that go beyond methodology alone to focus on how to apply Service Design in an organizational context.
This course includes:
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A comprehensive introduction to the Service Design process
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7+ hours of recorded content exploring a wide array of topics from Design, Stakeholder Management and Business Modelling
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Recorded activities (we walk you through activity templates with pre-recorded facilitation)
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A resource list to support your learning beyond this course
Learn from experienced industry professionals who have:
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Established and scaled in-house Service Design teams in multiple companies across industries (Telecom, Insurance, Financial Services, Legal, and Retail)
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Been recognized with the Service Design Global Network award
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Been actively teaching and mentoring students and industry professionals in Service Design for 15+ years
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Are regularly invited to speak at events, host workshops, and share their thoughts on the evolution and future of Service Design
At the end of this course, you will:
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Become deeply familiar with the overall Service Design methodology and be confident in your ability to speak to it.
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Have a meaningful understanding of key phases of work in Service Design: Research, Ideation, Prototyping, and how they fit together as a process
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Know how to clearly communicate the value of Service Design
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Appreciate the importance of stakeholder management and organizational context when practicing Service Design
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Learn what core skills and specialized skills you need to develop in order to succeed at landing your first role or further progressing in your career as a Service Designer
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1
Course Welcome + Meet Your InstructorsWelcome to the course! Here's a quick intro to your instructors.
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2
What is a service?
A definition of what we mean when we say "service" (as opposed to a product) using a coffee shop as an example.
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3
Parts of a Service
An introduction to the 5Ps (people, places, props, processes, and partners), which are the building blocks of any service.
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4
Why Service Design?
The value of Service Design as an approach to developing great services.
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5
Service Design Methodology
The basics of the Service Design methodology.
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6
Service Design Case Study
A quick case study of how Service Design can be applied using a home insurance service as an example.
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7
Q&A
We answer commonly asked questions about Service Design.
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8
Creating a Shared Understanding
The importance of creating a shared understanding and starting point for a Service Design project.
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9
Research Overview
A brief introduction to qualitative research and how to best leverage it.
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10
Research Basics & Logistics
Key considerations for designing and planning qualitative research activities for a Service Design project including, setting research objectives, recruiting research participants, and deciding what types of research tools and activities to use.
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11
Synthesis
A basic introduction to synthesizing the data and information collected through research.
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12
Writing an Insight
An overview of how to write an actionable insight based on your synthesized research findings and data, including an introduction to the "How might we" statement.
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13
Q&A
We answer commonly asked questions.
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14
What is Ideation?
An introductory overview what ideation is.
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15
How Our Brains Work
A basic introduction to cognitive biases and system 1 and system 2 thinking--cognitive processes, which can impact how we come up with new ideas.
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16
Structured Ideation Techniques
An overview of how we can structure ideation in order to generate more and better ideas.
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17
Creating the Conditions for Great Ideation
Tips and considerations for how to plan an effective ideation session with a group of participants.
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18
Facilitating Ideation
Practical tips for facilitating a group of participants during an ideation session.
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19
Prioritizing & Selecting Ideas
A review of three basic frameworks for converging on a selection of priority ideas or concepts following an ideation session.
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20
Q&A
We answer commonly asked questions.
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21
What is Prototyping?
An overview and basic definition of prototyping.
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22
Why Prototype?
A breakdown of why prototyping is a critical step in any Service Design project.
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23
What to Prototype
A few examples of the different kinds of interactions or touchpoints that can be prototyped.
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24
Prototyping Techniques
A review of some of the most common and popular prototyping techniques.
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25
Testing Your Prototypes
An introduction to both qualitative and quantitative testing and hypothesis-based designs.
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26
Q&A
We answer commonly asked questions.
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27
Establishing Trust
A breakdown of what trust is and how to build it with your stakeholders.
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28
Mapping Your Stakeholders
A useful tool and activity for better understanding your stakeholders' behaviours and needs.
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29
Stakeholder Personas
An overview of four common stakeholder personas that we regularly encounter and how to best deal with each one.
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30
Q&A
We answer commonly asked questions.
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31
What is Mapping?
An overview of the role of mapping in a Service Design project.
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32
What is a Journey Map?
A breakdown of what a Journey Map is and when to use it.
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33
Creating a Journey Map
A step-by-step walkthrough of how to build a journey map and its key elements.
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34
What is a Service Blueprint?
A breakdown of what a Service Blueprint is and when to use it.
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35
Finding the Right Format
Some considerations and advice about when to use what kind of map.
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36
Q&A
We answer commonly asked questions.
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37
Understanding the business model
An overview of the elements that comprise a business model and why it is important to Service Design.
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38
The Business Model Canvas
Introduction to a very useful and easy-to-use tool for framing a business model.
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39
Business Model Canvas Example
A step-by-step walkthrough of how to use the Business Model Canvas.
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40
Q&A
We answer commonly asked questions.
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41
Service Design Core Skills
An overview of the 5 "core" skills you'll need as a Service Designer.
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42
Service Design Specialized Skills
A deep dive into other more specialized skills that a Service Design uses.
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43
Where does Service Design live?
A description of the many organizations that employ Service Designers and the formal titles they hold.
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44
Getting Started in Service Design
An overview of how to tell your story and build a compelling portfolio.
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45
Q&A
We answer commonly asked questions.
