Nov. 21st 2017 Dubai
2-Day Service Design Thinking Fundamentals Training

2-day service design fundamentals
(English spoken) This high energy 2-day Service Design Thinking training session on November 21st & 22nd will give you a common level of understanding of the Design Thinking principles, key tools & terminology. The focus of this course will be on this hands-on part, ‘Learning-by-Doing’.

The tools we will practice during these two days are: Stakeholder Mapping, Value Network Mapping, Personas, Customer Journey Mapping (Customer Insights), Service Scenario Mapping and Prototyping. We will work on an actual case that you can provide. You can use the outcomes of the 2-day training in the actual project you have at hand.

DT Academy training courses are refreshing, informative and fun. Hard work, but the right mix of theory and practice, the program is never boring. The international setting and participants from different business sectors provide you with special insights. Very practical oriented and therefore directly applicable to my current work.


service design fundamentals program

On the first day we will go through a short and interactive introduction into Service Design Thinking. What is it, where does it come from and why now? What are the challenges? What are the main ‘Schools of Thought’ within Service Design? What are the key case studies? Where can you find more information?

The major part of the two days however will be spent on hands-on work on the case using the different tools. It is ‘Learning-by-Doing’ that is at the core of Service Design Thinking. Customer Journey mapping is at the core of the course: the interaction of the customer with the service.

Stakeholder Mapping provides you with an overview of the ‘eco-system’ that you are exploring. Stakeholders are people, teams or organizations that directly or indirectly exchange ‘value’. The exchange of value is used as the basis to explore the underlying services provided by the stakeholders

Value Network Mapping creates insight in the exact values that are being exchanged between stakeholders. Using this tool, you already will get a more detailed insight into the services being provided by the stakeholders

Personas are used as the basis for Customer Journey Mapping. Finding out about the objectives, behavior, attitudes of people is very important for developing improvements or innovations of the services provided.

Customer Journey Mapping
allows us to further step into the customer shoes. It shows us the customer’s perceptions and the larger context in which we play a part at the different stages of their journeys. It lets us be emerged in their world, their reality. Get a deeper insight into customer needs, perception, experience and motivation. It will answer questions like: What are people really trying to achieve? How are they trying to achieve this? What do they use and in what order? Why do they make a choice? What are they experiencing, feeling, while trying to reach the desired outcome?

A Customer Journey Map is built up layer by layer. We start ‘above water’, with the customer and slowly dive deeper and deeper into the organisational structures and context. The tool can be used with customers or management, employees and other stakeholder or, even better, in a mix. This qualitative design research tool will provide you with customer insights to improve the customer’s experience. The toolkit will be handed out after the training so you can start applying the tool immediately to your own business case.

Service Scenarios are used to visualize how a (newly designed) service is being experienced from a customer point of view. Simple visualization techniques are being introduced.

Prototyping is done to be able to test a service concept in a ‘low tech’ environment with relevant stakeholders. Prototyping can be done by building artifacts from cardboard or paper or by using Lego. Also role play is a powerful way of prototyping.

All tools will be handed out after the session and are free of use.

This video gives you a glimpse on our Service Design Thinking Trainings with global companies:


Language: English

Venue Dubai: Jumeirah Creekside Hotel, Casablanca Street – Al Garhoud Area – Near Irish Village, Dubai,

Selecting the venue for the 2-Day Service Design Thinking Fundamentals training can be done in the registration form below.

Dates: November 21st – 22nd 2017
Max. participants: 20/25
Tim Schuurman, highly experienced Trainer and Senior Facilitator with a background in Change Management and Business Modeling and Co-Founder of DesignThinkers Academy.

Layth Weldali, experienced facilitator and Founder and Partner of DesignThinkers Academy Dubai.

Ticket Price: Early Bird Ticket Price USD 1.095,= until October 24th 2017, Regular Ticket Price USD 1.250,= (including lunch, snacks and drinks).

To fulfil your registration for groups please download the word document, fill it in and send it back to the DT Academy Dubai Support Team Phone number DesignThinkers Academy Dubai Office: 00971 (4) 4455531.


Register for this event:


Registration Terms and Conditions

1. Registration
By registering to attend a DT Academy Dubai course, you are accepting these terms and conditions.

2. Refund and cancellation policy
If you have to cancel your participation one week before the start date of the course in advance a 50% will be refunded, cancellation after that period we will not refund the ticket fee. Tickets however may be passed on to another person with written approval of the DT Academy Dubai.

3. Payment
Invoice will be sent upon registration. Fee should be paid before attending the event.

4. Cancellation by DesignThinkers Academy Dubai
DT Academy Dubai reserves the right to cancel or change, without notice, any session or course offered on the program. DT Academy Dubai will endeavour to offer a place on the same session or course at a later date or a place on an alternative session or course. Where this is not possible or you don’t want to accept the alternatives offered, DT Academy Dubai will offer a full refund.

5. Force majeure
DT Academy Dubai shall not be liable for any failure of or delay in the performance of this agreement for the period that such failure or delay is due to causes beyond its reasonable control, including but not limited to acts of God, war, strikes or labour disputes, embargoes, government orders or any other force majeure event.
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Contact us
Please reach out to us if you have any additional questions, our Support Team is available and happy to help you out.

DesignThinkers Academy Dubai Office:
00971 (4) 4455531

© 2017 DesignThinkers B.V. & Department of Economic Development of the Dubai Government.