July 18th 2018 New York
3-Day Course Executive School #TISDD

Executive School Small

This is Service Design Doing: Essentials is a comprehensive 3-day course on service design process, methods, and facilitation.

We live in a service-based economy. 1.7 billion people work in service platforms. The course is designed for executives striving to create or improve customer experiences and integrate service design in their organisation. This course is led by Marc Stickdorn, co-author of the book This is Service Design Thinking, and by Adam Lawrence, co-initiator of the Global Service Jam. Both faculty are authors of the new top seller “This is Service design DOING”. The course has been presented in Amsterdam, Atlanta, Barcelona, Berlin and Shanghai, and it is now, for the first time, offered in the US as a three day “Essentials” version. The Executive School in New York ‘THIS IS SERVICE DESIGN DOING’ is planned in the from the 18th of July until the 20th of July 2018.


Marc Stickdorn, the co-author of the award-winning service design book ‘This is Service Design Thinking’. View Marc’s profile on LinkedIn

Markus Hormess, Service Innovation Expert and co-initiator of the world’s largest service design event ‘Global Service Jam’. View Markus’s profile on LinkedIn

Adam Lawrence, Service Design & Customer Experience Expert and co-initiator of the world’s largest service design event ‘Global Service Jam’. View Adam’s profile on LinkedIn

Executive School activities


“This is Service Design Doing” moves service design thinking from theory to practice, connecting customer experience to business success. The School facilitators Adam, Marc, and Markus, together with Jakob, recently published the book with the the same name. With cases and tips from 300 contributors, the authors outline tools and methods, discuss running workshops, sprints and projects, and explore embedding service design. The co-created script of past editions of the schools laid one of the foundations for the book’s content.

The 03 day “Essentials” course and the 5 day “Executive School” both cover the same core tools and processes, equipping you to start your own projects in an organisation.

The -5 day course has a deeper emphasis on facilitation skills, and on the embedding of service design in strategy and everyday business.

Watch the short documentary of the Executive School ‘This is Service Design Doing’:

Some quotes from previous participants:
“TiSDD was an exceptional program from start to finish. Adam, Markus and Marc provided us with the background, tools, and techniques to really ‘do’ service design in just a few days. It was an excellent introduction for a beginner like me and was equally compelling for the more advanced designers in the group. The service safaris, instruction, and peer collaboration combined helped me to gain a holistic understanding of the emotional and situational contexts that need to be considered to develop greater empathy and insight into customer needs. TiSDD was like no professional development course I’ve ever experienced.”

“Great content and atmosphere. The thing that impressed me most was the diversity of participants from literally all over the world!”

“When I signed up for #tisdd I was after knowing how the whole process of service design worked. I had already read all the books I could find about it but there were parts I didn’t fully see. #tisdd surpassed my expectations. It completely changed my career for the better. Intense, fun and doing focused. I advice you to download your brain after every section, you’ll find precious advice to guide your work. I can’t recommend it enough.”

Wednesday, 18th of July 2018
— Introduction and Service Design case study
— Theory and Practice of Design Research
— Service Design Basics: Stakeholder maps, personas and customer journey maps
— Reflection and Q&A

Thursday, 19th of July 2018
— Advanced Tools: Emotional maps, dramatic arcs, advanced sketching and ideation
— Prototyping and Testing: Prototyping framework and overview, investigative rehearsal, desktop walkthrough and paper/cardboard prototyping
— Reflection and Q&A

Friday, 20th of July 2018
— Business tools and backgrounds: Service Dominant Logic, Business Model Canvas, Business and Service Framework
— Facilitation Master Class Reflection and Q&A


Why should I apply?
Nowadays, customers are more knowledgeable than ever before, and they are talking to each other – which makes customer satisfaction more important than it has ever been. Only an in-depth and holistic understanding of customers and their environment can create offerings that provide meaningful value and make a real difference on the bottom line. Service Design Thinking can provide this understanding. Learn how to apply Service Design Thinking to the rapid innovation of customer experiences in multi-channel product-service ecosystems.

What is the take-away for my daily work?
The main take-away of the workshop will be the ability to apply several tools to your own business problems in order to innovate towards new value propositions. You will be able to instigate real service-innovation projects in your organisation, leading small project teams focused on individual service elements, or developing new value for your entire service offering.

Curriculum and course content
The workshop is limited to 30 participants, and will be highly practical. You will learn about the service design process, methods, and tools by working on a project in a small team, with short periods of reflection on the theory behind contemporary service innovation methods. Confidential feedback sessions are offered around the workshop, giving participants the opportunity to receive input from the mentors on individual challenges from their work and project experience.

Methods and tools include:
Ethnography, Personas, Stakeholder Mapping, Value Network Mapping, Customer Journey Mapping, Service Blueprinting, Business Model Canvas, Service Prototyping, Investigative Rehearsal


Language: English
Venue: T.b.a., New York, USA
Dates: July 18th – 20th 2018

Max. Participants: 30

Ticket Price: Early Bird Ticket Price: 2.183,00 Dollar until June 1st 2018, Regular Ticket Price: 2.445,00 Dollar until July 1st and Late Worm Ticket Price: 2.620,00 Dollar (including lunch, snacks and drinks)*.  Discounts available for teams signing up or NGO’s: e.g. 15% discount for the 2nd ticket and 25% discount for the 3rd ticket.

REGISTRATION: to enroll for this training, please click the Registration button on the top right corner of this page.