March 13th 2018 Charlotte
2-Day Service Design Fundamentals

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This high energy two-day course on March 13th and 14th will give you a thorough overview of the principles, key tools & terminology of Service Design Thinking. The course will take a hands-on, ‘Learning-by-Doing’ approach to teaching the fundamentals of Design Thinking You will practice the following key activities and tools over the two-day session: stakeholder mapping, value network mapping, personas, customer journey mapping (customer insights), service scenarios and prototyping. During the course, you can work on an actual case from your current professional or community situation. You can take the output of the work you do during this course and apply it directly to the challenges you are facing at work.





On the first day, you will go through a short, interactive introduction to 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 and Design Thinking? How has it been applied in organizations (key case studies)? Where can you find more information?


The major part of the two days, however, will be spent hands-on, working on a real challenge using the methodology and tools of Service Design Thinking. While theory is important, you really learn by seeing the methodology in action – the best way is to ‘learn by doing.’ The tools you will use are fundamental in Service Design Thinking. You will go more in-depth in the customer journey mapping activity, which is a powerful tool used to obtain a deeper understanding of the interactions customers have with services.



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 each stakeholder.

Value network mapping creates insight into the exact values that are exchanged between stakeholders. Using this tool, you will get a more detailed insight into the value exchanged between the different stakeholders, their contributions to the success of the service offering, and areas of risk and opportunity for the project.

Personas are used as the basis for customer journey mapping, modeling the humans that you are designing for. Understanding the objectives, behaviors, and attitudes of people is very important for developing improvements or innovations around the services provided.

Customer journey mapping
 is a fundamental activity that lets you step into the customer’s shoes, showing the customer’s perceptions and the larger context of the different stages of their experience with products and services. Journey mapping allows you to immerse yourself in your customer’s world, acting as a mirror for the product and services providers about the ‘reality of the customer.’. You will see how journey mapping is used to gain deeper insights into customer needs, perceptions, experiences, and motivations. 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 specific choices? What are they experiencing and feeling while trying to reach the desired outcome?

Service scenarios are used to visualize how a future-state service will be experienced from a customer point of view. You will see how simple visualization techniques can help to communicate key moments of interaction between customers and the product-service combinations you will offer.

Prototyping is used to rapidly test a service concept in a ‘low tech’ environment with relevant stakeholders. You will learn how prototyping can be done by building artifacts using low-tech materials like cardboard, paper, modeling clay, Lego, etc..  You will also see how acting out a scenario can be a powerful way of prototyping an experience.

As part of the course, you will receive a set of Service Design Thinking tools and templates for your use.

This video gives you a glimpse on our Facilitation Trainings with global companies:



Eric Gorman is owner/designer at Wily and a designer with DesignThinkers Group, helping organizations apply design principles and practices in service to big challenges. Eric has worked as a designer and facilitator on human-centered design projects domestically and overseas for Fortune 100 and Fortune 500 companies (Coca-Cola, Michelin, Syngenta), federal and city government teams (USAID and the City of Charlotte), as well as prominent nonprofits and institutions (McColl Center for Art + Innovation, Kresge Foundation, Kellogg Foundation, Knight Foundation). Read more at Eric’s full LinkedIn profile.

Emily Holmes is a seasoned user experience professional, with a love of using design thinking to discover innovative solutions to complex problems. Her background as a designer and entrepreneur provides a powerful combination that allows her to help teams focus on solving the right problems quickly and empathetically, without over-engineering possible solutions. She has experience building corporate UX and innovation teams, introducing user research into the product development process, and bringing Lean UX methodology into the corporate culture. She speaks regularly at industry conferences about her experience in UX and Lean UX. Read more at Emily’s full LinkedIn profile.

Marc Bolick leads the US office of DesignThinkers Group, working to help clients find creative solutions to complex problems and to embed design thinking as a strategic advantage in their organizations. With over 20 years of experience in various aspects of product and service design, Marc has worked in a variety of sectors and clients including General Electric, Michelin, SAP, Coca-Cola, Qualcomm, Bank of America, Electrolux, Master Card, the US Agency for International Development, the US Food and Drug Administration, and a variety of early-stage companies. Read more at Marc’s full LinkedIn profile.



Dates: March 13th – 14th, 2018

Location: Camp North End, 1824 Statesville Ave, Charlotte, NC 28206.

Max. participants: 30

Pricing*:  Early bird ticket price $1,650 (until February 9th, 2018), regular ticket price $1,900 = (*includes daily lunches, snacks, and beverages, plus a welcome reception). Discounts available for teams, non-profits and government organizations. Contact rose[@] for more information.

Registration: to enroll in this training, please click here or email Rose Doyle directly at rose[@]



DesignThinkers Group is excited to partner with Wily and PDMA for the DT 2-Day Service Design Fundamentals Workshop in Charlotte:

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Wily is a design agency that delivers growth strategy, customer experience design, and product and service design. By taking a human-centered approach and using the tools of design, Wily helps organizations deeply empathize with customers and stakeholders, uncover powerful insights, develop breakthrough ideas, and rapidly prototype and test those ideas. Learn more at


The Product Development Management Association (PDMA) is an association focused on improving the skills and capabilities of its members in product development, product management, and innovation.

Each year the Carolinas chapter of PDMA holds a one-day innovation conference, featuring local corporations and service providers who are leaders in the innovation and product development space.  The conference is an excellent opportunity to learn new techniques or tools and network with other product development and innovation practitioners.

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Check out the PDMA Innovate Carolinas Conference here.