November 13th 2017 NYC
2-Day Service Design Fundamentals Workshop


This high energy two-day course on November 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:



Arne van Oosterom, thought leader in the field of Service Design Thinking and founder of DesignThinkers Group and DesignThinkers Academy. View Arne’s full LinkedIn profile.

Marc Bolick, managing partner of DesignThinkers Group USA, View Marc’s full LinkedIn profile.


Dates: November 13th – 14th, 2017

Location:  New York, NY

Max. participants: 30

Pricing*:  Early bird ticket price $1,650 (until October 15th, 2017), 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 for this training, please click the Registration button in the top right corner of this page.

Register for the event:

November 13th - 14th 2017, NYC

(US) 2-Day Service DT Fundamentals Workshop