Course Description

2-Day Service Design Fundamentals Course May 2018


This high-energy, two-day course on May 10-11th will give you a thorough overview of the principles, key tools and 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 to 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 training has met and exceeded my expectations. I’ve heard of Design Thinking before, (and) I am happy I went through the training and found my career calling.

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



Adriana Dolnyckyj, Founder and Managing Partner of DesignThinkers Group Canada helps clients solve complex challenges and reinvent their customer experiences to gain competitive advantages difficult to duplicate. Adriana brings 20 plus years of experience as a marketing executive and strategist in various industry sectors and in both the B2C and B2B segments. Adriana has also taught as an adjunct instructor in entrepreneurial marketing and innovation in the Masters of Technology Entrepreneurship & Innovation program at Saint Mary’s University, and with the School of Architecture at Dalhousie University..

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.

We can also offer you a tailor-made coaching program designed around your specific team objectives to guide you through the DT process. Our DT professionals can come over to you, we are represented in over 25 countries.


Our main objective is to provide you with hands-on tools that you can use immediately the next day in your working environment.

Besides the training program you will be handed out a toolkit, certificate and access to the DT Academy Network virtual environment.

The end result is aimed at a transformation of the participants, knowledge of tools and methods, a deep understanding of the value of design, and professional & personal growth.

About this Event

T.b.c., Toronto, Canada/p>

May 10th – 11th 2018
Language: English
Maximum participants: 30


Early Bird Ticket Price CAD$1,850 +HST* [13%] until April 10th 2018

Regular Ticket Price Price CAD$2,100 +HST* [13%]

Prices are intended excluding HST.

The ticket includes daily lunch, morning and afternoon snacks, and beverages.

A certificate from DesignThinkers Academy is awarded on the Friday to participants who successfully complete the course.

Discounts available for teams signing up, Non-Profits and Government Organizations.

Contact adriana[@]

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