Course Description

2-Week Online Executive School ‘This is Service Design Doing’ July 2021


This is Service Design Doing: Executive School ONLINE is a comprehensive course on service design process, methods, and facilitation.

Learn how to apply Service Design Thinking to the rapid innovation of customer experiences in multi-channel product-service ecosystems together with the authors of ‘This is Service Design Thinking’ and ‘This is Service Design Doing’ books.

The course is now, for the first time, offered publicly online as an “Executive School Online” version, on 8 half days spread over two weeks.

"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."


In this highly practical workshop you will experience the power of service design thinking first hand. You’ll not only become familiar with the fundamental tools and methods of service innovation, but also learn about the strategic design process and key skills of facilitation.

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. You will experience several different co-creative styles and have the opportunity to practice your own facilitation skills.In addition, a unique framework is introduced that integrates the Service Design tools with your business model and your operations and business strategy.

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

Watch the TiSDD documentary:


Learn to implement and apply Service Design Thinking in your daily work;
Learn how to apply several tools to innovate towards new value propositions;
Instigate real service innovation projects in your organisation;
Lead & facilitate small project teams focused on service elements;
Develop new value for your entire service offering.

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


Executives and leaders striving to improve customer or employee experiences;
Professionals looking to integrate service design in their team or organisation;
Executives with ambitions of taking the next steps towards guiding and applying Service Design Thinking in their daily work;
Executives seeking to learn new problem-solving approaches to innovation.


This course is led by Marc Stickdorn, co-author of the award-winning service design book This is Service Design Thinking, Markus Edgar Hormess (Service Innovation Expert) and Adam Lawrence (Service Design & Customer Experience Expert), co-initiators of the Global Service Jam.
All faculty members are authors of the top seller This is Service design DOING.


Day 00: 1 hour (optional)
Prep meeting, software introduction & tech check

Day 01: 4.5 hours (including breaks, Q&A etc)
Session 1: Meet and greet, expectations, get to know each other
Session 2: Service Design Orientation & Overview
Session 3: Intro to facilitation and facilitation learning model for the week

Day 02: 4.5 hours (including breaks, Q&A etc)

Session 1: Intro to design research and research exercise
Session 2: Research and research wall
Session 3: Personas

Day 03: 4.5 hours (including breaks, Q&A etc)

Session 1: System Maps
Session 2: Journey maps and emotional journey

Day 04: 4.5 hours (including breaks, Q&A etc)

Session 1: Insights and how-might-we
Session 2: Case study
Session 3: Ideation
Session 4: Mid-course reflection

Day 05: 4.5 hours (including breaks, Q&A etc)

Session 1: Prototyping 1
Session 2: Prototyping 2

Day 06: 4.5 hours (including breaks, Q&A etc)

Session 1: Future-state Journey, Dramatic arcs
Session 2: Service Blueprint
Session 3: Business Model

Day 07: 4.5 hours (including breaks, Q&A etc)

Session 1: Masterclass on Project planning
Session 2: Masterclass on Embedding / JM Ops

Day 08: 4.5 hours (including breaks, Q&A etc)

Session 1: Masterclass on Facilitation (60 min)
Session 2: Meet the practitioners
Session 3: End-of-course reflection

Day X: 2 hours (date to be confirmed with participants)

Optional extra Q&A session some weeks after the course to reflect on your experience of applying what you have learned.

We can also offer you a tailor-made coaching program designed around your specific team objectives to guide you through the DT process.

, Please reach out to us for more information

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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

Length:8 half days + optional prep call + optional extra Q&A

Dates: July 12th – 18th AND July 19th – 22nd 2021 (plus optional tech intro on July 9th)

Session times:

Berlin (GER): 9:00–13:30 CEST
Dubai (UAE):  11:00-15:30 GST
Shanghai (CN): 15:00–19:30 CST
Sydney (AU): 17:00–21:30 AEST

Online platform: Zoom
Language: English
Max. participants: 30


Full Participation Ticket (Participation + Daily Q&A + Recording):
Early Bird Ticket Price: €1.790,00
until June 20th 2021

Regular Ticket Price: €2.190,00

Recording Ticket (90 day access to recorded sessions + one live Q&A session):
Early Bird Ticket Price: €899,00
Until June 20th 2021

Regular Ticket Price: €1.099,00

Coaching add-on package (optional):
3x 50-minute 1:1 sessions with your favourite faculty: €690,00

Note: All sessions will be recorded and available to all participants for 90 days.

Your ticket includes access and use of the online environment (Zoom) for the duration of the course. All tools and materials are also available after the course for personal use. A certificate from DesignThinkers Academy is awarded to participants who successfully complete the course. Discounts are available for teams signing up, Freelancers, Non-Profits and Government Organizations.

Prices are excluding VAT. We charge 21% VAT to Dutch-based companies, NGO’s and self-employed. We also charge 21% VAT to international companies, NGO’s and self-employed based in the European Union without a registered VAT number. If you are based outside the European Union we will not charge you with VAT. If you have any other questions regarding this online course or its ticketing, we kindly as that you contact us through e-mail.

Sign up now