Course Description

5-Day Executive School #TISDD February 2020


(English spoken) Learn how to apply Service Design Thinking to the rapid innovation of Customer Experiences in multi-channel Product-Service Ecosystems. The Executive School in Amsterdam ‘THIS IS SERVICE DESIGN DOING’ is planned in the week of 17th – 21st February 2020.


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

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

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


Todays customers are more knowledgeable than ever before, and they are talking to each other which makes customer experience more important than it has ever been. Services and products merge into multi-channel ecosystems in which genuine relationships with both customers and stakeholders are crucial for an authentic brand experience, transforming customers into brand ambassadors. 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.

As well as teaching the theory and practice of service design thinking, the school emphasises the key skills of facilitation. A variety of stakeholders need to be effectively involved in the development or improvement of a service,. For service designers, this means not only being able to use the toolset themselves, but also to guide others through the process – so facilitation becomes a key skill of service design thinking. TiSDD participants will have opportunities not only to learn and apply tools, but also to facilitate others in using them.

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



14:00 hr Check-in
15:00 hr Welcome and introduction
16:00 hr Presentation: Service Design Basics
16:00 hr Introduction to Service Design challenge and work groups
17:00 hr Design research & planning
19:00 hr Get-together with light dinner and drinks
20:00 hr End of Day 1

08:30 hr Welcome & Coffee
09:00 hr Design research loops (field work, sense-making)
12:30 hr Lunch
13:30 hr Service Design Basics (stakeholder maps, personas, journey maps)
17:30 hr Reflection and Q&A Day 2
18:00 hr End of Day 2

08:30 hr Welcome & Coffee
09:00 hr Advanced Tools (Emotional journeys, Ideation & Idea Selection)
13:00 hr Free time (catch up with work, digest the input or enjoy the city)
16:00 hr Prototyping & Testing
19:30 hr Reflection and Q&A Day 3
20:00 hr End of Day 3

08:30 hr Welcome & Coffee
09:00 hr Business tools and backgrounds I (Service Ad, Dramatic Arcs)
13:00 hr Lunch
14:00 hr Business tools and backgrounds II (Business Model Canvas)
15:30 hr Case study
16:00 hr Masterclass: Service design project planning
17:30 hr Reflection and Q&A Day 4
18:00 hr End of Day 4
20:00 hr (optional) Dinner

08:30 hr Welcome & Coffee
09:00 hr Masterclass: Facilitation
11:00 hr Meet the practitioners
12:30 hr Lunch
13:30 hr Closing and final Q&A
15:00 hr End of Executive School


In this 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. The tools of service design are easy to grasp and easy to use, but are rooted in business reality and bring powerful clarity and insight. They can be used to design unique services or service components which will stand out from the competition, or to optimise existing services around what the customer really wants, cutting away wasteful effort and concentrating on a unique customer experience across various on- and offline channels.

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 and facilitating small project teams focused on individual service elements, or developing new value for your entire service offering.

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. 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 as well as your operations and business strategy. Confidential feedback sessions are offered around the workshop, giving participants the opportunity to receive input from the mentors on individual challenges from their work, project experience and group facilitation.

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.

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, or you are most welcome to join us at our DT Academy Studio in Amsterdam. Please reach out to us for more information.


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

Venue: NL Studio’s, Lijnbaansstraat 17-1, 1016ST Amsterdam, The Netherlands

Dates: 17th – 21st February 2020
Language: English
Max. Participants: 30


Early Bird Ticket Price: € 2.950,=
Until the 17th of December 2019

Regular Ticket Price: € 3.250,=
Until the 17th of January 2020

Late Worm Ticket Price: € 3.450,=
From the 18th of January 2020

Prices are intended excluding VAT.
The ticket includes daily lunch, morning and afternoon snacks, and beverages. Also included is the dinner on Thursday evening and the book ‘This is Service Design Doing’.

A certificate from DesignThinkers Academy is awarded to participants who successfully complete the course.
Discounts available for teams signing up, Freelancers, Non-Profits and Government Organizations.

Sign up now