Course Description

3-Day Design Thinking Fundamentals Course October 2018


(French spoken, please you can find here the course description in French) This high energy 3-day course in Casablanca on October 17, 18 & 19th will give you a common level of understanding of the Design Thinking principles, key tools & terminology. The focus of this course will be on this hands-on part, ‘Learning-by-Doing’.


This first Design Thinking Fundamentals training in Morocco offers you a full introduction to all the principles of Design Thinking. This training will give you a learning by doing experience together with internationally recognized and highly experienced Design Thinking trainers and practitioners.
On the first day, we will go through a short and 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? What are the key case studies? Where can you find more information?


The major part of the training however will be spent on hands-on work on the case using the different tools. It is ‘learning by doing’ that is at the core of Service Design. The tools we will practice are fundamental in the process of Service Design Thinking.

DAY 01
The first day of the training will focus on directly experiencing how qualitative design research can be use to explore a design challenge. Through observations, interviews and desk research, the teams will be able to reframe the challenge into a specific design brief.

DAY 02
During the second day, the participants will work on ideating human-centered solutions to the new reframed challenge. These ideas will be transformed into details concepts using service scenarios. The team will perform user tests to validate their concepts with real target users.

DAY 03
The final day will focus on how to pitch the concepts developed by the teams. Finally, the teams will be presented with strategies to implement design thinking in their organization and be able to immediatly apply it in their daily work experience.


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 the stakeholders

Value Network Mapping creates insight in the exact values that are being exchanged between stakeholders. Using this tool, you already will get a more detailed insight into the services being provided by the stakeholders

Personas are used as the basis for Customer Journey Mapping. Finding out about the objectives, behavior, attitudes of people is very important for developing improvements or innovations of the services provided.

Customer Journey Mapping allows us to further step into the customer shoes. It shows us the customer’s perceptions and the larger context in which we play a part at the different stages of their journeys. It lets us be emerged in their world, their reality. Get a deeper insight into customer needs, perception, experience and motivation. 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 a choice? What are they experiencing, feeling, while trying to reach the desired outcome?

A customer journey map is built up layer by layer. We start ‘above water’, with the customer and slowly dive deeper and deeper into the organisational structures and context. The tool can be used with customers or management, employees and other stakeholder or, even better, in a mix.

This qualitative design research tool will provide you with customer insights to improve the customer’s experience. The toolkit will be handed out after the training so you can start applying the tool immediately to your own business case.

Service Scenarios are used to visualize how a (newly designed) service is being experienced from a customer point of view. Simple visualization techniques are being introduced.

Prototyping is done to be able to test a service concept in a ‘low tech’ environment with relevant stakeholders. Prototyping can be done by building artifacts from cardboard or paper or by using Lego. Also, role play is a powerful way of prototyping.

All tools will be handed out after the session and are free of use.

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


Marjolein van Eersel
After 16 years of business experience in the corporate pharmaceutical industry, Marjolein van Eersel has spread her innovation wings and left the golden cage in 2016. As an independent facilitator and trainer she empowers people, teams and organisations to unlock their creative potential and develop innovative solutions for more impact.

Jeroen van der Weide
Jeroen is a senior facilitator at the DesignThinkers Academy in Amsterdam since 2015. He is specialized in developing innovative climates in organizations.He coaches teams to find new solutions for business problems and support them with positioning sessions, co-creation workshops and lateral thinking coaching.

Abdallah Deguig
He has been in many top level positions at companies like S2M, Microsoft and BT Global. Abdallah managed many areas in Africa, Middle East and Oceania. Nowadays, he wants to bring his experience back home through his new company Creativity at work focusing on innovation, business development and sales performance.

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: T.b.a., Casablanca, Marocco

Dates: October 17th 18th and 19th 2018
Language: French with English support
Max. participants: 25


Early Bird Ticket Price € 1.200,=
until September 17th 2018

Regular Ticket Price € 1.300,=

Prices are intended excluding VAT.

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.

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Course leaflet