Course Description

5-Day Executive School ‘This is Service Design Doing’ May 2021


This edition of the Executive School is Sold Out, but you are more than welcome to join our DesignThinkers Global Bootcamp in September. Prefer expanding your capability-building skills online? We also offer an Online DT Global Bootcamp in June!

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.


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 TiSDD documentary:

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


13:00 hr Check-in & Lunch
14:00 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
19:30 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 I
19:30 hr Reflection and Q&A Day 3
20:00 hr End of Day 3

08:30 hr Welcome & Coffee
09:00 hr Prototyping & Testing II (Service Ad, Dramatic Arcs)
13:00 hr Lunch
14:00 hr Business tools and internal processes (Business Model Canvas)
16:00 hr Masterclass: Service design project planning
17:00 hr Case study
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: Embedding & Scaling Service Design
10:45 hr Masterclass: Facilitation
12:15 hr Lunch
13:00 hr Meet the practitioners
14:00 hr Discussion and Q&A
15:00 hr Certificates. & Closing
15:30 hr End of Executive School

"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 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 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.

"It was an excellent introduction for a beginner like me and was equally compelling for the more advanced designers in the group. TiSDD was like no professional development course I've ever experienced."


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.


What is the current protocol given the ever-developing COVID-19 situation? We look forward to welcoming you to our Studio in Amsterdam where we have ensured to take all necessary precautions regarding the COVID-19 measures. Seeing as we are carefully monitoring the developments on a daily basis, the circumstances can also change.
We redesigned our program in order to provide you with the most valuable experience which is what you can expect from our 2-Day Design Thinking Fundamentals. It goes without saying that no concessions have been made on quality, fun factor, dynamics and learning outcomes which DesignThinkers Academy stands for.

Will a more ‘static’ way of working influence your learning experience?
No, it will not. We have redesigned and prototyped countless scenarios as to how we can still provide you with a ‘learning-by-doing’, high energy and in-depth program.


What if I’m not able to travel or need to go into self-quarantine? Given the constantly changing circumstances surrounding COVID-19, DesignThinkers Academy has also designed a 5-Week Online DT Fundamentals Course.

Our interactive 5-Week Online DT Fundamentals will also allow people to participate on a global scale while at the same time we continue to enhance global connectivity. Click on the following link to read more.

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

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

Location: T.B.D.

Date: May 31st – June 4th 2021
Time: 9:00 – 18:00 (CEST)
Language: English
Maximum participants: 15


Early Bird Ticket Price € 2.950,00
Until April 15th 2021

Regular Ticket Price € 3.250,00
Until May 15th 2021

Late Worm Ticket Price € 3.450,00
From May 16th 2021

Prices are excluding VAT.
Your ticket includes a daily healthy and delicious lunch plus snacks and beverages throughout the day. 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.

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.

At DTA Amsterdam we take our social duty very serious when it comes to protecting the health of our valued participants and team members. For this reason, we have ensured that all necessary precautions have been carefully implemented at our Amsterdam studio in accordance with the guidelines from our government. In case you have specific questions regarding these exact measures, we invite you to reach out to us through e-mail or telephone so our DTA team members can accurately inform you.