Course Description

5-Day Executive School ‘This is Service Design Doing’ Training Course (Certificate)

Note: More 2024 dates to follow the April session.

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.

Early Bird Price

€ 2.950,00


No preparation time



Standard Price

€ 3.250,00


5 days, 8 hours a day

Course type


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About this course

In this workshop you will experience the power of Service Design Thinking first hand. You will 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.

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

Watch the TiSDD documentary below:

What you'll learn

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.


13:00 Check-in & Lunch
14:00 Welcome and introduction
16:00 Presentation: Service Design Basics
16:00 Introduction to Service Design challenge and work groups
17:00 Design research & planning
19:30 Get-together with light dinner and drinks
20:00 End of Day 1


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


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


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


08:30 Welcome & Coffee
09:00 Masterclass: Embedding & Scaling Service Design
10:45 Masterclass: Facilitation
12:15 Lunch
13:00 Meet the practitioners
14:00 Discussion and Q&A
15:00 Certificates. & Closing
15:30 End of Executive School

Methods & Tools

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

Participant profile

Executives or Decision Makers...

…striving to improve customer or employee experiences

Managers or Team Leaders

…looking to integrate Service Design in their team or organisation

Professionals (individuals)...

…with ambitions of taking the next steps towards guiding and applying Service Design Thinking in their daily work

Designers or Policy Makers...

…seeking to learn new problem-solving approaches to innovation

No previous experience or knowledge required

Meet your coaches

Marc Stickdorn

CEO of More than Metrics

Marc is co-author of the award-winning service design book 'This is Service Design Thinking' and helps organizations to embed Service Design in their processes & culture.

Adam StJohn Lawrence

Service Design & Customer Experience Expert

Adam is co-initiator of the world’s largest service design event, the ‘Global Service Jam’, and co-author of ’This is Service Design Doing’. A renowned facilitation specialist, he helps people turn their organisations into customer-centered expert service providers which are also wonderful places to work.

Markus Hormess

Service Innovation Expert

Markus is co-initiator of the world’s largest service design event ‘Global Service Jam’ and professor of Service Design Thinking at IE Business School.

COVID-19 Protocol

At DesignThinkers Academy, we take our social duty very seriously when it comes to protecting the health of our valued participants and dear team members. Therefore, please have a look at our new COVID regulations for our in-person training, in compliance with the COVID-19 safety measures of the Dutch government:

  • As of February 25, 2022, we can welcome you to our studio without a demonstration of a Digital COVID Certificate or QR code. However, we do highly encourage you to do a self-test before coming to the studio.
  • If you are diagnosed with COVID or have COVID-related symptoms, we kindly ask you to contact us so we can rebook your ticket.
  • During the training days, it is no longer mandatory to keep a 1,5-meter distance or wear face masks. However, you are free to continue these practices if they make you feel more comfortable during the in-person sessions.

Our goal is to create a safe and comfortable environment in which we can continuously stimulate creativity for both participants and facilitators. Should you have any questions about our protocol or your personal situation, please reach out to us via +31 0 20 471 00 70 or

Contact us

Choose your session


Request Incompany

Tailor-made coaching around your challenge

Course leaflet