Course Description

2-Day Foundations of Design Thinking April 2020

April 30 – May 1, 2020. Los Angeles, CA.

This intensive 2-day course on April 30-May 1, 2020 will give you an in-depth level of understanding of core Design Thinking principles, key tools & terminology. The learning method for course is hands-on, ‘Learning-by-Doing,’ and takes you through the arc of the design thinking methodology as you address a real-world design challenge. You will learn a selection of Design Thinking tools during the two days including: stakeholder mapping, personas, customer journey mapping, challenge reframing, service scenarios, value network mapping, and prototyping which can be applied to designing the customer/employee experience, products, and services.


Leaders of design thinking and change-makers who want to amplify their own influence and learn how to enhance the benefits of design thinking in their own organizations or with clients.


On the first day, we will go through a short and interactive introduction to 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 Design Thinking? What are some real-world case studies of Design Thinking in practice? Where can you find more information?


The major part of the two days, however, will be spent doing hands-on work as you work in small teams tackling the challenge. This ‘learning by doing’ approach is at the core of Design Thinking. You will learn to use a set of ‘tools’ that are foundational to the Design Thinking methodology. Of these, customer journey mapping will serve as a core activity for finding solutions to the challenge.


Stakeholder mapping provides you with an overview of the ‘ecosystem’ 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, products or experiences provided by the stakeholders.

Personas are used as the basis for customer journey mapping, modeling the humans that you are designing for. Understanding the objectives, behaviors, and attitudes of people is very important for developing improvements or innovations around the services provided.

Customer journey mapping allows us to further step into the customer’s shoes. These ‘customers’ could be people or companies who are purchasing your products, services or experiences or they could even be your employees. It shows us the customer’s perceptions and the larger context in which we play a part at the different stages of their journey. It allows us to immerse ourselves in their world and gain a better understand of their reality. Customer journey mapping helps us to answer questions like:

What are our customers really trying to achieve? How are they trying to achieve this? What do they use and in what order? Why do they make the decisions they make? What are they experiencing and feeling as they reach their desired outcome? This qualitative design research tool will provide you with customer insights to improve the customer’s experience.

Service scenarios are used to visualize how a future-state service will be experienced from a customer point of view. Simple visualization techniques are used to tell the story of the proposed solution from the persona’s perspective.

Value network mapping creates insights into the different types of value that are being exchanged between key stakeholders. Using this tool, you can think through what stakeholders are centrally involved in the new service, what they contribute to making the service work for the persona, and what value they get in return.

Prototyping is a simple but extremely powerful way to work out important details of a concept. A low-resolution prototype allows you to test a service concept in a ‘low tech’ environment with relevant stakeholders. A prototype can be created using simple materials, like cardboard or Lego, and it can be presented by simply explaining how it works, or even by acting out a scene.

As part of the course you will receive a set of Design Thinking tools and templates that you can start using on your own challenges.


The facilitators will guide you on the different activities during the Service Design & Design Thinking Facilitation Training.

Marc Bolick leads the US office of DesignThinkers Group, working to help clients find creative solutions to complex problems and to embed design thinking as a strategic advantage in their organizations. With over 20 years of experience in various aspects of product and service design, Marc has worked in a variety of sectors and clients including General Electric, Michelin, SAP, Coca-Cola, Qualcomm, Bank of America, Electrolux, Master Card, the US Agency for International Development, the US Food and Drug Administration, and a variety of early-stage companies.

Steven Chaparro is a keynote speaker and a culture design strategist. He is passionate about helping creative organization transform their workplace culture through co-creative design. His diverse background spans various industries including architecture, real estate development, financial services, and government innovation.


Our main objective is to provide you with hands-on tools that you can apply immediately to your work.

As part of the training program you will receive a set of design thinking tools, a certificate of completion, and access to the DT Academy alumni network.

We strive for nothing short of a transformational experience for participants. You will acquire a deeper knowledge of core design thinking tools and methods, a better understanding of your strengths and weaknesses, and overall professional & personal growth.

About this Event

237 Long Beach Blvd

Long Beach, CA 90802

April 30 – May 1, 2020
Language: English
Maximum participants: 18


Early Bird Ticket Price $ 1,650
until March 30, 2020

Regular Ticket Price Price $ 1,900

The ticket includes daily lunch, morning and afternoon snacks, and beverages.

A certificate from DesignThinkers Academy is awarded to participants who successfully complete the course.

Discounts available for teams signing up, Non-Profits and Government Organizations.


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