Course Description

3-Day Executive School ‘This is Service Design Doing’ July 2018

New York

This is Service Design Doing: Essentials is a comprehensive 3-day course on service design process, methods, and facilitation.

We live in a service-based economy. 1.7 billion people work in service platforms. The course is designed for executives striving to create or improve customer experiences and integrate service design in their organisation. This course is led by Marc Stickdorn, co-author of the book This is Service Design Thinking, and by Adam Lawrence, co-initiator of the Global Service Jam. Both faculty are authors of the new top seller “This is Service design DOING”. The course has been presented in Amsterdam, Atlanta, Barcelona, Berlin and Shanghai, and it is now, for the first time, offered in the US as a three day “Essentials” version. The Executive School in New York ‘THIS IS SERVICE DESIGN DOING’ is planned in the from the 18th of July until the 20th of July 2018.


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

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

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


“This is Service Design Doing” moves service design thinking from theory to practice, connecting customer experience to business success. The School facilitators Adam, Marc, and Markus, together with Jakob, recently published the book with the the same name. With cases and tips from 300 contributors, the authors outline tools and methods, discuss running workshops, sprints and projects, and explore embedding service design. The co-created script of past editions of the schools laid one of the foundations for the book’s content.

The 03 day “Essentials” course and the 05 day “Executive School” cover the same core tools and processes, equipping you to start your own projects in an organisation.
The 05 day course has a deeper emphasis on facilitation skills, and on the embedding of service design in strategy and everyday business.

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



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

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.

#TISDD surpassed my expectations. It completely changed my career for the better. Intense, fun and doing focused.



Wednesday, 18th of July 2018

  • Introduction and Service Design case study
  • Theory and Practice of Design Research
  • Service Design Basics: Stakeholder maps, personas and customer journey maps
  • Reflection and Q&A

Thursday, 19th of July 2018

  • Advanced Tools: Emotional maps, dramatic arcs, advanced sketching and ideation
  • Prototyping and Testing: Prototyping framework and overview, investigative rehearsal, desktop walkthrough and paper/cardboard prototyping
  • Reflection and Q&A

Friday, 20th of July 2018

  • Business tools and backgrounds: Service Dominant Logic, Business Model Canvas, Business and Service Framework
  • Facilitation Master Class Reflection and Q&A



Why should I apply
Nowadays, customers are more knowledgeable than ever before, and they are talking to each other – which makes customer satisfaction more important than it has ever been. 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. Learn how to apply Service Design Thinking to the rapid innovation of customer experiences in multi-channel product-service ecosystems.

What is the take-away for my daily work
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 small project teams focused on individual service elements, or developing new value for your entire service offering.

Curriculum and course content
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. Confidential feedback sessions are offered around the workshop, giving participants the opportunity to receive input from the mentors on individual challenges from their work and project experience.

Methods and tools include
Ethnography, Personas, Stakeholder Mapping, Value Network Mapping, Customer Journey Mapping, Service Blueprinting, Business Model Canvas, Service Prototyping, Investigative Rehearsal.

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.


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

Center for Social Innovation

601 West 26th Street, Suite 325,
New York, NY 10001


July 18th – 20th 2018
Language: English
Maximum participants: Appr. 30


Early Bird Ticket Price $ 2.183,=
until June 1st 2018

Regular Ticket Price Price $ 2.445,=
until July 1st 2018

Late Worm Ticket Price $ 2.620,=

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.

Contact marc[@]

Sign up now