2-Day Service Design Thinking Fundamentals Course (Certificate)

This high energy 2-day Fundamentals course in Amsterdam will give you a basic understanding of the Design Thinking principles, key tools & terminology. The focus of this course will be on hands-on and ‘Learning-by-Doing’ by using various tools like Stakeholder Mapping, Customer Journey Mapping and Prototyping.

Theory
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? What are the main ‘Schools of Thought’ within Service Design? What are the key case studies? What are the challenges? Where can you find more information?

'Learning by Doing'
The major part of the two days, however, will be spent on hands-on work on the case using the different tools. It is really ‘learning by doing’, because that is at the core of Design Thinking. The tools we will practice are fundamental in Design Thinking.

During the course you will be working on a general case but you can also bring in your own case or challenges and reflect during the course on how you would integrate design thinking in your own case.

You will practice the following tools

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 get a deeper insight into customer needs, perception, experience and motivation. It will answer questions like: What and why are people really trying to achieve? How are they trying to achieve this? What are they experiencing, feeling, while trying to reach the desired outcome?

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.