Service Design: How to Design Integrated Service Experiences
How This Course Will Help Your Career
What You Will Learn
What Service Design is, where it came from and how it compares to User Experience (UX) design and Customer Experience (CX) design
What a Service Design process looks like and how to use it to create great service experiences
How the scope of Service Design encompasses customer interactions as well as behind-the-scenes business operations, and multiple delivery channels
What the most useful Service Design methods and approaches are, how to do them and how to avoid the most common mistakes, all with the help of examples, explanatory videos, templates and step-by-step guides
How to transition your career from UX Design to Service Design
How to build a Service Design team and then increase its skills and maturity in your organization
How to tackle Service Design in an agile or lean organization
Services are everywhere! When you get a new passport, order a pizza or make a reservation on AirBnB, you're engaging with services. How those services are designed is crucial to whether they provide a pleasant experience or an exasperating one. The experience of a service is essential to its success or failure no matter if your goal is to gain and retain customers for your app or to design an efficient waiting system for a doctor’s office.
In a service design process, you use an in-depth understanding of the business and its customers to ensure that all the touchpoints of your service are perfect and, just as importantly, that your organization can deliver a great service experience every time. It’s not just about designing the customer interactions; you also need to design the entire ecosystem surrounding those interactions.
In this course, you’ll learn how to go through a robust service design process and which methods to use at each step along the way. You’ll also learn how to create a service design culture in your organization and set up a service design team. We’ll provide you with lots of case studies to learn from as well as interviews with top designers in the field. For each practical method, you’ll get downloadable templates that guide you on how to use the methods in your own work.
This course contains a series of practical exercises that build on one another to create a complete service design project. The exercises are optional, but you’ll get invaluable hands-on experience with the methods you encounter in this course if you complete them, because they will teach you to take your first steps as a service designer. What’s equally important is that you can use your work as a case study for your portfolio to showcase your abilities to future employers! A portfolio is essential if you want to step into or move ahead in a career in service design.
Your primary instructor in the course is Frank Spillers. Frank is CXO of award-winning design agency Experience Dynamics and a service design expert who has consulted with companies all over the world. Much of the written learning material also comes from John Zimmerman and Jodi Forlizzi, both Professors in Human-Computer Interaction at Carnegie Mellon University and highly influential in establishing design research as we know it today.
You’ll earn a verifiable and industry-trusted Course Certificate once you complete the course. You can highlight it on your resume, CV, LinkedIn profile or on your website.
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Is this course right for you?
This is an intermediate-level course for anyone who wants to learn to design services.
- UX designers, product designers and UX researchers who want to transition into the Service Design field or expand their toolbox with methods from Service Design.
- Product managers and project managers who want to enable their team to excel at service design.
- Entrepreneurs interested in offering great service experiences.
- CEOs, CTOs, COOs and CMOs who want to better position their organization within the market by putting more focus on how they design services.
- Anyone considering making the switch to a career in service design or interested in working with services in a more structured way.
Learn and work with a global community of designers
When you take part in this course, you’ll join a global community and work together to improve your skills and career opportunities. Connect with helpful peers and make friends with like-minded individuals as you push deeper into the exciting and booming industry of creativity and design. You will have the opportunity to share ideas, learn from your fellow course participants and enjoy the social aspects afforded by our open and friendly forum.
Lessons in This Course
- Each week, one lesson becomes available.
- There's no time limit to finish a course. Lessons have no deadlines.
- Estimated learning time: 20 hours 58 mins spread over 7 weeks .
Lesson 0: Welcome and Introduction
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0.1: Welcome and Introduction (15 mins)
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0.2: Build Your Portfolio: Service Design Project (6 mins)
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0.3: Let our community help you (1 min)
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0.4: How to Earn Your Course Certificate (16 mins)
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0.5: Expand your network and grow your skills in our online forums (5 mins)
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0.6: Meet and learn from design professionals in your area (1 min)
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0.7: Gain Timeless Skills Through Courses From the Interaction Design Foundation (21 mins)
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0.8: Mandatory vs. Optional Lesson Items (7 mins)
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0.9: A Mix Between Video-Based and Text-Based Lesson Content (6 mins)
Lesson 1: What is Service Design?
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1.1: Welcome and Introduction (6 mins)
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1.2: What Service Design Is and Isn't (1 hour 7 mins)
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1.3: The History of Service Design (22 mins)
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1.4: Learn the Language of Service Design (31 mins)
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1.5: Keep These Goals in Mind to Create Successful Service Designs (23 mins)
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1.6: Understand the Service Design Process (21 mins)
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1.7: Comparing Service Design and UX Design (28 mins)
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1.8: How to Leverage Your UX Skills in Service Design (27 mins)
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1.9: The Business case for Service Design (27 mins)
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1.10: Discussion: Which Transferable Skills Do You Have? (7 mins)
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1.11: Congratulations and Recap (17 mins)
Lesson 2: How to Prepare Your Service Design Team
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2.1: Welcome and Introduction (6 mins)
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2.2: How to Use the Business Model Canvas (48 mins)
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2.3: The 5 Whys: How to Identify Your Customers’ Pain Points (50 mins)
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2.4: Map the Value Proposition of Your Service Designs (28 mins)
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2.5: Exercise: Fill in Your Own Value Proposition Canvas (7 mins)
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2.6: Co-Creation and Company Culture are Important to Service Design (37 mins)
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2.7: How to Create and Facilitate Workshop Sessions for Service Design (35 mins)
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2.8: Learn How to Use the Best Ideation Methods: Brainstorming, Braindumping, Brainwriting, and Brainwalking (33 mins)
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2.9: Congratulations and Recap (9 mins)
Lesson 3: How to Build a Research Foundation for Your Service Design
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3.1: Welcome and Introduction (6 mins)
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3.2: Essential Research Methods for Service Design (33 mins)
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3.3: Essential Research Methods for Service Design (42 mins)
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3.4: How to Create User Journeys for Services (19 mins)
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3.5: How to Use Role-Based Personas (25 mins)
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3.6: Plan a Service Safari to Improve Your Service Design (25 mins)
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3.7: Exercise: Supermarket Ethnography (11 mins)
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3.8: Build your Portfolio Project: Carry out User Research and Fill in the Value Proposition Canvas (15 mins)
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3.9: Congratulations and Recap (19 mins)
Lesson 4: How to Prototype for Service Design
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4.1: Welcome and Introduction (6 mins)
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4.2: What Do You Prototype for Service Design? (29 mins)
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4.3: How to Create Customer Lifecycle Maps for Your Service Designs (25 mins)
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4.4: What Are Ecosystem Maps and How Can You Use Them in Your Service Designs? (22 mins)
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4.5: Optimize Your Service Design with Service Blueprints (44 mins)
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4.6: Make Your Service Design Tangible (1 hour 1 min)
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4.7: Test your Service Design with Service Staging (19 mins)
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4.8: Exercise: Fill in your own service blueprint (26 mins)
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4.9: Build your Portfolio Project: Map, Prototype and Test Your Service Design (19 mins)
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4.10: Congratulations and Recap (15 mins)
Lesson 5: How to Build Service Design Maturity
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5.1: Welcome and Introduction (6 mins)
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5.2: How to Build Service Design Maturity in Your Organization (31 mins)
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5.3: How to Evaluate Your Service Design (21 mins)
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5.4: How to Build an Organizational Culture That Supports Service Design (31 mins)
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5.5: How to Do Lean Service Design (58 mins)
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5.6: How to Engage Stakeholders in Your Service Design (27 mins)
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5.7: How to Measure the Performance of Your Service Design (29 mins)
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5.8: Discussion (7 mins)
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5.9: Congratulations and Recap (7 mins)
Lesson 6: Course Certificate, Final Networking, and Course Wrap-up
How Others Have Benefited
Christine Were, Kenya
“The course gave real-world examples and on-the-job experience. It also explained how to use the templates. This was really amazing.”
Sandra Labastie, France
“I liked the technical aspect of that course. Also, the honesty of the teacher about how complex it is. It's clearer to me the differences between UX design and service design. Great course!”
spencer newman, Australia
“The course reflects the instructor's real-world experience and holistic approach to frameworks and methodologies across the UX and service design spectrum. FS is an amazing teacher!”
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