Locations and Dates

Manchester | Starts January, 2020 | Use this link to book now via Eventbrite

About This Course

In this intense 10 week course you learn all about service design; the principles, practices and tools that should be applied as part of strategic design methodology in digital transformation.

Learn how service design theory and practices can be applied by teams to solve complex challenges in the design and development of innovative services in large organisations.

In this 10 week course you will undertake several projects that will be increasingly complex and demanding in nature.

The course uses active learning approaches that are hands-on using problem-based learning across three different projects.

Why do this course

This is a 10 week course that will give you a practical knowledge of how Service Design can be applied to develop and transformation digital services to deliver user centric services in organisations that are seeking innovative approaches to complex service design challenges.

We teach core and advanced concepts in service design using collaborative practices that enable design, business and technology professionals to work together in tribes or teams.

The course will teach you how to:

  • Identify business needs and value opportunities both front and back stage.
  • How to shape a ‘mixed’ backlog using an Enterprise Ops framework and Agile Principles as part of a Service Design methodology.
  • Plan and work with customers using advanced research techniques and use data informed strategies.
  • Plan and undertake service safaris and heuristic reviews of services.
  • Identify painpoints in services to identify how an organisation, its people and processes can be optimised.
  • Develop value propositions and new business models
  • Use different ways to model and communicate design concepts and benfits to stakeholders.
  • How establish Themes, Epics and User Stories concerned with transforming services
  • Develop service blueprints, customer journey maps, map information flows and map IT and systems capabilities.
  • Identify People, Processes and Props used in the service experience
  • Identify new roles, define skills and competencies and the typs of actors (humans) and agents (bots) that deliver services.
  • Prototype and test services and resonance test concepts.
  • Scale services and develop roadmaps using agile approaches


Peter Fossick | Director of Service Design | Linkedin Profile

Course Outline

Week 1: Opportunity & Value – Working with Stakeholders 

01 Introduction to Service Design | What is service design? Why use service design? Who uses service design?

02 Aligning Stakeholders | What’s on My Radar | Stakeholder Maps

03 Business Models | Methods: Business Model Canvas

Meet-The- Expert: Service Designer

Meet-The- Expert: Business Consultant & Strategist

Week 2: Unlocking Value -Working with Users

Meet-The- Expert: User Researcher – A presentation and Q&A with a industry SME

03 Users and Ethnographic Research | Methods: Service Safaris | Interviewing | Heuristic Reviews

04 Empathy and Journey Maps | Methods: Empathy Maps | As-is-Scenario Maps0Statements Starters (How Might We…)

05 Personas | Segmentation Strategies, Users and Actors

06 Opportunity Areas | Methods: Blue Ocean Strategy | Opportunity Statements Starters (How Might We…)

07 Value Proposations | Identifying Value Pools and Value Drivers Methods: Value Proposition Canvas | Service Value Strategy Canvas

08 Ideation | Methods: Big Ideas | Evaluation Grids

09 Working with Users | Methods: Co-Design Workshops, Feature Cards and MoSCoW Prioritisation

Meet-up and Networking Event

Studio Visit: Meet the Experts and Mixer

010 Requirements| Methods: Storyboarding, Epics and User Stories (Agile Methodology)

11 Storytelling | Methods: Concept Posters and Microsites

Service Journey | Method: Customer Journey Canvas

12 Service Journey | Method: Touchpoint Matrix

13 Service Journey | Method: Actors Map

14 Service Model | Methods: Service Blueprinting

Thought Leader Keynote

Week 4: Prototyping Services

15 Prototyping Services | Prototyping Services | Methods: Evidencing | Rapid Service Prototyping | Body Storming | Paper Prototyping

16 User Testing | Methods: Resonance Testing and Think-aloud Walkthroughs

Qualitative and Quantitative Techniques

Week 5: Digital Transformation & Large Organisations

Digital Transformation & Large Organisations

Meet-The- Expert: Design Practices Thought Leader

Studio work and Critique

Week 6: Week 6: The Agile Enterprise 

Agile as a method

Building Tribes

Portfolio planning – The Backlog

Themes Epics and User Stories

Studio work and Critique

Review and critique

Design Munch With… A Transformation Guru

Week 7: Sprints

Sprints – working at speed to deliver outcomes

Sprint Planning

Studio work

Review and critique

Brown-Bag Meet-Up: Financial Services Leader

Week 8: Pitching – Presenting  work 

Portfolios: Presenting you work online

Studio work

Review and critique

The Studio Cuture – Developing culture and behaviors in the era of collaborative working.

Week 9: Studio work

Studio Work

Final Review and critique

Review and critique

Week 10: Final Project Presentations

Final Play Project Submission

Showcase – Project Pitches 

Project Show Case and Networking Event

Who is this course for?

  • Designers that have a background in Graphics, Media, Advertsing, UX or UI Design or another design discipline.
  • Professionals involved in developoing and transforming services.

We have aimed this at:

Sectors that can benefit

Health Services | Media | Advertiseing | Marketing| Education | IT | Government | Public Services | Financial Services | Banking | Telecoms | Utilities | Start-Ups | Design

Course Fees

Course Fees: £9,500 per person

Fees cover all tuition, training and software licenses.


To learn more about this course and our other courses in Service Design, UX and Design Thinking or to discuss a bespoke or customised workshop please call Peter Fossick on (UK) +44 7972 905474 or request a call back (Network charges may apply depending upon you service provider)


IT | Government | Public Services | Financial Services | Banking | Telecoms | Utilities


10 weeks

Locations and Dates

Manchester : January 3rd 2020

Please note the IXSD Academy reserve the right to make changes to the courses, outlines and content at any time.