Design and test end-to-end service experiences that work in the real world

Objectives

At the end of program, participants are expected to:

• Explain what service design is and how it differs from / complements product and UX design.
• Identify key elements of a service ecosystem: actors, processes, interactions, and touchpoints.
• Conduct a simple service safari to experience a service from user and provider perspectives and capture stories, pain points, and opportunities.
• Apply four basic service design tools: Needs Map (Why), Offering Map (What), System Map (Who), and Interaction Storyboard (How), to describe and share how a service works today or could work in the future.

Mindset to Cultivate

• See services as connected ecosystems across frontstage and backstage, not isolated touchpoints or channels.
• Balance customer needs with business and operational realities, empathising with both users and internal stakeholders.
• Use visual and collaborative ways of working to make intangible experiences tangible and discussable.

Participants

• Product, CX, UX, operations, and business teams who are new to service design and need a clear, structured way to see and discuss their services end-to-end.
• Teams who need a foundational, practical introduction to service design and simple tools to map services end-to-end.

Course Cadence

• Full Day or Half Day, according to participants availability
• Most activities will be done in group
• Partial presentation & hands on activities