Service Design Masterclass
This 3 day Service Design Masterclass is a practical course where you will learn not just the tools of service design but tactics for service delivery. We use a simple, no-nonsense framework to take you from idea to delivery: Service Innovation = Problem x Solution x Execution.
Each day is a mix of studio based exercises and on-street development, supported by examples, tools and tactics from the faculty team. You will learn by doing, engaging with real people as you research, design and deliver a service in 3 intensive days. The course will run 9.30 to 5 each day.
Moving beyond digital, we will look at how to orchestrate people, products, information and places into a coherent service experience, focusing on a particular theme throughout.
Day 1: Understand the problem space
What is the problem or opportunity? Who is it for? Why is it important?
After an introduction to the world of service design we will dive straight into research for services. Working around a shared theme you will learn to structure and carry out Observation and Service Safaris with the public. You will map insights using Customer Journeys and Service Blueprints, identifying a core problem / opportunity with our Definition tool.
Day 2: Design a service solution
What’s your design solution? How will it work? How will it deliver value? How will you know if it is successful?
Working in teams you will develop a range of ideas through simple Visualisation before Prioritising and honing these into a Value Proposition Framework. You will define the Metrics of Success, and develop ways to capture these for your service. The second part of the day is spent Experience Prototyping, testing assumptions with real people and rapidly iterating service elements.
Day 3: Execute your service
How will it work in practice? How will you engage partners? How will you communicate success?
The morning of day 3 is about execution, working in a team you will deliver a minimum viable ‘live’ service to understand the complexities of service delivery first hand. Documentation of this prototype will help build communications material in the afternoon as we discuss how to engage partners and win buy-in. The final segment will look at applying tools and techniques from the course to your own work, such as a creating a 90-Day plan for service implementation.
Who Should Attend?
This Masterclass is suited for people who have had some exposure to Service Design as Service Managers, Product Managers, Customer Experience Teams, UX Designers or Media Planners and want to develop more in-depth knowledge - understanding tactics for ensuring service delivery as well as design tools and methods.
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Additional Information
Who will be delivering the course?
Sean Miller is an experienced service designer, starting his career in lean manufacturing before working as a consultant leading performance improvement projects with a range of blue chip companies across oil & gas, process engineering and manufacturing. He progressed into the world of customer experience working with Haagen-Dazs to revitalise their international cafe and take-away experience, increasing sales by +270%. At top service design agency Live|Work he headed up Service Design Capability, equipping people with the foundation skills to create new services and improve existing ones.
Sean holds associate roles with the Design Council and Nesta providing expert advice and mentoring on service design and continues to partner with a wide range of private, public and third sector clients, leading projects to create new services, improve existing ones and build capability.
Lynsey Duncan is an authority on service design techniques and practice, and has a "whatever it takes" approach to understanding the customer's perspective. The solutions she creates span physical and digital spaces, and always humanize technology. With a BSc in Product Design followed by an MSc in Business Innovation, she tackles problems from both a user and business perspective. In the past four years in Dublin, Lynsey has consulted on projects for permanent tsb, Cupid, Coca Cola and Zurich. Previously she led projects within London-based service design consultancy live|work for clients like Orange, Aviva and the UK's Design Council.
Ré Dubhthaigh is an independent designer & educator based in Dublin. With a background in design research and innovation, he has led service design projects for clients including the BBC, Sony, Elsevier, Dublin City Council, St James’s Hospital and the Science Gallery. As a Design Associate at the UK Design Council, he has worked with start-ups, industry and public sector organisations in the UK to innovate their services. In education Ré has had roles as visiting researcher or faculty member at a number of design institutions including the Royal College of Art, the Interaction Design Institute Ivrea, and Design Academy Eindhoven.
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