Course Content

“Service Design is about delivering simplicity. It gives business leaders and change-makers a means of understanding current problems, defining new ways of looking at old problems, and experimenting with new ideas.

 Service Design is a discipline that helps with managing complexity. As forward-thinking businesses embark on transformation, many are turning to this approach to help them envision their future.

One of the opportunities that service design offers is in exposing and clarifying the unseen efficiencies in business transformation initiatives. It then draws connections (or lack thereof) between these inefficiencies, customer needs, and employee capabilities.” (Rei Paki, Genpact)

Our courses are designed with experts and tested by people like you. The comprehensive training that we provide is designed to equip you with the knowledge and skills to initiate and lead service design projects.  The new 3 Day Service Design Intensive offers a new level in Service Design learning and Service Design Doing

Day 1: Scene Setting

Participants will be introduced to Service Design principles and the design process.   Using the Double Diamond as a guiding process, participants will tackle a wicked problem, provided in a live client brief.

Day 1 concentrates very much on the ‘problem space’ demonstrating the value of user research to truly understand their needs, instead of making (timely/costly) assumptions.

By the end of day 1, you will have:

  • An understanding of what service design is, the design process and user research.
  • An understanding of where user research sits within the design process and its value.
  • An introductory understanding of the different tools to support user research including personas, empathy mapping and problem framing
  • An introductory understanding of the methods that you can use to conduct user research including open user interviews, pop up research, empathy walks and/or vox pops
  • An insight into the important ethical and legal considerations to be made when collecting, storing and using personal data.
  • An introductory understanding of ideation and its place in the design process

Day 2: Creativity and Ideation

Day 2 focuses on finalising a problem definition before moving into developing ideas.

Participants will be introduced to a range of tools and methods to help define and map out problem areas before learning new approaches to aid creative and innovative thinking.

Using a mix of tools including journey mapping, Rip and Mix and a variety of other ideation tools the participants will start to generate multiple solutions whilst thinking of potential value and impact.

By the end of day 2, you will have:

  • An understanding of the key principles of ideation and an understanding of the appropriate tools to help creativity and forward thinking.
  • An understanding of how to collate and store user research findings to properly inform the ideation phase of the design process, how to retain & present user findings through the use of Personas and Empathy Maps
  • A starter’s toolkit in user research and ideation tools and methods
  • An understanding of how to ideate around possible solutions and potential impact using Tomorrow’s News and a Service Blueprint
  • Start to map out potential timelines and required activities for new solution to be delivered throughout Backcasting

Day 3: Prototyping

Day 3 is looking to bring together user research and ideation to develop potential deliverable solutions with users.

Participants will be introduced to prototyping as part of the design process highlighting its iterative nature.   Prototypes will be created, tested, broken, scraped and revamped with user testing and visits from critical friends.

To deliver a clear presentation of potential ideas, participants will be introduced to the Business Model Canvas to help describe, design and develop a new service idea. This helps teams to visualise and understand the new business model.

Final presentations of ideas and experiences provide insights into the learning journey, design process and potential solutions to the client.

By the end of day 3, you will have a:

  • A full understanding of the design process from discovery through to the delivery phase.
  • An understanding of how to break down a business model into digestible chunks to visualise and improve
  • A toolkit of Service Design tools and methods
  • An understanding of how and when to use these tools to apply service design and the design process to any wicked problem
  • The ability to conduct user research, define wicked problems, ideate to generate the best people focused solutions before scaling these ideas up for prototyping and delivery.

Future Prospects

The Service Design Academy offers a range of Introductory Level Courses in Service Design including a PDA (Professional Development Award) in Service Design, accredited Units in service design disciplines and high energy two-day boot camps that will give you a whistle-stop tour of the tools as you put your learning into practice straight away with a live project brief.


This course is a basic, introductory level, there is no assessment but we do encourage you to reflect on your learning throughout the 3 days.


You will receive a College Certificate.

Nice to Know

  • Courses are in English.
  • All times are UK time.
  • This course is delivered on site at Dundee & Angus College.
  • The course runs from 9.30 am to 5.00 pm, refreshments and lunch are provided.
  • You will receive a course workbook and access to an online boot camp resource including videos.
  • All videos are subtitled in English.
  • You can join the Service Design Academy online community for future support from tutors and peers.

Course Fees 

You can access fees and funding information here.

How to Sign Up

Our bootcamps with run on:

Monday 28 October – Wednesday 30 October 2019       Apply Now

Monday 27 January – Wednesday 30 January 2020      Apply Now

Monday 11 May – Wednesday 13 May 2020                    Apply Now