Our courses were developed in partnership with Open Change, Hazel White and Mike Press worked with our staff for over a year, to design and develop the Service Design Academy courses and content.



The Service Design Academy Advisory Board formed at the conception of the Academy gave freely of their time, advice, expertise and experience to shape the Academy:

Board Members – 2017-2018 

Hazel White, Chair, Director, Open Change
Laura Allison, Head of Quality Improvement, NHS Education for Scotland
Anna Day, UNESCO Dundee City of Design and Cultural Projects Manager
Sarah Drummond, Founder & Director, Snook
Gillian Easson, Executive Director, Creative Dundee
Anna Fowlie, Chief Executive, Scottish Social Services Council
Donna Fordyce, Industry Engagement Specialist, Seafood Scotland
Alison Henderson, Chamber CEO, Dundee & Angus Chamber of Commerce
Simon Hewitt, Vice Principal (Curriculum and Attainment), Dundee & Angus College
Steven Kyle, Changing for the Future Programme Manager, Dundee City Council
Adam St John Lawrence, Partner & Customer Experience Director, Work•Play•Experience
Mike Press, Director, Open Change
Bharti Rajput, PhD, Sole Body Sole
Grant Ritchie, Principal, Dundee & Angus College
Caron Sandeman, Business Systems Development Manager, Dundee & Angus College
Sarah Saunders, then Director of Learning, V& A Dundee now Head of Learning and National Partnerships, The British Museum

Our recommended core text is  This is Service Design Doing which moves service design thinking from theory to practice, connecting customer experience to business success.  With cases and tips from 300 contributors, the authors outline tools and methods, discuss running workshops, sprints and projects, and explore embedding service design. When Adam St John’s Lawrence visited Dundee during the time we were developing the courses, our development team worked with him.

The comprehensive accredited training that we provide is designed to equip practitioners with the knowledge and skills to initiate and lead service design projects. Through world class tutors and relevant topics, our training will help you:

  • feel equipped to apply service design methods and tools in your own professional domain
  • increase your creative confidence through service design
  • improve your career prospects as more employers are increasing their service design capacity
  • share experience with others in the field, as you network in the world of service design
 User research

This unit enables learners to develop fundamental skills in user research, understanding the methods that enable us to identify the needs of service users. It provides an essential grounding in the skills and knowledge of user research, representing a foundation for user-centred service design.

Service design tools & methods

Learners will acquire an understanding and practice in using the key tools and methods of service design. They will develop the knowledge of how these methods can be applied at various stages in the service design process. The unit is relevant for those who wish to develop service design skills and explore how they can be applied across public and private sector services.


Developing an understanding of approaches to co-design, in which users become participants in the design process. Learners will acquire essential skills in developing the relationships, trust and creative confidence that successful co-design demands, and gain an understanding of relevant co-design methods.

Project module

Taking the form of a self-directed project, this unit can be workplace based and will apply the understanding and skills acquired to designing and prototyping an innovation within the learner’s workplace or within an organisation or group that they are familiar with. Learners will also develop skills in communicating service design outcomes using a range of media.

Study Options

Students can opt to complete the Service Design Award through a blended approach of on campus bootcamps or online.  Each Unit requires a nominal 40 hours of study to complete.