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July 2014: Barcelona

14.07.2014 – 18.07.2014

in association with Design Thinkers Academy

(English spoken) Learn how to apply Service Design Thinking to the rapid innovation of customer experiences in multi-channel product-service ecosystems. The Executive Summer School in Barcelona ‘THIS IS SERVICE DESIGN DOING’ is planned in the week of July 14th – July 18th 2014. (Facilitated by the co-authors of the award-winning book: ‘This is Service Design Thinking’)


Marc Stickdorn, the co-author of the award-winning service design book ‘This is Service Design Thinking’. View Marc's profil on LinkedIn.

Markus Hormess, Service Innovation Expert and co-initiator of the world’s largest service design event ‘Global Service Jam’. View Markus’s profile on LinkedIn

Adam Lawrence, Service Design & Customer Experience Expert and co-initiator of the world’s largest service design event ‘Global Service Jam’. View Adam’s profile on LinkedIn


Monday, 14th of July 2014 (location t.b.a.)
18:00 hr Check-in/light dinner
19:00 hr Introduction and Service Design case study (challenge, ideation methods)

Tuesday, 15th of July 2014 (location t.b.a.)
08:30 hr Welcome & Coffee
09:00 hr Introduction to Design Research & briefing
10:00 hr Executing Design Research
12:30 hr Lunch
13:30 hr Service Design Basics (stakeholder constellation, personas, customer journey maps, service ecosystem maps, service ad)
17:30 hr Reflection and Q&A Day 1
18:00 hr End of Day 1
20:00 hr (opt.) Dinner

Wednesday, 16th of July 2014 (location t.b.a.)
08:30 hr Welcome & Coffee
09:00 hr Advanced Tools (emotional maps, dramatic arcs, advanced sketching and ideation)
12:30 hr Lunch
13:30 hr Prototyping & Testing (prototyping framework and overview, investigative rehearsal, desktop walkthrough, paper/cardboard prototyping)
17:30 hr Reflection and Q&A Day 2
18:00 hr End of Day 2
20:00 hr (opt.) Dinner

Thursday, 17th of July 2014 (location t.b.a.)
08:30 hr Welcome & Coffee
09:00 hr Business tools and backgrounds (Service Dominant Logic, Business Model Canvas, Business & Service Framework)
12:30 hr Lunch
13:30 hr Facilitation Masterclass
17:30 hr Reflection and Q&A Day 3
18:00 hr End of Day 3
20:00 hr (opt.) Dinner

Friday, 18th of July 2014 (location: It’s a tour, so take your pair of sunglasses)
10:00 hr Field trip & expert talks (visiting companies using Service Design in practice, Service Design excellence)
14:00 hr End of Summer School


In this workshop you wil experience the power of service design thinking first hand. You’ll not only become familiar with the fundamental tools and methods of service innovation, but also learn about the strategic design process. The tools of service design are easy to grasp and easy to use, but are rooted in business reality and bring powerful clarity and insight. They can be used to design unique services or service components which will stand out from the competition, or to optimise existing services around what the customer really wants, cutting away wasteful effort and concentrating on a unique customer experience across various on- and offline channels.

The main take-away of the workshop will be the ability to apply several tools to your own business problems in order to innovate towards new value propositions. You will be able to instigate real service innovation projects in your organisation, leading small project teams focused on individual service elements, or developing new value for your entire service offering.

The workshop is limited to 30 participants, and will be highly practical. You will learn about the service design process, methods and tools by working on a project in a small team, with short periods of reflection on the theory behind contemporary service innovation methods. In addition, a unique framework is introduced that integrates the Service Design tools with your business model as well as your operations and business strategy. Confidential feedback sessions are offered around the workshop, giving participants the opportunity to receive input from the mentors on individual challenges from their work and project experience.

Methods and tools include: Ethnography, Personas, Stakeholder Mapping, Value Network Mapping, Customer Journey Mapping, Service Blueprinting, Business Model Canvas, Service Prototyping, Investigative Rehearsal.

Facts and figures

Venue: t.b.a., Barcelona/Spain

Max. participants: 30


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