March 2018: Amsterdam

26.03.2018 – 30.03.2018

Learn how to apply service design (aka. Design Thinking, Experience Design, UX Design beyond the screen, etc.) to the rapid innovation of customer experiences in multi-channel product-service ecosystems.


Marc Stickdorn, co-author of the award-winning service design book ‘This is Service Design Thinking’ and co-founder of Smaply and ExperienceFellow.

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

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


Monday, 26th of March 2018
14:00 hr Check-in
15:00 hr Welcome and introduction
16:00 hr Presentation: Service Design Basics
16:00 hr Introduction to Service Design challenge and work groups
17:00 hr Design research & planning
19:00 hr Get-together with light dinner and drinks
20:00 hr End of Day 1

Tuesday, 27th of March 2018
08:30 hr Welcome & Coffee
09:00 hr Design research loops (field work, sense-making)
12:30 hr Lunch
13:30 hr Service Design Basics (stakeholder maps, personas, journey maps)
17:30 hr Reflection and Q&A Day 2
18:00 hr End of Day 2

Wednesday, 28th of March 2018
08:30 hr Welcome & Coffee
09:00 hr Advanced Tools (Emotional journeys, Ideation & Idea Selection)
13:00 hr Free time (catch up with your work, digest the input or enjoy the city)
16:00 hr Prototyping & Testing (prototyping framework and overview, desktop walkthrough, paper/cardboard prototyping, investigative rehearsal)
19:30 hr Reflection and Q&A Day 3
20:00 hr End of Day 3

Thursday, 29th of March 2018
08:30 hr Welcome & Coffee
09:00 hr Business tools and backgrounds I (Service Ad, Dramatic Arcs, Service Blueprint)
13:00 hr Lunch
14:00 hr Business tools and backgrounds II (Business Model Canvas, Business & Service Framework)
15:30 hr Case study
16:00 hr Masterclass: Service design project planning
17:30 hr Reflection and Q&A Day 4
18:00 hr End of Day 4
20:00 hr (optional) Dinner
Friday, 30th of March 2018**
08:30 hr Welcome & Coffee
09:00 hr Masterclass: Facilitation
11:00 hr Meet the practitioners
12:30 hr Lunch
13:30 hr Closing and final Q&A
15:00 hr End of Executive School


In this workshop you will 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 and key skills of facilitation. 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 and facilitating 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. You will experience several different co-creative styles and have the opportunity to practice your own facilitation skills. 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, project experience and group facilitation.

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

Facts and figures

Venue: tba

Max. participants: 30


Early Bird Ticket Price: 2.495,00 EURO until January 26th 2018
Regular Ticket Price: 2.795,00 EURO until February 28th
Late Worm Ticket Price: 2.995,00 EURO

Tickets include lunch, snacks and drinks. Discounts available for teams signing up or NGO’s: e.g. 15% discount for the 2nd ticket and 25% discount for the 3rd ticket.


DesignThinkers Academy