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October 2016: Amsterdam

17.10.2016 – 21.10.2016

Learn how to apply Service Design Thinking 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, 17th of October 2016
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, 18th of October 2016
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, 19th of April 2015
08:30 hr Welcome & Coffee
09:00 hr Advanced Tools (Emotional journeys, Ideation & Idea Selection)
13:00 hr – 16:00 hr Free time (so that you can catch up with your work, digest the input until here, 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, 20th of October 2016
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 (opt.) Dinner

Friday, 21st of October 2016
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: NL Studio’s Lijnbaansstraat 17-1 1016 ST Amsterdam The Netherlands

Max. participants: 30


Early Bird Ticket Price: 2.395,00 EURO until July 31st 2016
Regular Ticket Price: 2.695,00 EURO until September 15th
Late Worm Ticket Price: 2.995,00 EURO

All tickets including 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.


This executive school is hosted by: