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Advanced Service Design Course

Service Design Beyond the Tools

Service designers rely on dozens, if not on hundreds of tools and methodologies. These lay down a process – and the mantra goes, as in many other disciplines, to “trust the process”. And yes, tools and methodologies are needed – but they are only one side service design. To break the rules, you must first master them. But then what?

We believe that to progress beyond tools, we must go back to the basics. To understand service design at a more advanced level, we must go back to the individual disciplines it is comprised of.

Most online service design trainings focus on tools and a hands-on project. But you probably already did some, or even all of those trainings. And when you start exploring the next, you again come across customer journeys, service blueprints, stakeholder maps and personas. Always from a slightly different angle, but the same topic nonetheless…

We set out to create a different type of service design training: 


live and cohort-based

Online courses today most often mean self-paced recorded sessions. We sit at the other end of the spectrum. All video sessions are live, with an opportunity to ask, question, challenge and discuss. The classes are capped at 8 participants, allowing a depth normally associated with real classrooms.



Instead of approaching it as one discipline, we break service design down into disciplines it is built upon. But we go beyond ‘design’ and ‘marketing’, and rather explore mythology, psychology, cognition, phenomenology, experiential learning, systems thinking and cybernetics. If you are not even sure what these mean, you will be surprised how relevant they are to designing services.



Enabling you to explore your designer’s mindset, dissect your own thought process, and define your own place and transformation in a design project.



Instead of tool selection and tool consumption, emphasis will be on problem finding and problem structuring. The goal is to build and enhance your capacity in constructing your own tools.



The training is backed by the University of Business and International Studies, based in Geneva, Switzerland

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Who should apply?

If you feel that curricula of existing service design course no longer speak to you, or they feel repetitive, and you seek new challenges, than your place is here.

Your position is not important. You may come from business, marketing, graphic design, service design, psychology, public sector, or any other area. If your goal is doing your utmost to bring great services to people through your organization, you will fel at home.

This is an advanced service design course. Participants are required to have an understanding of the processes and tools of service design, as well as be able to argue for their own definition of service design. However, a formal design education is not a requirement. 

Who should not apply?

If you are a complete beginner to service design, then ‘Advanced Service Design’ may fel overwhelming. If you want to learn about existing tools of service design, or gain experience in using journey mapping or blueprints, than there are courses better suited to your needs. Take a look at the training by XYZ, the training by 123, or the course by ABC.