Service Design is important for all companies in understanding and exploring the many moving parts that make up a brand experience: people, partners, places, products, and processes.

Thoughtfully crafted service experiences are key to making a service and service experience competitive, innovative, relevant, and most of all customer-centred.

In our one-week focused course, you’ll learn essential Service Design tools and techniques that can be applied to a new or existing service experience. With a focus on Digital Inclusion and Digital Literacy, this one week program has been crafted with Government Agencies and their support agencies in mind.

Our expert instructor will help you discover the ways Service Design methods, tools, and techniques can help create a new or radically improve the human experience and customer expectations. The course will also provide you with a real-world problem to solve and a step-by-step guide to help you through the problem-solving process.

Our approach is intense and applied; each day you will walk away with a new technique to practice and implement. Take your career up a notch and start implementing Service Design in your workplace!

This course is for

There are no prerequisites for this accelerated version of our Service Design course, crafted for:

  • Government Agencies
  • members of Australian Public Service
  • Agencies that support Government Agencies

This program is for anyone interested in breaking into the ever-growing field of Service Design and anyone who is already working in design, tech, and the following disciplines:

  • Digital Transformation
  • Service Design
  • User Experience Design
  • Project Management, Product Management, Production
  • Art or Creative Direction
  • Development
  • Marketing, Advertising, and Copywriting
  • Research and Psychology
  • Communications Design
What you'll learn
  • Introduction to Service Design

    What is Service Design and why is it important?

    How do you 'do' Service Design?
    What can be solved in applying a thorough Service Design process?

  • Problem Definition

    What is this service that you're creating or improving? Who is this service for and how are they experiencing problems?

    Framing the context, objectives and external influences in and of a service. Identify Problems by performing a Abstract Laddering technique to deeply understand the reasons why a problem is a problem.

    Investing time to understand the scope of the project, gain alignment and explore the territory we're playing in.

  • Understanding People

    Also known as Actor maps, this practice is used to understand your overall audience and explore complicated interactions and dependancies.

    Learn to use methods that will give you a deep understanding of how customers experience services whilst gaining a deep understanding of how they feel when experiencing a service.

    An essential part of the research process, research planning helps focus on the best research techniques presented to extract the insights you need to create or improve a service concept.

    Using a newer CX technique to extract enough information from Stakeholders to understand enough of your audience to move into concept.

  • Exploring Services

    Using the familiar Business Model Canvas, we identify and uncover gaps in our service experience and discuss ways in which these gaps can be complemented.

  • Creating Service Concepts

    Adapting an approach from 1960's advertising methods, learn how to rapidly ideate concepts that tackle the problems presented with creative solutions.

    Plan and construct Storyboards, User Stories (Agile methodology) & explore methods of presenting to articulate the problem and engage with stakeholders, relaying a reimagined service experience.

    Perform rapid Experience Prototyping using a variety of techniques that will help you communicate your service concept.

  • Involving the customer

    Working with your customer, learn how to conduct Resonance Testing and Walkthroughs, allowing your customer the opportunity to refine your service concept.

  • Communicating Service Concepts

    Piecing together all the elements, we create a Service Blueprint that looks at people, places, products and processes.

Learn more
Career outcomes

By the end of this one-week course, you will have learned the following important skills:

  • Understand Service Design
  • Understand and practice industry-ready research and research analysis techniques
  • Create a compelling set of personas
  • Create a customer journey map
  • Develop a powerful service promise
  • Understand how the delivery of a service impacts the overall business
Past students
Warren Everard: Alumni

Warren Everard

Experience Design Consultant at Deloitte Digital

The Academy Xi Service Design course was a worthwhile experience. It has been valuable to help me understand the role of Service Design in business. I’ve been able to implement the knowledge I gained in the course straight into my work! The community of students and the teachers created a fun learning environment. Each week, there was something new to look forward to. Thank you for such a great experience!

Shawn Chen: Alumni

Shawn Chen

Service Designer at Australia Post

After completing the Service Design course, I feel that I have a good foundation to build upon. I now have the confidence to put myself forward to employers for Service Design projects. It has helped shape my identity as a Service Designer and has pushed me forward on my journey of starting a new career.

Samantha Poling: Alumni

Samantha Poling

Owner at Joy Nostalgia

The instructor was very experienced in Service Design and facilitated a deep understanding of the subject matter amongst a cross-section of students with varying skill levels and employment backgrounds. And most of all the instructor made it fun! I would recommend this course and Academy Xi -the staff were incredibly professional, the sign-up process was a breeze, and the after-care and involvement in the Xi community have been wonderful. Thank you!


Charbel Zeaiter

Co-founder & Chief Experience Officer | Academy Xi

Armed with empathy-driven design and an avid interest in the human elements shaping our future, I’m passionate about creating experiences that solve real problems for humans in real contexts.

My goals in life are simple: educate and empower people to create positive ripples of change. Academy Xi was founded with this unified purpose at the centre of it all.

As co-founder, and Xi’s Chief Experience Officer, I seek to build compelling, meaningful, lasting experiences. We take our students and teams to the centre of a deliberate, structured process; where we bridge the gap between doubt and knowingness.

Academy Xi teaches groups and individuals in areas spanning design and technology, specialising in future-forward and newly emerging disciplines. We stay on-the-pulse by applying an iterative design process to the creation of Xi’s training and courses. We push the envelope, striving to move beyond traditional education models.

Matt Kurowski

Chief Design Officer at YakTrak | Instructor

Matt is the Chief Design Officer at YakTrak, a company that provides real-time reporting on the quality and quantity of performance development to help companies provide consistent customer experience.

Matt is an expert in working end-to-end across service discovery, research, design, and execution. He’s passionate about uncovering and designing new value for market, and enabling anyone from startups to big businesses become human-centred and game-changing!

Currently, Matt works with clients including IAG, Telstra, ANZ, The Pet Grocer and YakTrak. His previous clients include Medibank, Bupa, Suncorp, NAB, Russell, APD, Diadem, Swann Insurance, and more!

Next course dates and fees
5 Days, accelerated | Monday to Friday
16/04/2018 to 20/04/2018
9:00 am to 5:00 pm
$3500 AUD

71 Northbourne Avenue Canberra City ACT 2601