With the vast selection of options and opportunities in today’s marketplace, it is increasingly important to gain a competitive edge. As we move from brand marketing into brand experience, we need to understand the intricacies of how human experiences and consumer expectations lead to brand loyalty.

So what is Service Design?

It’s the process where we understand, refine and create both the delivery and the experience of a service.

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 your service and service experience customer-centred, innovative, competitive and relevant.

Learning essential Service Design tools and techniques, we’ll break down a service ecosystem and discover ways in which we can apply Service Design methods, tools and techniques to create a new, or radically improve, an existing service experience.

This course is for

Professionals and graduates from a range of disciplines and skills including:

  • User Experience Designers
  • Heads of Innovation
  • Product Owners
  • Marketing Teams
  • Heads of Business
  • Start-up Entrepreneurs
  • Interaction designers
  • Developers
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?

    Service Design principles underpin everything we do in the context of service creation and are referred to for guidance throughout this creation process.

    To provide context to our learnings, we introduce a client to each Service Design learning team.

  • 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.

    Borrowing from the 1970's Design School methodology, we've meshed together dSchool with our own multi-level approach to developing empathy and understanding with the purpose of imagining a perfect service experience.

    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

    Who really poses the biggest threat to your services?

    A simple but powerful tool for understanding where power lies in a service situation.

    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

    Develop Service Journey Maps to visualise your service.

    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.

    Finalise your Service Blueprint and create a Service Roadmap.

  • Presentations and walkthroughs

    You pitch.

    We wrap up your Service Design training and all revel in the beauty of your thinking: your final project. This is your chance to pitch your ideas to your co-geniuses for final feedback. Don’t be shy, you won’t have time to be. The future is yours.

    They pitch.

    Meet some industry folk and learn about getting into the ever growing field of Service Design.

Learn more
Career outcomes
Once you have successfully completed the course, be prepared to enter the new and fast emerging discipline of service design. By augmenting your skills and honing new approaches to established practices across a range of sectors, you’ll have the knowledge to audit and improve an existing service or by applying the same principles, create a new service experience. 
Our approach is intense, applied and modular; each week you will walk away with new techniques and tools to practice and apply in your day-to-day work or alternatively start a career in a budding industry.
We will prepare you with a portfolio project, give you real-world experience and prepare you for entering into a career of Service Design or simply how to leverage these skills within your profile.

You will also…

  • Understand and perform ethnographic and contextual research
  • Create compelling personas
  • Define and frame problem statements
  • Create storyboards and user stories
  • Define and create customer journeys and experience maps
  • Define a business model canvas
  • Understand, plan and facilitate participatory & co-design workshops
  • Develop and create rapid experience prototypes
  • Define and create service Blueprints and ecology maps
  • Learn persuasive design techniques
  • Develop effective and powerful pitches and presentations
  • Define a minimum viable offering (MVO) and learn how to define business operating models
  • Conduct user testing and cognitive walkthroughs
  • Understand and apply best practices in service design
Past students

Warren Everard

Experience Design Consultant | Deloitte Digital

The AcademyXi service design course was a worthwhile experience. It has been valuable in understanding the role of Service Design in business. The knowledge I’ve gained was able to be used in my work straight away. The community with the other students and teachers created a fun environment to learn. Each week there was something new to look forward to. Thank you for a great experience!


Shawn Chen

Service Designer at Australia Post

After completing the course, I feel that I have a good foundation to build upon and more confidence in putting 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

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 he 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 Academy Xi community has been wonderful. Thank you!

Next course dates and fees
10 weeks | Tuesday & Thursday evenings I Holidays November 6th
25/09/2018 to 06/12/2018
6:15 pm to 8:45 pm
$4000 AUD

Level 3,
45 Exhibition Street,
Melbourne VIC 3000