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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.
Professionals and graduates from a range of disciplines and skills including:
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.
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.
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.
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.
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 and explore methods of presenting to articulate the problem and engage with stakeholders. Learn how to plan, sketch and finalise a storyboard, relaying a reimagined service experience.
Perform rapid Experience Prototyping using a variety of techniques that will help you communicate your service concept.
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.
Meet some industry folk and learn about getting into the ever growing field of Service Design.
You will also…
Academy Xi was instrumental in securing my dream role, so a big thank you to my instructor and my team mates!
This course will expand your portfolio, your network and expose you to some amazing like-minded people.
Be collaborative, inquisitive, open about your passions and you will get a lot out of studying with Xi.
Working on a live brief, turned this course into more than just a traditional learning experience. Our project was valuable in terms of the client and industry exposure, research, and ideation sessions in teams.
The engaging activities were the best part for me. This is something you can’t do as effectively by yourself, or without some type of purpose. I loved that I had dedicated time to practice what we learnt at every stage, and cement key methodologies.
I felt really supported by my instructors! I could really tell that our learning experience mattered, and they worked with us to make sure that we got a lot out of it.
Ashleigh is an interdisciplinary service and strategic designer focused on solving problems and creating innovative experiences.
She is currently a CX Design Lead at Macquarie Group and has completed innovation projects through Europe, Asia and Australia.
She works across the entire design process from scoping to implementation with a specialisation in research, synthesis and ideation.
She believes that human-centred design and service design have an important role to play in developing sustainable systems and services that improve our lives and those of future generations to come.
Isabel is a Service Designer with a background in mental health counselling who aims to improve wellbeing through participatory design.
Her curiosity to understand human attitudes and behaviour allows her to empathise with the needs, wants and frustrations of those she is designing for. She facilitates qualitative research to drive a true user-centred approach and align teams. Isabel is a storyteller who makes it her mission to share the stories of the people she meets and interviews.
Over the past 2 years at Mentally Friendly, Isabel has used multiple research methodologies to understand and validate customer segmentation for 7.7 million NSW citizens for NSW government, and travelled across metro and remote Tasmania to do the same for TAS government. Isabel has also collaborated with the Commonwealth Bank of Australia to co-design in branch services and digital products that aim to improve the financial wellbeing and literacy of Australians.
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