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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.
George Kordas is an experienced Service Design consultant with extensive knowledge in designing service within Aged Care, Disability and Community Care, Education, Finance, and Aviation. Geroge has worked with organisations such as Telstra Health, Medibank, Qantas, Cengage Learning and more.
“My passions include bridging the gap between people’s needs and goals, how people frame decisions through to what motivates to take action, what organisations can do to create impactful, rewarding and meaningful outcomes for a society driven by a strong ethical vision.”
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