Overview

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 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.

  • 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.

Interested?
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…

  • Define and frame problem statements
  • Understand industry research techniques (Interviews, Surveys, Contextual Inquiries, Service Safaris)
  • Plan and conduct research with all stakeholders
  • Create compelling Personas
  • Create User Stories Storyboards
  • Explore the Business Model Canvas and other exploratory techniques
  • Define and create Customer journeys and Experience maps
  • Understand, plan and facilitate participatory & co-design workshops
  • Develop and create rapid experience prototypes
  • Define and create Service Blueprints
  • Develop effective and powerful pitches and presentations
  • Define a minimal viable offering (MVO) and learn how define business operating models
  • Conduct user testing and cognitive walkthroughs
  • Understand and apply best practices in Service Design
Past students

Christina Theodore

Service Designer

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.

Angie Caro

Angie Caro

Experience Designer

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.

Teachers

George Kordas

Service Design Consultant

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.”

Next course dates and fees
10 Weeks | Saturdays
21/07/2018 to 22/09/2018
10:00 am to 4:00 pm
$3500 AUD
Location

Academy Xi,
48 Druitt Street,
Sydney 2000