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.

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 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

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.


Ashleigh West

CX Design Lead at Macquarie Group

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 Lau

Strategist at Mentally Friendly

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.

Next course dates and fees
10 Weeks | Saturdays (Holidays: December 21st, 2018 to January 6th, 2019)
10/11/2018 to 09/02/2019
10:00 am to 4:00 pm
$4000 AUD

Academy Xi,
48 Druitt Street,
Sydney 2000