Service Design

  • Principles and methodology
  • Digital and physical interactions
  • Prototyping and service blueprinting

Create seamless and valuable experiences by harmonising human, digital, and physical interactions. In this comprehensive course, you'll gain the knowledge and skills to design services that meet user needs while driving business value.

38 750 SEK (incl. VAT)
31 000 SEK (excl. VAT)
Apply before
Thursday 22 August
Tuesday 17 September
Tuesday 3 December

Through a blend of theory, methodology, and hands-on application, you'll master service design principles like design thinking, empathy-building, and journey mapping to deeply understand user perspectives. You'll explore human centred research, ideation, prototyping, and service blueprinting to conceptualise and refine innovative solutions.

The course also emphasises organisational aspects, including stakeholder management, change management, and continuous improvement strategies. You'll learn to navigate stakeholder relationships, align initiatives with organisational goals, and adapt services to evolving market demands.
Throughout the 12 weeks, you'll apply your learnings to a real-world service design challenge, culminating in a portfolio-ready case study. By the end, you'll have a comprehensive understanding of service design principles, methodologies, and organisational considerations, positioning you as a skilled professional ready to create exceptional user experiences and drive business success.

Week 1. Foundation and Onboarding
Get to know the team and learn the core principles of Service Design and systems thinking. Introduction to the course project.

Week 2. Problem Discovery and Research Planning
Frame the problem you want to solve and set your research plan. Methodology and tools.
Qualitative and quantitative research methods. Persona development and empathy mapping

Week 3. Insight and Problem Refinement
Understand root causes and customer segments. Develop journey maps and ecosystem maps to visualise current service experiences.

Week 4. Ideation and Concept Development
Idea generation. Set your initial concepts and develop ideas by testing brainstorming tools. Set the creative direction for your course project.

Week 5. Prototyping part one
Introduction to digital prototyping tools and low fidelity prototyping methodologies. Create a research plan and prototype to validate the concept.

Week 6. Service Blueprinting
Build detailed service blueprints mapping customer touch points, and organisational support. Learn tools to visualise future state concepts.

Week 7. Measuring Services and Metrics
Learn how to set KPIs and measure service performance to gather actionable insights. Defining service performance metrics and create a plan for further testing and measurement.

Week 8. Prototyping part two
Use the insights to refine the concept, create user flows, and validate your work through testing. Higher fidelity prototyping methodologies. Quantitative research methods.

Week 9. Implementation planning with prioritisation
Scale your project right. Learn how to plan for implementing your idea in your organisation. Design a roadmap for launch with specific milestones.

Week 10. Change Management and Stakeholder Management
Time to launch. Learn the art of facilitation and prepare for successful pitching. Learn storytelling and techniques for stakeholders management.

Week 11. Final Presentations
Time to celebrate and show your work. Present your final projects. Give and receive feedback from your peers. Refine the comprehensive service solution.

Week 12. Careers and Next Steps
Reflect on learnings and your transferable skills. Discuss your portfolio and get useful feedback. Set actionable next steps for career advancement.

You are a young professional with one to five years of experience in any design/comms field, or in any related fields such as marketing, product management, or entrepreneurship. You may be self-taught and wish to learn methodology and techniques to advance in your current role, or you are pivoting towards Service Design.

To complete the course – and all course assignments – you are required to work in Figma and to have basic knowledge of other Design software. If you are not familiar with Figma, please start here. These tools are free and/or offer free trials. To avoid limitations, you might want to plan for a license cost between 15 USD and 30 USD, depending on the subscription plan you choose. This is not included in the course fee.

  • Principles of Service Design
  • Discovery and Research Planning
  • User journeys and research plans
  • Prototyping
  • Service blueprinting
  • KPIs and measurement
  • Scaling and implementation techniques
  • Stakeholders management and pitch techniques
  • A comprehensive portfolio piece
  • Career paths and career advancement

Creativity & Design
38 750 SEK (incl. VAT)
31 000 SEK (excl. VAT)
Apply before
Thursday 22 August
Tuesday 17 September
Tuesday 3 December
12 hours
Self study
10 hours/ week
Course Dates

The course starts on Tuesday, September 17th at 17:00 CET via Zoom. Subsequent live sessions to take place weekly on Tuesdays at 17:00 CET via Zoom.


You'll find answers to the most frequently asked questions here.

How to enrol

By clicking on “REGISTER” on this page, you take your first step towards enrolling in the course. There are no financial obligations at this stage. After you register, we will send you a survey where you can tell us more about your experience and expectations and provide work samples. If your profile is a good match with the course, you will be offered to enroll and you will be asked to provide your invoice details.

Course Director

Sinem Erdemli

I'm a London based human-centered designer with engineering roots and dual master's degrees in management and service design. With over a decade of experience spanning startups to global corporations, I bring a unique blend of technical expertise and creative problem-solving to every project.

Questions about the course?

Contact us if you have any questions!

International Coordinator

Contact us with your questions!