SDT_Munich

Certified Service Design Thinker

Service Innovation & Customer Experience Design

Contents

Service Design Thinking Basics

From definitions and specifications to customer journeys, touchpoints and blueprints to the design process.

Design Research & Customer Journey

Understanding user needs and identifying innovation potential with Service Safaris and Cultural Probes.

Cognitive Synthesis & Customer Journey Mapping

Interpretation of research results, empathy mapping for the customer and customer journey visualization with CJM.

Ideation & Servicekonzepte

Finding and prioritizing ideas and utilizing them to generate and visualize service concepts.

Service Prototyping & Co-Design

Development of prototypical services with experience prototyping and service blueprints.

Service Design Thinking in the business

Develop service innovations with blueprints and implement them in business practice.

Nowadays, differentiation and success on the market are not achieved by features, but by a unique customer experience, new services and connections between products and services. With special processes and methods, service design thinking helps you to identify innovation potential and to create attractive and useful services for your customers, which can be implemented efficiently by you as a provider. This seminar enables you to see the innovation and optimization potential in your own offers so that you can successfully design services and holistic customer experience.

What to expect

When people are using a product or a service, they come in touch with various interfaces and communication channels. The design of such “touchpoints” often lays in the hands of several different teams, which not rarely lead to gaps and breaches in the customer experience. The demand for specially skilled designers, managers and consultants, who can orchestrate a consistent and successful customer experience, is increasing in private as well as in public sector.

What you will learn

You will get to know methods and tools from human-centered design, which will help you to understand your customers better and perceive pain points and improvement potential from their point of view. From there, you will be taught to think at adaptable and innovative solutions which can be communicated and implemented effectively. The perspective of service design thinking will help you to see your own offers in an integrated way and recognize new opportunities for service expansion or enhancement in all phases, from acquisition to follow-up.

Who should participate

This seminar was developed for people who are responsible for the conceptual and strategic development of new services and a holistic, cross-channel customer experience in organizations, agencies, institutions or NGO’s. These are, for example, service planners and managers, project and product managers, marketing and sales managers, customer service managers, designers and design managers from all fields (user experience, visual design, product design) as well as architects, scrum masters, product owners, business consultants and start-ups.

Agenda

On the first day you will receive an overview of the field of service design which will include exercise, so that you can experience the way of thinking, methods and tools, and reflect on them over the course of the seminar.

Welcome, getting to know and warm up

Definitions and disciplines

Service design, design thinking, customer experience design, human-centered design

The service perspective of design

Customer journey, touch points, channels, experience cycle, blueprint, service ecosystem, expectation management, service and product design quality criteria for services…

The necessity and use of service design

Important trends (servitization, shared economy, experience economy,…), new requirements for companies (customer experience as USP, pressure of innovation etc.), example cases

Design process

The double diamond process, analysis and exploration, insights, ideation, concept development, prototyping, testing, implementation

Practical exercise (about 2h): Design thinking crash course. You will go through the most important steps of the design process, try exploration and empathy-building methods, develop new ideas, build prototypes and try them out.

Design research goals

Understanding of user’s needs, detection of latent needs, improvement of customer satisfaction, the realization of innovation potential, easier understanding of how to change customer’s behavior

Methods and tools

Immersion, service safari, design ethnography, AEIOU observations, diary studies, cultural probes, extreme users, mood boards…

Practical exercise (about 2,5h): Design research methods

Retrospective, reflection and integration

On the second day, you will learn how to analyze service offers from a customer’s perspective with the help of a customer journey map. In the context of a specific design exercise, you will be taught how to identify innovation potential and to transform your insights into adaptable and efficient solutions.

Preview and warm up

Design research synthesis 

Organization of research results, build of clusters, search for patterns, interpretation, insights, modeling, problem re-framing

Representing users

Personas as an empathy tool, orientation and sources of inspiration; A-day-in-the-life, empathy mapping

Customer journey mapping  

Visualization of customer’s journey, a discovery of the potential for improvements and innovations, optimization of resources, alternatives and applications

Practical exercise (about 2,5h): Personas, customer journey mapping

Finding und prioritizing ideas

Brainstorming, body storming, inspiration cards, opportunity maps,…

Developing and visualizing service concepts

Sketching, concept map, storytelling, storyboarding, scenarios, offering maps, design the box, service evidencing…

Practical exercise (about 2,5h): Finding ideas, affinity diagramming, design the box

Retrospective, reflection and integration

On the third day, you will learn how to include customer feedback during the development of a concept, in order to enhance the design and minimize risks and costs. Furthermore, you will be taught how to communicate your service concepts in your own organization effectively.

Preview and warm up

Forms of prototyping in service design and possibilities to include the user: experience prototyping, lofi vs. hifi prototyping, desktop walkthrough, service staging, role plays, service evidencing, co-design, service innovation labs, etc.

Practical exercise (about 2,5): Prototyping and testing: You build and test prototypes based on your storyboard and let the feedback influence your work.

 

Developing services in detail

Service blueprints – requirement specifications for services (possible interactions, touchpoints, organizational and technical requirements…), stakeholder maps, system maps, motivation/use matrix, business model canvas for services

Integrating service design thinking into your own business

Typical challenges while integrating design thinking, tips, design tools and visualizations of the organizational change, best practices…

Practical exercise (about 1,5h): Service Blueprinting

Integration, conclusion and farewell

Dates

Sufficient free places Few vacant places Waiting list Fully booked

10% Rabatt für Selbstzahler und bis zu 20% Rabatt für die Anmeldung mehrerer Mitarbeiter an einem Seminar

Discount
10%
for registration of 2 employees (applies to the 2nd employee)
20%
for the registration of 3+ employees (applies to the 3rd and each additional employee)
10%
for self-payers & freelancers

Trainer

Testimonials

Information

Facts & Figures
Duration: 3 Days
Language: English
Participant: Minimal | Maximum
Cancellation:

Times: 1st & 2nd day: 9 a.m. – 5 p.m., 3rd day: 9 a.m. – 4 p.m.

Contact person
Stefan Schmitt
s.schmitt@xd-i.com
+49 221 168 19 762

Certificate

Certified Service Design Thinker

The certificate “Certified Service Design Thinker” of the XDi – Experience Design Institute is awarded for the completed seminar, the active participation in the practical exercises as well as the final presentation.

The certificate is recognized by the UXPA and the Interaction Design Foundation and enjoys an international reputation.

Accomplishments

Benefits

Our Services

XDi'Inhouse
We also offer the possibility of special in-house company training tailored to your needs. A company training is particularly suitable if you want to train entire teams in experience design methodologies and want to establish the appropriate knowledge in your company.

In-House Request

XDi'360°

You achieve the most sustainable learning success with a good mixture of training, coaching and consulting. All XDi trainings can be combined with individual coaching and accompanying consulting services to form a "Continious Improvement Program" for continuous development.

XDi'360°Request

XDi'Coaching

In order to support your team or individual team members in a targeted way and to promote them more strongly, we have developed a special coaching offer. We coach you on all topics of our further training courses. Just let us know exactly how we can support you.

Coaching Request

XDi'Consulting

We advise companies and their executives on the path to digital transformation. We prepare companies for the transformation of a networked, global world and accompany them in the development of new working environments, the use of digital tools and the setup of their teams.

Consulting Request

Our Way

References

Recommendations

UX360° – Certified UX & Usability Expert

UX 360° – Certified UX & Usability Expert

User Experience Design, Usability & UCD for Web, Tablet and Smartphone - UX Design Course, 5 days

Contents

User Experience & Usability Basics

From the workings of the human brain through digital ecosystems to definitions, disciplines, phases and methods in UX design.

User Research & Usability Testing

Get to know the personas of your users and test the developed products.

Business & Product Strategy

Develop a product vision and goals in a team, define KPIs and establish the ROI.

Product requirements & Scope

Requirements for features and content along with user stories and content strategy

Information Architecture & Navigation

Development of information architecture, the definition of navigation structure and technique and defining user flows.

Interaction Design & Prototyping

Interaction design with sketches, wireframes and interactive prototypes.

User Interface Design & Styleguide

Starting with the definition of a new visual style guide, to the design of individual screens, to animations, transitions and fadings.

Internet, tablets and smartphones have already become our constant companions. A large proportion of people in “developed countries” is „always on”. Content, features and applications will therefore be used across channels, so as media information and services which should be always and everywhere available. For this to happen meaningful and with a positive user experience, people who are able to conceive intelligent and user-friendly concepts for various media and devices are required.

What to expect

An excellent „user experience“ satisfies customers, increases credibility, allows a positive reception on social networks and improves a firm’s reputation. In this seminar, you will learn to develop successful and user-friendly websites, apps and software for your customers enjoyable and pleasant.

What you will learn

UX360 ° seminar empowers you to successfully design digital products or services and information services, but also to create content, structure and functionality for interactive products and services. You will learn the full range of methods of user experience design and how to practically apply them – from analysis to strategy to designing, prototyping and testing of developed solutions. You will even be able to conceive websites and apps, brief and control external service providers or communicate competently with internal stakeholders and advice them.

Who should participate

This seminar was developed for designers, developers, consultants, speakers, project and product managers, marketing and content managers, and scrum product owners, who are responsible for the conceptual and strategic development of products, services and systems in agencies, companies and organizations.

Agenda

10:00 - 10:30 Welcome, get to know & warm up

Fundamentals & backgrounds
The human brain, the digital eco system, the mature business, the user experience designer’s profession

Definitions & disciplines
User experience design, human/user centered design, interaction design, usability, information architecture, user interface design

Phases & methods
User analysis & design research, business goals & product strategy, product scope & requirements, information architecture & navigation, information & interaction design, user interface design & styleguide

Rules & standards
Mental models, eight golden rules, principles of interaction design, Don’t make me think, 10 usability heuristics, DIN ISO norms 9241-110, design laws, Apple interface guidelines, Google material design, Hick’s und Fitts’s law

Practical exercises: Collaborative UX research for UX & usability basics

13:00 - 14:00 Lunch Break

Personas
User types, user segmentation, user goals and needs, market research vs. design research

Practical exercises: Developing personas, presentation, feedback and discussion

Customer lifecycle

Customer lifecycle, task analysis & definition, cognitive task analysis, top tasks

Practical exercises: Creating a customer lifecycle with top tasks, presentation, feedback and discussion

Customer journey and experience
Customer journey, service experience, touch points, experience mapping

09:00 - 09:15 Preview, calibration and warm up

User scenarios
User scenarios, use cases, use contexts

Practical exercises: Developing a user scenario with all use cases, presentation, feedback and discussion

Product analysis
SUS System Usability Scale, Google heart framework, expert review/heuristic evaluation, content audit, online survey

Usability testing
First click testing, A/B testing, usability lab, remote testing, mouse tracking, eye tracking, retrospective Think Aloud

Practical exercises: Implementing a live usability test for a selected application

Web analytics
Google Analytics, Adobe Analytics, Piwik Open Analytics …

Benchmarking, best practices, evaluation models, performance metrics

12:00 - 12:30 Retrospektive, reflexion and integration

12:30 - 13:30 Lunch break

Business strategy
Business goals, goal definition

Product strategy
Product vision, UX principles, mission statement, value proposition, business model, success criteria, ROI (return on invest), KPIs (Key Performance Indicators), UX strategy

Practical exercises: Developing a product strategy using the product vision board, presentation, feedback and discussion

Functional specification
Requirement analysis and definition, capability and scope matrix, user stories, user story mapping

Content strategy
Content strategy, SEO, Content life cycle, voice of tone

Practical exercises: Developing a content strategy using the content strategy planner, presentation, feedback and discussion

09:00 - 09:15 Preview, calibration and warm up

Stakeholder management, agile & lean UX, design sprints

09:45 - 10:15 Retrospektive, reflexion and integration

Information architecture, organization structures/schemata, sitemap, categorization and labeling, card sorting

Practical exercises: Developing a information architecture using card sorting, presentation, feedback and discussion

12:30 - 13:30 Lunch break

Navigation techniques, navigation logic and hierarchy, search, filters and sorting

Practical exercises: Developing and (tree-)testing a navigation, presentation, feedback and discussion

Process design, flow charts (user flows, screen flows), cores & paths

16:30 - 17:00 Retrospektive, reflexion and integration

09:00 - 09:15 Preview, calibration and warm up

Sketches, scribbles & sketchnotes
Sketches, sketchnotes, stenciling, paper prototypes, paper cut-outs, design studio

Practical exercises: Creating first sketches and drafts of screens and features using the design studio-method (Lo-fi prototyping), presentation, feedback and discussion

Wireframes & prototypes
Atomic design, information design, wireframes, interactive prototypes

Practical exercises: Selecting and refining sketches into wireframes (me-fi prototyping) with Balsamiq, Sketch and others

12:30 - 13:30 Lunch break

Design patterns, micro interactions, feedback and gesture operating, dynamic panels and states

Practical exercises: Refining and implementing wireframes into interactive, click-able prototypes (hi-fi prototyping) with Azure, UXPin, Proto.io, Principle and others, presentation, feedback and discussion

Responsive design
Layout types (fixed, fluid , adaptive, responsive), design grids, break points, mobile first, workflow

Mobile design
Devices and operating systems, tips and tricks, gestures and interaction, animations and transitions

16:30 - 17:00 Retrospektive, reflexion and integration

09:00 - 09:15 Preview, calibration and warm up

Corporate design, color palette, typography and fonts, UI patterns, graphical elements, layout grids, text and tonality, images, videos and sound, mood boards

Practical exercises: Creating a mood board with imagery, color palette and font selection as design basis

UI kits, animations, transitions, fadings, micro interactions

One pager, flat UI, poster art and typography, image and video backgrounds

12:00 - 13:00 Lunch break

Final presentation, results, final feedback, exchange and discussion

Tips, links and sources, certificates, good-byes

Dates

Sufficient free places Few vacant places Waiting list Fully booked

10% Rabatt für Selbstzahler und bis zu 20% Rabatt für die Anmeldung mehrerer Mitarbeiter an einem Seminar

18.-22.03.
2019
Amsterdam
Standard tariff since 21.01.2019 available
Standard rate
2.990,00 €
Enough places
18.- 22.03.2019 Amsterdam
Enough places
08.-12.04.
2019
London
Standard tariff since 28.01.2019 available
Standard rate
2.990,00 €
Enough places
08.- 12.04.2019 London
Enough places
06.-10.05.
2019
Copenhagen
Early bird tariff until 25.02.2019 available
Early Bird
2.490,00 €
Enough places
06.- 10.05.2019 Copenhagen
Enough places
20.-24.05.
2019
Barcelona
Early bird tariff until 11.03.2019 available
Early Bird
2.490,00 €
Enough places
20.- 24.05.2019 Barcelona
Enough places
24.-28.06.
2019
Dublin
Early bird tariff until 15.04.2019 available
Early Bird
2.490,00 €
Enough places
24.- 28.06.2019 Dublin
Enough places
01.-05.07.
2019
London
Early bird tariff until 22.04.2019 available
Early Bird
2.490,00 €
Enough places
01.- 05.07.2019 London
Enough places
22.-26.07.
2019
Amsterdam
Early bird tariff until 13.05.2019 available
Early Bird
2.490,00 €
Enough places
22.- 26.07.2019 Amsterdam
Enough places
02.-06.09.
2019
London
Early bird tariff until 24.06.2019 available
Early Bird
2.490,00 €
Enough places
02.- 06.09.2019 London
Enough places
09.-13.09.
2019
Manchester
Early bird tariff until 01.07.2019 available
Early Bird
2.490,00 €
Enough places
09.- 13.09.2019 Manchester
Enough places
16.-20.09.
2019
Copenhagen
Early bird tariff until 08.07.2019 available
Early Bird
2.490,00 €
Enough places
16.- 20.09.2019 Copenhagen
Enough places
16.-20.09.
2019
Edinburgh
Early bird tariff until 08.07.2019 available
Early Bird
2.490,00 €
Enough places
16.- 20.09.2019 Edinburgh
Enough places
23.-27.09.
2019
Amsterdam
Early bird tariff until 15.07.2019 available
Early Bird
2.490,00 €
Enough places
23.- 27.09.2019 Amsterdam
Enough places
07.-11.10.
2019
Barcelona
Early bird tariff until 29.07.2019 available
Early Bird
2.490,00 €
Enough places
07.- 11.10.2019 Barcelona
Enough places
14.-18.10.
2019
Dublin
Early bird tariff until 05.08.2019 available
Early Bird
2.490,00 €
Enough places
14.- 18.10.2019 Dublin
Enough places
21.-25.10.
2019
Belfast
Early bird tariff until 12.08.2019 available
Early Bird
2.490,00 €
Enough places
21.- 25.10.2019 Belfast
Enough places
28.10.-01.11.
2019
London
Early bird tariff until 19.08.2019 available
Early Bird
2.490,00 €
Enough places
28.10.- 01.11.2019 London
Enough places
18.-22.11.
2019
Glasgow
Early bird tariff until 09.09.2019 available
Early Bird
2.490,00 €
Enough places
18.- 22.11.2019 Glasgow
Enough places
25.-29.11.
2019
Amsterdam
Early bird tariff until 16.09.2019 available
Early Bird
2.490,00 €
Enough places
25.- 29.11.2019 Amsterdam
Enough places
09.-13.12.
2019
Dublin
Early bird tariff until 30.09.2019 available
Early Bird
2.490,00 €
Enough places
09.- 13.12.2019 Dublin
Enough places
Discount
10%
for registration of 2 employees (applies to the 2nd employee)
20%
for the registration of 3+ employees (applies to the 3rd and each additional employee)
10%
for self-payers & freelancers

Trainer

Testimonials

Informationen

Zahlen & Fakten
Duration: 5 Days
Language: English
Participant: Minimal 3 | Maximum 12
Cancellation: Up to 14 days before the start of the seminar free of charge

Times: 10 a.m. – 5 p.m. | 9 a.m. – 5 p.m. | 9 a.m. – 3 p.m.

Contact person
Stefan Schmitt
s.schmitt@xd-i.com
+49 221 168 19 762

Zertifikat

Certified UX & Usability Expert

The certificate “Certified UX & Usability Expert” of the XDi – Experience Design Institute is awarded for the completed seminar, the active participation in the practical exercises as well as the final presentation.

The certificate is recognized by the UXPA and the Interaction Design Foundation and enjoys an international reputation.

Leistungen

Benefits