XDi | Service Design Thinking - Seminar for Service Innovation and Customer Experience Design
The seminar "Service Design Thinking - Service Innovation und Customer Experience Design" enables you to design innovative services and customer experiences, help you to recognize innovation and optimization potential and to develop scalable and innovative solutions.
Course, Education, Workshop, Seminar, Training, Learn, Learning, Service Design, Service Design Thinking, Design Thinking, Customer Experience Design, CEM Customer Experience Management, Customer Experience Management, Customer Experience Research, Design Thinking, UCD, User Centered Design, Human Centered Design, User Experience Design, Service Prototyping, Service Innovation, Visual Thinking, Stakeholder Mapping, Touchpoint Matrix, Service Blueprint, Customer Journey, Customer Journey Mapping, Service Safari, Visual Brainstorming, Opportunity Maps, Experience Cycle, Personas, User Research, Design Research, Design-Prozess, Contextual Interviews, Cultural Probes, Ethnographische Forschung, Designmethoden, Priority Ranking, Ideation, Sketching, Storytelling, Storyboarding, Scenarios, Prototyping
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Service Design Thinking – Certified Service Design Thinker

Service innovation, customer experience design & design thinking

Locations & dates
Amsterdam, 22th – 24th Oct 2018 (few places)
Copenhagen, 28th – 30th Nov 2018
Amsterdam, 04th – 06th Mar 2019
London, 24th – 26th Apr 2019
Copenhagen, 27th – 29th May 2019
Dublin, 12th – 14th Jun 2019
German Events
Request & registration
Numbers & facts
Language: English
Duration: 3 days
Max.Participants: 12
Schedules: 1st 2 days 09:00 – 17:00
Last day: 09:00 – 16:00
Participation fees*: € 1.490,00 (early bird/8 weeks before the seminar)
€ 1.790,00 (regular price)
Contact person: Judith Schumacher

Email: intouch@xd-i.com
Phone: +49 221 168 19 762
*tax excluded
  • 10% for the 2nd employee
  • 20% for the 3rd employee
  • 25% discount for self-payers
For completing the seminar participants receive the certificate “Service Design Thinker” by the XDi – Experience Design Institut.
Included services
  • XDi-certificate „Service Design Thinker“
  • High-quality digitized material
  • Numerous templates for your day-to-day work
  • Single and group work with presentations and feedback rounds
  • Exchange and discussions with your fellow participants
  • Photographic and filmed documentation of practical exercise
  • A lot of best practices and online resources
  • Special seminar locations with a creative atmosphere
  • Lunch, beverages, fruit and snacks
  • An alumni group for further exchange
Recommendation reward
All seminar participants receive a 100€ coupon for any other XDi seminar* as a reward for the mediation of a new customer**.
* paying the seminar fee is required
** meditation of a co-worker won’t be considered for the reward
What is it about

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 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.


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.


09:00 – 09:30 Welcome, getting to know and warm up

09:30 – 12:15  Service design thinking: basics

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

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.


12:15 – 13:15 Lunch break
13:15 – 16:30 Design research: analysis and exploration

Design research goals

Understanding of user’s needs, detection of latent needs, improvement of customer satisfaction, 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


16:30 – 17:00 Retrospective, reflection and integration
17:00 End of day 1

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.


09:00 – 09:15 Preview and warm up
09:15 – 12:30 From data to insights

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, discovery of the potential for improvements and innovations, optimization of resources, alternatives and applications


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


12:30 – 13:30 Lunch break
13:30 – 16:30 From insights to ideas – from ideas to a service concept

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


16:30 – 17:00 Retrospective, reflection and integration
17:00 End of day 2

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.


09:00 – 09:15 Preview and warm up

09:15 – 12:15 Service prototyping, co-design and testing

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.


12:15 – 13:15 Lunch break
13:15 – 15:30 Implementing service innovations

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, tipps, design tools and visualizations of the organizational change, best practices…


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


15:30 – 16:00 Integration, conclusion and farewell

16:00 End of seminar 

Tina Weisser, User driven innovation consultant, researcher, strategist and trainer
Tina Weisser, User driven innovation consultant, researcher, strategist and trainer
Michael Schützenhofer
Michael Schützenhofer

“I’m confident that service design and the skills learned in this seminar would be an asset for every company. There is no better way to work up this essential knowledge in three days. Again at anytime! Thanks Nicole.“
More feedback

Your benefits
  • First-class instructors with a strong practical knowledge
  • Trainers with many years of practical experience in an international context
  • Didactically prepared and creatively implemented learning content
  • Practically applied and solid theoretical knowledge
  • Application of recent results of brain research
  • Integrated coaching and mental training methods
  • Comprehensive course materials with many other tips, tricks and links
  • Attractive spaces with a special atmosphere
  • Personal, informal handling
Our added value
The XDi works with new and interactive education programs based on current findings in brain research. Our credo is „learning by doing“ – our participants learn the application of relevant methods and techniques using practicals exercises in small groups.
In-house seminars
We are offering special in-house seminars fitting your company’s interests. We recommend in-house seminars for educating whole teams on user experience design and usability and for implementing the corresponding methods into your business. Use an in-house seminar as kick-off event or for a current project’s ideation and concept development. We educate your staff members and help them develop solutions for new challenges at your company. Request an in-house seminar.