Service Design Masterclass

Royal College of Art

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Event location:
Royal College Of Art, Kensington Gore South Kensington SW7 2EU
When:Event passed!
It was on
Thu 23rd May 2019 to
Fri 24th May 2019

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Workshops & Talks
Where:Royal College of Art SW7 2EU
Map:Map & Nearby
Times:23 May: 9:30 - 16:30 24 May: 9:30 - 13:30
Admission:Early bird course fee £1,080 until 18 April 2019, £1,200 thereafter. Book online

About the event

Transform your Customer Experience. Using the principles and tools of service design, rethink the journey your customers take.

Course overview:
Services represent around 80 per cent of the economy. Service design applies human-centric design principles to make services that are sustainable and desirable for changing consumer needs. It can be applied to all sectors ranging from retail and banking to transportation, health and education.

The Royal College of Art is a global pioneer in the teaching of MA-level service design and has successfully trained a new generation of practitioners who are delivering transformational ideas across business and government. Graduates have gone on to work for firms that include IDEO, Fjord, Engine, EY-Seren, Public Health England, Government Digital Services, Jaguar Land Rover, McKinsey.

In an age where product-based value is insufficient to satisfy customers, service design is a powerful discipline. This introductory executive masterclass will teach you how to apply practical tools for effective service design.

Personal and organisational benefits
The benefits to you and your organisation include:

access to global best practice in service design
learn empathic understanding of users/customers
return to your organisation with new techniques and strategies to put into practice
experience critical, creative and insightful thinking
interact and network with peers from different backgrounds and functions.

What will I learn?
You will learn:

-how to apply service design methodology and frameworks to create better customer experiences
-real world applications of service design and how it is transforming organisations
-creative design techniques

How will I learn?
Learning takes place in groups of up to 22 participants. The programme is delivered over two days and consists of three modules:

Module 1: Understanding and Discovery
-Introduction to service design with examples of the impact of innovative services
-Overview of service design methodology and approach
-Gaining user insight – human-centred research methods, service safaris and other experiential research methods.

Module 2: Definition and Design
-Customer journey mapping – understanding end-to-end experiences and the systems that create them, using ‘design thinking’ methodology and the double diamond framework
-Setting a challenge – define a challenge and opportunity to bring service design to life
-Learn creative design techniques – co-creation, brainstorming and concept creation
-Visualising concepts and rapid prototyping – bringing concepts to life, storyboarding, sketching, role play and mock ups to visualise ideas and be ready to test with ourselves and end users.

Module 3: Concept Delivery and Measuring Success
-Service blue-printing and delivering change across your organisation
-Experimentation, prototyping and piloting for deployment
-Presentation of design concepts, delivery plan and metrics for success.

Who should attend?
Anyone interested in transforming their organisation through the application of service design, including:

-service delivery teams
-private and public sector executives and senior managers
-innovation teams
-customer experience and service commissioners.

Programme team:
Clive Grinyer is a Visiting Tutor in Service Design at the Royal College of Art. Creative Review described Clive as ‘a passionate advocate for the transformational potential of design for some three decades. Today’s focus on the value of digital product design and on design’s value in leading customer experience in the UK is, in large part, due to his work'.

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