kr7,699.99 – kr8,789.05

CIID: Design Thinking for Services (Copenhagen – October 2018)

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SAP Experience Center

Lautrupsgade 11



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*Combine this workshop with the 2-day Service Design and Change Management course November 8-9th for a discount to both – contact*

This intensive 3-day workshop offers a deep-dive introduction to the concept and practice of design thinking for services, processes, and products. Understand why design thinking has become the go-to approach for innovation across industries, and learn how to apply it according to your own needs. You’ll walk away with a complete toolkit for human-centered innovation and a certificate from CIID.

This hands-on course will guide you through the entire process, from understanding a stakeholder group, discovering a need, and creating a solution to address it – whether that is a process, a service, a product, or an app. During the three days you will do research, create insights, and prototype and test solutions. Along the way you’ll learn practical tools to take back to your work, including research methods, synthesis approaches, user journey mapping, rapid ideation, and prototyping techniques.

By the end of day 3, you will be ready to apply this knowledge to your own work and become an ambassador of fast-paced change inside your organization.

Lectures are spread throughout the three days and are immediately followed by direct hands-on applications, research and prototyping in the field, and individual and group coaching along the way. We will work according to a rapid design thinking process that puts the user at the center to create actionable, business-ready experience prototypes.


Over the course of three days, we will introduce you to fast, effective, and broadly applicable tools and techniques for prototyping solutions in both the digital and physical realm. Our focus is on nuanced applications specific to CIID's design practice in Copenhagen with an emphasis on techniques for practical innovation.

––– Field Research –––

Guerilla Interviews: Tips and techniques for spontaneous, in-context, field interviews.
In-depth Interviews: Templates and structures for gaining deep user insights.
Probes & Activities: Preparing and using tools to facilitate interviews and generate rich artefacts.
Participatory Observation: Stepping into the user’s shoes to understand an experience or service end-to-end.

––– Analysis & Mapping –––

Research Synthesis: How to make sense of field research through clustering techniques.
User Journey Mapping: A tried-and-true method for identifying pain points and highlights in an existing service.
Lifecycles and Ecologies: Gathering and organizing in-depth insights into broader user and service contexts.
––– Concept Generation –––

Insight generation: Techniques for distilling large amounts of data and complex information into actionable insights.
Opportunity finding: How to formulate designable questions from research-backed insights.
Rapid ideation: Tools for generating first large quantities, then high quality ideas.

––– Experience Prototyping –––

Paper prototyping: The fastest and cheapest way to get user feedback using standard office materials.
Interactive digital prototyping: Tips and techniques for getting the most out of your more advanced prototypes.
Prototyping physical devices: How to simulate complex hardware interactions using basic or no technology.
Fidelity planning: Choosing the correct level of fidelity at each iteration to get maximum user feedback with minimum intimidation.
Co-creation: A powerful tool to get input and buy-in from end users for specific design challenges.

This course is ideal for...

Anyone responsible for creating or delivering products and services, understanding customers and users and improving their experience, or managing such a process. Enthusiastic past participants have included professionals from product, marketing, HR, usability, front-end development, and designers of all kinds. The course is particularly suited for multidisciplinary project teams working towards a common goal, and we encourage teams to join as a group to acquire fluency in a new shared language and methodology.

We have trained participants from environments as diverse as Google, the New York Times, Singapore Airlines, Wolff Olins, and many others. This is an introductory course focusing on practical design processes in their entirety, but we welcome designers from any fields who wish to become more human-centered and holistic in their approach. Due to the small course size we are able to give a lot of individual attention and support to all participants and have time to go in-depth when needed.


Day 1: Preparation & Research

AM: Introduction to design thinking; field research tools & techniques
PM: Field research in the city; download; user journey mapping

Day 2: Synthesis & Concepts

AM: Field research analysis, insights, opportunities
PM: Ideation, concept development, prototyping

Day 3: Testing & Takeaways

AM: Testing; advanced experience prototyping; iteration
PM: Introducing design thinking into your work environment; change management; team presentations

Testimonials from previous runs

"CIID did an excellent job at creating a course that can be valuable to different levels of experience. We could take away everything from broad strokes to tips and individual techniques. I really enjoyed the examples shared, and the hands-on approach that helped us move quickly into prototyping was great. The instructors were very flexible and tailored the content to our needs."
– Senior Experience Designer, Wolff Olins

"The workshop pushed us out of our comfort zone and organizational norm, where we would spend a lot of time debating rather than trying things out. It helped us shift the mindset of our business units to start testing potential solutions earlier and cheaper, rather than waiting until right before implementation when any change would cost a hundred times more."
– Customer Experience Executive, Singapore Airlines

Cancellation and refund policy

  • Cancellations must be made in writing by email to If you are unable to attend, a substitute delegate is welcome at no extra charge. Please provide the name and title of the substitute delegate at least 3 working days before the first day of the programme.
  • A full refund minus 10% administrative charge will be made for cancellation received 2 weeks (10 days) before the course. No refund will be made for cancellation after that.
  • “No shows” during event days are not considered cancellations. In this instance payment will not be returned.


Find more workshops on the CIID Professional Programmes page.

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SAP Experience Center

Lautrupsgade 11



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