kr6,546.86 – kr7,187.49

CIID: Service Design and Change Management (Copenhagen – May 2019)

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Lautrupsgade 11



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*Combine this workshop with the 3-day Design Thinking for Services course April 3-5 for a discount to both – contact*

Service design uses a customer-centric and systemic perspective to uncover and create a competitive advantage. Service designers understand markets as a correlation of actors and factors where value is created – across industries, sectors, and departments.

This is a hands-on, learning by doing workshop that combines guided group activities with lectures illustrated by leading international case studies. This course puts into practice key service design tools in designing relevant service propositions that bring value both to customers and the business.

About the workshop:

The first step in service innovation is to understand your own business as a value-based platform. For that, a new point of view is needed. This intense course will provide you with the tools and guidance to understand your market as a system of value exchange, and to analyze your own current offering or product as a service experience that delivers value over time.

The second step of the process is to define value. As we move from product performance to client satisfaction, there is a shift from value on purchase to value in use. For that we need to shift how we define value, from problem-solving (need-based) to problem framing (outcome oriented). You will learn to define value based on the outcomes your customers want to achieve with behavioral methodologies.

The third step is to execute on service innovation by translating value into tangible service propositions, new services, or micro-services that unlock those outcomes. From strategy to tactical design, you will learn to visualize propositions, evaluate opportunity areas based on your (future) capabilities, identify interventions, and design experiences that create value for users, the organization, and the business.


Customer journey frameworks

  • Service experience map: End-to-end customer experience framework. A tool to analyse the service from the customer perspective.
  • User journey map: Visualisation of user journeys on the service experience map
  • Blueprint: Comprehensive view of the service architecture, front-end and back-end.

Service propositions

  • Context-based scenarios: Situations in which a (new) service could add value
  • Jobs to be done: Method to create value based on customer pains and gains
  • User typologies: Behavioural-based segmentation to design services and experience for extreme users.

Use case scenarios

  • User stories: Context-based use case using a specific new service interaction or product feature.
  • Storyboarding: Visual story that illustrate a specific use case scenario interacting with the (new) service.


DAY 1: Understand Value & Define Service Propositions

09.00 – 10.00 | Welcome & introductions

10.00 – 10.30 | Learning: Introduction to services

10.30 – 11.00 | Learning: Customer experience frameworks

11.00 – 11.15 | Break

11.15 – 11.30 | Intro to the challenge

11.30 – 12.15 | Doing: Context-based scenarios

12.15 – 13.15 | Lunch

13.15 – 14.00 | Doing: Jobs to be done

14.00 – 14.45 | Doing: Visualise concepts

14.45 – 15.30 | Doing: Service experience map

15.30 – 16.00 | Learning: Minimum viable prototype

DAY 2: Evaluate, Design & Iterate

09.00 – 09.30 | Welcome

09.30 – 10.00 | Learning: Service design theory

10.00 – 11.00 | Doing: User stories & storyboarding

11.00 – 11.30 | Doing: Prepare presentations

11.30 – 12.30 | Doing: Presentations

12.30 – 13.30 | Lunch

13.30 – 14.00 | Learning: Barriers to change

14.00 – 14.45 | Doing: Blueprinting

14.45 – 15.30 | Doing: Actions for change

15.30 – 16.00 | Wrap-up

This course is ideal for...

  • Managers who wish to learn new approaches and tools to apply to their organization
  • Design professionals with an interest on strategic design, service design or user experience
  • Non-design professionals with or without design experience that have an interest in applying user-centred approaches for service innovation

Testimonials from previous courses

"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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Lautrupsgade 11



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