CIID: Service Design through Experience Prototyping (London)
No prior design experience required!
The design and delivery of an excellent service is a uniquely complex task. Services are made up of many touchpoints: printed materials, websites, face-to-face contact, physical objects, and many more. To build a successful service, all touchpoints need to be taken into account.
In this course we aim to provide you with the skills to understand user needs, come up with great service concepts, communicate these ideas well, and create sophisticated experience prototypes to test your concepts. We will work according to a rapid design thinking process that puts the user at the center to create actionable, business-ready experience prototypes.
- Quickly understand a user group through field research
- Rapid analysis and opportunity creation
- Facilitating a collaborative ideation session for actionable concepts
- Creating a service blueprint
- Using rapid experience prototyping to get meaningful user feedback
In this course, you will learn CIID’s design thinking and service design methods hands-on. All activities are accompanied by lectures and direct coaching.
Guerilla Interviews: tips and techniques for spontaneous, in-context, field research.
In-depth Interviews: Templates and structures for gaining deep user insights.
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.
Personas: Understanding your users through their motivations, habits, and backgrounds.
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.
Concept mapping: Methodologies and templates for developing a detailed and actionable concept.
Co-creation: A powerful way to get input and buy-in from end users.
Experience Prototyping: The “meat” of this workshop. Techniques for creating and testing immersive service prototypes ready for further development.
This course is ideal for...
Anyone responsible for understanding customers and users and improving their experience. This course is suitable both for individuals with or without a design background, such as executives, product managers, UI designers, UX and usability professionals, marketers, developers, and cross-department teams.
Day 1: Preparation & Research
AM: Introduction to service design; field research tools & techniques
PM: Field research and interviews; synthesis; personas; user journey mapping
Day 2: Insights & Ideation
AM: Research insight gathering; opportunity finding; rapid ideation techniques
PM: Co-creation and experience prototyping tools and techniques
Day 3: Testing & Conclusions
AM: Prototyping iterations
PM: Conclusions; team presentations
Senior Lecturer, CIID
Twice detained by the military (once for entering by boat into a restricted area of the Venice Arsenal, and another time by revolutionary guards on the Romanian border at the overthrow of Caecescu) not a lot fazes Daniel.
Calm under pressure and with a laid back laconic take on the world Daniel is nonetheless passionate about things making sense. The phrase "because that's the way it is" is the one thing that is sure to get his blood up. This is what has led him to Service Design - a simple desire to make things work better than they currently do. In his over 10 years as a service designer, he has worked with a number of different agencies including Livework, Method, Head, Eight, and Bath Consulting Group across numerous sectors including communications, telecoms, finance, health, transportation, FMCG, manufacturing and the public sector.
Originally trained as an architect, and as a certified Scrum master, Daniel has always believed that services should work as well in the real world as they do in the digital. His current obsession is that Service Design needs to come of age, grow up, and start to deliver.
Professional Programmes Manager, CIID
Simon teaches designers about business and businesspeople about design. With a background in sociology from Columbia University, early-stage investing in New York's startup scene, and interaction and service design at CIID, he has worked in environments such as prisons, project buildings, and venture capital boardrooms. This hybrid experience between field work, design, and business makes him particularly attuned to creating strategic and financial viability through service design informed by real-world insights. Or, more simply: creating services that work, solve problems, and delight.
Working with clients such as LEGO Education, Phillips Healthcare, Singapore Airlines, and many others, Simon is passionate about working in fast-paced cross-disciplinary environments that enable radical change and impact. At CIID, he has built and managed the Nest incubator, supporting early-stage startups through their journey of building the next generation of great services. He started and is leading CIID's Professional Programmes unit, taking the institute's signature design education out into the world.
Service design, design thinking, learning by doing, user research, user journey, service blueprint, brainstorming, ideation, experience prototyping
Only a few days left to register!