Service Design Workshops

Service design is a process in which the designer focuses on creating optimal service experiences. This requires taking a holistic view of all the related actors, their interactions, and supporting materials and infrastructures. Service design often involves the use of customer journey maps, which tell the story of different customers’ interactions with a brand, thus offering deep insights.
Marc Stickdorn and Jakob Schneider, authors of the bestselling book This is Service Design Thinking, provide five basic principles that underlie service design:
  1. 1.
    User-centered, through understanding the user by doing qualitative research
  2. 2.
    Co-creative, by involving all relevant stakeholders in the design process
  3. 3.
    Sequencing, by partitioning a complex service into separate processes
  4. 4.
    Evidencing, by visualizing service experiences and making them tangible
  5. 5.
    Holistic, by considering touchpoints in a network of interactions and users
Process of the Service Design Workshop
Scope: Detailed project plan, prioritized scope of work, UX/UI mockups, your most optimal business decisions.
Duration: 1–5 days, In person or remote

Before the start checklist

  • Is it human centric problem?
  • How clear is the solution? (if clear – no need)
  • How ambiguous and complex is the challenge?
  • Is exploration safe for the organization?
  • Can we get the feedback from target audience in the short terms?

Problem Identification

  • History about the problem
  • Market potential (volume, growth etc)
  • Existent solution and what's missing

Challenge Definition

Identify a driving question that inspires others to search for creative solutions. Define better the current state & challenge the current understanding of right.
  • Briefing
  • Stakeholder mapping
  • Research board
  • Challenge reframing

Challenge Researching

Inspire new thinking by discovering what people really need.
  • Desk research
  • Persona description (jobs to be done, pains, gains)
  • Customer journey
  • Stakeholder interview
  • Expert interview
  • Ethnography (+auto-ethnography, journal)
  • Substitute analysis (blue ocean)
  • Reference wall
  • Observation
  • Interview Recruiting (direct, ad-hoc, snowball, social networks...)
  • In-depth interviews
  • Research triangulation
  • Extremal users

Solution Ideation

Push past obvious solutions to get to breakthrough ideas.
  • Doodling
  • Brainstorm (+trampoline)
  • Crazy8
  • Brainwriting (6-3-5)
  • 3 slides
  • Lean Canvas
  • Now-How-Wow Matrix
  • Ritual Dissent


Build rough prototypes to learn how to make ideas better.
  • Clickable prototypes
  • Agile / Scrum
  • Value Proposition Canvas
  • Scenarios & Storyboards
  • Sprint Questions


Refine ideas by gathering feedback and experimenting forward.
  • User Testing
  • Surveying
  • Product Analytics
  • A/B Testing
  • Focus groups
  • The mom test


Craft a human story to inspire others toward action.
  • Paper / article
  • Presentation

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Design thinking workshops done