Innovation and service design

Is it your job to improve the quality of a service and the experience of the people using said service? Well, then this is the collection for you. Every course in this collection comes with applicable tools ready to be tested today – regardless of your profession or industry.

9 courses

Courses in this collection:

  • 1

    Service Design in Action: The Customer Story

    A practical guide to understanding how to delight your customers

    There are various reasons why delivering an excellent customer experience is challenging. One is that customer experience is a new priority requiring new skills, understanding, and investment. Another reason is that real customer experience excellence requires taking a different view of what the organization does. 

    For organizations that have traditionally been internally focused, truly approaching business from the outside in, from the customer’s perspective—rather than from the inside out—is a major change and more radical than it sounds.

    Customers have stories—stories about what they are doing in their lives, about their work, leisure, and journeys. These stories have highs and lows and make up the experiences of life. Customer stories—their experiences—are impacted by the services they use, whether it is the bus to work, the hospital visit, or the insurance claim while on holiday.

    Customer stories cut through the jargon of business, even the jargon of customer experience and service design, and focus on people and the things that improve their lives and work—things that add value.

    In this course, we take the business challenge of understanding the customer story, and explore how to approach it using a service design principles. First, service design offers businesses or service providers an approach to understand and capture customers’ stories in ways that make their experience easier to understand. Second, service design methods enable businesses to develop new stories about how they can provide better services.

    In this course, we will focus on these two aspects of service design. We look specifically at the challenge of customer experience excellence and how to approach it. Then we look at dealing with irritations and failures for customers and the impact they can have. We then move on to look at how to better engage customers. And finally get more ambitious and start to look at the challenge of innovating new service propositions.

    This course, published in collaboration with Wiley, is based on the book Service Design for Business: A Practical Guide to Optimizing the Customer Experience by Ben Reason, Melvin Brand Flu and Lavrans Løvlie.

  • 2

    The Foundations of Service Design for Business

    A practical guide to understanding service design

    What is service design, really? Service design improves and innovates the services we use day to day. Banking and insurance, healthcare, transportation, business services, and a wealth of government activities are all services.

    While organizations spend significant time designing tangible products, services receive less design attention. However, to succeed in today’s marketplace, this needs to change. Generally, services are less productive and cause more frustration to customers than products. We love our BMWs more than our banks. Service design addresses this quality and productivity gap.

    Service design has been around for 20 years and has matured from a niche design discipline to a more comprehensive and accessible way to tackle customer, business, and organizational challenges. However, it is still under-recognized and undervalued by businesses. This course aims to address this by putting the value of service design into business terms.   

    In this course we cover some of the core concepts of service design that are useful to understand if you want to significantly improve the experience that your customers have. We provide an overview of what we see as fundamental aspects of services and how we can understand them better in order to innovate and improve service by design.


    This course, published in collaboration with Wiley, is based on the book Service Design for Business: A Practical Guide to Optimizing the Customer Experience by Ben Reason, Melvin Brand Flu and Lavrans Løvlie.

  • 3

    The 4 Lenses of Innovation

    The power tool for creative thinking

    Have you ever wondered where big, breakthrough ideas come from? How do innovators manage to spot the opportunities for industry revolution that everyone else seems to miss? What is it that enables them to imagine radically new or different ways of doing things that will fundamentally change customer expectations and behaviors, or break long-established industry paradigms, or shift the entire basis for competitive advantage? 

    Breakthrough ideas are not generated by social systems themselves— by cities, or campuses, or networks. They come out of the heads of individuals who are connected to these communities. So to truly solve the mystery of where new ideas come from, we need to understand not just the environments that enhance our capacity to dream up and introduce new things, but also the thinking processes inside the human mind that lead innovators to their “Eureka moments.”

    This course is about the second half of the innovation equation. It’s about understanding particular patterns of thinking that unlock our ability to innovate. It’s about learning how to emulate the mind of the innovator. We’ll embark on an intellectual journey from the ancient past to the emerging future as it traces the elusive source of creative genius, and the particular thinking patterns that consistently lead innovators to their Eureka moments. It will examine what inspired great thinkers during the Renaissance era, and what inspires the most outstanding business visionaries in our own day. 


    This course is based on the book with the same name by Rowan Gibson. Rowan has introduced introduced the Four Lenses to hundreds of leading companies and tens of thousands of business people in 60 countries across the globe. Many of those companies have worked intensively with the lenses to come up with profitable new products, services, processes, strategies, and business models. Some have used this tool to produce innovations worth hundreds of millions of dollars.

  • 4

    Design Thinking for Strategic Innovation

    What they can’t teach you in business school or design school

    We agree that our world is changing rapidly. The future is not like the past. The way we do business today will not be the way we do it in the future. And it’s as difficult to predict the weather over the next 12 months as to predict the performance of a business.

    Companies find themselves in a crisis because they can’t respond to change, even if they recognize the need for transformation. This is the age of extreme competition, and every competitive advantage has been reduced to comparative advantage. Most of the training business schools provide for managers is outdated. Much of it is grounded in false theory or theories so basic that they can be taught with slides and textbooks.     

    Discontinuity is causing chaos. It’s now the norm. Traditional hierarchies will not survive long. The next generation of leaders need to know how to roll with change. They also have to mobilize people who are resistant to change or don’t know how to successfully adapt to an ever-evolving business environment. 

    In this course, we explore strategic business challenges familiar to most organizations and demonstrate how design thinking approaches can be applied to those challenges. Complex business problems today demand new leaders to manage change effectively, reinvent business models and practices rapidly enough to keep up with the competition and out-innovate them while balancing the management of change with rapid growth.   

    This course is based on the book Design Thinking for Strategic Innovation by Idris Mootee. Idris is currently the CEO of Idea Couture, a global strategic innovation firm with offices in London, San Francisco, Shanghai, Toronto, Mexico City, and Dubai. He designed and taught the Design Thinking for Business Innovation Executive Education Program at the Harvard Graduate School of Design and is a visiting professor at a number of business and design schools internationally.

  • 5

    Tänk som en beteendedesigner

    Vanliga tankefel och hur du undviker dem

    Forskningsfältet beteendeekonomi har sedan slutet av 60-talet kartlagt en rad så kallade tankefel – helt enkelt missbedömningar som vår hjärna gör. Med psykologerna Daniel Kahneman och Amos Tversky i spetsen har beteendeekonomer visat hur vi människor ibland tänker fel och i vilka situationer vi riskerar att råka ut för ett tankefel.

    Idag tillämpar allt fler företag den här typen av psykologi för att få oss att agera på ett visst sätt. Smart beteendedesign har sedan länge varit ett knep handeln och reklambranschen känt till, men numera används samma metoder av myndigheter i bland annat USA, Storbritannien och Danmark. 

    Med den här kursen vill vi introducera dig för 20 av de mest förekommande tankefelen, samt visa hur du kan undvika att råka ut för dem.

  • 6

    Growth by Design

    Good design helps small businesses to grow.

    There are many feelings that go on in the mind of the entrepreneur when it comes to hiring design services: How to communicate your needs in a clear way? How to find a great designer at an affordable price?

    In the mini-course, we address and find solutions to common struggles, such as communicating with your designer and picking out talent from a sea of options, such as Fiverr or 99designs. This way you can make the most of good design, and grow your business based off of that.

    A few takeaways:

    - Understand how design can help your small business to build trust and grow.

    - Identify areas in your business that needs improvements.

    - Communicate clearly your needs to a designer.

    - Find creative talents that are a great match to your project and fit your budget.

    - See hand-picked case studies showcasing how new brands, packaging, or websites helped small businesses to grow. 

    Part of the book Growth by Design.

  • 7

    Service Design Thinking

    A new way of thinking about designing services

    Service design offers an interdisciplinary approach to business innovation that combines different methods and tools from various disciplines. It’s not a new stand-alone academic discipline, but a new way of thinking.

    This course is for people who want to understand and apply the concept of service design thinking when creating great services. If you are an account director, product manager, designer or marketer, you can enhance your ability to understand your customers and to positively shape their experiences. By adopting and developing a design thinking mindset, you will gain a competitive advantage over others in your field.

    In 16 short, fun and information-packed lessons, you will get a brief introduction to the art and science of design thinking. The lessons in this course are distilled from rigid research findings in the fields of psychology, cognitive science, anthropology, marketing, and management.

  • 8

    Psychology for UX and Product Design

    How psychology can help you design smarter products

    How many options should you offer in a navigation menu?

    How many products can you show to increase the likelihood that a user will choose one?

    How can you make it easy for the user to fill in a form on your website? 

    Knowing where to look for the answers to these questions makes the difference between a good UX designer and a great UX designer. 

    Psychology gives a framework for understanding how your users think and behave. Matching your design to your users' behavior is a sure fire route to design success.

    In this course, I will show you how psychological theory can be applied to design. I won’t demand that you read every single study published. What I will show you are the benefits of taking a psychological approach, as well as how to advocate your design decisions based on sound psychological reasoning, making your designs – and the way you talk about them – better.

  • 9


    How to Build Habit-Forming Products

    This is the bite-sized version of the book Hooked: How to Build Habit-Forming Products by Nir Eyal. The course (as well as the book) is written for product managers, designers, marketers and startup founders. It is designed for people who want to keep users coming back to their products on their own, without expensive advertising and spammy messages.

    This course will help you build behaviors rather than just building products.

    Not sure if you need this course? Well, consider this:

    • 23,000 products are launched in the US every year, of which 80 percent will fail.

    • 92 percent of all startups fail within three years.

    • Less than one percent of apps in the App Store will be financially successful.

    Sign up using the form below to get ten bite-sized and actionable lessons on how to create habit-forming services. The lessons will be delivered every weekday for two weeks. Most lessons include inspiring cases that show how real companies use the Hook Model.

    The course is produced by the team at Daily Bits Of with the permission from Nir Eyal to use parts of his book and articles.

    Said about the course:

    "Applying psychology to product development seems to be the big thing these days but no one helps you do so better than Nir Eyal. Our entire team took this course at the same time which led to daily ideas and actions on how to improve our product"

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