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Service Design Pros

If only you could read users’ minds, right? You can’t (yet), but these courses are the next best thing if you want to design services that will leave users thrilled with the experience.

4 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.

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    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

    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.

  • 4

    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.

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