Service Design Masterclass

Transform your Customer Experience. Using the principles and tools of service design, rethink the journey your customers take.

Dates: 23–24 May 2019

Duration: One and a half days, structured over two days

  • Day one: full day from 9.30am – 4.30pm, with networking drinks until 6pm
  • Day two: starts at 9.30am and finishes before lunch at 1.30pm, with an invitation to join a student-led tour of the RCA design studios at the end of the course.

Location: RCA Kensington

Fee: Early bird course fee £1,080 until 28 February 2019 (regular price £1,200)

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Course overview

Services represent around 80 per cent of the economy. Service design applies human-centric design principles to make services that are sustainable and desirable for changing consumer needs. It can be applied to all sectors ranging from retail and banking to transportation, health and education. 

The Royal College of Art is a global pioneer in the teaching of MA-level service design and has successfully trained a new generation of practitioners who are delivering transformational ideas across business and government. Graduates have gone on to work for firms that include IDEO, Fjord, Engine, EY-Seren, Public Health England, Government Digital Services, Jaguar Land Rover, McKinsey. 

In an age where product-based value is insufficient to satisfy customers, service design is a powerful discipline. This introductory executive masterclass will teach you how to apply practical tools for effective service design. 


Personal and organisational benefits

The benefits to you and your organisation include:

  • access to global best practice in service design
  • learn empathic understanding of users/customers
  • return to your organisation with new techniques and strategies to put into practice
  • experience critical, creative and insightful thinking
  • interact and network with peers from different backgrounds and functions.
What will I learn?

You will learn:

  • how to apply service design methodology and frameworks to create better customer experiences
  • real world applications of service design and how it is transforming organisations
  • creative design techniques.

How will I learn?

Learning takes place in groups of up to 22 participants. The programme is delivered over two days and consists of three modules: 
    Module 1: Understanding and Discovery
    1. Introduction to service design with examples of the impact of innovative services    
    2. Overview of service design methodology and approach        
    3. Gaining user insight – human-centred research methods, service safaris and other experiential research methods. 
        Module 2: Definition and Design
          1. Customer journey mapping – understanding end-to-end experiences and the systems that create them, using ‘design thinking’ methodology and the double diamond framework 
          2. Setting a challenge – define a challenge and opportunity to bring service design to life 
          3. Learn creative design techniques – co-creation, brainstorming and concept creation     
          4. Visualising concepts and rapid prototyping – bringing concepts to life, storyboarding, sketching, role play and mock ups to visualise ideas and be ready to test with ourselves and end users. 
                  Module 3: Concept Delivery and Measuring Success 
                    1. Service blue-printing and delivering change across your organisation 
                    2. Experimentation, prototyping and piloting for deployment
                    3. Presentation of design concepts, delivery plan and metrics for success.

                        Who should attend?

                        Anyone interested in transforming their organisation through the application of service design, including:

                        • service delivery teams
                        • private and public sector executives and senior managers
                        • designers 
                        • entrepreneurs
                        • innovation teams
                        • customer experience and service commissioners.

                        Programme team

                        Clive Grinyer is a Visiting Tutor in Service Design at the Royal College of Art. Creative Review described Clive as ‘a passionate advocate for the transformational potential of design for some three decades. Today’s focus on the value of digital product design and on design’s value in leading customer experience in the UK is, in large part, due to his work'.

                        As a design consultant, Clive is an experienced leader in design, innovation and customer experience, delivering strategies for organisations in many different sectors including retail, financial services and public sector. Previously he led the Service Design and Innovation teams at Barclays, Cisco's Consultancy Services, Samsung and Orange. He co-founded the design company Tangerine (with Martin Darbyshire and Jonathan Ive – currently the chief design officer of Apple and Chancellor of the Royal College of Art). He was Director of Design at the Design Council from 2001–3. He is also a Visiting Professor at Glasgow School of Art and is the author of the book Smart Design.  

                        Further RCA academics and guest speakers are to be announced.


                        Disclaimer: The information given is accurate at the time of publication, however, the RCA reserves the right to amend the described courses as circumstances dictate.

                        CONTACT

                        +44 (0)20 7590 4538
                        short-courses@rca.ac.uk


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                        Register interest to download the full course description.

                        Click here to book. 

                        "Service design is the crux of business transformation." Senior Assistant Director, DesignSingapore Council, Delegate November 2018
                        "Service Design is transforming organisations across the globe. The RCA is at the centre of a new generation of user-centred, system-smart and delivery-focused talent. This is an opportunity to understand how to apply service design thinking into the heart of your organisation." Clive Grinyer

                        Visiting Tutor, Service Design

                        Clive Grinyer
                        Clive Grinyer