Customer Centric Service Design Masterclass

In this module we shall define why the service exists, for whom, and how it will run.

Topics Covered:

• Role of the Service Design Architect, interfaces with Product, Operations, IT, and Compliance
• Service lifecycle, portfolio, and catalog, value streams and MBIs
• Outcome framing, external and internal customer value, success metrics
• Accessibility and inclusive design basics [WCAG], ethics by design
• Operating model fundamentals, service intents, guardrails, decision rights
• What service design is and is not, short history, and working vocabulary
• Business Model Canvas and Value Proposition Canvas alignment to service intents
• Pain analysis and service provision problems framing

Learn how to conduct deep service research to understand the needs and behaviors of end-users, stakeholders, and employees involved in the service. 

Topics Covered:

• Research plan design, sampling, recruitment ethics, bias control
• JTBD interviews, contextual inquiry, diary studies, quick surveys, log and ticket analysis
• Segmentation from behavior and context, not demographics
• Insight synthesis, clustering, opportunity sizing, confidence ratings
• Problem framing, outcome statements, hypothesis backlogs

In this module, you’ll employ human-centric approaches to transform assumptions into testable prototypes. You’ll conduct swift experiments with real users and stakeholders, iterating based on evidence. Clear success signals and acceptance criteria will be defined to ensure value is evident at every decision point.

Next, you’ll map the service end-to-end. You’ll create journey maps to trace user goals, significant moments, and pain points. Service blueprints will be developed to connect the front stage to the backstage, encompassing people, processes, systems, and policies. You’ll conclude with a validated prototype, a comprehensive journey map, and a focused plan to deliver the next increment.

Topics Covered:

• Journey maps: goals, moments that matter, emotions, pain points, failure modes
• Customer lifecycle maps across acquisition, onboarding, usage, retention, and renewal
• Ecosystem maps: partners, channels, platforms, and policy constraints
• Service blueprints: front stage, backstage, support systems, policies, evidence
• Handoffs and latency, queueing basics and Little’s Law
• Prototyping tactics for services: paper, role-play, concierge, Wizard-of-Oz, clickable flows
• Test design, acceptance criteria, success signals, decision checkpoints
  

Cut lead time and cost to serve, raise stability and safety, and make new ways of working stick. Deliver measurable gains in cycle time, wait time, throughput, first contact resolution, error rate, and variance while reducing rework and failure demand.

Topics Covered:

• Lean service wastes in services, failure demand, and rework, value stream mapping at case level with WIP limits, Theory of Constraints to find the constraint, size buffers, and protect flow
• BPMN 2.0 with swimlanes, events, and decision points, SIPOC for scope and boundaries, SOPs with business rules and exception paths, visual management boards with daily metrics and explicit handoffs
• Control charts for stability and capability [XmR, p-chart], queue basics and Little’s Law to forecast cycle time, arrival and service rate analysis, seasonality patterns, and simple capacity scenarios
• Policy redesign to cut failure demand and handoffs, reduce approvals and waiting, enable self-service with clear guardrails, define decision rights, standard work for recovery, and clean escalation paths

This is the final module, where you’ll learn to frame the right problem, map the end-to-end journey, and transform user insights into clear, testable outcomes. We engage in short, iterative cycles with real users, create quick prototypes, and make decisions based on evidence. You’ll practice using simple tools like empathy maps, journey maps, outcome statements, and storyboards, and then translate them into a focused backlog and a near-term roadmap. By the end of this module, you’ll have a validated problem statement, a basic prototype, and a 30-60-90 day plan to deliver measurable improvements.

Topics Covered:

• What is Design Thinking
• Design Thinking Principles
  • Diversity
  • Focus on outcomes
  • Restless Innovation
• The Innovation Loop
• Hopes and Fears
• Stakeholder Map
• Scenario Map
• User-centered design and empathy mapping
• Radical collaboration