Service Design

IDE Design Master Class for Professionals

Creating new services based on user and provider insights

Services are increasingly part of design solutions, both in industry and in society. At the same time, design is becoming more multidisciplinary and the design approach is being applied to a wide range of problems.


The Master Class Service Design in 2019 focuses on a number of topics that make service design different from other types of designing (such as product design, interaction design, etc.). First, we look at tools that help us pay attention to the user experience of services over time, and in relation with service providers. Second, we consider how service design addresses a need among clients to enhance their capability to co-create services with a broad range of stakeholders.

Learning Objectives

During this master class you will:

  • gain insights into current developments in the design field and understand what Service Design comprises;
  • learn research and prototyping techniques (like journey mapping and acting out) to design new service propositions while focusing on the experiences of users and providers;
  • explore new service ideas by creating stakeholder maps and early business models.


  • Overview of latest trends in the design discipline and how service design is understood by different disciplines
  • Practical assigments with techniques such as journey mapping, service prototyping, and value flow (business) modelling.
  • Process steps towards developing a service concept and getting stakeholders on board
  • As case topics we will work both on commercial services (e.g. automotive services), and non-profit or mixed services (e.g. healthcare services)
  • Many case examples from industry and government services



9:30Registration and welcome drinks
10:00Introduction and overview
Overview of the master class, aims and structure, expectations and background of the participants. 
10:30Discussion service design interests and challenges of participants
11:00Lecture - Service design: what is is about?
Services design from different discipline perspectives. New roles for designers.
11:30Lecture about journey mapping
At Industrial Design Engineering
13:30Workshop Journeymapping
a case in mobility services or a case in health services (participants can choose one case)
Till 17:00
10:00Lecture - Service Design Tools and Service Prototyping
11:00Exercise - Acting out new service propositions 
At Porceleyne Fles
13:30Lecture: Stakeholder maps, value exchange, and capability development
15:00Exercise - Acting out new service propositions (continued)
16:00Discussion of cases
How does this connect to your work and how can you implement this in your own work/business. What will be next steps?
17:15Wrap-up and drinks

Practical Information

How to prepare?
As preparation for this IDE Master Class, we will send you some literature and open questions one week before the IDE Master Class takes place.

All materials provided are included in the course fee.
Handouts of all lectures will be provided with space for personal notes.