Customer Centred Service Design

In this two day EA Learning course you will learn how to execute customer-centred service design. You will be expected to participate in a team and to use Design Thinking, customer-centred research, customer insight, and other experience design tools and techniques to prototype a new service via a case study

Class Date
Not Available
Study Method
2 days
Certificate accredited by EA Learning

Course Details

Individuals who successfully complete this course will have demonstrated their understanding of:

  • Conducting customer research for a specific 'problem'
  • Developing a high-level customer journey map
  • Developing insights from customer research to use in developing Scenarios for Service Design
  • Facilitating the co-creation of a Service Blueprint using Design Thinking techniques
  • Facilitating a design-thinking innovation process to determine quick-wins through to Blue Sky solutions
  • Facilitating the co-creation of a prototype using Design Thinking techniques
  • Developing a 3-Horizon Roadmap for the implementation of the solution by capability (PPITA/ BAIT)


Day 1

  • Course Introduction
  • Introduction of the Case Study
  • Customer Research
  • Customer Journey Mapping
  • Customer Insight Development
  • Scenario Development
  • Formation of Teams for Day 2
  • Overview of Day 2 Process (readiness preparation

Day 2

  • Recap of Day 1
  • Scenario Introduction for Service Blueprinting
  • Workshop Simulation - Facilitating codesign teams through a service design process
  • Workshop Simulation - Facilitating codesign teams through a 3-horizon innovation process
  • Workshop Simulation - Facilitating codesign teams through a prototyping process
  • Workshop Simulation - Facilitating codesign teams through a 3-Horizon Capability Rooadmap development process
  • An interactive classroom course with our highly experienced and qualified practitioners who will be your learning guides 
  • Work through a case study organisation so that you learn how to assemble your plan to execute an operating model change
  • Use Design Thinking techniques to work through practical problems for supporting Experience Design
  • A workbook for you to practice creating models and developing insights to help you embed your newly acquired skills back at your workplace
  • Organization Designers
  • Service Planners
  • Enterprise Architects
  • Business Architects
  • Business Strategists
  • People and Organization Capability Specialists
  • Customer and Employee Experience Designers
  • User Experience Designers
  • Customer Researchers
  • Professional Services