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Service Design Logic:
From Keywords to Blueprints

A course with SDN Acc. Master Mauricio Manhaes

Early-bird Tickets end: TBC

Registration deadline: TBC


Dates:  TBC

Modules: TBC
Supervision: TBC




Course level:


Location: Zoom

Platform details will be shared with course registrants prior to course


Mauricio Manhães (he/him)
SDN Acc. Master

manhaes-small - Mauricio Manhães.jpg

What to expect?

Do you want to learn how to design innovative services that push the boundaries of what’s possible? If yes, then this course is for you. Discover how to leverage the power of Language, AI, and service design principles to create exceptional service experiences in this 10-week online course. You will learn how to use language to shape perceptions, memories, and values and how to use AI to generate and evaluate ideas. You will also learn how to design value architectures, craft service concepts, map service journeys, prototype solutions, and test outcomes. Join us for this cutting-edge program and be at the forefront of service innovation. 

Course learning objectives

  • How to use Language and AI to generate innovative ideas for new services and uncover valuable insights and customer needs; 

  • How to design value architectures and desirability for new services using service design principles and frameworks; 

  • How to craft compelling service concepts, Epic Themes, User Stories, and Enabler Stories that align with customer expectations and organizational capabilities; 

  • How to support stakeholder conversations with service maps that visualize the service journeys and touchpoints; 

  • How to prototype and test service concepts using state-of-the-art tools and methodologies; 

  • How to apply iterative design and continuous improvement strategies to enhance service quality and customer satisfaction.

Who is this course for?

This course is designed for professionals who are interested in or involved in creating, delivering, or improving services across various industries. The course is suitable for roles such as: Service designers, Design researchers, UX designers, Product managers, Business analysts, Innovation managers, Customer experience managers, Marketing managers, Project managers, Consultants 


The course is also relevant for anyone who wants to learn how to use Language, AI, and service design principles to create innovative and customer-centric services. 


Next to the 6 online modules, the trainers offer Online Live Supervision on specific dates & times. These sessions are not mandatory.


This SDN Academy course fee is billed at registration and includes: Your access to 32 hours of training program and two years of SDN Professional Membership with all connected benefits. 

Financial Inclusion

We as the SDN support financial inclusion as part of our DEI mission (Diversity, Equity and Inclusion), based on the world bank clusters. So, if you think you are eligible – please contact us at

High income

Full training fee

Upper middle


Receive 25% discount

on the training fee

Lower middle


Receive 50% discount

on the training fee

Low income

Receive 75% discount

on the training fee


Module 1
Introduction to Service Design Logic
  • What is service design and why is it important?

  • What are the mindset and principles for service design?

  • What are the challenges and opportunities for service innovation?

  • How to use Language and AI to support service design? 

Module 2
Service Design Framework for Service Innovation
  • What are the key elements of a service design framework?

  • How to define the problem and scope the opportunity?

  • How to conduct data literacy and analytics for service design?

  • How to use Language and AI to generate ideas for new services? 

Module 3
Value Architectures and Desirability for New Services
  • What are value architectures and how to design them?

  • How to assess the desirability, viability, and feasibility of new services?

  • How to use Language and AI to refine and prioritize ideas?

  • How to craft compelling service concepts, Epic Themes, User Stories, and Enabler Stories? 

Module 4
Service Maps and Stakeholder Conversations
  • What are service maps and how to create them?

  • How to visualise the service journeys and touchpoints?

  • How to identify the stakeholders and their roles and needs?

  • How to support stakeholder conversations with service maps? 

Module 5
Prototyping and Testing Service Concepts
  • What are prototyping and testing and why are they important?

  • How to choose the right prototyping methods and tools?

  • How to use Language and AI to prototype solutions?

  • How to test service concepts with users and stakeholders? 

Module 6 
Iterative Design and Continuous Improvement Strategies
  • What are iterative design and continuous improvement strategies?

  • How to evaluate the results and feedback from testing?

  • How to use Language and AI to improve solutions?

  • How to plan for implementation and scaling?


Dates and Times

Course Dates and Times

Module 1: TBC
Module 2: TBC
Module 3: TBC

Module 4: TBC

Module 5: TBC
Module 6: TBC




*Registration limited to a maximum of 15 people
*Costs include the full program plus two years of SDN membership
*First Session 50% discounted





*Early Bird deadline: TBC
*Registration deadline: TBC

  • What is the Service Design Network Academy?
    The SDN Academy is an educational initiative introduced by the Service Design Network (SDN) in 2019. Offering a series of continuing education courses for seasoned practitioners and service design newbies alike, our academy is committed to advancing practitioner knowledge by sharing insights on the latest tools, methods and techniques shaping the future of our industry.
  • What are the criteria for enrolling in a course?
    We do not have specified prerequisites attached to our courses. Nevertheless, our course descriptions provide a clear understanding of the content to be delivered. We, therefore, encourage interested participants to read them carefully and self-identify if the course is the right level based on their background and needs.
  • Where are the courses offered and in which languages?
    Our academy is a global initiative with the objective of providing courses in a multitude of languages. New courses (and their respective language offering) are added to our website on a regular basis. We encourage interested participants to review the program page here to learn more.
  • Do you offer discounts on your lectures & courses?
    We at SDN believe that everyone should get the possibility to join our lectures & courses. If you feel that the prices we offer are too high for your current living situation, please feel free to reach out to us at Service Design Network Members receive a 15% Discount on SDN Academy Tickets. Learn more about the SDN and our Membership here. Service Design Network Student Members receive a 50% Discount Code on SDN Academy Tickets. Learn more about the SDN and our Membership here.
  • Do you offer in-house training programs?
    The academy is pleased to offer customised, in-house training for companies, agencies and academic institutions alike. Inquiries can be directed here.
  • Do I receive a certificate upon completion of a course?
    Yes! Successful completion of some of the courses offered entitles you to an official SDN Academy certificate. More information can be find on the course page.
  • How do I become a trainer?
    SDN is always happy to welcome new members into our group of expert trainers. To ensure we work with the best, we have incorporated a rigorous application process which includes a self-assessment and interview with our accreditation board. To learn more, please see here.
  • How much do academy courses cost?
    Our academy courses vary in price. We recommend that you review the program page here to get an understanding of associated costs.
  • What forms of payment do you accept?
    We accept the following means of payment: all credit/debit cards, PayPal, SEPA Direct Debit or Invoice.
  • What is the cancellation/refund policy?
    You may cancel a course up to 30 days prior to, in order to get a full refund. Please visit our Terms and Conditions page to learn more.
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