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From Keywords to Blueprints:
An AI-Ready Service Design Framework

A course with Mauricio Manhaes

Early-bird Tickets end: Sept 15, 2024

Registration deadline: Nov 1, 2024

GENERAL INFO

Dates

Workshop | November 1

Project Presentation & Critique | November 8​

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Hours: both days from 3:00 - 6:00 pm CET

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Language:

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English

Course level:

Advanced

Location: Zoom

Platform details will be shared with course registrants prior to course

What to expect?

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Join us for a sneak peek at how to design innovative services that go beyond the ordinary. In this 3-hour workshop, you will see a human-centered approach to how to use Language, AI, and service design principles to create exceptional service experiences. You will explore how to shape perceptions, memories, and values with language and how to generate and evaluate ideas with AI. You will also see how to design value architectures, craft service concepts, map service journeys, prototype solutions, and test outcomes. Take advantage of this opportunity to be at the forefront of service innovation - seats available: 30.

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Course learning objectives

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  • 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 that align with customer expectations; 

  • 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.​​

5 reasons why you should join this workshop

Master the Intersection of Language, AI, and Service Design

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This workshop offers a unique opportunity to explore how language and AI can revolutionize service design. You’ll learn how to use these tools to uncover customer insights, generate new service ideas, and design value-driven services that meet and exceed customer expectations. 


 

Whether you’re new to these concepts or looking to deepen your knowledge, you’ll gain valuable insights into how these elements come together to create innovative, customer-centric experiences.

Designed for Busy Professionals with Broad Applicability

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With a duration of just 3 hours, this workshop is ideal for professionals who want to learn impactful, actionable skills without a huge time commitment. It’s designed for a wide range of roles, from service designers and UX designers to product managers and innovation leaders. 


 

Whether you’re improving existing services or creating new ones, the skills taught in this workshop apply to many different industries, making it a highly relevant and valuable investment in your professional development.

Exclusive Access to AI Support and Further Learning Opportunities

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In addition to the workshop, you’ll receive a complimentary 30-day subscription to the SDL Community’s AI-powered expert assistant, available 24/7 on the Tmpt.me platform. This AI.ssistant will help reinforce what you’ve learned and provide ongoing support as you apply the workshop’s lessons to your real-world projects. 

 

Plus, if you decide to enroll in the longer “Service Design Logic: From Keywords to Blueprints” course, the investment you make for this workshop will be discounted from the full course registration fee. This gives you a great opportunity to deepen your learning at a reduced cost.

Hands-On Learning with Cutting-Edge Tools

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The workshop is highly practical, allowing you to immediately apply what you learn. You will dive into designing value architectures, mapping service journeys, crafting compelling service concepts, and testing solutions through prototyping. With state-of-the-art tools and methodologies, you’ll get a feel for how to move from ideation to execution. 

 

This is your chance to practice essential skills such as generating ideas with AI, crafting service maps to support stakeholder conversations, and prototyping to test your concepts in real-world scenarios.

Learn How to Create Exceptional Service Experiences

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Customers today expect more from the services they engage with, and meeting those expectations requires a deeper understanding of how to design value-driven, human-centered services. This workshop will show you how to shape perceptions, memories, and values using language and AI. 

 

You’ll learn how to align your service concepts with customer needs and expectations, ensuring that your services leave a lasting, positive impression. The focus on human-centered design will help you craft services that feel intuitive, meaningful, and valuable to the people who use them.

Meet the trainer

With over 10 years of experience in service design, Mauricio works with companies to design next-generation products and experiences that leverage human-centered artificial intelligence (HCAI). He has a PhD in Knowledge Management and Engineering, focusing on service innovation and diversity.

His mission is to create innovative and impactful service offerings that enhance human-AI-human collaborative performance. He has researched, developed, and applied a value-driven Service Design framework based on Generative Artificial Intelligence, Human Language, and Associative Memory Networks. He has also led service design programs, teams, and projects across various sectors, including education, banking, and non-profit. Additionally, he is the Group Lead of the Service Design Network Academic Task Force, where he advises the service design community on how to support and foster service design academic programs worldwide. He is passionate about advancing the field of service design and empowering businesses and communities with human-centered design, service design, and innovation programs.

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Mauricio Manhães (he/him)
Service Design Consultant SDN-accredited Master

COURSE OUTLINE

DAY 1

Introduction

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  • Definitions

    • Service

    • Design

    • Service Phenomenological Experience

  • SDL-KB Framework

    • Entry Points

    • Best Available Knowledge Report (B.A.K.R.)

    • Associative Memory Networks

    • Core-Service Encounter

    • Service Journey

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Phase 2 - Stakeholders Identification

  • Effectual Stakeholders​​​

Phase 3 - Possible Entry Points 

  • Opportunity Space Delimitation

    • Keywords Definition

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​​Phase 4 - Associative Memory Networks

  • Value Memory Mapping

  • Words Density Analysis

 

Phase 5 - Service Concepts

  • AI-Generated Service Concepts

 

Phase 6 - Concepts Priming

  • Word-Of-Mouth (WoM)

 

Bio-Break​​

Phase 7 - WoM Results

  • Service Concepts Recalls

  •  Words Density Analysis
     

​​Phase 8 - Core-Service Encounter

  • AI-Generated Core-Service Encounter

 

Phase 9 - Service Journey

  • Stakeholder Interviews

    • Journey’s Purpose

      • Value Co-Creation

  • Upstream/Downstream Service Encounters

 

Phase 10 - Service Design Deliverables

  • Memory Network Map

  • Service Concept

  • Journey Map

DAY 2 (optional)

Project Presentations 

  • 10 minutes for each project, followed by

  • 5 minutes for Q&As

 

Projects Critique

  • Highlights and improvement opportunities.

 

Workshop Critique

  • Highlights and improvement opportunities.

DATES AND TIMES

Day 1: November 1, 2024 | 15:00 - 18:00 CET (GMT+1)
Day 2: November 8, 2028 | 15:00 - 18:00 CET (GMT+1)

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Course fees and registration

Includes:

Full Participation in both days plus access to recording

Interaction with course participants and trainer

All course content, supplemental learning material

Course completion certificate

Access to a complimentary 30-day subscription to the SDL Community’s 24/7 expert AI.ssistant on the Tmpt.me platform

When also registering for the 6-week course, "Service Design Logic: From Keywords to Blueprints," the investment made for this workshop will be discounted from the course's full registration price of 2.320,00 Euros

SDN Members

€255 Early Bird (September 1, 2024)

€280 Normal price

Non-SDN Members

€297 Early Bird (September 1, 2024)

€330 Normal price

Course

starts in

TESTIMONIALS

“The framework helped me to not only learn more about using AI in service design, but exposed me to a deeper understanding of how LLMs are being developed."

"An AI-Ready Service Design Framework"
Course Participant, April, 2024

Who is this course for? 

 

​This workshop 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, and Consultants. 

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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.

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Support

 

​Next to the two 3-hour online modules, participants will have access to a complimentary 30-day subscription to the SDL Community’s 24/7 expert AI.ssistant on the Tmpt. me platform.

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Investment​

 

This SDN Academy workshop fee is billed at registration and includes: 

  • Your access to a complimentary 30-day subscription to the SDL Community’s 24/7 expert AI.ssistant on the Tmpt.me platform and 

  • When also registering for the 6-week course, "Service Design Logic: From Keywords to Blueprints," the investment made for this workshop will be discounted from the course's full registration price of 2.320,00 Euros

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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 academy@service-design-network.org

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High income

​

Full training fee

​

Upper middle​

income

Receive 25% discount​

on the training fee

Lower middle​

income

Receive 50% discount

on the training fee

Low income

​

Receive 75% discount

on the training fee

  • 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 education courses for both seasoned practitioners and those new to service design, our Academy is committed to advancing practitioner knowledge by sharing insights on the latest tools, methods and techniques shaping the future of our industry. Since its founding, the SDN Academy has run both public and in-house training for more than 1.100+ students, across more than 24 different course offerings. Course participants come from a range of backgrounds and experience levels.
  • What is the Service Design Network?
    The SDN is a non-profit organization founded in 2004 and is the only community of its type world-wide. In addition to the SDN Academy, the SDN runs a series of annual Global Conferences, publishes the journal 'Touchpoint', recognizes best-in-class work through its Award program, supports a large network of local Chapters, and supports up-and-coming service designers through its Young Talent Board and associated activities. You can learn more about the SDN at www.service-design-network.org.
  • Will I receive a course completion certificate?
    Yes, all participants who successfully complete the course (based on lecture progress, as well as completion of quizzes and assignments) will receive a course completion certificate.
  • 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 info@sdn-academy.org. 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.
  • How do I become a trainer?
    The 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: Credit/debit cards, PayPal, SEPA Direct Debit or Invoice. The availability of means of payment may be affected by your location.
  • 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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