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Going Backstage and Behind the Scenes to Design Successful Services

A Public Sector Event

Early-bird Tickets end: May 22, 2023

Registration deadline

A course by Service Design Academy

With Katie Murrie and Kim Anderson


Dates:  June 22, 2023

Hours:  15:00 - 18:30 BST (UTC+1)

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Course level:


Location: Zoom

Platform details will be shared with course registrants prior to course


Service Design Academy
SDN Acc. Organisation

Katie Murrie
SDN Acc. Master


Kim Anderson
SDN Acc. Master


Illustration by Megan Miller and Erik Flowers - Practical by Design

What to expect?

Customer Experience is only one part of service design. How do we transform business processes effectively by focussing on the employee?

Effective digital products are designed as services with customers’ experiences and needs at the heart. This means that we tend to focus on the impact they make from the perspective of external users. But in doing this, we have lost sight of two critical elements – “backstage” and “behind the scenes”. Service design gives the opportunity to make an impact in all three places. That’s why it’s helpful to think of staff delivering services as customers of your organisation and services too.

Course learning objectives: 

You will learn from the SDA consultants design experiences and industry stories:


  • How service design makes impact not only with customer experience, or with frontline staff but backstage and behind the scenes 

  • When designing services why you should think about the people and the processes that support the frontline

  • What are the things that the organisation must do to make both the front and backstage possible. These include culture, employee engagement, policies, budgets

  • Why we need to think about the right conditions, the processes and structures in  in the organisation to make effective transformation

  • What Service Design can do to support creating the right conditions


1. Introduction
  • Introduction to Service Design Academy

  • Service Design Network - our partnership

2. Introductory Exercise
  • Decision Making and Bias : Breaking Down Assumptions

3. Setting the Scene
  • Service Design in the Public Sector 

  • The Scottish Approach to Service Design 

  • Case Studies from Scotland

4. Service Design Introduction
  • The Design Process

  • Growth Mindset

5. Backstage and Behind the Scenes
  • How Service Blueprints are used to design and deliver a better service experience

  • The difference between a journey map and service blueprint

  • What is People Experience?

  • Is People Experience just Customer Experience for your staff

  • People Experience Case Studies

6. Backstage Service Design
  • Case Studies from Service Design Academy customer programmes

  • Implementation 

  • Measuring Success

  • Reflective Exercise: Utility Belt

Illustration by Megan Miller and Erik Flowers - Practical by Design

Who is this course for?

Public Sector Employees involved in:

Service Transformation, Digital Transformation, Change Management, Innovation


Head of Service, Service Director, Change Managers, Service Managers, Frontline Staff, Human Resources, Organisational Design, Business Analyst, User Researcher, Programme Manager , Project Manager, Service Owner 


Politicians, Policy Makers

And anyone else interested in the topic! 

Course prerequisites:

No knowledge of service design is required, this course has been designed for Public Sector/Services or third sector employees 

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


€18  €20






*Early Bird deadline: May 22, 2023
*Registration deadline: 

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