top of page



Helsinki (2021)


This course is given in six days:

29 Jan, 30 Jan

19 Mar, 20 Mar

17 Apr, 15 May 2021

Each day: 09:00 - 16:00 



Platform details will be shared with course registrants prior to course


wcVwFdmc_Riina Iloranta.png


Regular Ticket:

€ 2,170.00

(VAT included)

Course language:



Short description of the event

Six-day hands-on minds-on immersive training on designing services for commissioned business cases.


Who is this course for?

This training is intended for all types of managers from all walks of life.

What to expect?

By participating in a service design project that solves a ‘real’ service problem or yield an opportunity, participants will apply tools and methods to design service concepts, processes, and systems in a manner that enables the value-in-use; i.e. experiences that happen over time and across different touchpoints and channels.



Day 1-2
  • Service design concepts, terminology, and principles

  • User-centred service development processes

  • Service design processes

  • Methods and tools for service design - discover phase

  • Gaining empathy and understanding users, the company and stakeholders

Day 3-4
  • Methods and tools for service design - development phase

  • Set design drivers

  • Give strategic direction

  • Define the problem or opportunity

  • Co-create a useful, usable, and desirable new service

Day 5
  • Methods and tools for service design - delivery phase

  • Prototype - visualising and explaining effective, efficient, and distinctive new service

  • Develop profitable business models for the new service.

Day 6
  • The day of the harvest – presentation of the new service concept, process or system

  • Implementation of the new service



Organisations are now asked to put users at the centre of their design endeavours, which demands services to be developed from outside-in instead of inside-out. Thus, this service design training provides participants with a multidisciplinary, collaborative and human-centred approach that focus on the user’s experience through services that are useful, usable, and desirable as well as effective, efficient, and distinctive.


Participants in the training will develop the craft of tying together human, digital, and physical interactions, over time and space, to orchestrate a service experience that meets the needs and exceeds the expectations of users, staff and partners. In order to co-create meaningful value an array of tools and methods are exercised, such as persona maps, empathy maps, journey maps, LEGO® SERIOUS PLAY®, SAP-Scenes, Wizard of Oz prototype, etc.


Moodle is used as the training virtual learning environment, and the training uses blended learning supported by three main learning forms:

  1. contact learning - A proportion of the training hours provide the opportunity for contact learning between participants and experts (the facilitators and other relevant stakeholders). Contact learning takes place during the six interactive contact days offered to participants.

  2. directed learning - Forms of directed learning used are individual learning activities and the service design project commissioned by a real-life organisation, which is answered by diverse teams, which include Master level students. Teams are coached and supported by experienced service design trainers. Participants in the training can offer their own company as the commissioned case.

  3. self-directed learning - Self-directed learning is also an important part of this training and participants are encouraged to set their own learning objectives and learn on their own.

In short, this training provides participants with:

  • 48-hours of contact learning

  • 221-hours of directed and self-directed learning

  • 1-hour of the assessment of one’s own learning

Learning objectives

After completing this training, participants will be able to:

  • know the main principles of service design,

  • understand the key concepts, terminology related to service design,

  • distinguish a variety of service design processes

  • apply a service design process and tools to a commissioned business case,

  • analyse and apply trends to the commissioned business case,

  • empathise and gain insights from users, stakeholders, the commissioned business case,

  • evaluate and synthesize insights,

  • identify design drivers to guide development,

  • guide strategic direction or alignment,

  • generate ideas to develop a new service,

  • judge ideas for new service,

  • prototype ideas and conceptualise a new service,

  • develop a profitable business model for the new service,

  • plan the implementation of the new service.


Course prerequisites

The training has no specific prerequisites.

Additional information

This training is part of the SDN Academy and participants receive a SDN branded Certificate after completion.


Dr. Mário Passos Ascenção

SDN Accredited Master Trainer
Haaga-Helia University of Applied Sciences


Dr. Teemu Moilanen

SDN Accredited Trainer

Haaga-Helia University of Applied Sciences

wcVwFdmc_Riina Iloranta.png

Riina Iloranta

SDN Accredited Master Trainer

Haaga-Helia University of Applied Sciences

This is just one of a range of courses offered by the SDN Academy

Interested in what else we offer?

bottom of page