
Service Design
Foundations
Practitioner Accreditation Course
Previously named our 'Practitioner Curriculum', this 11-week online course mixes an engaging blend of theory and hands-on, practical learning to teach you the fundamentals of service design. Successful completion delivers Practitioner Accreditation from the SDN Academy.
SDN practitioner accreditation
Gain industry-recognized accreditation
Participants who successfully complete our Foundations course are eligible to receive a 2-year SDN Practitioner Accreditation, a value of €460.
Practitioner Accreditation is part of the Service Design Network's Accreditation program, which recognizes the achievements of service designers and is the only accreditation program of its type.
Practitioner accreditation is our entry level of accreditation, and suits those starting their service design career. Interested in securing this accreditation? Successful completion of the Foundations course automatically grants this accreditation level, contingent on completing a quiz and self-assessment.
of lecture sessions including group and team activities
of collaboration sessions, with instructor supervision
of individual self-study, using the SDN's rich resources
of team-based work on a course-long project

Why join this course?
01
A project-based approach
This progression of modules in this course follows the phases of a typical service design project, allowing you to build skills and gain knowledge step-by-step. This practical, project-based approach allows you to 'learn by doing', using a realistic and engaging project case that you and your team work on over the entire course.
03
Value for money
The course format exposes you to lectures, self-study, team and assignment work, yet can still fit in alongside your day-to-day work. Practitioner Accreditation (a value of €460) and a two-year SDN membership (a value of €360) are included in the course fee. All of this from the SDN, a non-profit established in 2004 which supports the global service design community.
02
Taught by an expert
The course is lead by SDN Academy co-founder Jesse Grimes, a service design thought leader with 18+ years of experience. In addition, you'll benefit from curated access to the wealth of learning resources offered by the SDN to its members.
04
Team-based learning
Throughout the course, you’ll work in a collaborative small team, enabling you to share insights and tackle your team challenge together, all while receive continuous support from your trainer. This team-oriented approach strengthens your ability to work effectively in future service design projects you take on.
Course dates
Module 1:
Lecture: Weds 9 Sep 2026
Collaboration session: Weds 16 Sep 2026
Module 2:
Lecture: Weds 23 Sep 2026
Collaboration session: Weds 30 Sep 2026
Module 3:
Lecture: Weds 7 Oct 2026
Collaboration session: Weds 14 Oct 2026
Module 4:
Lecture: Weds 21 Oct 2026
Collaboration session: Weds 4 Nov 2026
Module 5:
Lecture: Weds 11 Nov 2026
Collaboration session: Weds 18 Nov 2026
Module 6:
Final session: Tues 24 Nov 2026
Session timings
All sessions start at:
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18:00 - Paris, Berlin, Rome, Madrid, Amsterdam, Brussels, Vienna (UTC+2)
For the first session of the course, this correlates to the following local times:
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09:00 - Los Angeles, Vancouver, Seattle, San Francisco (UTC-7)
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10:00 - Denver, Salt Lake City, Calgary, Mexico City (UTC-6)
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11:00 - Chicago (UTC-5)
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12:00 - Toronto, New York, Miami (UTC-4)
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13:00 - Buenos Aires, São Paulo (UTC-3)
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17:00 - Dublin, Lisboa, London (UTC+1)
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19:00 - Istanbul, Cape Town (UTC+3)
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20:00 - Dubai (UTC+4)
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21:30 - Mumbai (UTC+5:30)
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24:00 - Singapore, Beijing (UTC+8)
Please note that start times may offset during the course, as a result of e.g. daylight savings. Course participants will receive an invitation to a course calendar which automatically adjusts all session times for their specific location.
Find the start time for the kickoff session in your local timezone
Next edition (Spring 2027)
Dates will be announced soon!
Meet your trainer
Jesse Grimes is a co-founder of the SDN Academy alongside Prof. Birgit Mager, and he currently leads the Service Design Foundations course as well as serves as Head Trainer for the Masterclasses Series. He serves on the Leadership Team of the global SDN, is the Editor-in-Chief of its journal Touchpoint and also co-leads the SDN Netherlands Chapter.
After 9 years in experience design roles, Jesse transitioned into service design in 2008, and since then has worked with international clients across a range of projects, in consultancy and leadership roles.
He has a wealth of experience creating and delivering training, as well as in facilitation, strategic, design research, innovation consulting and business design roles. Since 2018 he has worked as a freelance consultant based in Amsterdam, for national and international clients.
He holds a Service Design Master accreditation from the SDN.
Course fees
Includes:
SDN Practitioner Accreditation (A value of up to €460!)
Two-year Professional SDN membership (A value of up to €360!)
Participation in all module lectures and collaboration sessions
Small team collaboration for course-long project
All course content, supplemental learning material and assignments
Course completion certificate
SDN Members
€1,450 Early Bird (until 31 Jul 2026)
Or 3 monthly payments of €483
€1,630 Normal price
Or 3 monthly payments of €543
Non-SDN Members
€1,550 Early Bird (until 31 Jul 2026)
Or 3 monthly payments of €483
€1,700 Normal price
Or 3 monthly payments of €517
Country income-indexed pricing applies to this and all SDN Academy courses. Eligible participants (based on their country of residence) qualify for discounts. A limited number of seats are available per cohort. To determine if you qualify to apply, read our FAQ at the bottom of this page.
World-class learning resources



The course contains engaging, in-depth content from the trainer's experience and subject matter expertise, backed up with the resources of the Service Design Network:
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Articles from the SDN journal Touchpoint
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Presentations from the SDN Global Conference
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Selected case studies from the Case Study Library
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Content created by the SDN community
Still deciding if this course is right for you?
This course is designed to build foundational service design competencies, whether your goal is to start a new career, make a career change, or boost your skills within your existing role..
If you are looking to apply the tools and mindset of service designers, yet remain in your existing role, this course is also ideal.
Starting, Advancing and Transitioning Designers
Who you are: Starting service designers, or professionals in related design fields (UX, Product Design, Interaction Design, and Design Research).
Why you should register: You already understand the importance of customer experience, and you want to expand your skillset beyond single screens or products. This course brings the entire service ecosystem into perspective, giving you the approach and tools to design holistically.
Responsibility/Delivery of Customer and Employee Experiences
Who you are: Customer experience (CX) specialists, customer service managers, and frontline operations leaders.
Why you should register: You currently are involved in how real-world experiences are delivered to customers, citizens, users, patients or employees. This course equips you with the tools and approaches to increase your mandate and your impact. You'll learn how to a service perspective (as opposed to a product one) will achieve the results your organization desires.
Strategists and Builders
Who you are: Product Managers, Marketers, IT Architects, Developers, and Digital Transformation leads.
Why you should register: You might not want the title "service designer", but you need your products, software, and campaigns to work harmoniously together to help their targets achieve their goals. This course provides you with valuable new join-up disconnected experiences, de-risk expensive builds, and align business strategy with what people really need and value.
What other course participants have said
Get notified about future editions
of this course
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Course structure
Each of the six 2-week modules, follows the same structure
Module lecture
(2-hour Zoom session)
Each module begins with a 2-hour lecture session that introduces the key theoretical aspects of the module. In addition, time is set aside for team and group activities, discussion and Q&A. The module's assignment is also announced during this session.
Self-study and supplemental learning material
Throughout the module, participants have access to a range of curated supplemental content, such as case studies, Touchpoint articles and presentation videos. These can be followed at your own pace. Short, engaging quizzes and case study reflections reinforce what you've learned and keep you on track.
Collaboration session
(1-hour Zoom session)
In the second week of each module, a one-hour Collaboration session allows further interactions between yourself, the trainer, and the other members of your team. In some cases, new theory content is shared during this session, and in others you'll have time to work on your team's assignment(s) for this module.







