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

A course with SDN Acc. Master Mauricio Manhaes

Early-bird Tickets end: July 9, 2024

Registration deadline: Aug 9, 2024



Workshop | August 9

Project Presentation & Critique | August 16

Hours: 15:00 - 18:00 CEST




Course level:


Location: Zoom

Platform details will be shared with course registrants prior to course


Mauricio Manhães (he/him)
SDN-accredited Master

manhaes-small - Mauricio Manhães.jpg

What to expect?

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.

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 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.

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. 

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 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.


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 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

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


The workshop activities follow this sequence:

DAY 01


  • 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

Phase 2 - Stakeholders Identification

  • Effectual Stakeholders


Phase 3 - Possible Entry Points 

  • Opportunity Space Delimitation

    • Keywords Definition


Phase 5 - Associative Memory Networks

  • Value Memory Mapping

  • Words Density Analysis


Phase 6 - Service Concepts

  • AI-Generated Service Concepts


Concepts Priming

  • Word-Of-Mouth (WoM)



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 11 - Service Design Deliverables

  • Memory Network Map

  • Service Concept

  • Journey Map


End of Day 01


DAY 02


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.


End of Day 02

Course Participant, April 2024

“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."

*Registration limited to a maximum of 30 people
*Should you want to enrol in the extended 6-module later, you will receive a discount at the height of the ticket price.





*Early Bird deadline: July 9, 2024
*Registration deadline: August 9, 2024 

  • 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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