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The main goal of service design is to transform services. It puts people first, using creativity to solve problems and challenge assumptions. It creates environments where innovation happens.

We are dedicated to supporting a growing community of change makers. We build the skills of design leaders and capacity in business to create better services and customer experiences.

About us

Founded in 2017 we are based in The Incubator, Gardyne Campus, Dundee & Angus College. We offer unique learning journeys designed to connect theory and practical applications through a mixture of experiences, live classrooms, watch anytime videos, teamwork, mentoring and case studies.

The Service Design Academy is proud to be the first training organisation in the world to receive full accreditation from the Service Design Network (SDN).

Courses

We offer creative learning for change makers. Our courses have been designed, tried and tested by people like you. It’s not about hot air neither is it a talking shop – it’s about learning by doing.

We believe the ability to question, be curious and interrogate is as important as knowing the methods and mapping the journeys.

Meet the team

When your mission is to teach the world service design you need the best people driving your vision forward.

Accredited by The Service Design Network

The Service Design Network (SDN) founded in 2004, is the leading non-profit institution for expertise in service design and a driver of global growth, development and innovation within the practice.

It is the network for service designers across the globe.

In 2020, The Service Design Academy became the first organisation in the world to receive SDN Accreditation following a rigorous and in-depth audit.

Our Consultants, facilities and courses are recognised as an international provider of sector leading service design education.

Service Design in Education

It started with three enthusiastic and passionate ladies. They wanted to make education better for everyone. These three women were not afraid to ask and challenge, but they rarely found the constructive response they were after. They didn’t give up and kept reaching out through their networks of like-minded people who were truly committed to change education for the better. Their paths finally crossed at the Service Design Academy in Dundee. BOOM! Service Design in Education was born.

Let’s connect.

We’re ready to lead you on your service design journey.

Dr Jo McNicoll (who is white, with long blonde hair, and wearing a black puffer jacket visible from the waist up) shaking hands with a bronze statue on a street in Helsinki. In the background is a parked cars and two buildings: one rendered in cream with a vertical blue strip around one set of windows, the other brown brick with continuous horizontal strips of windows.

Made with ❤ by mtc.