Service Design Academy

Courses for Business

Service Design Mindset

Courses details

Who is it for?

This course is for anyone who hasn’t used Service Design before and wants an energetic, hands-on and insightful introduction on the design principles and the mindset that underpins service design.

Design skills are becoming increasingly essential for careers in any sector. No matter your role or your organisation, you can still apply a human-centred design thinking approach at work.

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Service Design Mindset
Service Design Mindset

How will I benefit?

You will gain a solid introductory understanding of design principles and the mindset that underpins service design, in particular the Design Council’s Double Diamond process, using the four D’s (Discover, Define, Develop and Deliver) to understand the four P’s (People, Problem, Perception and Power).

Design Council’s Double Diamond clearly conveys a design process to designers and non-designers alike. The two diamonds represent a process of exploring an issue more widely or deeply (divergent thinking) and then taking focused action (convergent thinking).

Our methodology is set up so that you’re able to directly implement your learning.

Course Leads

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Katie Murrie

SDN Accredited Master Trainer

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Robbie Beautyman


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Dr Jo McNicoll

SDN Accredited Professional

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Kim Anderson

SDN Accredited Professional

The Details

The course is delivered remotely over 2 days, these live and interactive sessions cover

Day 1 - The four D's (Discover, Define, Develop and Deliver

Day 1 gives you a solid introduction to Service Design and the importance of user research, role play and storytelling.

In teams you will be set a business/community design challenge which will take you through the whole design process whilst developing your service design mindset.

Day 2 - Understanding the four P's (People, Problems, Perceptions and Power)

Day 2 gives you and your team the opportunity to delve further into a service design mindset. You will get to know your people, understand their problems, change perceptions and understand where the influencers are within your organisation.

Service Design Mindset
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The double diamond on a yellow background

Design can help build resilience to challenges and create opportunities for the future

(Design Council, Impact Report 2020)

Design improves business performance, de-risking and encouraging innovation, competition and economic growth

(Design Council, Impact Report 2020)