Service Design Academy

short course • online

Discover service design

(Formerly known as Welcome to service design)

Start date

Wed 10 & 17 July 2024 
Thurs 22 & 29 Aug 2024


2 half days (7 hours)


Online (Microsoft Teams)

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Develop your awareness of the mindset, approach, and principles of service design. You will learn about the process used to design services, how to describe a service, and discover the relationship between services and you.

Who is this course for?

This course is for anyone who wants to learn what service design is, and how it can help you engage with people, solve problems, and bring ideas into reality.

As you learn about service design, you’ll tackle a design challenge with other learners. You’ll try out some tools and develop skills to bring service design to life.

How will this course help you?

This interactive and activity-led short course will help you to understand the value of service design.

You will learn how the design process supports you to fully understand problems before working towards solutions.

The course will give you the opportunity to try out proven tools and develop skills in a safe environment.

Course structure

The course takes place over two 3.5 hour classes which run from 09:30 until 13:00.

Session 1 - Discover and define basics

Starting with the fundamentals, you will be introduced to the service design process and the Double Diamond as a framework.

You will be asked to consider how bias effects your decision making, and start to learn how to challenge assumptions.

After being introduced to user research theory, you’ll start to learn by doing on a practical design challenge.

You will learn to understand, analyse, and synthesise data to define problem and opportunity areas.

You will gain

  • Knowledge of service design and its key principles
  • Awareness of the pitfalls of assumption-based thinking
  • The importance of empathy in designing with – not just for – people
  • How to use a small set of tools to gather knowledge and begin to understand user needs
  • The value of a data-led approach to innovation

Session 2 - Develop and deliver basics

Now that you understand the problem, you will learn the basics of how to identify and communicate the right solution.

After setting the context with service design theories and stories, you will continue to learn-by-doing with an introduction to idea generation and prototyping.

You will learn about the principles of co-design: a set of high level considerations for involving people throughout the service design process.

You will gain

  • The ability to reframe defined problems into opportunities for solutions
  • The confidence to collaborate with others and use tools to generate ideas
  • The ability to communicate potential solutions and to give and receive critical friend feedback
  • The space to consider how service design could support better ways of working in future

Teaching and assessment

This course is delivered live and online using Microsoft Teams. It is an interactive course delivered by service design experts who are highly experienced in training with a learn-by-doing approach. This course is taught in English.

This course is not assessed, but you will receive a digital certificate from the Service Design Academy.

We were the first organisation in the world to be accredited by the Service Design Network, which means our courses are accredited by them. Your course certificate is accredited by SDA and the Service Design Network, a driver of global growth, development, and innovation within the practice of service design.


You will need a computer with a fast and reliable connection to the internet, a camera, and a microphone.

To ensure the best possible experience for yourself and others, we recommend that your wear a headset to provide clarity of sound and improved live captions for those who use them.


We deliver our training using Microsoft Teams and Miro.

There is no requirement for you to install this software or create an account in advance of the course.

Although both tools are available as downloadable apps which may enhance your experience, each is available on the web without an account. We recommend that you use Google Chrome for the best experience.

Fees and funding

£250.00 GBP

As a provider of education, we do not charge, and you do not pay VAT on our course fees.

Individual Training Account (ITA) funding

Skills Development Scotland can provide up to £200 to support the cost of this training.

ITA funding could be right for you if you meet the below eligibility criteria:

  • aged 16 or over and living in Scotland
  • not currently in education or involved with any other Skills Development Scotland (SDS) programme
  • unemployed and looking to get back into work or employed and earning £22,000 or less per year
For more information regarding ITA funding please go to MyWorldOfWork.

How to book

Complete our pre-registration form to book your place

Within 14 days of completing this form, you will receive an email from Dundee & Angus College with a link to complete your registration.

Booking multiple places

Please contact us and we can arrange this for you.

If you’re booking a lot of spaces, you may want to talk to us about a customised course especially for your business.