Service Design intensive
Frank Spillers
25-year UX and Service Design Leader
Go beyond service blueprints, learn full-stack Service Design
Service design is often reduced to workshops and diagrams. That is frustrating and limiting. It's tactical; it limits the value you can produce.
Many designers are hired to execute, not influence.
Yes, they map journeys.
And, they fill in blueprints.
But they lack the authority to shape decisions.
Leaders want to know:
“Where is the business value?”
“Why does this slow delivery?”
“Why aren't users getting it?”
This course tackles the tactical-versus-strategic gap directly, from "front stage to backstage".
You'll learn how services work across policy, product, operations, technology & your org.
You will learn how to:
Diagnose service problems, not just symptoms
Link user pain to cost, risk, and failure demand
Use service design to influence priorities and trade-offs
Work credibly with product, engineering, and ops
Move from tactical output to strategic impact
This is for designers stuck in execution mode.
And for teams under pressure to move faster.
You will leave with:
Clear tactics for adding value, not theater
Tested methods for stakeholder constraints
Confidence to lead service decisions, not decorate them
If you want your work to change outcomes, not just use templates, this course is for you.
What you’ll learn
You will learn how services actually operate in delivery. Not the idealised version. You will learn to see the whole system.
You will learn to see the full system, not isolated touchpoints. Stop treating the symptoms. Identify and design for business value.
Use user research to contextualize user problems. Learn how to frame problems correctly and zoom in and out to influence stakeholders.
Understand strategic v tactical SD and how to do both to amplify business and user value. Work on a live project to apply your learning.
Build blueprints tied to live delivery decisions. Reveal handoffs, bottlenecks, and risk points. Design customer and employee experiences.
Move beyond UX and digital to accommodate service-product experiences that scale across channels and ecosystems.
Create service blueprints that align teams and unblock progress.
Prototype services, not just interfaces. Learn low-fi service design techniques for rapid feedback.
Apply your service prototypes, ensuring they align with user needs and deliver seamless experiences.
Learn how to design for and test intangible service interfaces and intangible value.
Learn directly from Frank
Frank Spillers
I’ve led AI-first service design across government, enterprise, and start-ups.
Who this course is for
Service Designers or Service Owners looking to polish their game
People who work with UX processes or Service Designers
Career pivot or up-skill- learn new skills as a User Researcher, BA, Product Manager etc.
Course syllabus
Week 1
Level of Zoom
Week 1 homework: Do 3 fun Service Safaris
Choose your capstone project focus
Week 2
Business Model Canvas
Value Proposition Canvas
Log-In: Mural board Access
Schedule
Live sessions
1-2 hrs / week
Projects
1-2 hrs / week
Working on guided activities towards a Capstone-style project (you can use to track your learning progress and add to your portfolio).
Async content
1-2 hrs / week
Review recorded content including an Interviews with NASA Service Design lead and Director of Service Design Gov Canada.
Testimonials
I gathered a tremendous amount of insight; some of them are how to create and execute UX strategies which are aligned with an organisation's overall strategy and business values...and how to support wider UX teams, respectively how to effectively hire for, position and empower such teams. I highly can recommend this course
Patrick Frank
Sr. Innovation Manager
Frequently asked questions
$399
USD