Service design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers.

The purpose of service design methodologies is to design according to the needs of customers or participants, so that the service is user-friendly, competitive and relevant to the customers. The backbone of this process is to understand the behavior of the customers, their needs and motivations. Service designers draw on the methodologies of fields such as ethnography and journalism to gather customer insights through interviews and by shadowing service users.

Service design combines key elements from user-experience design, interaction design, and quality management to create long-term value. In this full-day workshop, you’ll discover the basic elements of each of these disciplines and how they work together to raise customer satisfaction, increase conversions, and enhance key events along the customer journey.

What You’ll Learn

  • How service design relates to user experience
  • How you can create value even with a small budget
  • How you can move projects from subjective guesswork to measurable success
  • How you can inspire teams and service providers

How you can get the most out of service-design tools including:

  • User-centered-design basics (UCD)
  • Touchpoint analyses
  • Customer journey maps
  • Use cases
  • User scenarios
  • Storyboards
  • Personas
  • Proof of concept / performance metrics

And finally, we will bring these together to create a service-design blueprint that helps you create a shared frame of reference for your team, provides overview, and helps pinpoint problems waiting for an innovative service solution!

This is a true workshop and our day together will be marked by many hands-on exercises. Not only are these fun, but they help you internalize the key features of service design so you can provide greater value for your employer or clients from the very next day.

Who This Workshop is For

Designers and UX professionals who want to take their skills beyond the screen to create truly valuable cross-platform experiences.



  • 09:00 – Introduction to user-experience and service design
  • 09:45 – Fleshing out the service-design blueprint
  • 10:30 – Morning tea
  • 11:00 – Creating a touchpoint analysis
  • 11:45 – On-stage and backstage actors and support systems
  • 12:30 – Lunch
  • 13:30 – Scenarios, use cases, storyboards
  • 15:00 – Afternoon tea
  • 15:30 – Service evidence – demonstrating measurable value
  • 16:45 – Putting theory into practice
  • 17:00 – Finish

Thinking to expand your career in Service Design? watch these videos:





Eric Reiss has been meddling with service and product design projects for longer than he cares to remember.

Today, he is CEO of The FatDUX Group, an international user-experience design company headquartered in Copenhagen, Denmark. Eric has also lectured on design principles at the Bauhaus University in Weimar, is a former Professor of Usability and Design at the IE Business School in Madrid, and serves on the advisory boards of several universities and institutes in both Europe and the United States.

His Web Dogma, a design philosophy that transcends both fashion and technology, has been adopted by 1000s of developers and companies around the world.

Full Day Workshop / April 7, 2014
9:00 AM

Kfar Maccabiah
Perets Bernstein 7 st. Ramat-Gan

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