Attendees at a Service Design masterclass, creating a prototype

Online masterclass Service design

Design services that stand out in customer experience. In this online master class you will learn how to apply the most relevant service design techniques in order to shape innovation within your organization.


Wednesday 19 August, 7:00 AM

- 10:30 AM

Thursday 20 August, 7:00 AM

- 10:30 AM

Friday 21 August, 7:00 AM

- 10:30 AM




€1,203.95 (incl. 21% btw)

€995.00 (excl. 21% btw)

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Learning by doing

The best way to skill oneself in service design is by applying it in practice. After a short introduction about the theory, you will be set to work. So, the training is very interactive, involving a lot of cooperation with your fellow participants. Of course, there will be time for reflection in between assignments.

What will you have mastered?

After this inspiring master class you will be able to work with service design tools and techniques right away. Also, you will be able to significantly improve the development of services for your target group. You will know how to translate customer insights to solutions, how to develop value propositions, and how to pitch your validated concept the most effectively.

For whom?

The master class is intended for anyone interested in innovating or improving services taking customer perspective as a starting point. Participants might be:

  • Innovation Manager

  • Marketeer

  • Product owner

  • UX-designer

  • Customer experience professional

Free coaching included

3 hours coaching on the job

Tools and canvasses

Access to practical tools and canvasses to guarantee a quick start

Image of a heart with the text "I love UX"
Best practices booklet

A useful overview of our best practices concerning service design

Video by Paul Helwig - Program manager Digital Campus ANWB.


Morning 1

You will learn how to familiarize yourself with the customer and his or her context. You will apply a number of research techniques and discover how to give your colleagues insight in the world of the customer. You will apply techniques to process your research results. Topics:

  • Value of service design
  • User research
  • Personas
Morning 2

You will learn to sharply define a design challenge and to develop a broad range of concepts using quick and interactive design techniques. Topics:

  • Service ecosystem
  • Customer journeys
  • Value proposition canvas
  • Definition design challenge
  • Ideation
Morning 3

You will test the concepts for feasibility, and pitch them in front of the group (and a jury).

  • Table top prototyping
  • Testing and improving
  • Service blueprint
  • Pitch
What’s next…

You may still encounter bumps if you start applying service design in your organization. Then it would be nice to have an experienced service designer from outside to take a look. That is why you will receive a voucher for 3 hours of coaching after the service design training. You can use this voucher to spar with us about your project approach. Or we think along with you in terms of content, just what you need at that particular moment.

Ready for a master class?

With the CX department of ANWB we followed a cool service design masterclass from Informaat. The result: a closer team, a shared vocabulary and a toolbox full of methods and techniques to put our ANWB members even more in the center of things.

Frank de Wit

CX manager


Frequently asked questions

Do you also provide this service design training in-company?

Yes, certainly! If you and your team or colleagues are interested, please contact us. We will be happy to discuss what the wishes and possibilities are with you.

Can I register for a different location or date?

We definitely plan to organize two subsequent master classes later this year. Exact dates and location are yet to be announced.

How large is the group of participants?

The maximum size of the group is 24 participants. Two service design trainers are present, so there is enough space for interaction and feedback.

Who are the trainers?

The service design trainers are Victor Visser and Carla de Oude. They are service designers with more than 10 years of experience. They also have extensive experience in giving workshops and training.

What is the working language of the master class?

The masterclass is given in Dutch.


Send us your question and we will contact you.


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