One of the unique elements of the Service Design Days are ten highly-interactive masterclasses, given by well-known teachers and senior-level leaders in their fields. They provide you with a range of proven concepts and useful service and business design tools and methodologies to guide you and your teams in a customer-centric transition.
On both conference days, five masterclasses will be given parallel in time for about three hours each. During the registration process you can let us know the masterclass(es) of your preference.
Friday, October 6th / Saturday, October 7th
Friday, October 6th
Masterclass 1 ‘How to solve big problems and test new ideas quickly’
Scheduled
Masterclass leaders
Marta Rey-Babarro (Google)
Burgan Shealy (Google)
Description
Deep dive into the specific processes and exercises Googlers use to create better products and services faster and more efficiently. A design sprint is a five-phase framework that helps answer critical business questions through rapid prototyping and user testing. Sprints let your team reach clearly defined goals and deliverables and gain key learnings, quickly. The process helps spark innovation, encourage user-centered thinking, align your team under a shared vision, and get you to product launch faster.
The Google design sprint framework was created in 2010. Over the years, working alongside Google Ventures, we've studied and tested 300 different business strategy, design thinking, and user research methods. We took the most effective ones and evolved them, arranging them into a framework that supports both divergent thinking and convergent thinking.
Who may benefit from this masterclass?
This hands-on masterclass is for all senior creatives, entrepreneurs & product leaders who want to learn the Google Design Sprint methodology in a practical and strategic level to drive hi-impact innovation on their teams and inside their organisation.
Key takeaways will include how to:
Friday, October 6th, 14:30 pm - 17:30 pm
Masterclass 2 ‘Creating long-term holistic value’
Scheduled
Masterclass leaders
Harald Lamberts (Essense)
Adam Salter (Essense)
Description
As organisations and their leaders continue to navigate growth and transformation challenges, this masterclass is designed to provide greater clarity and guidance on how to generate long-term, holistic value for your business, brand and key stakeholders. Taking a holistic approach acknowledges that value exists beyond that which is currently measured, such as intellectual, creative and societal value. However, how are these authentically manifested in your customer experience and interactions?
Not only will an introduction to the tools and method be provided, but also the mind-set required to think, see and design beyond immediate contextual constraints. Service design is often criticised for being shortsighted by focusing solely on the immediate problems of today. This session therefore is also designed to demonstrate how tomorrow's context can be envisioned in order to set your organisations future ambitions.
Applying this perspective will allow for a broader understanding of the factors that will impact future business performance, brand equity and customer engagement. And it will influence the cultural change required for a more innovative and agile organisation.
Who may benefit from this masterclass?
This exploratory ideation session is especially designed for those leaders who are tasked with shaping the future of their organisation’s business, brand or service. In other words, for those who are being asked how to create value and impact, both for today and tomorrow.
Key takeaways will include how to:
Friday, October 6th, 14:30 pm - 17:30 pm
Masterclass 3 ‘Innovation through systems thinking’
Scheduled
Masterclass leaders
Ross Breadmore (Lloyds Bank)
Anna Carlson (Hyper Island)
Description
The most valuable organizations in the world have built products and services that change the system around them. Innovation is not an idea or a creativity problem but a systems recognition problem. How do you understand the connections and impacts between products, services and society? How do innovations go beyond being disruptive system changers?
This masterclass will give you the tools, knowledge and experience to understand technological and sociological systems from the beginning of human history into the near future including a deep dive into the framework of one of today's most fascinating technologies, in order to understand how products and services become innovative system-changers. Understanding innovation systems enables you to make leading strategic decisions to transform the paradigm.
Who may benefit from this masterclass?
This highly interactive masterclass is for senior leaders, strategists and anyone working in innovation, service design and product development within their organisation.
Key takeaways will include how to:
Friday, October 6th, 14:30 pm - 17:30 pm
Masterclass 4 ‘Designing a design organisation’
Scheduled
Masterclass leader
Kristin Skinner (Capital One)
Description
As the move to establish in-house design teams accelerates, it turns out there's very little common wisdom on what makes for a successful design organisation. Books and presentations tend to focus on process, methods, tools, and outcomes, leaving a gap of knowledge when it comes to organisational and operational matters. This masterclass seeks to address this lacuna by shining a light on the unsung activities of actually running a design team, the organisational and operational challenges and considerations, and what works and what doesn’t.
Kristin Skinner will also share her personal experience as a design leader driven by the challenge of organisational design. She will share some interesting stories on the benefits and challenges of working in both consulting and in-house, and will leave you with practical tips to build and lead your design teams and organisation. This masterclass has a conversational approach mixed with several activities. You will explore the first framework for thinking of the evolution of a design organisation and learn the changes and roles as it passes through each stage. And you will map your own organisation and learn how to assess and take action on its evolution.
Who may benefit from this masterclass?
Senior leaders, product/project managers and design directors, managers and supervisors with a general understanding of organisational and managerial matters for design teams.
Key takeaways will include how to:
Friday, October 6th, 14:30 pm - 17:30 pm
Masterclass 5 ‘People who care: how to design an empathic organisation’
Scheduled
Masterclass leaders
Mark Gatenby (Centre for Co-Design)
Stefan Cantore (Centre for Co-Design)
Description
Empathy sits at the heart of human-centred design, giving designers an insight into the lives of service users. Without empathy, organisations cannot fully understand their customers’ needs and may struggle to sustain long-term customer relationships. But do companies ever really empathise with the lives of their service users, and should they?
This masterclass is designed to challenge leaders and designers in their understanding of empathy by drawing on case studies from healthcare and education, where care is a key strategic value. The session will introduce key concepts and practical techniques of service co-design, as used with clients, practitioners and users in complex environments. Participants are encouraged to examine how using empathic language interacts with service behaviours and business practices, creating challenges and opportunities for designing an empathic organisation.
Who may benefit from this masterclass?
This interactive masterclass is for senior professionals working in service industries who are familiar with the process of human-centred design, and are curious to find ways of building more service-led empathy into every area of their project teams and organisations.
Key takeaways will include how to:
Friday, October 6th, 14:30 pm - 17:30 pm
Saturday, October 7th
Masterclass 1 ‘Designing for social impact’
Scheduled
Masterclass leaders
Chiara Diana (frog)
Elena Marengoni (frog)
Description
Many companies focus on designing and delivering a need-based and truly customer-centric service. But is the impact of solutions just on single individuals? How to (re)consider innovation processes and engage communities at large to maximize positive societal transformation? In this masterclass we focus on how to plan such a service design project. We will start from the outcome and build the plan of work required to achieve that outcome. Including a moment of reflection on how to measure the impact.
The workshop aims to stimulate the debate around the topic of planning and executing an impactful service design project, through a retrospective journey from the project outcome to the program setup. Participants will be encouraged to reflect upon real cases, hypothesize and discuss the necessary actions, resources and stakeholders to achieve the desired impact, on the organisation and ultimately the user.
Who may benefit from this masterclass?
This interactive masterclass is for all senior professionals who are familiar with service design and already engaged in managing and executing service design projects, but want to make a deeper dive in how to plan and lead a complex service design project with social impact.
Key takeaways will include how to:
Saturday, October 7th, 14:30 pm - 17:30 pm
Masterclass 2 ‘Driving value in communication: research and design strategy in context’
Scheduled
Masterclass leaders
Joanna Brassett (Studio INTO)
Philip Reitsperger (Identity Lab)
Description
We are forward-looking species. Speculation (speculor: watching, peeking, scouting) is an integral part of us. But often when it comes to business speculation, of course, speculation is not enough. So we observe the world, people and culture. Every year a sheer incredible amount of user or market research is executed in order to make products and services better. Unfortunately, it is just one thing to create proper research insights in those areas and yet another to communicate findings through various organisational layers successfully.
This masterclass is going to deal with the questions of how to process research and findings visually in order to implement change effectively. Participants will deal and explore the questions of how different project stakeholders cope with complex information with local and global outcomes. How to let stakeholders understand and convince them? What criteria might be found and are relevant for well-communicated research, insights and strategic recommendations? How can complex matter be made tangible throughout analytical and emotional storytelling? And how to start implementing?
Who may benefit from this masterclass?
This masterclass is for consultants, analysts, innovators, researchers, and others who are willing to open up, be inspired and get their heads around the question of possible ways of communicating research far beyond slide-presentations or research reports.
Key takeaways will include how to:
Saturday, October 7th, 14:30 pm - 17:30 pm
Masterclass 3 ‘Impact the world isn’t ready for’
Scheduled
Masterclass leaders
Oli Shaw (Designit)
Chirryl-Lee Ryan (Isobar)
Description
The role design plays in business, economy, environment and culture has never been more important. Those involved in the design process are faced with both opportunity and responsibility: the opportunity to use creativity to deliver business value, and the responsibility of bringing change to the world.
But what are the real consequences, and who is responsible? Great design happens with the best of intentions, but even ‘good' design doesn't always go according to plan. How can those involved in the process of designing products and services future proof outcomes and anticipate unknowns, so what gets made doesn’t quickly end up in the design dumpster of worthless and unusable products and services?
During this masterclass, we’ll use impact as a seriously fun design lens. We will share stories about what good and bad design impact looks like, and you will apply an impact lens throughout the design process for real life scenarios.
Who may benefit from this masterclass?
This fast-paced, learn-by-doing masterclass is for all senior experts involved in or responsible for the design process, including decision makers, product owners and strategic designers, or anyone who cares about how the things that are designed today might impact the world tomorrow.
Key takeaways will include how to:
Saturday, October 7th, 14:30 pm - 17:30 pm
Masterclass 4 ‘Diving into service ecosystems: from strategic opportunities to concrete services’
Scheduled
Masterclass leaders
Marc Garcia Fortuny (We Question Our Project)
Itziar Pobes Gamarra (We Question Our Project)
Description
Companies can be quite complex and siloed. They may provide their services by themselves, or through a third party. Or their service can be structured as a platform of services built from several service providers, who are sometimes visible for the user, sometimes invisible. But the user of the service is still a single entity.
Companies are used to thinking of strategy in terms of activities under their direct control. They normally consider other organisations either as competitors, or in a client-supplier framework. Seldom as co-creators of mutual value. Even when willing to collaborate, this mindset is hard to break. So, how can a company, being part of an array of companies, improve a common service ecosystem as a whole? How can service design help to spot strategic opportunities and undertake shared projects?
Who may benefit from this masterclass?
This hands-on masterclass is for strategists, innovators or service designers who need to develop new strategies and services beyond the boundaries of a single organisation. In small groups, participants will experience how to create service ideas that can reshape a service ecosystem.
Key takeaways will include how to:
Saturday, October 7th, 14:30 pm - 17:30 pm
Masterclass 5 ‘Rethink your thinking’
Scheduled
Masterclass leaders
Joost Holthuis (Edenspiekermann)
Jonne Kuyt (Edenspiekermann)
Description
In a time of disruptive political, economical and ecological change massive challenges and opportunities lay ahead for brands and services. They will need to adapt more swiftly and abruptly to changing customers, markets and technology than ever before. It’s a time that will demand brilliant thinking, visionary bravery and radical actions if it comes to designing the right engaging brands and best thinkable services.
Flip your script and change the game by signing up** for the very seriously entertaining Radical Service Design Club and get prepped for new ways of brand and service innovation. Go home excited with new insights, actions lists and skillsets on how to turn the future challenges into bottom-line opportunities.
** This is a guaranteed Post-it free masterclass
Who may benefit from this masterclass?
This masterclass is specifically tailored for business and corporate vigilantes, and others who want to break with conventions and challenge the status quo.
Key takeaways will include how to:
Saturday, October 7th, 14:30 pm - 17:30 pm
The 2017 edition was made possible by:
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