This intensive workshop offers a deep-dive introduction to the concept and practice of design thinking for services, processes, and products.


This intensive workshop offers a deep-dive introduction to the concept and practice of design thinking for services, processes, and products. Understand why design thinking has become the go-to approach for innovation across industries, and learn how to apply it according to your own needs. You’ll walk away with a complete toolkit for human-centered innovation.

This hands-on course will guide you through the entire process, from understanding a stakeholder group to discovering a need to creating a solution to address it – whether it is a process, a service, a product, or an app.

You will do research, create insights, and prototype and test solutions. Along the way you’ll learn practical tools to take back to your work, including research methods, synthesis approaches, user journey mapping, rapid ideation, and experience prototyping techniques.

By the end of day four, you will be ready to apply this knowledge to your own work and become an ambassador of fast-paced change inside your organization.

Lectures are spread throughout the four days and are immediately followed by direct hands-on applications, research and prototyping, and individual and group coaching along the way. We will work according to a rapid design thinking process that puts the user at the center to create actionable, business-ready experience prototypes.

Prerequisite Knowledge Needed

This workshop is open to everyone, and no specific prerequisites are needed. Just an open mind, a curious approach, and your hands ready to make things.

The workshop should be of value to anyone responsible for creating or delivering products and services, understanding customers and users and improving their experience, or managing such a process.

How Will You Learn?

The four days of teaching are structured around three main phases of the Design Thinking process: Understanding – Exploring – Testing.


  • Intercept Interviews: Tips and techniques for spontaneous, in-context, field research.
  • In-depth Interviews: Templates and structures for gaining deep user insights.
  • Research Synthesis: How to make sense of field research through clustering techniques.
  • User Journey Mapping: Identifying pain points and highlights in an existing service.


  • Insight generation: Techniques for distilling large amounts of data and complex information into actionable insights.
  • Opportunity finding: How to formulate designable questions from research-backed insights.
  • Rapid ideation: Tools for generating large quantities of ideas and refining them.


  • Concept mapping: Tools for developing rough ideas into a detailed and actionable concept.
  • Co-creation: A powerful way to get input and buy-in from end users by involving them in the design process directly.
  • Experience Prototyping: Techniques for creating and testing immersive prototypes ready for further development. Guidelines for iteration and optimal fidelity levels for rapid field testing.

What to Bring

• A notebook and a pen

• A laptop


Simona Maschi

Simona Maschi is a co-founder and director of the Copenhagen Institute of Interaction Design. Leading the overall organisation at CIID she heads a team that encompasses a world class consultancy, education programme and a research lab.

Simona is an expert in service design, scenario design and design methods and is passionate about design solutions that create a positive impact on the world. She supports this vision through creating a design culture that works in collaboration with academia and industry. Recent projects have explored topics such as private and public transportation, health and wellbeing, sustainable housing, and smart cities.

Widely respected in industry, Simona regularly speaks at conferences and events, bringing inspiration on how people centred design can create new and reinforce existing innovation paths. She is a member of the jury for the IXDA Interaction Awards 2014 and part of a board of experts implementing new design strategies at the University of Macau in China.

Simona has over 15 years teaching experience at various institutions including Denmark’s Design School (DKDS) and the IT University in Copenhagen. She has lectured at the Politecnico University in Milan, and was a visiting scholar at the Institute of Design, Illinois Institute of Technology, Chicago. Until June 2006, she was an associate professor and researcher at the Interaction Design Institute Ivrea, Italy.

Simona studied at the Polytechnic University of Milan where where she completed both her PhD in Industrial Design and Multimedia Communication (2002), and her MA in Architecture (1996).

Oct 7
Oct 11
October 11, 2024
5 days
Bergamo, Italy
9 am - 5 pm