SERVICE DESIGN
SERVICE DESIGN
Services are made up of many touch-points: printed materials, websites, face-to-face contact, physical objects, and more.
Services are made up of many touch-points: printed materials, websites, face-to-face contact, physical objects, and more.
Effective services include many touchpoints: printed materials, websites, face-to-face contact, physical objects, and more. Designing a service that seamlessly combines these touchpoints is a complicated task. In this weeklong workshop, participants will learn the skills necessary to design an end-to-end service experience, based on real-world consumer insights.
Prerequisites
No prior design knowledge is needed. Participants should be comfortable speaking with strangers as part of the research process.
How you’ll learn
Expect a hands-on week with lots of collaboration, experimentation, and results that are sure to be innovative and surprising. Over the course of the week, participants will work in small teams to design and prototype a service. Working together, teams will map service systems, co-create with customers and stakeholders, prototype service experiences, and experiment with storytelling to communicate their new service.
A series of guided exercises will introduce participants to user research techniques, research analysis and insight development, and service ideation. Participants will be tasked with turning their service ideas into real working prototypes, which they’ll use to test out their concepts with real users, refine and expand those concepts. Finally, all participants will present the results of their project to the class, resulting in communication skills that are transferable to almost any industry that involves user interaction.
What you’ll learn
What to bring
Simon Herzog is a strategist, service designer, and experience designer. He helps organizations and institutions make sense of complexity, whether through better services or better stories. Since 2017, he has led the Vienna-based consultancy Anglemap, working with clients like Novo Nordisk, Maersk, and the Red Cross to redesign systems with empathy and strategic clarity.
Simon also works as an experience designer on large-scale cultural and public projects, including World Expo pavilions and international exhibitions, where he helps shape the core narrative: what we want people to feel, understand, and remember. From research and facilitation to storytelling and strategic framing, his role often bridges the abstract and the tangible.
He holds degrees in sociology from Columbia University (cum laude) and interaction design from CIID (with honors). He thrives in contexts that involve human nuance, cultural sensitivity, and interdisciplinary collaboration.
