As our world grows more complex, designing seamless, human-centered services is essential. This course offers a hands-on introduction to the tools and mindsets of service design—helping participants create effective, end-to-end experiences across digital, physical, and interpersonal touchpoints.
ABOUT THIS COURSE
Designing a service is more than delivering a product—it’s about orchestrating an entire experience. This hands-on, weeklong workshop introduces participants to the key principles and tools of service design. Working in teams, participants will research real-world challenges, map service systems, and prototype meaningful interactions that reflect the needs of users and stakeholders alike.
Through a combination of field research, co-creation, journey mapping, and storytelling, students will learn how to translate insights into impactful, user-centered service innovations. The course embraces an interdisciplinary, systems-thinking approach to help designers tackle complexity with clarity, collaboration, and creativity.
Prerequisites
No prior design knowledge is needed. Participants should be comfortable speaking with strangers as part of the research process.
How you’ll learn
This course follows CIID’s “build-test-repeat” philosophy—blending theory with hands-on practice in an immersive, team-based setting. Throughout the week, participants will work collaboratively to design and prototype a service experience, moving through each stage of the service design process. From conducting field research and synthesizing insights to mapping journeys and co-creating with users, the course emphasizes rapid prototyping and iterative testing as core practices. Storytelling techniques will support clear and compelling communication of final concepts. The experience is fast-paced and collaborative.
What you’ll learn
What to bring
Emma has been a designer for 15+ years. She helps organisations design services that meet the needs of their users. For the last 10 years Emma has practiced service design and co-design; primarily with charities, government and healthcare institutions before founding Joy. She has worked with a wide variety of organisations across public, private and third sectors including Tesco, Cancer Research UK, the NHS, various local authorities and many more.
Building connection is at the heart of Emma’s work. She is passionate about the relational aspect of service design because ultimately services are delivered by people. Emma is a skilled and empathetic facilitator who prides herself on her ability to bring different perspectives together in a safe way. Emma is a champion for inclusive design and equity of access for all - especially in the gender diversity space.
After studying design in Sydney and Cologne in the late 1990s, Kernow Craig began his career as a graphic designer while teaching and conducting research in local design schools. Early work with non-profits and global companies sparked an interest in how interaction design could address complex challenges and deliver impact at scale.
In 2016, he co-founded CraigWalker, a design and research studio focused on service design and strategic transformation. Kernow led programs of work for Meta, Bupa, and Standard Chartered Bank — helping organisations navigate regulatory complexity and deliver trusted, human-centred services.
His work in privacy, data ethics, and explainable AI has informed industry and government regulation, combining policy insight with practical design tools. Alongside practice, he lectures on design strategy and policy innovation, and continues to advise regulators and organisations preparing for AI integration with a focus on public value and institutional trust.
