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Course Outline
Framing the Service Challenge & Data-Driven Discovery
The Service Owner’s Mindset & UCD Foundations
- Service design vs. product design: scope, touchpoints, and operational reality
- UCD principles in service ecosystems: co-creation, empathy, and iterative validation
- The Service Owner’s role: orchestrating cross-functional alignment and experience ownership
- Workshop: Service ecosystem mapping exercise (identifying actors, channels, and handoffs)
Defining the Real Design Problem
- Moving beyond symptoms: root cause analysis for service pain points
- Problem framing techniques: 5 Whys, Problem Statement Canvas, and Jobs-to-be-Done (JTBD)
- Aligning stakeholder expectations with user realities
- Workshop: Drafting and stress-testing a core service problem statement using real organizational data
Identifying Opportunity Areas
- Mapping the customer journey & employee experience (dual journey mapping)
- Identifying friction, moments of truth, and experience gaps
- Opportunity sizing: Impact vs. Feasibility matrix for service improvements
- Workshop: Highlighting high-leverage opportunity zones on a live service blueprint
How to Choose Data That Captures Important Aspects of UX
- Qualitative vs. quantitative data in service design
- Selection frameworks: interview triggers, observation contexts, behavioral telemetry, and touchpoint analytics
- Avoiding data bias: sampling, representation, and context validity
- Workshop: Building a data collection matrix tailored to a specific service phase (e.g., onboarding, support, renewal)
Metrics, Alignment & Service Optimization
How to Choose UX Metrics That Align with KPIs
- Bridging experience and business: mapping UX metrics to operational KPIs
- Selecting the right metrics: NPS, CSAT, CES, Task Success, Flow Efficiency, and Retention
- Defining measurement cadence, baselines, and attribution models
- Workshop: Designing a metric dashboard that ties service experience directly to business outcomes
Service Blueprinting & Cross-Functional Alignment
- Building operational service blueprints: frontstage, backstage, and support processes
- Mapping internal capabilities to customer journey requirements
- Aligning design, operations, IT, and customer success around a shared experience vision
- Workshop: Populating a layered service blueprint with process nodes, SLAs, and experience touchpoints
Prototyping, Testing & Iterating Services
- Service prototyping: role-playing, walkthroughs, and pilot service trials
- Running experiential tests and collecting behavioral vs. attitudinal feedback
- Iteration strategies: small-batch pilots, rollback plans, and scaling successes
- Workshop: Conducting a live service prototype test and capturing actionable iteration notes
Capstone & Implementation Strategy
- Synthesizing mapping, data, and metrics into a Service Optimization Roadmap
- Governance models: how Service Owners track, maintain, and evolve experience assets
- Overcoming implementation barriers: budget, change management, and tech debt
- Capstone: Present a complete service improvement plan (problem → opportunity → data → metrics → roadmap
Requirements
Prerequisites
- Basic familiarity with UX principles, customer experience, or service delivery
- No formal design degree required; familiarity with operational or product workflows is helpful
- Comfort with cross-functional collaboration and data-informed decision making
Audience
- Service Owners & Service Design Managers
- CX Leaders, Product Owners, & Experience Strategists
- Operations & Customer Success Professionals involved in service delivery
- UX Researchers & Designers transitioning into service ecosystems
14 Hours
Testimonials (3)
Experimenting with tools
Nuwan Gunaratne - AZQORE
Course - User Experience Design with Figma
Our trainer, Yashank, was incredibly knowledgeable. He modified the curriculum to match what we truly needed to learn, and we had a great learning experience with him. His understanding of the domain he was teaching was impressive; he shared insights from real experience and helped us solve actual problems we were facing in our work.
Ahmed Nazeem - Maldives Pension Administration Office
Course - Multimodal AI for Enhanced User Experience
“I really appreciated the real-time approach the trainer used to show how our team can apply Human-Centered Design (HCD) to our project. It was also great that the trainer took the time to understand our project at a high level, which helped provide clear and practical guidance on how we can better approach both UX and UI.
