Service Design: How to Design Integrated Service Experiences
How This Course Will Transform Your Career
In This Course, You'll
Get excited when you learn how to turn everyday services into seamless experiences people love. Service Design helps you make life better for others—and more fulfilling for yourself. Whether you help people book a flight, order takeout, or use government services, every interaction matters. Service Design is valuable to everyone, in all jobs and industries, because every role involves creating, improving, or interacting with services in some way. And because Service Design is a timeless, human-centered skill, AI will never replace your ability to make services truly meaningful. Whether you're designing customer experiences, improving internal workflows, or streamlining processes, you'll create smoother, more efficient, and more people-friendly interactions. You'll learn the Service Design secrets used by brands like Amazon, Disney, and Southwest Airlines.
Make yourself invaluable as the go-to expert in a field where 1 in 3 leaders admit they're in the dark. With 82% of people happy to pay more for great service, this is your chance to stand out and bring in those profits left on the table. With Service Design skills, you'll improve the customer experience, optimize workflows, and save time and resources. Your efforts will pay off in increased revenue, customer loyalty, and recognition—a win for your users, your company, and your career. Why? Because people love smooth, thoughtful service—and so do businesses. You'll create more love, more impact, and the kind of salary that reflects your value. With step-by-step guidance and real-world case studies, you'll apply your skills right away.
Gain confidence and credibility as you build a research foundation with journey mapping, role-based personas, and service safaris. You'll work with lifecycle maps, ecosystem maps, and service blueprints as you prototype. You'll master the Business Model Canvas and learn how to connect service design decisions to business goals and strategy. With over 30 downloadable templates, you'll easily apply what you've learned to your own work. Showcase your ability to lead and collaborate on Service Design initiatives with an optional portfolio-ready project.
It's Easy to Fast-Track Your Career with the World's Best Experts
Master complex skills effortlessly with proven best practices and toolkits directly from the world's top design experts. Meet your experts for this course:
Frank Spillers: Service Designer and Founder and CEO of Experience Dynamics.
David Bill: Interaction Designer who led service design for five U.S. federal agencies at Booz Allen Hamilton before driving innovative design solutions as a Senior UX Designer at Amazon Web Services (AWS).
Kendra Shimmell: Vice President of Design at Remitly and former Senior Director of Research and Central Science at Twitch (Amazon).
Gain an Industry-Recognized UX Course Certificate
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Why Learn Service Design?
Service Design falls under the umbrella term of User Experience (UX) design. UX design is your fast-track to a meaningful, secure, and rewarding career.
Worried You'll Lose Your Job to AI? UX Design Skills Make You AI-Proof
UX design builds on your core human strengths such as emotional intelligence, deep human understanding, critical thinking, intuition, and imagination.
AI can't replicate your uniquely human ability to design for real emotions and needs such as joy, comfort, curiosity, safety, and a sense of belonging. These deeply human insights are your superpowers. With UX design skills, you'll turn them into products and experiences people truly love. You become irreplaceable, confident and in demand.
And yes, we'll also show you how to use AI to accelerate your results.
Feeling Stuck in the 9–5? Design Your Freedom
Tired of feeling undervalued, anxious, or trapped in your career? UX design skills open doors to freedom, flexibility, remote work, and a career you're excited about—without starting from scratch.
Stop wondering if you could be more. Start realizing your full potential today.
UX Design is Booming: Accelerate Your Career to Higher Salaries and Impact Across All Jobs and Industries
Salaries for people with design skills are soaring, often surpassing $200K in cities like San Francisco, and job growth is strong (13% globally). Why? Because companies thrive when their users are happy. Companies that invest in great design outperform the S&P 500 Index by a whopping 228%.
Design a Life You Love
Great design is all about helping people meet their needs and achieve their goals through intuitive, meaningful, and delightful experiences. Skills in design will empower you to create experiences and products that make people's lives easier and more fulfilling. And when people love what you create, your business thrives, and your salary potential grows. You get the ultimate double win:
You'll feel deeply fulfilled by designing experiences and products people love.
You'll be financially rewarded for your real-world impact.
Course Overview: What You'll Master
- Each week, one lesson becomes available.
- There's no time limit to finish a course. Lessons have no deadlines.
- Estimated learning time: 21 hours 12 mins spread over 5 weeks.
Lesson 0: Welcome and Introduction
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0.1: Get Help, Career Advice, and Job Opportunities (2 mins)
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0.2: How to Get Your Course Certificate (16 mins)
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0.3: Grow Your Global Network and Build Your Brand (12 mins)
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0.4: Global Skills, Local Jobs: Build Your Network in Your Area (2 mins)
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0.5: Gain Timeless Skills Through Courses from IxDF (21 mins)
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0.6: Mandatory vs Optional Lesson Items (7 mins)
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0.7: Learn Smarter: The Perfect Mix of Video and Text (6 mins)
Lesson 1: What is Service Design?
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1.1: Welcome to Service Design: How to Design Integrated Service Experiences (23 mins)
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1.2: What Service Design Is and Isn't (1 hour 7 mins)
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1.3: The History of Service Design (22 mins)
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1.4: Learn the Language of Service Design (31 mins)
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1.5: Keep These Goals in Mind to Create Successful Service Designs (23 mins)
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1.6: Understand the Service Design Process (21 mins)
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1.7: Comparing Service Design and UX Design (28 mins)
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1.8: How to Leverage Your UX Skills in Service Design (27 mins)
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1.9: The Business case for Service Design (27 mins)
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1.10: Conversations: Which Transferable Skills Do You Have? (7 mins)
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1.11: Congratulations and Recap (17 mins)
Lesson 2: How to Prepare Your Service Design Team
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2.1: Welcome and Introduction (6 mins)
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2.2: How to Use the Business Model Canvas (48 mins)
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2.3: The 5 Whys: How to Identify Your Customers’ Pain Points (50 mins)
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2.4: Map the Value Proposition of Your Service Designs (28 mins)
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2.5: Activity: Fill in Your Own Value Proposition Canvas (7 mins)
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2.6: Co-Creation and Company Culture are Important to Service Design (37 mins)
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2.7: How to Create and Facilitate Workshop Sessions for Service Design (35 mins)
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2.8: Learn How to Use the Best Ideation Methods: Brainstorming, Braindumping, Brainwriting, and Brainwalking (33 mins)
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2.9: Congratulations and Recap (9 mins)
Lesson 3: How to Build a Research Foundation for Your Service Design
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3.1: Welcome and Introduction (6 mins)
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3.2: Essential Research Methods for Service Design (33 mins)
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3.3: How to do Design Research the Right Way (42 mins)
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3.4: How to Create User Journeys for Services (19 mins)
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3.5: How to Use Role-Based Personas (25 mins)
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3.6: Plan a Service Safari to Improve Your Service Design (25 mins)
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3.7: Activity: Supermarket Ethnography (10 mins)
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3.8: Build Your Portfolio: Carry Out User Research and Fill in the Value Proposition Canvas (20 mins)
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3.9: Congratulations and Recap (19 mins)
Lesson 4: How to Prototype for Service Design
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4.1: Welcome and Introduction (6 mins)
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4.2: What Do You Prototype for Service Design? (29 mins)
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4.3: How to Create Customer Lifecycle Maps for Your Service Designs (25 mins)
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4.4: What Are Ecosystem Maps and How Can You Use Them in Your Service Designs? (22 mins)
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4.5: Optimize Your Service Design with Service Blueprints (44 mins)
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4.6: Make Your Service Design Tangible (1 hour 1 min)
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4.7: Test your Service Design with Service Staging (19 mins)
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4.8: Activity: Fill in Your Own Service Blueprint (26 mins)
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4.9: Build Your Portfolio: Map, Prototype and Test Your Service Design (18 mins)
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4.10: Congratulations and Recap (15 mins)
Lesson 5: How to Build Service Design Maturity
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5.1: Welcome and Introduction (6 mins)
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5.2: How to Build Service Design Maturity in Your Organization (31 mins)
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5.3: How to Evaluate Your Service Design (21 mins)
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5.4: How to Build an Organizational Culture That Supports Service Design (31 mins)
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5.5: How to Do Lean Service Design (58 mins)
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5.6: How to Engage Stakeholders in Your Service Design (27 mins)
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5.7: How to Measure the Performance of Your Service Design (29 mins)
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5.8: Conversations (7 mins)
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5.9: Congratulations and Recap (7 mins)
Lesson 6: Course Certificate, Final Networking, and Course Wrap-up
How Others Have Benefited

Christine Were, Kenya
“The course gave real-world examples and on-the-job experience. It also explained how to use the templates. This was really amazing.”

Sandra Labastie, France
“I liked the technical aspect of that course. Also, the honesty of the teacher about how complex it is. It's clearer to me the differences between UX design and service design. Great course!”

spencer newman, Australia
“The course reflects the instructor's real-world experience and holistic approach to frameworks and methodologies across the UX and service design spectrum. FS is an amazing teacher!”
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