Service Design: How to Design Integrated Service Experiences

Suited For: All to Intermediate
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In This Course, You'll

  • Get excited to turn everyday services into seamless experiences people love. Think of Starbucks: You get a promotional email, you use the app to order, and you arrive at the store to collect it. In service design, you orchestrate both sides of that service: the parts customers see, and the operations, processes, and systems behind them that make it possible. When the whole sequence works, customers come back, teams stay aligned, and businesses run more efficiently. Whether you're shaping customer experiences or improving internal workflows, this course teaches you to design services that work better for the people who use them and who run them. If you're a UX designer, you'll learn how your existing skills map to service design, whether you want to add service design methods to your current role or specialize into a service design career.

  • Make yourself invaluable when you can design human-centered services that align with business goals, from flight booking and food delivery to government services. PwC found that 32% of customers stop buying from a brand they love after just one bad experience, but are willing to pay up to a 16% price premium for a great one. This course guides you through the full service design process to align operations and catch potential issues before they reach customers. With worked examples for Amazon and Airbnb, you'll use Osterwalder and Pigneur's Business Model Canvas and Value Proposition Canvas to define how your service fits the business and meets customer needs. You'll run ethnographic research and synthesize your findings into role-based personas and journey maps. To map every moving part of your service, you'll use customer lifecycle maps, ecosystem maps, and service blueprints, then prototype and test with service staging. As automation and AI take over technical execution, this process gives you the timeless, human-centered design skills companies are looking for.

  • Gain confidence and credibility when you can advocate for service design, embed it, and build maturity inside your organization. Because the best services are co-created, collaboration will become a core part of how you design. You'll bring stakeholders together in workshops and run four kinds of ideation sessions (brainstorming, braindumping, brainwriting, and brainwalking), and combine group and individual modes so every voice contributes, not just the most confident ones in the room. You'll also learn how to fit the process into Lean and Agile workflows, and measure performance after launch with Google Ventures' HEART framework. Through interviews with professional service designers who've worked with organizations like Twitch and the IRS, you'll gain practical industry insight you can bring straight into your own work.

  • Craft a personal portfolio that shows you can run a real service design project end-to-end. In an optional hands-on project, you'll experience a real-world service on a service safari, and turn your findings into personas, a journey map, and a Value Proposition Canvas that ground your design decisions in proof. You'll develop your chosen idea, prototype it with Business Origami, and test and iterate until it's launch-ready. And with 20+ templates and step-by-step guides, you'll apply these methods immediately in your work. You'll leave ready to collaborate on and lead service design initiatives, whether in your current role or your next one.

Learn From Industry Leaders

Master complex skills with proven best practices and toolkits directly from industry leaders. 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).

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Earn Industry-Recognized Certificates

Industry giants trust our courses to train their teams, and prestigious universities integrate our content into their curricula. Add your certificates to your LinkedIn profile, résumé, and job applications.

Our clients: IBM, Harvard University, University of Cambridge, NASA, Adobe, Stanford, Massachusetts Institute of Technology, LinkedIn
Course Certificate Example

Is This Course Right for You?

  • You want an evidence-based curriculum taught by industry leaders.
  • You want real-world design skills that translate directly into professional practice.
  • You want to earn industry-recognized credentials.
  • Your time is too valuable for scattered free content with no structure.
  • You want learning that leads to better roles and stronger earning potential over time.
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Loved by People Around the World

View full testimonial from spencer newman
spencer newman
spencer newman
Principal Service + Experience Design Practitioner

The course reflects the instructor's real-world experience and holistic approach to frameworks and methodologies across the UX and service d...

IxDF Course Certificate awarded to spencer newman for completing the "Service Design: How to Design Integrated Service Experiences" course
View full testimonial from Shaunna Smith
Shaunna Smith
Shaunna Smith
UX Researcher

The flow was great! The instructor's use of the whiteboard was effective in addition to video editing elements (featured quotes, images). Ad...

IxDF Course Certificate awarded to Shaunna Smith for completing the "Service Design: How to Design Integrated Service Experiences" course
View full testimonial from Erica Nijburg
Erica Nijburg
Erica Nijburg
UX & Product Strategist

The course was very nice to do, very extensive and varied. The project letter was very extensive and very valuable because you have a logica...

IxDF Course Certificate awarded to Erica Nijburg for completing the "Service Design: How to Design Integrated Service Experiences" course

How It Works

  1. Build High-Impact AI and Design Skills

    Industry leaders from companies like Adobe, Google, and NASA teach you real-world skills grounded in industry practice and research.

  2. Combine AI and Timeless Design Skills

    Learn both AI and the human-centered design skills that AI can't replace.

  3. Earn Industry-Recognized Certificates

    Add IxDF Course Certificates to your LinkedIn profile and résumé to show you've completed an evidence-based curriculum taught by industry leaders.

  4. Turn Your Skills Into Career Opportunities

    Use your new skills to take on higher-value work, qualify for promotions or find a role that fits you better.

  5. Build a Network That Supports Your Career

    Connect with designers in 496 cities across 107 countries. Learn together, get mentored, and build relationships that open doors.

Course Overview

  • Each week, one lesson becomes available.
  • Study flexibly. Take as much time as you want.
  • 20 hours / 60 lesson items in 7 lessons.

Preview the Course

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What's Inside IxDF Membership?

  • High-impact design and AI skills

  • Learn from 209 industry leaders

  • 42 evidence-based courses

  • 160 one-hour Master Classes

  • Industry-recognized certificates

  • $2,189 worth of toolkits

  • 10,948 active design jobs

  • 10 structured career programs

  • Global community in 496 cities

  • $6,649 worth of premium tools

  • 276 ready-made templates

  • and much more

Start Today

Risk-free: 14-day money-back guarantee

Suited For: All to Intermediate
G2 Logo 5 Stars Google Logo 5 Stars
Closes in
9
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27
94 % booked

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spencer newman
spencer newman
Principal Service + Experience Design Practitioner

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!

James Giggs Ogosi
James Giggs Ogosi
Co-creator | Service Designer

Making the course easy to learn - making simple what's complex, and those helpful real-life interviews

Ramya S Raju
Ramya S Raju
UX Designer / Service Designer

Comprehensive Topic, User/Customer Centered Focus, Practical Exercises, Expert Instructor, Flexible Learning.

Michelle Novak
Michelle Novak

It was very engaging and easy to see the relationship with real-life service design scenarios. Also, the material handouts and links were very helpful.

Zelina Cardenas Cardenas
Zelina Cardenas Cardenas
UX Researcher

"I think the teacher's experience is extremely valuable to adequately explain the concepts, techniques and examples of service design practice. As for the course, I think it provides a solid foundation of service design. "

Shaunna Smith
Shaunna Smith
UX Researcher

The flow was great! The instructor's use of the whiteboard was effective in addition to video editing elements (featured quotes, images). Additional video interviews with practitioners were very engaging and helpful in reinforcing the application of the content. I appreciated the resources being embedded within the context of each lesson.

Erica Nijburg
Erica Nijburg
UX & Product Strategist

The course was very nice to do, very extensive and varied. The project letter was very extensive and very valuable because you have a logical step-by-step plan to implement everything you have learned in a logical order.

Carina E. Reinholtsen
Carina E. Reinholtsen
UX designer

There were many real-life examples and some cases that they referred to, as well as their extensive experience. I also liked that there were many different people presenting. The mix between videos and text was very good.

Joanne Richardson
Joanne Richardson
Experience Design Manager

I loved that the entire process was covered with relatable examples.