SERVICE DESIGN
THINKING WORKSHOP
Innovate customer experiences through Service Design
4-Day International Executive Program
November 23-26, Monday-Thursday
Madrid, Spain
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Location:
IE Business School Campus in Madrid, Spain
Duration:
November 23-26, Monday-Thursday
4 days, 9am to 6pm
Investment:
4.700 €
PROGRAM OVERVIEW
Whereas there is no doubt that innovation is a major ingredient for success and growth, the high failure rate of new projects to meet ROI (as high as 96% according to a study by the Doblin Group) shows that the business world is in direct need of better tools to achieve real, results-giving innovation. This is where design thinking and design tools come in. They help companies get a deeper understanding of their consumers, augment the quality of ideas generated, facilitate prototyping, and promote an environment of dynamism and customer-centricity necessary for efficient innovation processes.
In the world of services, service design tools can be used to design unique services or service components which will stand out from the competition, or to optimize existing services around what the customer really wants, cutting away wasteful effort and concentrating on a unique customer experience across various on- and offline channels. These tools are easy to grasp and easy to use, but are rooted in business reality and bring powerful clarity and insight.
In this highly practical Service Design Thinking Workshop, you will experience the power of service design thinking first hand. You will not only become familiar with the fundamental tools and methods of service innovation, but also learn about the strategic design process and key skills of facilitation.
Methods and tools include: Design research/Ethnography, Personas, Stakeholder Mapping, Value Network Mapping, Customer Journey Mapping, Service Blueprinting, Business Model Canvas, Service Prototyping, Investigative Rehearsal, facilitation skills.
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Service Design
Thinking Workshop
PROGRAM ObjEctIVE
Through this workshop you will learn about the service design process, methods and tools by working on a project in a small team, with short periods of reflection on the theory behind con-temporary service innovation methods. You will experience several different co-creative styles and have the opportunity to practice your own facilitation skills. In addition, a unique framework is introduced that integrates service design tools with business model innovation as well as your operations and business strategy. Confidential feedback sessions are offered around the workshop, giving participants the opportunity to receive input from the mentors on individual challenges from their work, project experience and group facilitation.
The main take-away of the workshop will be the ability to apply several tools to your own busi-ness problems in order to innovate towards new value propositions, while taking into account the impact on the brand and the customers. You will be able to instigate real service innovation projects in your organization, leading and facilitating small project teams focused on individual service elements, or developing new value for your entire service offering.
PARtIcIPAnt PROfIlE
The program is for executives in charge of tackling business challenges and who are therefore seeking innovative tools for finding solutions and designing new or improved services.
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Day 1
m Introduction to Services: Opportunities and Challenges
m The Service Brand (Brand Positioning, Brand Essence Wheel, the role of Brand in Company Strategy,
Brand Architecture)
m The Service Customer (Customer Decision Making Process, Quality clues) m Introduction to Service Design and case study
Day 2
m Introduction to Design Research & briefing m Practicing Design Research
m Sense making and Data Visualization
m Service Design Basics (Stakeholder Map/Value Network Mapping, Personas, Customer Journey
Maps)
Day 3
m Advanced Tools (Emotional Journey, Dramatic Arcs) m Ideation methods and Idea Selection
m Prototyping & Testing (Prototyping Framework and Method Overview, Investigative Rehearsal,
Desktop Walkthrough, Paper/Cardboard Prototyping, Digital Prototyping)
Day 4
m Business Tools and Backgrounds (Service Ad, Business Model Canvas, Business & Service
Framework)
m Reflection and Q&A m Innovation management m Putting it all together
Service Design
Thinking Workshop
5
fAcIlItAtORS
Teresa Recio
Teresa is an expert in brand management and services marketing. She is a senior consultant at CONENTO, a leading firm in business analytics, and a member of the Expert Advisory Network at Frontier Strategy Group. She has held marketing positions in Procter & Gamble and Kellogg. She is also an Associate Professor of Marketing at IE, where she has won several teaching awards.
Adam Lawrence
Adam Lawrence is a customer experience consultant, comedian and actor with a background in psychology and the global automotive industry. For years he has been using expertise gained in the world of theater, film, stand-up comedy and storytelling to help organisations influence and impress their customers and partners. Adam is co-founder of WorkPlayExperience, a service innovation and customer experience consultancy, and co-initiator of the Global Service Jam - the world’s biggest ever service design event (so far).
Markus Hormess
Markus is a service innovator and organisational consultant from Germany. For years, the qualified scientist and accomplished musician has worked in telecommunication, engineering, banking and IT fields, helping companies to improve complex services and to make them more customer friendly. Markus is co-founder of WorkPlayExperience, a service innovation and customer experience consultancy, and co-initiator of the Global Service Jam - the world’s biggest ever service design event (so far).
Marc Stickdorn
Marc is co-author of the award-winning service design book ‘This is Service Design Thinking’. He is also Co-Founder of ExperienceFellow and Smaply, companies on customer experience research and visualization. He pursues a PhD in Information Systems – Innovation & Value Creation from University of Erlangen-Nuremberg.
6 internationalprograms, proceeding to the program’s webpage, and
clicking on the “Register now” button on the right-hand side. Once your registration is received, you will be contacted by IE staff to confirm your enrollment.
The program investment is 4.700 €, which covers tuition, course materials, and all coffee breaks and lunches for all
four days of the program.
FEES
IE Business School may be able to help you to finance the program through our financial aid department. To explore opportunities available to you please contact [email protected].
More information on financial aid at IE is available www.ie.edu/financial-aid. Partial scholarships are also available for exceptional candidates.
FINANcIAl
AId
Concessions are available for IE alumni, groups of executives attending from the same organization, participants registering for more than one program, early-bird inscriptions, and other cases.
SPEcIAl
cONcESSIONS
Krysta Martinez
International Executive Programs Manager
[email protected] Tel.: +34 91 568 95 70
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Service Design
Thinking Workshop
Why IE bUSInESS SchOOl
Ranked No. 1 in Europe, IE Business School is dedicated to educating business leaders through programs based on its core values of:
• Entrepreneurial spirit: Founded in 1973 by entrepreneurs for entrepreneurs, IE places the entrepreneurial and innovative mindset at the heart of its programs, and is home to many startup initiatives such as the Venture Lab, the Spain Startup & Investor Summit, and Wayra.
• Diversity and global focus: With about 100 nationalities making up its student body, IE provides business education with a global perspective. It supports talent from all over the world from admission to graduation and beyond, and through its Diversity and Equality Commission and its Center for Diversity.
• Humanities and social responsibility: As Secretariat of the United Nations Global Compact in Spain, IE places positive social impact at the forefront with its Corporate Social Responsibility programs and expert faculty in areas of social entrepreneurship and microfinance, among others. It is also the proud birthplace of organizations such as Net Impact and Emzingo Group.
IE Executive Education programs equip managers, entrepreneurs, and leaders with the latest tools, best practices, and skills through interactive and practical sessions. Our programs are designed to enable executives to excel amidst the many and varied challenges they face both today and in the future.
www.ie.edu/internationalprograms
IE Business School is recognized by international press as one of the world’s top Business Schools.
Online MBA Programs 1st worldwide March 2015
European Business School 3rd worldwide December 2014
Master in Finance 5thworldwide June 2014
Online MBA Programs 1th worldwide March 2014
Executive MBA Programs 1st worldwide May 2015
Global MBA Programs 3rd worldwide May 2015
Non American Business School 2nd worldwide November 2014
MBA Non American Business School 5th worldwide October 2014
PROGRAMS
PROGRAM PORtfOlIO
(List is subject to change)cOntActS
Visit our website where you can also download the program brochures:
www.ie.edu/internationalprograms
Or contact our International Executive Program Managers:
Krysta Martinez Karolina Cintron
[email protected] [email protected] +34 91 568 95 70 +34 91 568 96 69
Follow us on:
IE BusinessSchool Executive Education @IEExecEducation
IE Business School Executive Education IE Executive Education
IE Business School – Executive Education Pinar 18. 28006 Madrid. Spain. EU Tel.: +34 91 568 96 00
Fax: +34 91 568 96 18
www.ie.edu/internationalprograms
PROGRAM PORtfOlIO
(List is subject to change)SKILLS DEVELOPMENT
• Leading Change and Innovation • High Impact Leadership Program • Design Thinking Workshop • From CEO to Maestro
• Communication Skills and Public Speaking Workshop
• Executive Negotiation Workshop
• Executive Leadership Program (with Nordic Executive Academy)
• Strategic Project Management
INNOVATION & STRATEGY
• Corporate Entrepreneurship • Big Data for Business • Digital Transformation
• Frugal Innovation: Do more with less
• Gamechangers Workshop: Innovative strategies to accelerate growth FINANCE • Corporate Finance • Venture Capital • Private Equity SPECIALIZED MANAGEMENT
• Management Fundamentals for Scientists and Researchers
• Advanced Sales Program (with Nordic Executive Academy)
• Effective Management for Security Professionals • The Digital Tourism Business
