skip to main content
Service Design and Innovation Intensive

Service Design and Innovation Intensive

London College of Communication
Taught by
Rob Maslin, Hena Ali, A respected industry expert


Are you ready to drive innovation, adapt for the future, and better understand your users? With a bespoke 3 day practical course, LCC offers a fun but immersive learning experience, working in multidisciplinary teams on live briefs, problem solving, co-designing and prototyping solutions. By the end of the course, you will be able to apply a range service design tools to better engage with your customers and stakeholders, tackle business challenges, and innovate.

This course will explore service design as a human centred problem solving process. It will consider the importance of staff, users and everyone that has a relationship with a service. Through a dynamic mix of short talks and guided hands-on teamwork including a range of invaluable tools for problem solving, customer research and business development, you will understand the theory and application of service design. You will be guided through a tried and tested design process in teams to respond to a live brief and develop a potential product/service. Working will be intense and collaborative, and overall rewarding.

Content and Structure
Teaching and learning is based on LCC’s MA Service Experience Design and Innovation. Communication and innovation are at the core of service design, as with all the courses of the College. On this course the methodologies typical of service design will be enhanced by LCC’s historical leadership in the fields of communication. Methods and tools will include:

  • User research
  • Stakeholder mapping and profiling
  • Prototyping (digital and physical), testing and improving
  • Co-design and facilitation
  • Information analysis and synthesis (customer journey mapping and blueprinting)
  • Ideation
  • Business modelling (including lean and agile approaches)

By the end of this course you should be able to:

  • Understand the principles of designing thinking, and practical tools to take away
  • Solve business problems and make better decisions through creative thinking
  • Describe and pitch your ideas to internal and external stakeholders
  • Find and use a range of techniques for innovation thinking, to address business and operational challenges in your own organisation
  • Instigate real service innovation projects in your organisation

Intermediate. If you are in a role with innovation, strategy, design or customer service as part of your remit you will gain valuable skills and knowledge you can apply directly to your work. Delegates in the past have included mechanical engineers, students and UX designers, they come from a range of public and corporate organisations.

Follow Up Courses
After you have completed this course you may want to learn more about cutting-edge Speculative and Critical Design practices or how to put User Experience Design into practice.

Customised Training
We also offer bespoke service design courses for groups, individuals and businesses. To find out more, visit our Customised Training page. If you're interested in Online study options, you might like our Service Design (Online) course.

“What I really liked about the course was what we managed to get through - it was really amazing going from the double diamond process, the discovery phase, all the way through to how were going to deliver the idea at the end with the business model canvas … There were some really useful tools that I’m going to take away back to my work and share with my colleagues.” – Zoe
“I really enjoyed learning about all the different tools for ideation and then refining those ideas and bringing them to something that you can actually deliver to a client or a policy maker, or any one that has given you a design brief to work on.” – Colin
“I needed to learn to approach my projects and services from a human perspective and not from a company perspective. [On this course] I learnt very interesting and useful methodologies and processes that I can follow in order to provide my users and customers with better services, and I’m going to take all of them on board!” – Michaela

This cool Prezi was created by previous delegate Andrew. Watch it to get a feel for the course content.

Image Gallery
Take a look at our Flickr Image Gallery to see inside the classroom during one of previous Service Design and Innovation Intensive courses.

Tutor Description

Rob Maslin graduated from MA (RCA) Design Products in 2010 (before service design became a course) and was part of the fellowship at Imperial College Business School.
Now director of We All Design and freelance design and researcher, Rob’s work is focused on creating deep insights into the reality of people’s circumstances, behaviour and experience and how they are affected by business, for better or worse. He then uses design and creativity to choreograph services and create great experiences.
The outcomes We All Design produce are not novel for the sake of differentiation. Our design is different because it solves problems in ways that are surprisingly relevant to needs of people, business and the environment.
Rob has worked with clients including Festival Republic, Kyocera, The RSA, Knowledge Transfer Network, Ordnance Survey, The Cabinet Office, and more.

Dr Hena Ali is an Associate Lecturer on MA Service Design at London College of Communication. Hena’s area of research & practice spans areas such as graphic communication design, communication for sustainability, service design innovation, and collaborative design. Her expertise is designing customised programmes and interventions for contextual sense-making and sustainable innovation in diverse contexts.

This course will be taught by a respected industry expert.

Available dates