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The Apprentice Course

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Discover the World of Services

The Apprentice Covers:

  • The growing need for well-designed services – the economics of services
  • How Service Design came to be and has evolved
  • Lexicon for useful terms and references (People, process and technology = service design)
  • Determining your ideal audience and ways to convert them into loyalists
  • Developing personas, how and why to build them, and ways to build loyalists


Adopting Service Design:

External Benefits

  • Bring in new revenue
  • Engage stakeholders, including difficult market segments to reach i.e. millennials.  (By the way, will make up nearly 2/3s of the buying market in the next ten years.)
  • Motivate market segments
  • Create or improve new lines of business or new lines of service – or for non-profits, member benefits, or for donors- additional donor opportunities
  • Programs and Services that succeed, meaning they don’t waste resources, and achieve their intended aims, reliably, and are repeatable, and scaleable.

Internal Benefits

  • Unblock barriers to achieve solutions
  • Choreograph service experiences
  • Visualize what others can’t see or imagine
  • Observe and interpret behaviors and transfer them into viable services (personas)
  • Meet users rising expectations from a service of choice and quality
  • Make use of technologies for efficiency and replication
  • Determine what of a service is salvageable or useless
  • Establish prototypes of programs and services for testing

Upon completion, learners will take away valuable skills for identifying their ideal target audience, understand the meaning and importance of creating satisfactory experiences for your users, and ways to manipulate users through expectations.

Steven J. Slater

What to Expect

Each course builds on the other so learners can obtain a foundation of Service Design through The Apprentice, use models and tools from The Journeyman, and test and diagnose with The Master.

After completing the three courses in succession, learners will gain the skills to function as a service designer and with the confidence to build and improve services. In fact, we believe our learners will have more knowledge than many others claiming to be service designers.

Each course includes a digital textbook, easy-to-follow videos and audio, case studies, handouts, practice exercises, and quizzes, along with other learning aides. Upon complete of all three courses, graduates will receive credentials suitable for curricula vitae.

Course Handbook

Optional: Order a printed course handbook for The Apprentice to to use alongside the video lessons in this course. The textbook contains case studies, tools and templates.


Learn from Expert Service Designers

Steven J. Slater

Naomi Lantzman


Contact us if you have any questions.