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The Journeyman Course

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The Journeyman

Learn how to use models, tools and resources to build and improve a service. Determine users’ needs, then discover how to satisfy those needs and develop lasting user engagements.

The Journeyman was developed to offer learners models, tools and resources to build and improve a service.  The backdrop is a user’s journey as the service unfolds to a satisfactory conclusion, or a service experience. To create the service experience, we have placed providers in control: with ideas to determine users’ needs, and models to plan for satisfying those needs, to models, tools and ideas for developing lasting user engagements.  The total service lifecycle, is then complete from the users’ service journey, to the providers’ responsibility for creating the experience.

Each of the models presented are unique, and in many cases, resemble other models commonly presented. But for the most part, each model has been proven. Those that have not been tested with clients were developed based on situations where models would have been used to master the challenges.  While some of the models are shortcuts to get to an objective, all are based upon the service design user-centric principle.  Other disciplines, too, rely on user-centric models, other non-aesthetic design practices.

The other way to look at these models, is in some respects they represent what is useful today, given the current state of technology.  Yet the rapid pace of technology will open up opportunities that are still only aspirational ideation. What is clear, is some of the technologies we adapt will add sophistication and complexity to service design, and others will attempt to minimize the complexity factor for the service provider.

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.

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