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The Journeyman Course

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This course follows our foundational course, The Apprentice, which is the first in ISDI’s sequence for learning service design. The Journeyman is the second course in the three-part series.

There are no pre-requisites for taking The Journeyman. It is assumed, however, that learners have some awareness of service design. Some prior knowledge of the field will help learners realize how the techniques taught here work together for building a service.

For some, the techniques will be familiar, and some, may have experience using them. But from the beginning, we made an effort to make these techniques easily accessible to learners.

ISDI Co-founder Steven J. Slater
The techniques we feature have been dissected, with insights, diagrams and templates, so that learners can customize them for their needs. You, the learner, should also know that the ideas and template have been used successfully on real projects.

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Course Objective

Upon completion, learners will take away valuable skills for identifying their ideal target audience, understand the meaning and importance of creating satisfactory experiences, along with ways to influence users by informing their expectations.

The Journeyman tackles the most common techniques associated with Service Design, including Journey Maps, Service Blueprints, and Touchpoints. These techniques include step-by-step instructions and templates to use.

Learners are Expected to Know:

♦  Discovering, understanding users’ needs.

♦  Influencing user preconceptions.

♦  Constructing and de-constructing journey maps.

♦  Using a service blueprint to plan service experiences.

♦  Shape users’ experiences with touchpoints.


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The course is divided into modules and topics. Each module includes self-paced topics, videos, and quizzes.  The instruction proceeds in sequential order with each module building upon the one prior.

The modules and topics have ‘next’ and ‘previous’ buttons at the bottom. In order to advance, you will need to go to click ‘next,’ or ‘mark complete’ in order to move forward.

Throughout the course, there are links to reach us, should you need any help along the way.

At the end of the course, if you have purchased the certification, you will be instructed on the next steps.

You can begin the course from the module content box, by selecting the circle next to the first module. That will take you into the course.

We’d love to hear from you about your experiences, either during the course or afterward. We will get your feedback at

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.