Module 1


Business leaders rely on business financials and market data in everyday decisions and also for long-range planning. Service designers, meanwhile, seek user data to plan and shape service experiences.

Service designers are always in pursuit of user data, either from profiles, personas, or feedback, and other sources. The information is used to manage user expectations and for testing and refining services.

The information helps with problem-solving, developing new service ideas, prototyping services, measuring user experiences, diagnosing services, and service recovery. All of those topics are covered in The Master.


To be clear, service designers are not required to be advanced researchers. However, they need to understand the approach to data gathering and analysis. On a granular level, service designers are required to understand the meaning and implications of quantitative research (number-based) and qualitative data (impression-based).

These two types of data form the basis of analysis, the conclusions drawn from raw data, which service designers are responsible for presenting to others.

Therefore, service designers are required  to possess skills for determining the credibility of the analysis. Since many decisions are based on analysis. service designers who present unreliable data may find their jobs at risk!

The first few modules in The Master, beginning with this one, demonstrate the value of data. We also hope learners come away realizing that insightful data is increasingly difficult to acquire.



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Nonetheless, designers will need to explore opportunities within their designs to solicit meaningful feedback. Consequently, designers need to how to shape user feedback questionnaires, to make the best use of the opportunity. As you might imagine, gathering useful information requires planning.

Just as important, designers will need skills for presenting the analysis. These skills involve crafting compelling narratives so audiences quickly grasp the significance of the information, plus know-how for accurately portraying data through charts and infographics.

It is hoped these modules will help learners appreciate the power of data.

Next Steps

Click each topic link below to continue the course.