The Apprentice Begins Your Journey to Learning Service Design

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

Customers line up outside an Apple store to be among the first to own the latest product release.


Adopting Service Design:

External Benefits

  • Gain 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


Capitol One uses service design.

Capitol One Cafes, conceived and developed by service designers.


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.

Additionally, learners will be:

Be conversant in key service design terms.

Recognize services that have been designed or those that require improvement.

Recognize service types.

Understand components of a service.

Learn to integrate service design into organizations.

Clear up misconceptions about service design.


The course identifies common models and tools used for service design techniques. Plus, there are exercises intended to be led with groups for evaluating new ideas and problem-solving.

Learning Materials

There is an optional handbook of the same name that accompanies this course.  It is a printed reference book sold separately, which includes more information about the techniques along with case studies and worksheets.

What to Expect

This course is divided into several modules, each with self-paced topics. The topics include a variety of content, intended to meet the needs of individual learning styles, with videos, articles, exercises and assessments. Each assessment include quizzes.

Upon completing the requirements of The Apprentice, you will be eligible to complete an assessment for certificate.

Click here to access the certification assessment.

Meantime, throughout your course journey you will find links to reach us at the Institute. Consider using these to reach us with comments, suggestions, concerns, or assistance.

You will advance through the course by experiencing the modules in succession. On the left-hand side of the module content pages is a navigation menu. There you will find the names of the modules and your progress. Beneath each module is associated topics and assessments. You will need to complete the entire module with its  topics, in order to progress

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