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Service Design Masterclass - Key fundamentals & techniques (Udemy.com)

Learn how to create and manage high-impact customer experiences by applying key service and product design techniques

Created by: Thibault Dubois

Last updated February 2024

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What you will learn

  • 1. Service Design Introduction - Understand why Service Design is needed and how it helps businesses to survive and even thrive.
  • 2. Service Design Core Activities - Get a holistic view on the 6 core activities that make up the Service Design Methodology
  • 3. Service Design Mindset - Learn to think like a service designer by applying the 6 Service Design patterns
  • 4. Personas - Get a complete guide on how to create Service Design Personas to represent your target customers
  • 5. Prototypes - Learn how to create high- and low fidelity User Prototypes to validate your design assumptions.
  • 6. Customer Journey Maps - Learn how to improve the User Experience of products and services through Customer Journey Maps
  • 7. Service Blueprints - Become a User Experience architect using Service Design Blueprints
  • 8. Business Design Models - Define a winning strategy for your product using Business Design Modeling

How it compares

Against the other 144 rated Udemy courses in UX Design on CourseDuck:

  • Rating4.5 out of 5higher than 61% of them
  • Reviews558#60 of 145 by number of reviews
  • Length6.3 hourslonger than 71% of them
  • Last updatedFebruary 2024more recently than 68% of them

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Course Description

Why service design?

Because Service design helps companies to create a strong competitive advantage and thus stay successful.

In a rapidly changing world, companies are forced to constantly adapt if they don't want to be disrupted. Here are the 3 main challenges that companies need to overcome:

  1. First, customers are more demanding than ever.

  2. Second, continuous innovation has gone from being a luxury to a necessity.

  3. And third, companies don't have the right organizational structure to support omnichannel customer journeys.

Applying service Service Design Fundamentals and Techniques, will enable companies to address each of these challenges. Here's how:

  • By building a strong competitive advantage that’s hard to copy.

  • By focusing on solving the right problem and is very research based.

  • By improving collaboration and breaking down silos within organizations.

  • By offering a toolbox filled with techniques which facilitate quick, affordable and low risk innovations.

  • By taking a holistic approach and reviewing the entire customer experience.

  • And finally, by being flexible and offering a broad spectrum of applications.

This course is an introduction to service design and doesn't require any prior knowledge.


Who is this course for?

  • Recent graduates looking to start a position as a service designer, a business analyst, business consultant, product manager, product owner or even a UX designer.

  • Junior service designers wanting to strengthen their knowledge.

  • Senior service designers looking to brush up their skills.

  • All professionals who are actively doing service design in their field of expertise and wanting to formalize their way of working.


What else can I offer you?

You will have access to:

  • The slides of the course which you can use at your own convenience.

  • Fun assignments to make things more tangible.

  • Handouts and templates to help you in your day-to-day service design activities.

  • Access to an industry expert. In case you have questions feel free to contact me and I will do my absolute best to guide you.


What did others think?

“Content is authoritative, rigorous, comprehensive and accessible. The delivery is professional, well-paced and easy to listen too. The presentation is personable, learning is scaffolded with no cognitive overload.” – Will

“Interesting no nonsense course, well given. Fully meets expectations.” – Eva


Now it's your turn!

Do you want to improve the customer experience in a fail-safe way? Then this course has everything you need and more! 

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Instructor Details

Thibault Dubois

My professional profile:

Business consulting: I’m a manager in one of the largest consulting companies in the world and active as a specialist in business analysis.

Experience & sector: I draw my experience in business consulting from many high-profile projects in the financial industry. More specifically, I have experience in business analysis, service design, project management, process optimization and strategy definition.

Academics: I hold 2 master degrees, one in business & financial economics and another in general management. On top of that I also hold many certifications related to business analysis and project management.


My main motivations:

I love teaching: One of the main reasons I created this course, is my love for teaching. It gives me a tremendous amount of energy to share my knowledge with someone and knowing that I was able to help that person to reach their objective (even if just slightly).

Continuous learning: another reasons why I created this course is because I do love to learn on a continuous basis. I’m a curious person so you will often find me watching a documentary, listening to podcasts, following courses, reading books, etc. Having said that I believe that teaching is just a part of learning which is something I love to do, so there you have it.

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Reviews

4.5

558 ratings on Udemy

Select a bar to show only those reviews.Select the bar again to show every rating.

By Ahmed Abdullah Ahmed on 7/4/2026

After one hour of the course, I feel the trainer is mostly reading from the slides instead of explaining the concepts. I was expecting a more practical approach with real-world examples and experience-based insights. This is a training course, not a business school lecture.

By Christopher Annunziata on 3/17/2026

A pleasant and resourceful course. I am learning a lot. There could stand to be a little more animation to keep things more interesting, but the smaller modules help keep things on track. I am enjoying the course so far.

By Harshal Rohidas Gosavi on 10/19/2025

The course content quite technical but it is amazing. As a UX professional - I found a large part of this course to be useful and applicable. It satisfied my vision of learning meaningful aspects of Business Design and gave some amazing artefacts that can be referred to and used in my future projects.

By Nancy Hughes on 7/10/2025

The course so far has been very insightful. As a user researcher I tend not to get so involved in the ideation, prototyping stages - so it has been very useful to get an overview of a fuller service design process. I think the section on 'user research' was quite light referring only to 'doing empathy'. Maybe you could include in more detail 2-3 key techniques, when you use them and why e.g. service safari; guerrilla survey; usability testing with 'talk-aloud' - although this is probably covered in other courses?

By Kiran Jadhav on 7/2/2025

This service design course is well structured and delivered in professional manner with practical examples. Course covers all techniques, tolls and metrics of service design that we need to be well versed with to be a good service designer. Thanks.

By Faizan Ahmad on 1/8/2025

Overall, this is a good brief masterclass, but it's not good to talk and also show lots of details in a PowerPoint presentation. Either only use headlines and images, OR use a mouse cursor to highlight points that are being explained.

By Connie Hutchison on 9/9/2024

I appreciate this lecture because it gave me a good understanding of the service design objective/mandate when it comes to solving problems.

By Jose Luis Sulvaran on 4/9/2024

I've recently completed a diploma course in UX design, which provided me with a foundational understanding of various touchpoints. However, I embarked on a service design course to delve deeper into this field, seeking to broaden my knowledge beyond UX design. While UX design touches on some touchpoints, I discovered that service design offers a more comprehensive view, particularly in areas like business design. Although I'm intrigued by the aspects of revenue and cost structures in service design, I'm uncertain about the depth of expertise required in financial matters. While it's essential to grasp these concepts, I wonder if they might extend beyond the scope of a service designer's capabilities. Great course, Thibault! Thanks!

By Thomas Bøhm Christiansen on 1/22/2024

Even though the speak is interesting, it is very long and only supported in one illustration per module. Many of the great comments are therefore not captured in the material left from the course. The exercises are not supported by a suggested solution... which I think is an important part of the learning experience.

By Anastasiia Cranley on 1/15/2024

Thibault's lectures are a masterclass in service design, blending foundational principles with practical applications. They refreshed my understanding of Product Design and introduced valuable new insights like BPMN for backstage processes and Business Design. I highly recommend it for designers at all levels.

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Overall Score : 90 / 100