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Business Service Design

  • Classroom

    Course Details:

    Duration: 3 days

    Price: Virtual: £1095 + VAT

    Next available course:

    Virtual Classroom
    Virtual Classroom
    Virtual Classroom
Who is this course for?

The Business Service Design course is for anyone involved in defining, governing or managing change initiatives, in particular: Business Analysts; Business Designers; Product Owners; Enterprise Architects; Portfolio Managers; Programme Managers; Project Managers and Business Change Managers.

About the course

Business Service Design takes a deep dive into the business systems, processes and services behind the customer journey, focusing on their impact on customer satisfaction. 

The AssistKD Business Service Design course takes you through the four key strands of thinking behind innovative, customer-centric business service design: Systems Thinking, Service Thinking, Design Thinking and Lean Thinking. 

You will develop an understanding of where changes can be made to improve the customer experience, studying key Business Service Design techniques. Understand where changes can be made to transform the customer experience.

How is the course structured?
  • Introduction to Business Service Design
  • Systems Thinking
  • Service Thinking (part 1)
  • Service Thinking (part 2)
  • Design Thinking
  • Lean Thinking
  • Organisational Agility
  • Course recap and close
Course manual
  • The Business Service Design course manual is a clear, comprehensive, step-by-step guide through every stage of the course. 
  • Delegates find the printed manual useful for reference and for taking notes. 
  • If you’re attending a virtual course, you will be sent a hard copy by post beforehand.
  • An electronic version of the manual is provided as standard. 
Anything else?

Attendees who complete the course are awarded an AssistKD Course Completion Certificate: Business Service Design.

What’s next?

The Business Service Design course forms one part of AssistKD’s Business Service Designer training programme which includes courses on CX Analysis and Design Thinking.

Full course outline

Business Service Design (a 3-day course)

Course Content

Introduction to Business Service Design

  • The rationale for Business Service Design.
  • The thinking approaches: 
    • Systems thinking.
    • Service thinking
    • Design thinking
    • Lean thinking.
  • Business Service Design and business strategy.

Systems Thinking

  • Classes of system.
  • Characteristics of systems including: Emergent properties; Underlying rational.
  • Reductionist vs systems thinking.
  • Adaptive systems.
  • The Holistic view including: People; Organisation; Processes; Information and Technology and the Business Model Canvas.

Service Thinking

  • Service science.
  • Goods-dominant logic including: Service-dominant logic; Definition of service; Service, value propositions and customer experience; Co-creation of value; Service ecosystems; Service blueprints and Value streams.

Design Thinking

  • The framework for design thinking.
  • Design thinking in context.
  • The Design thinking Double Diamond: Divergent thinking and Convergent thinking.
  • Design thinking techniques.
  • Customer centricity including: Customer empathy mapping; Customer journey mapping and the Service blueprint.

Lean Thinking

  • Quality management including: Quality control and quality assurance; SIPOC and Kaizen.
  • Identification of waste (Muda), TIMWOODS and the 5 ‘Whys’.
  • Identification of overburden (Muri); Utilisation, load and capacity.
  • Identification of unevenness (Mura); Visual management; WIP.
  • Lean improvement lifecycles: PDCA, PDSA and DMAIC.

Organisation Agility

  • The Domains of agility.
  • Elements of organisational agility: Mindset, Motivation, Customer-focus and Capability.
  • Organisational culture: the Organisational Iceberg and the Cultural Web.

Customer Reviews

“This course enabled us to properly understand the four thinking approaches for effective Business Service Design and in particular the importance of service dominant logic and how customer value is realised through co-creation. The instructor did a great job bringing the material to life in a virtual environment and making everyone feel included. The pace and timings were spot on and the trainer was very knowledgeable.” - DVLA

Contact Us

Presenters for this course

Jonathan Hunsley
Jonathan Hunsley
Mike Williams
Mike Williams