Service Design for Innovation

Summer and Winter Courses - Barcelona

Download the brochure

Everyday we are active users of different kinds of services from the very second we wake up to the second we fall asleep: when we go to the office, to school, to the supermarket or even to a hospital. Very often, we have to face the fact that these services have not been designed keeping in mind the user: you! Service Design is an established and successful innovation methodology that helps generate exciting and meaningful experiences for people, like you.

In the past decades Innovation and Design were focused mainly on products. Today, in an economy driven by information technology and intangible goods, the service is the product. Being able to create useful and desirable services becomes the fundamental skill for companies and organizations in order to innovate.

The value of service design lies in the development of innovative solutions that didn’t exist before or in making already existing services significantly better in terms of desirability and efficiency. Service Design creates value because it consists in designing what people need and desire.

  • Credits
  • Start date
    July 2021
  • Duration
    2 weeks
  • Attendance
  • Language

The fast-paced Summer-course is designed for professionals and executives from all industries who want to immerse in the practice of service design. To address international participants, the course is held in English.


- Understand the problem through observation and interviewing techniques
- Reframe the problem and opportunity
- Ideation and effective brainstorming
- Prototyping an experience: Build prototypes to be tested with users
- User testing& Refinement

Methodology and learning outcomes
During four-weeks, students will be hands-on fully immersed applying the different methods, techniques and tools of service design. Students will learn how to:

• Understand the key elements that allow for a good service,
• Explore the why, for what, how, with whom and for whom to design a service
• Apply the critical techniques to define a valued service
• Frame a service design concept considering its business strategy
• Communicate the service design concept and key offering through a short video
To apply service design techniques, it will be considered industry challenges from the student’s professional interest.

Student Profile

This Professional Summer Course is designed for professionals, executives & CEO’s, from all industries and all departments, who want to become innovation leaders within their companies and be able to solve complex problems in multidisciplinary teams. 

Professional working or willing to work at a strategic level will find the Service Design principles and tools being core capabilities for their competitive advantage. To address international participants, the course will be held in English.



Gary started his first business at 14 and is a seriel entrepreneur. He has over 18 years experience in the field of design and entrepreneurship. His work has won several awards and been published in many international publications. His clients include; Disney, NASA, Vodafone, Roca, Springer, StartupBootCamp etc. and many Startups.His background lies at the intersection between Design + Innovation + Psychology. He set up the first OpenIDEO off-line group and has been teaching innovation related topics at universities for many years. Gary specialises in behaviour change in services &experiences. Gary’s passion is in helping others make the world a better place, which he does through Health Mavericks, ask him to find out more :)


Manuela is a trend analyst, researcher and a facilitator in Service Design processes. She is co-founder of WePush, an initiative that connects Barcelona, London and Bogotá focused on applying trends as drivers of innovation strategies.She is initiator of coworkshops, a training concept based on group dynamics, co-creation techniques and fast prototyping of ideas and services. Manuela is also Managing Director of the “Management for Creative Industries” School at IED in Barcelona.



Online, 3 weeks. Schedule: Mondays to Fridays, from 7th July to 24th July.



The educational planning for all IED Master courses is aligned with the criteria established by the European Higher Education Area (EHEA). The IED Master program adopts a credit structure that follows the European Credit Transfer System (ECTS). IED Master only awards its own private degrees.