Fundamentals of Service Design

Design joined-up services and create great customer experiences that close the gap between customer expectations and perceptions.

1 Day (9:30-17:15) interactive training course

  • Central London location

£595 (excl. VAT) per attendee

  • This includes breakfast, lunch, refreshments throughout, course materials and a certificate of completion

Next course:

Course Description:

This one-day course will introduce you to service design and arm you with techniques to measure and improve service quality across digital and physical touchpoints.

You will leave with an understanding of service design principles and how to apply them using a suite of tools, including service blueprints and customer experience maps.

It’s funit’s interactive, you will meet interesting people to exchange ideas and experiences with, and you will leave with techniques to employ, whether you’re improving an existing service or designing one from scratch.

Is It For You?

If you’re desperate to understand what makes your customers tick, how to make your service stand out in a crowd and create customer loyalty, this course is for you!

Participants are typically User Experience Managers, Creatives, Brand managers and Designers.

What You’ll Learn

Topics covered in the course include:

  • The key principles of service design thinking
  • Co-creation techniques
  • The roles of an effective service designer
  • How to know what makes a good service by examining service quality dimensions
  • How to improve customers’ service perceptions
  • How to practice empathy
  • Methods to use including expectation mapping, service blueprints, contextual interviews and business origami
  • Hands-on practical activities

Learning objectives

After completing the course, you will be able to:

  • Understand the fundamentals of service design thinking and how to apply them
  • Describe the sources and effects of expectations on customers’ perceptions of services
  • Understand the key service differentiators needed to gain loyal customers

A really good balance of presentation and interactive exercises. The content was varied and thorough and exceeded its promise of teaching the fundamentals. Aimee's presentation skills are excellent and her teaching style was friendly, confident and inclusive.


Gemma Barnes
Senior UX Designer, Quba


Aimee is an enthusiastic and engaging trainer. I liked the breakout sessions and having the ability to work in teams to explore different ideas.


Kaylie Mitten
Digital Product Manager, RSA

About your trainer

Aimée is experienced in a variety of user-centred design techniques including heuristic analysis, depth interviews, user testing, creating IAs, wireframing and prototyping. She is passionate about immersing herself in and understanding each client’s world and working collaboratively to create solutions that meet the needs of both businesses and their users.

Aimée has a background in design and holds a degree in Graphic Design from Ravensbourne; she is also a member of the UXPA. Her creative ability adds an extra perspective when analysing and refining user experiences.

Aimée Windsor Brown

Lead Consultant

The Venue

Bunnyfoot (London office)
4th Floor
54 St John's Square
London, EC1V 4JL

We're based in the heart of Clerkenwell, just a 5-minute walk from Farringdon mainline railway and underground stations.

Plan your journey on Google maps

Read enough? Get in touch…

Contact Alyssa Danley to discuss your needs:
0207 608 1670

Or, come and visit us! We have offices in Oxford, Sheffield and London.

Full contact and location details