Moving beyond service delivery to service design


August 18, 2016, 12:30 – 5 pm

Nancy Nicholas Hall, Room #2255 (map)

Marie-Serrano, speaker at Better by Design

Marie Serrano
Associate, Service Design, Bridgeable



Katherine Monteith
Senior Associate, Service Design, Bridgeable


This workshop will focus on the discipline of Service Design – the practice of planning and organizing an ecosystem of channels and interactions to deliver a seamless and fulfilling experience to users. A more human experience. By focusing on understanding user behavior, Service Design answers questions like ‘How can your organization become more user focused? How can you drive adoption of products and services? How can you make complex information relevant? How can you change user behavior?’


As the practice of Service Design has increased in popularity, so has the Service Design toolkit. Journey mapping, service blue printing, prototyping – the tools themselves have become buzz words for a new way of thinking and problem solving. But Service Design tools don’t solve problems, the people who use them do. As the problems we’re tackling get bigger and more complex, applying generic Service Design tools is no longer enough. It’s critical to step outside the tools to first understand the problem, and then “feed the tools” with the right inputs.


This half-day workshop will draw upon client case studies, service design theory, and interactive activities. At the end of the session participants will be ready to pioneer that first Service Design project at their organization – whether led internally or partnering with a consulting firm. Participants will understand how to set up a project for success by defining the right problem, will be familiar with the tools available to them (both their strengths and weaknesses), and will be equipped to tailor the service design approach to their challenge.


You’ll learn how to:

  • Build a case for why your organization should pioneer a Service Design approach (and what the heck it is!)
  • Define the right kind of problem statement and key opportunity areas for initiating a Service Design project
  • Recognize the tools behind all those Design Thinking buzz words, and understand when to apply them (when do they work, what gaps do they present, how to tailor them)
  • Identify the critical questions you should answer internally before applying any Service Design tools or before embarking on a Service Design project


Who is this workshop for?

This workshop is perfect for anyone who’s heard all those Service Design buzz words tossed around – journey mapping, service blueprinting, co-design, prototyping – and thought, “that sounds great, but how the heck do I make it work for my organization? And how do I know what challenge to start with?”. Whether you work for government, education institutions, large companies, or consulting firms, if you’re interested in developing the taxonomy and toolkit to champion a user-centered approach to problem solving in your workplace, then we can’t wait to meet you!


No computers necessary – come prepared to roll up your sleeves and sharpen your pencils!


About Bridgeable

Bridgeable is an award winning service design firm. We believe that understanding connections across people, places, process, and technology is imperative to successfully deliver innovative change. Our multi-disciplinary team of 60+ researchers, designers, and strategists help our clients translate human understanding into real innovation opportunities for their customers. Working with clients across Canada, the US and globally, we bridge the gap between what is known (data, analytics, strategy) and what we might do (services, interactions, customer experiences).


August 18, 2016, 12:30-5pm

12:30 – 1:00


1:00 – 5:00

Workshop: Moving from service delivery to service design