Coaching Clinic for Service Design

Programme Code D27A
Applications Management
Applications Development
Learning Partner(s)
3 Days
Format In-person
Application Portfolio Management Service Design
Job Roles
ICT&SS Professional UX Designer Project Manager (Agile) Product Manager Digital Service Manager Digital Business Analyst


Implement Service Design effectively within your workplace with relevant resources, tools, and expert feedback tailored to your team. If you have completed the Service Design programme and are interested in pursuing deeper applications of the topics in your work, this programme will support you through the process of applying Service Design to your workplace. Receive coaching and advisory support, while focusing on relevant topics based on your organisational needs and job requirements. 

Key Takeaways

At the end of this programme, you will be able to:
  • Pursue deeper applications of the topics in their work about Service Design
  • Gain expert coaching and advisory support by experienced NUS-ISS lecturers on relevant topics
  • Obtain relevant resources, tools and expert feedback from experienced NUS-ISS lecturers
  • Take ownership in the process and bring their questions and challenges to the session
  • Select and focus on any of the given relevant topics based on their organisational needs and job requirements

Who Should Attend

  • Please refer to the job roles section.
  • Applicable for Public Service Officers, both practitioners and managers, who need to know how to apply design thinking to evolve ideas from abstract to service concepts and design.
  • Designed for Service, Product and Project Managers seeking to extend their innovation skillset.
  • Public Service Officers in a Product Development Manager, Service Improvement Team, Product and Service Manager, Project Manager, Innovation Manager, Quality and Process Improvement Manager, Marketing Manager/Executive or Customer Service Manager role. 


You must complete the Service Design programme before the coaching clinic session. The clinic is recommended to be held within 6-12 months of the last completion date of the programme. 

Programme Structure

One Coaching Clinic Service package consists of 6 x half-day sessions. Each session is 3 hours, either from 9 AM to 12 PM or afternoon from 2 PM to 5 PM. Detailed scheduling and scope will be pre-arranged with you. This clinic will be requested on an ‘Agencies-specific’ basis in small groups of project-based or work application coaching.  The recommended group size is 2 to 5 members. Agencies are to discuss with NUS-ISS before the start of the clinic about the number of packages required for their projects.

The clinic will cover the following topics:

  • Map ‘As-Is’ Service Journey and identify opportunities for Innovation/Transformation
  • Coaching/mentoring sessions are planned around key areas that will impact the success of the blueprinting initiative:
    • Project scoping and gathering of existing research/data e.g. business process maps, customer support log
    • Facilitating blueprinting workshops to collaborate with internal stakeholders to visualise actual service structure from customer and service provider perspectives (B2C or B2B)
    • Coaching the process of conducting qualitative research to validate/fill gaps in customer journey and internal processes.
    • Mapping of actual service structure, including identification of service breakdowns, pain points etc.
    • Calling out opportunities for design thinking /innovation/transformation.


Full Fee

Full programme fee (per coaching clinic package)


9% GST on nett programme fee


Total nett programme fee payable, including GST S$6540

With effect from 1 Jan 2024

Payment for this programme is to NUS-ISS, National University of Singapore.

How To Register


Step 1 Apply through your organisation's training request system.

Step 2 Your organisation's training request system (or relevant HR staff) confirms your organisation's approval for you to take the programme.

Your organisation will send registration information to the academy.

Organisation HR L&D or equivalent staff can click here for details of the registration submission process.

Step 3 GovTech Digital Academy will inform you whether you have been successful in enrolment.


Learning about new perspectives on mapping the end-to-end service journey was useful for building relevant products more effectively.


Learning about theory and how to apply the JTBD methodology and service design blueprint will be useful to my real-life work.


Learning how to conduct interviews, produce JTBD statements, and facilitate discussions with stakeholders using storyboards were particularly useful.