Service Design

Programme Code D27
Applications Development
General Digital Literacy
Applications Management
Learning Partner(s)
3 Days
Format In-person
Application Portfolio Management Service Design Business Analysis
Job Roles
ICT&SS Professional UX Designer Public Service Officer (non-ICT&SS) Project Manager (Agile) Product Manager Digital Service Manager Digital Business Analyst Delivery Manager


Innovation is a primary source of competitive advantage in the global marketplace. Service Design leans on concepts and practices in ‘Design Thinking’ to research and develop innovative ideas. The programme offers organisations the process, methods, tools and techniques to translate innovation into a reality.

In order to maximise the benefits of innovation, organisations are currently focused on three key aspects: Building an environment suitable for Innovation and Design Ensuring that the innovation and design process is efficient and effective Equipping their team with the capability to design and deliver innovative solutions.

Based on these aspects, this programme provides participants with a practical, ‘hands on’ exploration of the principles, tools, and frameworks such as Design Thinking for Service Design. The programme also discusses the essentials needed to breed an innovation culture in the organisation.

Key Takeaways

Upon completion of the programme, you will be will be able to:

  • understand and apply the central concepts of Design Thinking to innovation projects;
  • approach service innovation from an outside-in perspective and understand the process for evolving a fuzzy idea into a fully envisioned service concept;
  • understand how to conduct user research and synthesise data from multiple sources in order to discover unmet needs and develop ideas;
  • understand and use tools such as personas, customer journey mapping, service blueprinting and storytelling  to realise  service innovation;
  • illustrate a new service innovation concept and explain its value proposition and the outcome intended for the customer;
  • carry out low fidelity prototyping of a proposed innovation concept to evaluate, adapt and refine the idea.

Who Should Attend

  • Please refer to the job roles section.
  • Applicable to practitioners and managers who need to know how to apply design thinking to evolve ideas from abstract to service concept and design.
  • Designed for Service, Product, and Project Managers seeking to extend their innovation skillset. The programme will be relevant to Product Development Managers, Service Improvement Teams, Product and Service Managers, Project Managers, Innovation Managers, Quality & Process Improvement Managers, Marketing Managers & Executives, Customer Service Managers and UX Designers.

The programme will include lectures and hands-on exercises hinged on a Design Challenge given in class.

A typical sequence of the programme is as follows. Where required, any changes to these details will be discussed and confirmed before each run of the course.

This programme will cover:

  • Innovation Approach using Design Thinking
  • User Research and Ethnography
  • Identifying Opportunities and Generating Ideas
  • Concept Prototyping
  • Communicating Concepts
  • Implementing Innovation

By the end of the programme, participants will be able to initiate, design and plan for implementation of innovative solutions to the given design challenge.


Full Fee

Full programme fee


8% GST on nett programme fee


Total nett programme fee payable, including GST S$1944

With effect from 1 Jan 2023 till 31 Dec 2023

Full Fee

Full programme fee


9% GST on nett programme fee


Total nett programme fee payable, including GST S$1962

With effect from 1 Jan 2024

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

Upcoming Classes

Class 1
18 Jan 2024 to 26 Jan 2024 (Full Time)
Duration: 3 days
When: Jan - 18, 25, 26
Time : 9:00am - 5:00pm
Class 2
29 Feb 2024 to 08 Mar 2024 (Full Time)
Duration: 3 days
When: Feb - 29Mar - 07, 08
Time : 9:00am - 5:00pm
Class 3
15 Mar 2024 to 22 Mar 2024 (Full Time)
Duration: 3 days
When: Mar - 15, 21, 22
Time : 9:00am - 5:00pm

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.