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
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


Leverage Design Thinking for service innovation from an 'outside-in' perspective.

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.

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 you 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:

At the end of this programme, you 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 concepts 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.

Programme Structure

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 programme run.

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, you will be able to initiate, design and plan for implementation of innovative solutions to the given design challenge.


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
09 May 2024 to 17 May 2024 (Full Time)
Duration: 3 days
When: May - 09, 16, 17
Time : 9:00 AM to 5:00 PM
Class 2
11 Jun 2024 to 19 Jun 2024 (Full Time)
Duration: 3 days
When: Jun - 11, 18, 19
Time : 9:00 AM to 5:00 PM
Class 3
15 Aug 2024 to 23 Aug 2024 (Full Time)
Duration: 3 days
When: Aug - 15, 22, 23
Time : 9:00 AM to 5:00 PM
Class 4
10 Sep 2024 to 18 Sep 2024 (Full Time)
Duration: 3 days
When: Sep - 10, 17, 18
Time : 9:00 AM to 5:00 PM
Class 5
07 Nov 2024 to 15 Nov 2024 (Full Time)
Duration: 3 days
When: Nov - 07, 14, 15
Time : 9:00 AM to 5:00 PM
Class 6
13 Feb 2025 to 21 Feb 2025 (Full Time)
Duration: 3 days
When: Feb - 13, 20, 21
Time : 9:00 AM to 5:00 PM

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.