Course Description

Business Design for Service Design

The service proposition is essentially the business proposition, but seen from both the business and the customer/user perspective. It is important that some kind of business model lies behind the service—even if it is a free or public service—otherwise it will not be sustainable or resilient to change. Without it, you've only done half the work of designing a service.

The usual approaches and questions apply: Who is going to fund it? What is the price point and market segment? What do we need to deliver the service, and what will it cost?

This course introduces you to Business Design in the context of Service Design and some key approaches and methods.

Course curriculum

  • 1

    Business Design for Service Design

    • 01 What is Business Design?

    • 02 What do Business Designers do?

    • 03 Contextualise and Reframe

    • 04 Envision

    • 05 Prioritise and Roadmap

    • 06 Measuring Impact


  • Why should I learn from you?

    I am the co-author of one of the industry standard books on service design called Service Design: From Insight to Implementation and come with three decades of experience in design and education. I've taught design and innovation methods to several hundred people over the years, from C-Suite executives to students. If you would like to see more of my industry experience, you can find me on LinkedIn here:

  • How long can I access the content?

    The price includes six months of access to the course materials. You can watch them as often as you like.

  • How does the course work?

    This is a video only course is made up of a series of bite-sized lectures covering over 60 minutes of content for you watch at your own pace.

  • Do you offer group/team discounts?

    Yes. For block bookings of 10 seats or more, please get in touch here:

  • Do you offer live teaching of this course as a workshop?

    Yes! I offer a variety of training and coaching services and the courses you see on this site are all available in longer-form, live workshops that can be one-off training or form a longer-program. You can get in touch with me here to discuss your needs: