Creating Business Models based on User-Centered Services

The creative industries are becoming more service-focused as never before and designers as well as entrepreneurs need to adapt. This workshop will give you a deep understanding of the methods and tools of Service Design and how they can be applied. In this course, you will learn how to design service ecosystems that incorporate design, strategic planning and business modelling.

In the last years the creative industries underwent a dramatic change - from a product-focused to a services-oriented industry. A new 'service economy' was born. Many of today's startups are creating digital services and form a very important part of the creative entrepreneurship scene. In Germany, almost 70% of the countries economic power are based on services.

Opposed to products or graphics, services are intangible. Thus, the "designing" of services relates to shaping an ecosystem of touchpoints, rather than stand-alone artefacts. Therefore, service design does not only focus on design in the traditional way (shape, aesthetics, usability etc.) but also incorporates strategic planning for service ecosystems and business design.

The 3-day course will introduce the students to the concept of service design and teach them the main methods and tools that are needed to create successful services.

The course will consider 2 main perspectives:

  • How to create a service that is desirable and usable from an end-user’s perspective?
  • How to create an economically viable service ecosystem?

There will be a short theoretical introduction to service design, followed by interactive workshops in which the students get to know and use various service design tools and methods such as:

  • user research
  • personas
  • user journeys
  • service blueprints
  • business model canvas
  • service prototyping
  • user testing

The course targets participants from these areas:

  • entrepreneurs
  • designers
  • innovation managers and consultants

Manuel Großmann is a service designer and co-founder of the service design consultancy Fuxblau. He consults start-ups and established businesses and provides service design trainings. Prior to this he worked for several years as a service designer at Fjord. Manuel regularly teaches design at universities in Berlin. Manuel is also co-founder of Service Design Berlin and organiser of the international service design conference “Service Experience Camp”.

Olga Scupin is a co-founder of Fuxblau- a service design consultancy- where she works as a business innovation strategist. She is a certified Design Thinking coach and has helped companies like SAP, Accenture and Siemens to improve their business and service strategy. Before becoming a founder, Olga worked at stylemarks (now Junique) a Telekom hubraum start-up. She has a strong interest in innovation and entrepreneurship and is a mentor at Axel Springer’s accelerator plug&play. She is currently enrolled in the Internaional MBA program at IE Business School Madrid.

Run period:
27.07.2016 – 29.07.2016
Course time:
09.00 am – 4.00 pm
Application Deadline:

Course fee:
EUR 490

Min. number of participants:
Max. number of participants:

For further information please contact: