Go Deeper with Certificate Programs
Human-Centered Service Design is part of a certificate program:
What You'll Get
Week 1: Introduction
Week 1: Introduction
Watch a sneak peek
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Human-Centered Service Design—A sneak peek of the course
3 Video Lessons
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Service Surrounds Us—It’s all service—and we can design it
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Four Qualities of Great Service Organizations—Balanced, intentional, and human-centered moments that matter
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A Mentor Moment with Ilya—Getting started on service projects
1 Assignment
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Project Challenges: We’ve crafted a series of project challenges for you to choose from, all designed to be the right size and scope for this course. You'll practice your selected challenge during the course and later you can bring your learning into your own work.
3 Discussions
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Think of some of your best and worst service moments. What effect they have on you in the moment?
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What can you learn from an organization that you personally believe offers great service? What qualities do they possess?
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What do you think will be difficult about the design process? What do you think will be easier?
Week 2: Expand the Journey
Week 2: Expand the Journey
3 Video Lessons
- Understanding the Journey—An introduction to journey maps
- A Mentor Moment with Coe Leta—Gathering insights for your service
- Tips to Pick What Matters—The moments to design
1 Assignment
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Build Your Journey Map: Research your service, gather insights about it, and apply those to create a journey map.
3 Discussions
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In a service you recently experienced, what did the before and after moments look like for you? What were your emotions before and after?
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What tips or stories do you have when it comes to observing, interviewing, or gathering insights?
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Think about a customer service moment that you've had recently. Was there a specific moment that really impacted you? How did the moment make you feel?
Week 3: Make Moments Real
Week 3: Make Moments Real
6 Video Lessons
- A Mentor Moment with Melanie—Bringing others in
- Generating New Ideas—Sacrificial concepts
- Generating New Ideas—Extreme prompts
- Generating New Ideas—Constraints
- Make it Tangible—Prototyping and measuring services
- A Mentor Moment with Susan—Prototyping service
1 Assignment
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Prototype Your Service: Prototype a moment of your service, get feedback, and iterate if necessary.
1 Discussion
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What do you find is the hardest part of getting others to participate in service brainstorms and prototypes?
Week 4: Share the Vision
Week 4: Share the Vision
3 Video Lessons
- A Mentor Moment with Melanie and Ilya—Staying the course
- Designing the Visible and Invisible—Creating a blueprint for your service
- Communicating the Vision—Beautiful ways to tell the story
1 Assignment
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From Journey Map to Blueprint: Expand your journey map into a service blueprint by considering the components required to bring your moments to life.
3 Discussions
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Did you receive any feedback during the prototyping phase that helped you move forward or that stymied you?
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How might you involve others into the design process at this stage?
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What are some examples of compelling ways that an organization has communicated a vision to you?
Week 5: Conclusion
Week 5: Conclusion
2 Video Lessons
- A Mentor Moment with Melanie and Ilya—Parting thoughts
- Stay Flexible—Service is a tool, a prototype, a journey
1 Assignment
- Service Design Project Plan: Synthesize what you've learned and plan your next steps.
2 Discussions
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What is one learning or mindset you're most excited to bring into your daily projects? How do you think it will affect your work?
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What are some ways in which this course has changed your view on Service Design? How will you use your new perspective, or how have you already started using it?
Meet Your Instructors
Ilya Prokopoff
Partner & Senior Executive Organization Design Director at IDEO
Ilya launched IDEO’s Organizational Design group to help leaders drive lasting change in their organizations. He has worked with Kaiser Permanente, Mayo Clinic, the Gannett Corporation, and Intercorp. Illya holds a degree in product design from the Illinois Institute of Technology.
Ilya Prokopoff
Partner & Senior Executive Organization Design Director at IDEO
More than a decade ago, Ilya noticed an emerging pattern about IDEO's clients. While many were still looking for innovative product, service, and experience designs, more and more were coming to IDEO looking for something intangible but essential: to build creative cultures from within their organizations. In response to this need, Ilya launched Organizational Design, a discrete group within IDEO dedicated to helping leaders drive lasting change in their organizations.
Ilya's work includes helping Kaiser Permanente and Mayo Clinic build the capability for continuous innovation; working with the Gannett Corporation to create new products and services that redefine media corporation offerings; and building a joint design studio in Lima, Peru with Intercorp (one of the largest conglomerates in the country) to design world-class services for the rapidly growing middle class.
He holds a Bachelor's of Science in product design from the Institute of Design at the Illinois Institute of Technology, where he is now a member of the Board of Advisors.
Melanie Bell-Mayeda
Former Partner and Managing Director, IDEO San Francisco
Melanie helped lead IDEO’s design for change work, guiding organizations and leaders to realize their creative potential and bring value to new and emerging markets. She has worked with the North Face, Citibank, T-Mobile, and more. Melanie holds degrees from Harvard University.
Melanie Bell-Mayeda
Former Partner and Managing Director, IDEO San Francisco
Melanie helped lead IDEO’s design for change work, which focuses on helping organizations and leaders realize their creative potential. In over a decade at IDEO, she played several roles leading different areas of the business, including those where design is bringing value to new and emerging markets. Her client portfolio includes the North Face, Gaiam, Citibank, Chase, and T-Mobile. She previously led a one-year initiative focused on bringing design and innovation to the aging space resulting in a project with the Scan Foundation.
Melanie is a Harvard College and Harvard Business School alumna, on the Board of Directors of The Steve Fund, and on the Board of Regents at Samuel Merritt University where she is focused on helping the institution meet its goal of advancing the future of patient care.
FAQs
We offer three types of courses: self-paced courses, cohort courses, and certificate programs. Cohort courses run on a set calendar, with fixed start and end dates. Course learning is self-paced within those dates and requires approximately 4-5 hours per week over 5 weeks. Courses consist of videos, activities, assignments, access to course teaching teams, and feedback from a global community of learners. There are also optional 1-hour video Community Conversations, held weekly by the teaching team.
All of our cohort courses are fully online, so you can take them from any time zone, anywhere in the world. With our cohort course experience, while you'll be learning alongside other learners, you'll still have the flexibility to work at the pace that fits your own schedule. There aren't mandatory live components, so you don't have to worry about having to log in at a specific time. At the same time, you'll have access to a teaching team who will answer your questions and give feedback on your assignments throughout the course.
Cohort courses run on a set calendar with fixed start and end dates. You will be learning alongside other learners, but still have the flexibility to work at a pace that fits your own schedule—there aren't mandatory live components. In cohort courses, you'll have access to a teaching team who will answer your questions and give feedback on your assignments throughout the course. Self-paced courses allow you to start, learn, and finish a course completely on your own schedule. Since courses are on-demand, there's no community experience of going through the material with other learners. In on-demand courses, there is no teaching team providing feedback on your submissions.
Upon completing a course, the certificate and digital badge for the course will automatically become available to you on your profile page within 24 hours. There, you can view your certificate, download it, and access your Credly badge. We've partnered with Credly, a leading digital credentialing platform, to provide learners with a digital badge that they can share on social media, email signatures, or add to their LinkedIn profiles or resumes.
IDEO U courses are not currently eligible for university credit.
You'll need a stable internet connection and a device (computer, tablet, or phone) with a modern web browser such as Chrome, Firefox, Safari, or Edge. Some course activities may work better on a computer than a mobile device. You'll also need to be able to view videos, which requires a browser that supports HTML5 video.
Once you enroll in a course, you can access it by logging into your IDEO U account at ideou.com and clicking on your profile icon in the upper right corner. Then click on "My Courses" to see all of your enrolled courses. Click on the course you want to access to go to the course page. Your courses are always available in your account, even after the course end date.
We offer a 10-day satisfaction guarantee for our cohort courses (starting from the course start date). If you're unhappy with the course for any reason, reach out to us within 10 days of the course start date and we'll give you a full refund. To process a refund, contact us.
Yes, we do! We offer group pricing when you purchase 5 or more seats for the same course. Contact us at learner-success@ideou.com to get a quote.
Collaborate with a Global Community
Work with Expert Coaches
Our teaching team has extensive applied industry knowledge. They'll help deepen your understanding and application of the course content by facilitating written discussions, live video moments, and assignment feedback.
Expand Your Network
Join virtual live discussion groups for deeper conversation, reflection, and connection led by teaching team members and available multiple times a week across time zones.
Receive Feedback
Gain tips, techniques, and a downloadable feedback guide; and share and receive feedback on assignments from peers.
What Others Are Saying
Human-Centered Service Design
“Thinking differently is simply not natural and teams have such a hard time breaking out of old patterns. The folks at IDEO are best-in-class at inspiring new thinking, coaching through ambiguity, and leading the way in birthing new ideas that make a real difference in people's lives.”
Human-Centered Service Design
“Almost every consumer experience has some element of service design—from navigating an airport to ordering books online. This powerful process fuses design and strategy to help you see the world differently and create new, compelling experiences. And once you learn how to think like a service designer, you have a powerful toolkit that will help you tackle almost any design challenge.”
Human-Centered Service Design
“I know a lot about this content, but the course really helped to push me through a new project I wouldn't have taken on otherwise. I gained confidence from the course and love meeting new people who are also interested in my favorite subject, Service Design!”
Human-Centered Service Design
“The discussions, principles and the journey process is really attractive in my everyday discussions with my organization. I'm focusing more on what matters and happens in the work lives of my staff. I’m helping people journey through that experience to meet their professional goals.“
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Enroll As a Team
The practice and application of design thinking, innovation, and creativity is highly collaborative and team based—which is why we believe that learning is better together. Take a course as a team and develop new skills and mindsets, have deeper discussion during course kickoff and debrief sessions, and build a shared understanding.
