Previous page

Leading Service Design for Improved Customer Experience

Leading Service Design for Improved Customer Experience is a stand-alone module from the Aalto Service Leader program.

The module focuses on leading and managing service businesses, creating service strategies and a human-centric service design process. It will take you on a walk-through into establishing and leading a service innovation and design process, from obtaining insights through to launching a minimum viable service.

The objective is to learn to apply design-based methods to develop winning customer experience in services. The approach is very practical, focusing on case study examples. It emphasizes the perspective of those who lead service development and innovation in their organization.


Learn how leading a modern service-based organization with customer value is different from the recent past
Gain top level understanding of how design thinking and co-design approaches change the service development and innovation process
Get a comprehensive overview of how different design research methods help to capture relevant and actionable insights
Acquire frameworks and tools that help to analyze and prioritize insights and select the right problems to solve
Learn to run small-scale service experiments and measure their success to iterate and validate the new concepts


This program is targeted for directors and top managers seeking growth from new or existing services in B2B or B2C.

  • Corporate directors responsible for strategic development, innovation, marketing, IT or R&D in service business and industrial services
  • Top management in small and medium-sized companies

Contents and Schedule

The module entails online lectures, pre-assignments and 1.5 days of contact sessions.

Two-week pre-module period: Individual preparation, online lectures.

One and a half-day module: Intensive face-to-face sessions with instructor and peers


Program Fee and Registration

Program Fee

The fee for the Leading Service Design for Improved Customer Experience module is € 2,400 (+ VAT).

The fee includes learning materials and catering during the program days.

Please note that the fee does not include travel expenses or accommodation. VAT is applicable to private persons and Finnish companies.


Register for the module at least two weeks before the module starts (by November 16, 2017).


Program start