Service Design – a Workshop at NID, Ahmedabad

The brochure of the workshop also available at

The brochure of the workshop also available at

Worldwide, service sector now plays dominant role in the growth of economies. Service has been now recognized as third sector beside agriculture and manufacturing. Services in India account for more than half of it’s GDP and is growing by 10% annually.

In the saturated markets of today, the companies are struggling to compete solely on price. In order to stand out from competitors, companies need to recognize themselves as service providers. Customer service is becoming key differentiator for the companies today. And in the context of India, services offer lucrative employment opportunities and thereby the much needed economic independence and self respect in the society.

Today’s customers are expecting personalized services that can make their lives easier, enjoyable and exciting. They are more informed and more demanding. They make little distinction between goods and services. And customers are complicated. They have individual needs, feelings and expectations that cannot be standardized.

Service is understood as synonym of the customer need. It is not product that the customer requires, but the service – the essential function – that the product provides.

Service Design helps create new services or helps improve the existing services. It helps make the service interfaces useful, usable and desirable from the client’s perspective. Utilising the available resources, service design helps connect organisation / supplier / service provider to its clients in a desirable way. Service Design helps create experience for its user and thereby helps improve everyday life. It therefore helps creates brand affinity.   Service design helps bring true understanding of the market, it’s users and their experiences and expectations.


The three day workshop will introduce its participants to the concept of service design. The hands-on workshop  systematically initiate participants to explore, experience, and understand the field of service design.


  • Understanding services
  • Introducing  the concept of service design
  • To provide participants with the hands on experience of service design


  • Fundamentals of Service Design
  • Methodology of Service Design
  • Service Prototype


Recommended for Strategists and Executives from department of design and development; Entrepreneurs; Professionals involved in Marketing and User research ; Architects, Interior Designers and Industrial Designers ; Engineers and Senior managers; professionals dealing in user interfaces, students and professionals with curiosity to learn and understand service design.


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