ID414BKK
Service Design
Faculty
Shrey Malik
Senior Experience Designer at Frog
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
Products & Services are intricately linked components, while products are more tangible items that you can see, touch & possess, services tend to be intangible activities or performances that are experienced or consumed, not owned.
In this course students will learn to shift their perspective from a product centric view to a broader understanding of end to end services . Using their existing UX skills + knowledge combined with service design methodologies introduced in the class, they will go through hands-on group projects focused on real-world challenges in Bangkok. Students will explore how to research, prototype, and test human-centered services, using tools like customer journey mapping, service blueprints, and rapid prototyping.
Working on a single, real-world design challenge, students will engage with users, stakeholders, and local contexts to redesign and improve an existing service. Through daily workshops, field research, and iterative prototyping, students will learn to think beyond digital interfaces and design holistic service experiences that balance user needs, business viability, and system complexity.
Learning highlights
- Understand Service Design Principles – Learn key methodologies like journey mapping, service blueprints, and stakeholder mapping to analyse and improve service experiences.
- Conduct Research & Gap Analysis – Apply qualitative research methods (interviews, observations, shadowing) to uncover gaps in service touchpoints.
- Sensemaking & Concepting – Quick synthesis of research to define insights & crafting new concepts.
- Prototype & Test Service Concepts – Develop low and high-fidelity service prototypes, testing them iteratively with real users.
- Design for Systems & Stakeholders – Go beyond UX/UI and think holistically about people, processes, and touchpoints that shape service experiences.
- Develop Storytelling & Presentation Skills – Effectively communicate design insights, user needs, and final solutions through engaging presentations.
Course outline
15 classes
Session 1
Introduction to Service Design
Session 2
Methodologies & Case Studies
Session 3
Brief Introduction & Field Research Planning
Session 4
Field Research
Session 5
Field Research
Session 6
Synthesis & Concept Development
Session 7
Synthesis & Concept Development
Session 8
Research Share-Out & Service Blueprints
Session 9
Prototype Preparation
Session 10
Testing Prototypes
Session 11
Group & Personal Activities
Session 12
Group & Personal Activities
Session 13
Group & Personal Activities
Session 14
Final Presentations
Session 15
Final Presentations
Prerequisites
The course assumes a predefined understanding of fundamentals of the UX (Field Research, Ecosystem & Journey Mapping).
Methodology
The course will begin with lectures before transitioning to group projects, where an existing service relevant to Bangkok and HS’s local context will be analysed and improved. The course will conclude with a final project presentation.
Lecture + Group Projects.
Grading
Shrey's career has been a continuous exploration of culture, storytelling, and technology. Beginning with research into ancient tribal tattoo traditions alongside the Archeological Survey of India, he developed a deep understanding of symbolism and human expression. This foundation led him to the Hindi film industry, where he contributed to the art of visual storytelling in production and design.
As his career evolved, Shrey transitioned into branding and advertising, working with multiple agencies to craft compelling narratives for global audiences. His expertise in strategic communication eventually guided him toward product design, where he joined HS & frog as a Junior Designer. Over the years, he advanced to the role of Principal Designer (Lead), overseeing groundbreaking projects in Immersive Experiences (VR/AR, Education, Game Design) and Speculative Design Research. His research has been presented at conferences in Eichstätt, Germany, and RCA, London, reinforcing his position as a thought leader in the field.
See full profileApply for this course
Service Design
by Shrey Malik
Total hours
45 Hours
Dates
Jun 30 - Jul 18, 2025
Fee for single course
€1500
Fee for degree students
€750
How to secure your spot
Complete the form below to kickstart your application
Schedule your Harbour.Space interview
If successful, get ready to join us on campus
FAQ
Will I receive a certificate after completion?
Yes. Upon completion of the course, you will receive a certificate signed by the director of the program your course belonged to.
Do I need a visa?
This depends on your case. Please check with the Spanish or Thai consulate in your country of residence about visa requirements. We will do our part to provide you with the necessary documents, such as the Certificate of Enrollment.
Can I get a discount?
Yes. The easiest way to enroll in a course at a discounted price is to register for multiple courses. Registering for multiple courses will reduce the cost per individual course. Please ask the Admissions Office for more information about the other kinds of discounts we offer and what you can do to receive one.