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Service Design


26 lessons

Delivered in
6 chapters

Thomas Cornwall

Learn how to design remarkable services and outsmart your competition

So you want to make your business stand out. You want to find profitable new ideas. And you want to grow faster than you thought possible.

There’s a new playbook taking the business world by storm. It’s called Service Design. And many of the world’s most innovative companies - Airbnb, Uber, Amazon, Netflix - are using it to fuel their breakthrough success.

Now this playbook is finally available to you in the world’s first course to break down Service Design step-by-step.

In this course, you’ll learn how to design successful services from concept to launch…and beyond.

Instead of guessing, risking it big and hoping it’ll work out, you’ll discover a systematic process to setting your vision, uncovering valuable insights and turning these into a remarkable end-to-end service that your customers will love.

This course is all action, no jargon. You’ll be able to start implementing what you learn today - and see the benefits for years to come.

We’re living through the greatest era of business opportunity. Isn’t it time you took advantage?

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Sarah B.

United Kingdom

The gamification format makes the courses addictive and so much easier.

Andra N.

United States

Impeccable learning experience. The material is carefully curated and extremely engaging.

Hannah T.


Happy I joined. I really enjoyed the interesting case studies and handy tips that you can look back on.

Diana M.

South Africa

Glad I took the leap! Not only educational but also entertaining, which is still very rare these days.

Charlotte B.

United Kingdom

Really easy to digest and the right balance of video and article content.




What exactly is service design? Why is it important and what’s the best way to approach it?


The principles and processes involved that can either make or break a service.


Where are you now, where do you want to be, and what problem to you need to solve in order to get there?


What are some techniques to uncovering the insights that make all the difference?


How to turn those insights into innovation, how to make small changes that have a big impact, and ways to make people really happy.


How to make real change stick and the philosophy of continuous improvement.

Meet your

Thought leaders

Thomas Cornwall

One of the world’s leading service designers, Thomas Cornwall has helped Fortune 500 brands, fast-growing start-ups and even governments build award winning services and great customer experiences.

An entrepreneur at heart, Thomas discovered service design when looking for a systematic and repeatable way to create desirable businesses for today’s world. He used it to start and grow Behave, a behavioural insights and innovation company that worked with brands like Samsung, British Airways, BT, Amazon and many more.

Thomas is now Head of Service Design at Rainmaker, helping industry leaders - and those who want to topple them - design, launch and scale their future.

Twitter: @thomascornwall


Rainmaker is a digital business transformation company. They help transform businesses for the digital age.

The foundation for their growth has been how they support their clients with a unique combination of strategic advice and sleeves-rolled-up practical support. Rainmaker has earned an enviable reputation for making hard things happen for clients including Amazon, Xerox, the NHS, Credit Suisse and the British Government.

At the centre of achieving this transformation is their unique approach to service design - uncovering the behaviours, needs, pain-points and unmet desires of the people your success depends on, to create powerful, real world results.


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What people are saying

Magnus H.


I don't know if you've ever tried to learn about Service Design online, but basically everything out there is as dry as a butterless piece of toast in the desert. This course, on the other hand, was riveting from start to finish. I enjoyed it so much, I almost forgot I was learning stuff. Which is not smart, because it's useful stuff.

Andrew N.

South Africa

This course is so useful. Honestly, I was a bit skeptical at first because a lot of the stuff online about service design is very technical and academic, but this course has given me practical steps I can actually take. Thanks!

Sandra K.

United Kingdom

The course was an excellent introduction to Service Design. It is also very practical. I would recommend it to anyone interested in learning more about Service Design. A follow up course for experienced Service Designers would be welcome.

kathy p.

South Africa

This course is packed with practical advice and a process that anyone can actually follow. I loved it and found it really useful.

James C.

United Kingdom

I had no idea what service design was until I took this course. Now I understand in today's world just how significant a discipline it is! Sometimes you don't realise the depth of thinking that goes into making services like Uber and AirBnB such a seamless experience which I guess is ultimately the point of good service design! Hugely relevant if you're an owner of a service type business.

Natasha C.

United Kingdom

It sounds cliche but I'm a stay at home mum thinking about starting my own side gig. I was Googling around about how to run a business smoothly and stumbled upon this topic of service design. It's probably a bit too comprehensive for my modest plans but I found it helpful to get a understanding for what goes into creating an experience that makes your customers come back for more.

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