Service & Experience Design | Perth Innovation Bootcamp


Service and
Experience Design

Surprise and delight your customers by designing deliberate service experiences.

Design deliberate services with impact.

1 day • From $299 per person • Available for teams and groups

At its core, service design is about ensuring a service meets the needs and goals of its users and stakeholders. At its best, it has the ability to take a mundane or routine experience and surprise, delight and make the experience truly meaningful.

This bootcamp will provide you with an in depth understanding of how to apply service design to improve the outcomes of your customer journeys. We’ll cover the tips and tricks to creating meaningful service blueprints as well as provide a structured approach to identifying pain points and opportunities within your service experiences.

Over the day we’ll deep dive into understanding the power of experience design, including harnessing front stage and backstage interactions, harnessing moments, and introducing surprise and delight into your journeys. This bootcamp is perfect for both novice service designers and experience practitioners looking to hone their skills.

Coming to a city near you:

Why is
this important?

Every interaction is an opportunity to exceed the expectations of your customer. Service design is a structured approach to ensuring every touchpoint in your customer's experience is not only meeting their needs, but building engagement and loyalty too.

Who is
this for?

This workshop is for product managers, marketers, designers, founders and UX specialists - it is intended as an up skilling exercise for those currently or about to undertake customer research and want to take their skills to the next level.

What do I
need to bring?

Just your creativity! This is a computer free workshop. We will provide all the tools and materials required for session. It is recommended you come with an experience in mind to use for the activities in the session.

👏 What our learners
say about learning with SOMA.

"Just the right mix of useful, informative and inspiring. And most importantly – always actionable."

Lily, Growth Marketer

"A great workshop, fully loaded with inspiration for real-world application of innovation principles."

Amanada, SME Director

"A truly immersive hands-on workshop with invaluable insights and take home learnings. The coffee's pretty good too!"

Derek, Design Manager

What we
will cover

Understanding your customers.

Learning how to put yourself in the shoes of your customers as they experience your product or solution gives you valuable insights into what’s working and where there are opportunities to improve.

Service blueprints.

Use service design blueprinting to map out the entire customer experience, along with all the front- and backstage actions that make it possible.

Surprise and delight.

Identify critical pain points, existing strengths of your service, and opportunities to improve your customers’ experience by crafting moments of surprise and delight.

The experience essentials.

Understand the core concepts of service and experience design, from a customer-centric mindset to the power of moments.

Mapping it out.

In a facilitated process with guidance, create a service design blueprint that captures your customer’s journey as they experience your solution.

What’s behind the scenes?

Go beyond the customer journey to map out all of the front-stage and backstage processes that go along with your solution.

Roses, buds, and thorns.

Identify your customers’ key pain points to be addressed, moments of joy to be replicated, and opportunities to transform routine into delight.


Over a full-day workshop, you’ll take a deep dive into what makes service and experience design work, mapping out an entire customer experience and identifying the key moments at which it could be improved.

Each day runs 9:30 - 4:00pm, with breaks to enjoy some delicious and healthy morning tea ☕️, lunch 🥙 and afternoon tea 🍰.

Skills, tools and mindsets.

Our learning style is fast-paced, hands-on and immersive. You'll be applying new skills and mindsets as you learn them, and you'll walk away with a bundle of new tools to use in your work.


  • Understanding front-stage and back-stage service processes.
  • Mapping a customer journey through a Service Blueprint
  • Identifying potential improvements in a service experience


  • An intuitive service design blueprinting tool
  • The rose-bud-thorn framework for identifying pain points and opportunities
  • How gamification theory can apply to service experiences


  • Service-led design that places value on your user’s experience
  • Making room for moments of surprise and delight
  • Creating deliberate service experiences
  • You're in
    good hands


    Nate Sturcke is a passionate educator and supporter of the local Perth innovation ecosystem. Over the last 5 years Nate has worked with over 1,000 entrepreneurs through a variety of programs, including the Silicon-Valley based Founder Institute accelerator; Google-backed Startup Weekend; and RAC SeedSpark seed fund. In both 2017 and 2018, Nate was awarded the WA Startup Community award for his role in promoting early stage entrepreneurship throughout the state.

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    Matt Norman is a learning designer and facilitator working to transform education and training, starting in WA. He has over 5 years of experience running workshops with everyone from social impact professionals to at-risk youth, and has worked in advocacy and recruitment for the innovative Teach For Australia program. A graduate of both the Presencing Foundation Program on systems change, and the KAOSPILOT Masterclass in Learning Design, Matt’s passion is creating experiences that bring out the best in people.

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    ✌️ Interested? Let's chat!

    If you're interested in learning more about our Design Jam, or how we can run a Design Jam just for your team, please get in touch by leaving your details below.