Fundamentals and tools

Service Design in Practice Masterclass

A hands-on training program that takes you from first principles to real practice in 5 weeks / over 40 hours of study, where you can work on a real case study.

August 10 – September 10, 2026  ⎜  27,500₺

23,000₺ if you enroll before July 15th

In this 10-session training, you’ll learn the main principles and terminology of service design, plan and conduct user research, frame problems and ideate, come up with coherent journeys — using the same tools and methods used by professionals in the field.

Blended training format

Live classes, workshops and fieldwork

This training blends live instruction with independent exploration and hands-on practice. Every day is designed so that concepts learned in sessions are immediately applied through activities, peer collaboration, and real-world research tasks.

Live training sessions

Instructor-led sessions via Zoom or face-to-face. Concepts are introduced, demonstrated, and discussed in real time.

Workshop modules

Structured group activities where you apply methods directly — mapping, ideating, prototyping — guided by the instructor.

Research activities

Field and on-site tasks including conducting interviews, observing users, and gathering real insights in the world.

Readings & assignments

Curated articles, case studies, and short assignments completed between sessions to deepen understanding.

Peer collaboration

Pair and group work woven throughout the course — from peer interviews to joint ideation sessions and feedback rounds.

Who can benefit from this training?

Junior Designers

Junior designers looking to build a solid foundation in service design

Professionals

Professionals from adjacent fields transitioning into service design roles

Product Managers

Product managers and strategists who collaborate with service design teams

Entrepreneurs

Entrepreneurs and innovators who want to design better experiences

Foundation, research, ideation & prototyping

Day 1 – Foundations of service design

What is service design, what it is not, who designs services and service design principles

Day 2 – Core activities & tools

Double diamond, service design framework, convergent-divergent thinking, tools of Service Design

Day 3 – Design research for practitioners

Importance of research, assumptions vs insights, planning and scope, research methods overview

Day 4 – Gathering insights with in-depth interviews

Interview techniques, sample groups, finding participants, preparing research questions

Day 5 – Conducting interviews (Face to face or remote)

Live interviews — Preparing for and conducting real interviews guided by Petri team on the case study

Day 6 – Research analysis

Analysis & synthesis methods, finalizing personas regarding the project, how to present research material

Day 7 – Introduction to ideation

Problem framing, HMW framework, value proposition canvas, ideation methods

Day 8 – Creative problem solving & ideation workshop

Live ideation workshop /face to face or over zoom, idea generation and prioritization methods, facilitating creative workshops

Day 9 – Service prototyping: customer journey design

Prototyping methods, journey fundamentals, designing the customer journey

Day 10 – Journey assessment & setting up KPI’s

Journey review, presenting service design, defining next steps, how KPI’s work

Accomplishments and terms

  • A clear understanding of service design principles and where they apply

  • Ability to plan and conduct qualitative design research

  • Hands-on experience with core tools: interviews, journey maps, personas, service blueprints, MIRO templates

  • Confidence to conduct ideation sessions and creative workshops

  • A portfolio-ready project completed end-to-end during the course

  • Course capacity is 12 students.

  • Mondays – Thursdays / 3 hours a day.

  • Dates and times are tentative, could move.

  • Classes in Turkish or English (depending on the attendants)

Meet your instructors.

Refik Burak Atatür

Co-founder of Petri

Refik Burak Atatür

After graduating from METU Industrial Design,  he had a masters degree in “Human centered strategic design and design research” at Art Center College of Design, Los Angeles, CA. He’s been working on service design and UX projects for over 15 years and providing design training both for the academy and corporations since 2020.

Melike Balaban

Co-founder of Petri

Melike Balaban

After graduating from METU, Economics, she worked at Deloitte Istanbul office as a management consultant at financial transformation and process improvement projects. Then she did strategic planning, pricing, budgeting and product management for Corporate Banking at Garanti Bank.  Following  she worked as a founding team member for venture capital backed technology start-ups on product management and user experience.

20+ years of experience in design