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Why go for Design Thinking Fundamentals Workshop

This high energy 3-day course brought to you by QGLUE: A QAI Venture, in collaboration with Design Thinkers Academy, India will give you a thorough understanding of the fundamentals of Design Thinking principles, key tools & terminology.

The focus of this course will be on this hands-on part, ‘Learning-by-Doing’. The tools we will practice are fundamental in Service Design Thinking. Customer Journey Mapping is at the core of this course: the interaction of the customer with the service.

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Courses offered from 12 categories
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Stakeholder Mapping

Provides you with an overview of the ‘eco-system’ that you are exploring. Stakeholders are people, teams or organizations that directly or indirectly exchange ‘value’. The exchange of value is used as the basis to explore the underlying services provided by the stakeholders.


Value Network Mapping

Creates insight in the exact values that are being exchanged between stakeholders. Using this tool, you already will get a more detailed insight into the services being provided by the stakeholders



Are used as the basis for Customer Journey Mapping. Finding out about the objectives, behaviour, attitudes of people is very important for developing improvements or innovations of the services provided.


Customer Journey Mapping

Allows us to further step into the customer shoes. It shows us the customer’s perceptions and the larger context in which we play a part at the different stages of their journeys. It lets us be emerged in their world, their reality. Get a deeper insight into customer needs, perception, experience and motivation. This qualitative design research tool will provide you with customer insights to improve the customer’s experience.


Service Scenarios

Are used to visualize how a (newly designed) service is being experienced from a customer point of view. Simple visualization techniques are being introduced.

Tools you


Day 1: 

  • Introduction to Design Thinking: Why Design Thinking?
  • Research Setup: Introduction to ethnographic research and preparation.
  • User Research: Active ‘on filed’ user research via observations, interviews, etc.
  • Doing Mapping Research Outcomes: Elaboration of research findings.
  • Doing Persona Building: Definition of initial persona profiles.

Day 2:

  • Doing Customer Journeys & Opportunity Areas: Customer Journey Mapping, Customer Insights and Opportunity Areas; Definition of opportunity and creation of initial ideas with customer-centric perspectives.
  • Doing Reframing: Creation of new design brief according to research outcome elaboration.
  • Ideation: Co-creation of new ideas to solve the problems defined in the opportunity areas.
  • Doing Service Scenario: Transform ideas in ‘Ideal Customer Experiences’ with focus on final user experiences.
  • Doing Prototypes: Build a physical prototype.
  • Doing User test: Test prototypes with users and refine services.

Day 3:

  • Doing Refine Prototypes: Refine prototypes using user test feedback.
  • Dragon’s Den Presentation: Pitch prototypes to broader audience.
  • Doing Value exchange: Understanding the value exchange between the main internal stakeholders.
  • Doing Mapping: Map the possible implementation strategies based on the analysed value.
  • Closing up & Next steps: Roadmap for the creation of ‘Community of practice’.
There is no eligibility criteria set for the course. But it is essential to come with an open mind and be OK with ambiguity.
Laptop is desirable to have but not mandatory. There are no other requirements – software or otherwise.
3 days (8 hours each day)
Case studies, detailed presentations in classroom, Individual and group exercises and games, field research.

Single registration: Rs. 96,000 plus tax
Get 10% off on a group of 4 or more participants

Frequently asked

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for the workshop on 22 – 24 November, Mumbai