A five-day advanced service design course for DGA, the Saudi Arabian government, held in Amsterdam — including a study tour with strategic partners Miro on distributed working at scale.
The context DGA, the Saudi Arabian government's authority for digital transformation and government services, wanted a deep, advanced immersion in service design for government delegates. The goal was not just to learn the methods, but to understand the theory and practice needed to embed service design at scale across government departments. The programme was delivered in Amsterdam in January 2024 over five days, combining classroom learning, practical application and a real world study tour with strategic technology partners. What we did Gerry Scullion led a five day advanced service design course for Saudi government delegates. The programme was built around the core craft of designing better public services — and the organisational conditions needed to make service design stick at scale. The course covered five connected themes: 1. Design research. How to plan, conduct and make sense of research in government contexts — building empathy with citizens and civil servants while navigating organisational complexity. 2. Journey maps. Mapping end to end service experiences to understand what people go through, where services fail, and where to prioritise change. 3. Service blueprints
Humana Design — service design and design research consultancy, Dublin, Ireland.