SDA Organisational Re-Accreditation

SDN is delighted to announce the Service Design Network Organisational Re-Accreditation of Service Design Academy (SDA) from 2022 – to 2025.

With the leadership of Birgit Mager, SDN has been a strong and valued supporter of the Service Design Academy since its launch in 2018.  Just two years later, SDN was proud to award the Service Design Academy with its first-ever Organisational Accreditation. 


The Service Design Network’s re-accreditation recognises the high quality and commitment to excellence of the SDA’s approach to learning, based on the following:

  • engagement with all participants, encouraging shared thinking and collaborative working
  • activities promote learning & independent learning
  • workshops contain a variety of approaches and methods
  • programmes are designed to meet both organisational and participant needs


Through our Organisational Accreditation initiative, SDA is also recognised as a high-quality partner of the SDN Academy, an international educational provider of high-quality service design content. Accordingly, SDA will also be recognised as an SDN Academy Satellite facility.

SDN and SDA look forward to building skills and capacity with the global service design community together as our partnership continues to develop with joint initiatives and co-created programmes.

The Service Design Academy (SDA) provides individuals and businesses with flexible, professionally focused, accredited training and education in service design. Based in Dundee - the only UNESCO City of Design in the UK - SDA offers the highest standard of face-to-face and online learning experiences delivered by world-class service designers and educators.


Led by SDN Master Accredited Katie Murrie,  SDN Professional Dr Jo McNicoll, and SDN Practitioners Claire Hartley, Kim Anderson, and Robbie Beautyman.  SDA’s expertise draws from a comprehensive range of design, academic and business backgrounds. The team’s mission is to build service design capacity through quality and inclusive training and education. They aim to create a community of service design practitioners who will drive a positive impact within their organisations and communities.

Their mission is underpinned by the Scottish Approach to Service Design led by the Scottish Government to ensure that all services are designed with, not just for citizens.

The team design and deliver a pathway of service design training from awareness level half day courses to the only accredited Professional Development Award in Service Design.  

SDA offers open and customised service design courses for groups, individuals, and businesses. Delivery is online, on campus at Dundee and Angus College and on-site. Online training has been developed to meet the growing need for remote collaboration for national and international markets, featuring interactive learning labs, online toolkits, and ongoing implementation support.

“Thanks for your excellent work.  Doing the PDA gave me a huge confidence boost that complex issues can be tackled and I can be the one helping facilitate this. I carry the skills I picked up into my work continuously.” Heather Hamilton, Glasgow City Council


Get a glimpse of SDA´s workshops and participants' reflections from the Valued Voices series in the SDA Video Library

We congratulate SDA and look forward to a fruitful collaboration! 

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