Theater is an enormously  practical and mature discipline with millennia of experience in understanding and shaping worlds and emotions. Discover what the performing arts can offer us for the engaging prototyping of services and workshops, for better collaboration, ideation and user research.

Though we work in a physical setting, we discuss, and offer the opportunity to explore, the application of these techniques and concepts in online facilitation.

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Day 1

Empathy and dramatic 


We explore a range of exercises around role and perspective before diving into playback theatre, a powerful technique to challenge and deepen research insights. We examine dramatic arcs, and how we can use them in designing both experiences and our own sessions or projects.

Day 2

Storytelling and

​Storytelling and story playing are key to understanding experiences, so we experiment with various models. We also examine investigative rehearsal, perhaps the most powerful theatrical method for designers, and learn how to facilitate it in research, prototyping and implementation.

Day 3

Improvisation and

personal challenges

We dive into improvisation theatre, which offers designers a everything  from deep design philosophy to fun warm-ups. Participants then bring their own challenges to the room, developing and practicing strong solutions with the combined creative power of faculty and peers.


It’s fair to say that we threw ourselves into the activities. By this point we were all confident in doing them, and most importantly, we felt confident and trusting in each other.

- Mike Press, Director of Open Change and emeritus professor of Service Design




Theatre is a centuries-old way of simulating and exploring reality, unfolding possible futures, and creating empathy and understanding in an audience. It offers us a variety of useful perspectives and applicable methods: from investigative rehearsal and playback theater to storytelling and role work; from embodiment of different mindsets to recognising and shaping behaviour and environment. 

Theatrical methods can be applied by designers and UX/CX professionals to better understand your users or colleagues.  They are also the ultimate prototyping tool, able to simulate and investigate anything the human mind can imagine.  And of course they provide a wealth of tools for the facilitator. 


  • application of theatrical tools for facilitation, research, ideation, prototyping and implementation in innovation projects for physical and digital experiences.

  • critical aspects of human behaviour that are central aspects of theater, like status and role, and  how to take them into account in your workshop planning

  • unique methods and exercises that will add to your service design, UX or customer experience toolbox

  • structures and methods for improving project outcomes by setting up a safe space for creative collaboration

  • what an engaging dramaturgy looks like, and how we can apply it to both the experiences we create and the way we create them

  •  how to better enable co-creation and how to lead people to creative work against possible inhibitions

  • applying these concepts to online facilitation



  • work in small groups

  • experience co-creation and facilitation with peers 

  • connect with others in an online setting

  • enjoy a mix of action and reflection

  • share with other professionals and world-class experts

  • explore facilitation in a fun relaxed environment


  • designers (service design, design thinking, innovation), user experience and customer experience professionals who want to broaden their skill set and abilities in terms of theatrical tools

  • facilitators who are looking to improve their workshop delivery and impact

  • anyone interested in improvisation and how to apply it in service design and customer experience work



  • No special experience is needed.

  • If you have physical challenges, please let us know before the course. We will make sure the course fits your needs.


English, with German assistance available. Let us know if you need any language assistance - send us an email to


Maximum number of participants: 24

Minimum number of participants: 10​


Normal price €2100 

Covid special price €1750
(No-cancel guarantee: if we are forced to switch to online, you pay only €750).


14, 15 / 16 February 2022, Nuremberg



Anna- Lena Kühner

Anna-Lena is a professional theater director and customer experience facilitator who has been exploring design for several years.  As an empathic, lively expert on interactive environments and investigative rehearsal practices, she uses her skilled eye for subtext and timing to help shape customer experiences that match the tone and requirements of any service situation.  When she's not guest-starring at the CoCreation School, Anna-Lena can be found managing festivals and directing - or occasionally acting - in first class theaters throughout Germany.


Adam Lawrence

Well known for his books and the Global Service Jam, Adam connects the worlds of business and showbusiness. For years he has worked in large organisations, using his experience of theater, film and storytelling to help people work together better – running great projects, developing amazing workshops, and creating value for their users, customers and colleagues. ​Adam is lead facilitator at the CoCreation School, co-founder of WorkPlayExperience, co-initiator of the Global Service Jam, Adjunct Professor of Service Design Thinking at IE Business School, and co-author of This is Service Design Doing.

Refund and cancellation policy for online courses

We will refund your ticket fee if you cancel your participation up to 7 days before the course start date. If you have to cancel your participation between 6 and 0 days before the course start date, we will not be able to refund your ticket. However, you may pass on your ticket to another person for the same course at the same date.

Payment and invoice

You are able to pay online with credit card, Paypal or by requesting an invoice which will need to be settled by bank transfer immediately. Your registration is completed ONLY when your payment has been received. Payments and invoices are handled by our Swiss-based Co-Creation School partner Sparks Sàrl, who will communicate with you about these matters. All ticket fees are expressed in EUROS, no VAT or handling fees will be charged.

Additional terms & conditions

All materials provided and shared during and after the online course are free of use, however they are under copyright and are owned by WorkPlayExperience and Sparks Sàrl, partners of The Co-Creation School. Alumni do not acquire ownership rights in any of these materials and agree not to reproduce, modify or distribute any of the materials received from or provided. If you would like to receive copying rights, please reach out to us. We’ll figure something out!

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