UX Masterclass

Elevate Your Customer’s Experience: Fundamentals in UX and Service Design

29 July 2026 | 9.30 AM – 4.30 PM AEST

Virtual

Book Now

Overview

When digital services aren’t intuitive, costs rise quickly. Confusing user journeys push people towards costlier assisted channels, inflate support demand, and delay the benefits of digital transformation. Globally, poor user experience is estimated to cost organisations over US$1.4 trillion each year through rework, inefficiency, and lost trust (Adobe Cost of Missteps report, 2024). Every unclear step, missed interaction, or frustrating process has a measurable financial impact — from higher contact-centre spend to reduced digital uptake.

The UX Masterclass is an intensive one-day program designed to help professionals understand how UX and Service Design directly influence organisational performance. You’ll learn to connect design quality to real business outcomes, measure cost impacts, and build the case for investment in citizen-centred design. Through practical exercises, you’ll tackle real service pain points and leave with the skills to influence change across teams and stakeholders.

Transform your approach to service delivery. Join the UX Masterclass and discover how better design lowers costs, strengthens trust, and delivers better outcomes for your organisation and the people you serve.

Key Learning Outcomes

  • Comprehensive Understanding of CX: gain a holistic view of customer experience, understanding its importance and impact on business success.
  • Learn the Fundamentals of UX: understand the core principles of User Experience, including usability, accessibility, and user-centred design.
  • Service Design Principles: learn the key concepts of Service Design, such as service blueprinting, journey mapping, and touchpoint analysis
  • Integration of UX and Service Design: Understand how UX and Service Design work together to create seamless and engaging customer experiences.
  • Understand the importance of User Research: capture and represent the customer's experience so that key stakeholders can see the need for your customers' context.
  • UX Methodology Toolkit: Through hands-on activities and case studies, you will apply your real-world scenarios to identify opportunities for enhancing your customers’ experience. Come prepared with your customers’ pain points and areas of focus that you’d like to address and improve.

Agenda

We will have 3 breaks over the day for morning tea (15mins), lunch (30mins) and afternoon tea (15mins)

Module 1

A Holistic View of CX

The Experience Ecosystem: Understand the nested hierarchy of experience design: User Interface (UI) sits within User Experience (UX), which is contained inside Product Design. Product Design sits within Service Design, all of which operates under the overarching canopy of Customer Experience (CX).
​
​Fundamentals of UX Design
​Interface vs. Experience: Distinguish between designing the tangible visual interface (UI) and orchestrating the underlying behavioural journey and emotional experience (UX).


​Service Design Basics
​Orchestrating the Ecosystem: Learn how to plan and organise an organisation's internal resources, its people, processes, and props to directly shape the customer journey.


​Design Thinking
​The Double Diamond Framework: Navigate the iterative, non-linear design thinking model split across the Problem Space (Discover and Define) and the Solution Space (Develop and Deliver).
​

Module 2

Roles and Responsibilities

  • The Experience Design Family: Define the distinct responsibilities, tasks, and boundaries across evolving design roles.
  • Strategic Stakeholder Management: Learn to map organisational influence and govern communication streams using Mendelow’s Power–Interest Matrix and project RACI charts.

Methodologies Toolkit

  • Understanding the user: The Empathy Mindset; Internalise the foundational rule, you are not the user, and master how to author a structured, objective Research Plan.
  • Capturing the Experience: We will cover how to map out and visually communicate a user's end-to-end journey, emotional highs and lows, and step-by-step product interactions across multiple channels.
  • Creating the Solution: Focuses on transitioning from problem definition to rapid concept generation, teaching you how to build a massive volume of ideas to lower product risk before committing to design choices.
  • Prototyping and Testing: Covers how to build interactive models of your designs and run structured usability evaluations with real users to catch and fix flaws before writing code.

Module 3



UX Maturity of your organisation
​Design and distribute cross-departmental surveys to accurately diagnose an organisation's current design culture and process maturity.


Impact of AI
​Explore how AI is transforming workflows. It covers the transition from traditional, static interfaces to dynamic, AI-driven personalisation, the automation of repetitive wire framing and prototyping tasks, and the use of predictive analytics for user research


Conclusion and Q&A

Take these methodologies back to your organisation, challenge assumptions, and design with purpose.

Who Should Attend

This masterclass is designed for APS 4–APS 6 / EL 1 professionals (or state, territory and local government equivalents) who are responsible for improving digital services, customer experience, and service delivery in government.

Relevant roles include:

  • UX, CX, and Service Design practitioners and managers
  • UI/UX Designers
  • Digital Transformation, Innovation, and Product teams modernising public services
  • Policy, Program, and Project Officers embedding user-centred design in delivery
  • Communications, Engagement, and Change Management professionals shaping citizen-facing experiences
  • Officers responsible for usability, accessibility, and trust in digital services

Ideal for participants who:

  • Want to deepen their understanding of human-centred design and user experience
  • Contribute to service design, journey mapping, or user research
  • Are involved in digital transformation, modernisation, or innovation initiatives
  • Seek practical tools to capture, communicate, and improve citizen experiences
  • Aim to elevate the UX maturity of their organisation and embed user-centred thinking

Why Attend

  • Build the capability to design digital services that are intuitive, accessible, and cost-effective.
  • Learn how strong UX and Service Design principles improve efficiency, reduce rework, and lift citizen satisfaction.
  • Gain hands-on experience with tools such as journey mapping, service blueprinting, and prototyping.
  • Translate design insights into measurable business outcomes and stronger stakeholder buy-in.
  • Strengthen your agency’s commitment to human-centred design and drive lasting service transformation.



Carmine Mastrantone
​Design Research Leader and Mentor

Meet Your Facilitator

With over 18 years of diverse professional experience, he has developed deep expertise in design research and user-centred design (UCD) methodologies.

His career has equipped him with the skills to lead and inspire high-performing teams and individuals. Building on this foundation, he has focused on designing and delivering UX training programs, completing over 50 mentoring sessions to support designers in advancing their careers.

Professionally, he has played a key role in establishing new design research and experience design teams from the ground up, providing the skills and guidance needed to apply UCD methodologies effectively.

He was recognised with a Good Design Award for design research in 2023 — a testament to his commitment and expertise.

He is passionate about sharing practical experience and looks forward to helping course participants translate UX design and research theory into meaningful, real-world outcomes.

Ready to level up your public sector skills?

Register Early & Save!

Join peers from across government for a practical, expert-led training designed to build your capability, confidence, and career progression. Seats are limited. Register now to secure your spot. For group bookings (10+), payment enquiries or custom training options, reach out at training@publicsector.academy

Book Now


​

Recommended

Extra Early Bird

$795
1Users
  • Expires 15 May 2026

*Prices exclude Tax

Early Bird

$995
1Users
  • Expires 12 June 2026

*Prices exclude Tax

Standard

$1,195
1Users
  • Expires 28 July 2026
    ​
    ​*Prices exclude Tax

About Us

Public Sector Network is a social learning platform that exists to help government around the globe break down silos, collaborate, and work together for better outcomes for citizens.

PSN’s growing community spans across federal, state, and local government departments, healthcare, and education, allowing members to share information, access the latest in government innovation, and engage with other like-minded individuals on a secure and closed-door network.

Sign up to Public Sector Network to access our private network for government professionals.

PSN Academy is a trusted partner in professional development, dedicated to empowering public sector professionals with the knowledge and skills they need to drive meaningful impact. We deliver innovative training programs and learning experiences that align with the unique needs of government and public service organisations.

Our mission is to build capacity within the public sector by providing high-quality, practical, and accessible learning opportunities. From leadership development and project management to cutting-edge topics like AI, data analytics, and psycho-social risk management, we offer tailored programs that reflect the challenges and priorities of today’s public service.

At PSN Academy, we pride ourselves on delivering content informed by global best practices, guided by the APS and state-based learning frameworks, and facilitated by industry-leading experts. Our flexible delivery options include in-person workshops, virtual training sessions, and hybrid models to suit diverse learning preferences and operational needs.

www.publicsectornetwork.com