Master in Service Design
Learn to design unique user-centered experiences by applying design thinking in service development
Description of the curriculum
- Edition: 3rd
- Teaching period: from October 5th 2023 to June 30th 2024. Final master's project presentation: June 2024
- Schedule: Monday, Tuesday, Thursday and Friday from 6 p.m. to 9 p.m.
- Modality: on-site
- Language: English
- Price: 9.210 €
- Qualification: Master's Degree in Service Design awarded by the UVic-UCC
- Credits: 60 ECTS
The number of ways for consumers to interact with businesses and services is constantly increasing and, as a result, services and interactions are becoming increasingly complex.
Service design simplifies this complexity and enables companies to see the world through the eyes of their customers, understand their needs and visualise all those moments when the company comes into contact with the user.
With tools such as the customer journey or blueprints we are able to see the entire path that the customer takes, what they need, and how they feel at any given moment. This enables the detection of opportunities for improvement and the visualisation of who the actors involved in the process are.
The Master’s Degree in Service Design provides the tools to improve an existing service or to simply create a new one. It will begin by contextualising design as a transformative tool and by considering products as services that satisfy needs. It will delve into branding and the omnichannel experience of customers before finally guiding students through all the stages of designing a service: initial research, ideation, prototyping, implementation and, ultimately, evaluation. The course, in addition to laying the theoretical foundations, will focus closely on the practical reality of the professional world.
Module 1 - Design as a strategic element Module 2 - Service logic Module 3 - Interaction Module 4 - Disruptive innovation and ideation Module 5 - Branding and customer experience (CX) Module 6 - Design research Module 7 - Prototyping Module 8 - Organisational transformation Module 9 - Master’s Degree Final Project
Module 1 - Design as a strategic element
Understanding how design can contribute value to the organisation from a variety of perspectives and learning how to establish a link between corporate strategy and design appraisal.
- Customer-centric approach
- Human-centred design (HCD)
- Design thinking
- Economic and extra-economic indicators in design appraisal
Module 2 - Service logic
Tangible and intangible goods produce a service as a benefit for the users and actors involved. We will examine the characteristics of products and compare them with those of services. We will also work on service logic in marketing, which unites products and services within a common paradigm.
- Service-dominant logic
- IHIP Paradigm
- Origins and definition of service design
- Industry servitisation
- Value co-creation
- Service thinking
Module 3 - Interaction
Interaction will be addressed from a holistic perspective, rather than Human-Computer Interaction (HCI) alone, allowing students to learn to consider the system and how different interactions are generated.
- Information architecture
- User experience (UX)
Module 4 - Disruptive innovation and ideation
This module will take an introspective approach to creativity. We will analyse the way we think, evaluate the mechanisms of thought and help foster creative thinking.
- Divergent thinking
- Human-centred innovation
- Developing and stimulating personal creativity
- Problem-solving creativity
Module 5 - Branding and customer experience (CX)
Service design can be an invaluable tool to create a shared framework for the communication tone and strategy of a brand so it can be implemented across all channels and with all relevant teams. We will develop an understanding of how a brand is built, what defines it and how it forms part of the customer experience, in addition to gaining an appreciation of the omnichannel dimension of brands.
- Fundamentals of branding and brand strategy
- How to build a brand: positioning, values, verbal and visual tone
- Brand storytelling and user experience
- Managing the customer experience (CX)
- Omnichannelisation: phygital experience
Module 6 - Design research
The goal is to develop fundamental skills in specialised service research, with the aim of understanding current offers, existing resources, and points for improvement and latent opportunities.
- Research tools (encounter map, touchpoint map, stakeholder map, interviews, etc.)
- User research (user persona, journey mapping, archetypes, etc.)
- Technology and market research (service blueprint, ecosystem mapping, etc.)
- Detection of trends and macro-trends
- Synthesis and insights of the acquired results
- Learning to reframe insights as challenges
- Data representation (data visualisation and infographics)
Module 7 - Prototyping
Building the skills and acquiring the techniques to prototype experiences and services, with the aim of reducing uncertainty and enabling experimentation with ideas that are in development.
- Defining the key attributes of the value proposition (business canvas, value proposition, etc.)
- Materialising concepts (service package, augmented services, etc.)
- Learning to transform a concept into a tangible prototype (storyboarding, bodystorming, mock-ups, etc.)
Module 8 - Organisational transformation
When implementing changes and new ways of operating within organisations, it is important to understand the corporate culture and to be equipped with tools that enable change management.
- Cultural mapping
- Design narratives and design legacies. How to identify and work on them
- Assessment of work processes
- Stakeholder mapping
- Identifying forces and levers of change
- Participatory design
Module 9 - Master's Degree Final Project
The Master's Degree Final Project presents a case (real or fictional) whose resolution will require the application of all the areas worked on during the course.
MUI by Cristina Checa, Paula Sancho
RE+D by Valentina Artigas, Guilherme Maglio
Young Bridges by Daniel Aguies, Mafalda Folques
Specialist in Brand Strategy, Service Design and Customer Experience
Coordinator of the Master's Degree in Graphic Design and Master's Degree in Service Design
Design + Business Strategist in Advanced Design
Service designer. Design research
Graphic designer and art director. Internet infographics and digital experiences
Creative & Strategy Consultant
Expert in Creativity, Innovation and Talent
Specialist in team management, co-creation, creativity and innovation.
Head of Research at Mango
Graphic Designer. Specialist in Visual Thinking
Diseñador UX & Adobe XDI
Strategy, methodology and innovation specialist
HP Inc. Advanced Design Director
- Service designer
- Product manager
- Brand manager
- Strategic designer
- Design researcher
The master in Service Design is linked to the Service Design College - an international service design network. It brings together more than 1,500 professionals and organises training and events on Service Design in order to prepare new agents of change, creators, activators and supporters of positive progress aiming to connect companies with people.
Total cost of the course: 9.210 €
The total cost includes an amount of 150 € concerning the university fees, the administration expenses and the compulsory insurances.
BAU, Arts and Design College of Barcelona offers different terms of payment:
Single payment: attracts a 3% discount over the total cost of the course excluding fees. An amount of 150 € concerning the university fees is added to the resulting cost
Part payment, in 3 instalments:
1st payment, due on enrolment: consisting of 40 % of the fees excluding taxes. An amount of 150 € concerning the university fees is added to the resulting cost
2nd payment, due November 5: consisting of 30% of the course excluding taxes
3rd payment, due January 5: consisting of 30 % of the course excluding taxes
Students and former students of BAU benefit from 10% discount on any of the courses if they have exceeded at least 50% of the credits for a Degree, Higher Degree in Design or the Diploma in Graphic Design; or 100% of the credits for any of the Master’s or Postgraduate degrees.
More information about scholarships and grants.
Information about the registration process.
Academic regulations for Masters and Postgraduate Degrees of BAU.
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