Master in Service Design and Customer Experience (CX)

The Master's Degree in Service Design and Customer Experience (CX) explores how service design can activate change in complex ecosystems, how strategy and customer experience (CX) enable the alignment of purpose, organisation and human needs, and how conscious leadership, facilitation and participatory dynamics become drivers for collaboration, creativity and innovation.

In a world in constant transformation, with increasingly demanding challenges, it is essential to have professionals capable of addressing diverse contexts and simplifying concepts to make them understandable and actionable through the use of visual tools.

Throughout the programme, students will work with essential techniques of user-centred experience design: qualitative and quantitative research to understand the user, strategic definition of the experience, end-to-end design, both physically and digitally, through journeys and service blueprints, prototyping of solutions, development of sustainable business models, and evaluation and impact methods to measure the value generated.

This master's degree encourages critical thinking, purposeful action and leadership in transformation through design. The programme features a multidisciplinary teaching team, applied projects and a training experience that culminates in a Master's Final Project. This is a project in which students will integrate everything they have learned to develop a professional, rigorous and innovative proposal that demonstrates their strategic vision and mastery of design tools with the aim of promoting both professional and personal growth.

Module 1: Design and Thinking for Change

Design is more than an aesthetic tool; it is a transformative discipline that drives systemic and sustainable change. This module explores design as a strategic agent for addressing the complexity of today's world. You will learn to think in systems, identify interdependencies, and map ecosystems that reveal opportunities for innovation. From co-creating value and designing futures to critical thinking and sustainability, you will develop a comprehensive approach to designing with purpose and awareness.

• Design as a transformative agent.
• Systems Design: introduction to systems thinking and systems mapping.
• Service Dominant Logic: co-creating value.
• Futures Design: designing futures and strategic foresight.
• Critical thinking and sustainability.

Module 2: Strategy and Customer Experience (CX)

This module offers a comprehensive view of experience design, understanding strategy as the axis for connecting purpose, business and people's needs. Through applied research and context analysis, students will work on creating end-to-end solutions that integrate channels and touchpoints. Through prototyping, business design and impact measurement, the development of coherent, sustainable proposals aimed at generating real value for users and organisations will be promoted.

• Strategic design: how to connect vision, purpose and experience.
• Research and analysis: qualitative and quantitative methods for understanding the user.
• End-to-End Customer Experience: omnichannel experience and touchpoint orchestration.
• Experience prototyping: journeys and service blueprints.
• Business Design: monetisation and scalability strategy.
• Evaluation and Impact: design assessment and return.

Module 3: Facilitation and Leadership

Leadership in changing environments requires new skills: facilitating, inspiring and connecting. This module invites participants to develop a conscious leadership mindset, capable of mobilising diverse teams towards innovation. Participants will practise facilitating creative processes, building participatory dynamics and using narrative and visual storytelling as resources for communication and transformation.

• Facilitating innovation.
• Participatory dynamics and collaborative design.
• Identifying levers for change and initial workflow mapping.
• Narrative as a tool for transformation.
• Visual storytelling and project presentation.
• Conscious leadership.

Module 4: Master’s Final Project

The Master's Final Project (MFP) is the final project of this master's programme and provides an opportunity to integrate all the knowledge and skills acquired throughout the course. In it, students apply the processes and tools worked on during the programme in a practical way, designing services and experiences at a professional level, with a strong emphasis on creativity and innovation.

The MFP is worked on in teams and offers the possibility of choosing between a project focused on social impact, developing solutions that generate value for the community or the environment, or a business approach, creating sustainable and scalable proposals that respond to organisational or market needs. This flexibility allows each student to design a project that reflects their strategic vision and professional goals, consolidating their ability to lead transformation processes through design.