he complex nature of conceiving, producing, and delivering a service calls for a broad, multifaceted skill set containing certain strong points that can be leveraged:
solid, intricate culture of innovation;
capacity for creative thought and action in various contexts where opportunities arise in the market for services;
specific capacity for analyzing and designing interaction situations (on a macro-micro scale, between front office and back office);
capacity for creative and cultural exchange on matters of social innovation and of communication networks or technological platforms.
Consequently, this master’s program relies on an education model that joins general skills and methodological knowledge with a series of intradisciplinary and interdisciplinary in-depth modules.
The Service Design master’s degree program grants 60 credit units, equivalent to 60 ECTS credits recognized throughout the European Union. The needed skills will be acquired through a highly experimental approach divided among classroom lessons, seminars and a series of multidisciplinary design laboratories in a variety of formats (known as lectures, Enzymes, service design pills, service jams, service design workshops, and Service Design and Prototyping Studio), each led by a different faculty member and focusing on a different topic. Students will thus encounter design issues that belong to diverse service segments, such as: banking, healthcare, retailing, publishing, energy, telecommunications, transportation, tourism, and government. This enhances both the breadth of disciplinary issues and the capacity for teamwork.
The training program leads students to an understanding of the entire process of designing services, from the initial concept to its prototyping. The capability to manage complexity, know-how for acting upon different design levels (processes, products, and interaction), and a capacity for creativity and vision rooted in familiarity with the dynamics of contemporary society are among the features of a service designer’s professional practice.