4th Edition




During our daily life we continuously get in touch with material goods and a huge variety of service interfaces that allow us to perform many activities. These experiences and performances are always designed.


The overall idea behind the Master in Service Design stems from awareness of the profound changes that have occurred in the supply of service-products by firms and public-sector organizations, and their radical impacts on professional skills and corporate capabilities. It is consequently essential to train professionals who can construe and manage the new patterns, both physical and virtual, of service experience and interaction.

The Master in Service Design delivers an international training programme – taught entirely in English –  centered on the analysis of users and their participation in the design and interaction phases until final delivery. It does so by integrating general theory with methodology and hands-on experience.



On conclusion of the programme, the participants will be able to:


[hypha_one_sixth] [/hypha_one_sixth] [hypha_one_third]devise_lDEVISE
systemic innovation models for services[/hypha_one_third] [hypha_one_third]foster_lFOSTER
self-entrepreneurship[/hypha_one_third] [hypha_one_sixth_last] [/hypha_one_sixth_last]

[hypha_one_sixth] [/hypha_one_sixth] [hypha_one_third]deploy_lDEPLOY
theoretical skills to define design fields and operate within complex system[/hypha_one_third] [hypha_one_third]use_lUSE
specific service design tools and manage their adaptation or redesign[/hypha_one_third] [hypha_one_sixth_last] [/hypha_one_sixth_last]

[hypha_one_sixth] [/hypha_one_sixth] [hypha_one_third]observe_l2OBSERVE & ANALYSE
user experience to construct a user-centred vision of complex interaction[/hypha_one_third] [hypha_one_third]manage_lMANAGE
all the phases of a service’s conception, design and development[/hypha_one_third] [hypha_one_sixth_last] [/hypha_one_sixth_last]


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Teaching method

The complex nature of conceiving, producing, and delivering a service calls for a broad, multifaceted skill set based on innovation culture, creative thinking, design approach and cultural exchange.

In order to strengthen the student’s skills, the Master’s program relies on an education model that joins general skills and methodological knowledge through:

  • interdisciplinary and multidisciplinary modules
  • real projects tutored by academics and professional from international firms
  • service prototyping and learn-by-doing


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 Learning Itinerary


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 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. Students will thus encounter design issues that belong to diverse service segments, such as: banking, healthcare, retailing, publishing, energy, telecommunications, transportation, tourism, and government.

The needed skills will be acquired through a highly experimental approach based on learning modules divided in lectures and workshop – Service Design Pills, Service Jams, Service Design Workshops – each led by a different faculty member and focusing on a different topic.



Theoretical and critical courses:
an introduction to the discipline of Service Design

Methodological and instrumental courses:
lessons and seminars devoted to the processes, tools, and approaches

[/hypha_one_fifth] [hypha_one_fifth]pills_3


Targeted seminars that delve deeper into approaches, tools, and themes related specifically to a Service Design project

[/hypha_one_fifth] [hypha_one_fifth]jam_3


Mini-workshops focused on Service idea generation

[/hypha_one_fifth] [hypha_one_fifth]workshop_4


Design lab, organized jointly with specific companies, organizations or players in the Service Industry

II Edition Case History

[/hypha_one_fifth] [hypha_one_fifth_last]workshop_3


Minimum of 475 hours students’ training experience in a company partner of the Master in Service Design.

Previous edition partners[/hypha_one_fifth_last]

The Service Design master’s degree program grants 60 credit units, equivalent to 60 ECTS credits recognized throughout the European Union.