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The contemporary society has changed a lot in the last decade, accompanied by a substantial technological empowerment and important societal and economic transformations.
Throughout our daily lives, we increasingly get in touch with a huge variety of services provided to different users and contexts, which involve different types of innovation in many fields: mobility, health, finance, insurance, tourism, hospitality, and education, just to mention few. These experiences and performances need to be designed to create value for citizens, firms, not for profit organisations, public administrations as well as governments.
The Specializing Master in Service Design was especially created in response to the growing demand for professionals specifically able to handle the complexity of designing a service. To achieve this purpose, the Specializing Master programme integrates general theory with methodology and hands-on experience aimed at the creation of systemic, complex solutions that blend material and immaterial components.



Through, the Politecnico di Milano devotes a specialized upper-level training programme to Service Design.
The Master in Service Design is an international training programme – taught entirely in English – focused on a user-centred approach, and the development of service ideas from contextual research to prototyping.
The overall idea behind the Master stems from the awareness of the significant changes that have occurred in the development and delivery of services and products by companies and public-sector organizations, and the radical impact that these changes are producing on professional skills and corporate capabilities.
It is thus essential to train professionals who can build and manage new physical and virtual patterns of service experience and interaction.
The complexity of conceiving, developing, and delivering a service requires innovation culture, creative thinking, and cultural exchange.

In order to strengthen the student's abilities, the Master program relies on an educational model that merges the acquisition of broad and multifaceted methodological knowledge and a learning-by-doing approach through:

  • multidisciplinary modules;
  • experimental projects with real companies coordinated by international academics and professionals;
  • service prototyping.


The Specializing Master in Service Design trains specialists in the design of services for firms and public-sector organizations.

The programme’s overall objectives are to produce experts and consultants with a solid design culture, vision, and the ability to design, manage, and organize the conception and implementation of a service. It also aims to develop innovation and entrepreneurship.

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

Devise systemic innovation models for services

Deploy theoretical skills to operate within complex systems

Use specific service design tools

Observe and Analyse user experience to construct a user-centred vision of complex interaction

Manage service conception, design and development

Foster entrepreneurship

Numerous employment opportunities are available to graduates from the Specializing Master in Service Design. Potential roles include:

  • service designer as a specialized consultant at a design agency;
  • service designer as a consultant or employee of public-sector organizations, research centres, enterprises and authorities;
  • service designer as a consultant or employee of private-sector organizations, research centres, companies and organizations;
  • service designer as a freelance or self-employed professional (start-up).


The Specializing Master programme grants 60 CFU (Formative University Credits) equivalent to 60 ECTS.

The capability to manage complexity and act upon different design levels, and the capacity for creativity and vision are the main features of a service design professional. 

These skills will be acquired through a highly experimental approach based on learning modules divided into lectures and design activities - called Service Design Pills, Service Jams, Service Design Workshops - each one led by a different faculty member and focusing on a different topic.


Theoretical lessons aimed at introducing the discipline, and methodological lessons devoted to the acquisition of processes, tools, and approaches.

Service Design Pills

Targeted seminars that delve deeper into approaches and tools through the experimentation on a topic.

Service jams

Mini-workshops in collaboration with companies, focused on the generation of service concepts.

Service Design Workshop

Design labs, in collaboration with companies, dealing with a real briefing that is focused on user research, and the development of service ideas and prototyping.


475 hours of training experience in a partner company of the Specializing Master or other companies suggested by participants