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MASTER IN SERVICE & EXPERIENCE DESIGN OVERVIEW

www.domusacademy.com

MASTER DELIVERED BY NABA NUOVA ACCADEMIA DI BELLE ARTI MILANO

DomuS AcAdEmy ScHool oF dESiGn

A knowledge accelerator to deal with a constantly evolving design scenario. A live learning platform to enhance design thinking, creativity and professional skills. A multicultural Milan-based design arena to deep investigate global design perspective. A bridge to step from classical design approach to new domains A catalyst of excellence to approach innovative design strategies

Domus Academy - Master in Service & Experience Design Overview

INdEX
PRoGRAmmE SpEciFicATion . 7 ModulE DEScRipToRS . 17 AnnEX I: MASTER STRucTuRE . 24

Domus Academy - Master in Service & Experience Design Overview

PART A: COURSE SummARY INFoRmATIoN

QuAliFicATion
Academic Master

PREMISE
Service & Experience Design is an interdisciplinary practice focused on design of services, which put the costumer at the center of everything. The growing importance of services in mature economies and the consequent growth of quality expectations by costumers/consumers ask for a continuos research in terms of innovation and differentiation, therefore Service & Experience Design becomes one ofe more promising tool towards the growth of demand in the area. The Master in Service & Experience Design has been conceived out of the necessity of a specific set of cultural and practical instruments which allow future and present professional to design innovative services for our society.

PRoGRAmmE TiTlE
Master Course in Service & Experience Design

PRoGRAmmE TypE
Full Time

FREquEncy oF InTAKE
1 or 2 times per year

START MonTHS
September and/or January

CouRSE LEAdER
Elena Pacenti

LAnGuAGE oF inSTRucTion And ASSESSmEnT

English

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PART B: COURSE AIMS AND OBJECTIVES

The Service & Experience Design Master Course trains students in the field of Service & Experience Design with a peculiar teaching/ learning strategy, which involves a constant dialogue with managers, industry practitioners and creative professionals. The programme aims at graduating top quality specialist profiles in the domain of Service & Experience Design matching creative and managerial aspects by means of an integrated strategic approach and making students outline a personal analytic approach and an advanced individual expressive language; develop advanced research investigation in order to face different ranges of projects and ideas; enhance a personal approach to the project in terms of intellectual and conceptual development. Most of the teachers/ project leaders are professionals running their own consulting activities and working in different companies. Several industry partners are involved in the workshops to implement the learning by doing experience offered to the students. Moreover, Domus Academy ensures students a wide range of first-class opportunities such as: to live in an international and design-orientated city like Milan (i.e. design studios and agencies, research lab, trade fairs, companies, etc); to study in an international school where different cultures meet (about 50 different countries) providing students with the chance to develop a global thinking; to participate in Domus Academys extended international network and be in touch with most of the teachers who are internationally renowned professionals in the field.

culture and cross-disciplinary approaches related to Service and Experience Design; Recognised knowledge and experience on the main research and design methods, tools and techniques required to develop Service & Experience Design projects; Demonstrated personal and reflective thinking on the diverse dimensions of Service & Experience Design concerning the strategic levels and implications (political, socio-economic and issues, etc.); Engaged critical and reflective thinking in conceiving innovative service concepts and compelling experiences for a variety of diverse service industries and sectors; Recognised the ability to express service concepts through a variety of techniques including visual, oral and prototyping.

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CAREER OPPORTUNITIES
Participants in the Masters programme can aspire to a wide range of career opportunities: a. job positions in design and consulting companies: Service & Experience Designers, project managers, project leaders, service innovation consultants; b. job positions in service companies: design, marketing, strategic marketing, and brand management departments, CRM, front-office quality managers, customer care, public relations, service operations, quality managers, HR and training departments; c. education and training: service management & design schools, academic and industry-based research centres.

LEARNING OUTCOMES
Upon successful completion of the course, the student will have: Demonstrated an extensive knowledge of the nature and characteristics of services, their complexity and the ability for thinking from a systematic viewpoint; Demonstrated knowledge and critical thinking on design

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PART C: ENTRY REQuIREmENTS

CRiTERiA FoR AdmiSSion To THE PRoGRAmmE (includinG RElEvAnT EnGliSH lAnGuAGE ScoRE REquiREd)
Eligibility conditions for entering the Master Course are: Bachelor Degree or Equivalent English Language Knowledge: IELTS 5.0 or equivalent Applicants are required to submit the Application Package, including: Application Form (full and satisfactory completion) previous education and/or professional certificates Transcripts of previous study paths IELTS 5.0 Certificate or Equivalent Detailed Resum Statement of purpose Portfolio of projects At least two Reference Letters The program is addressed to candidates holding a university degree/academic diploma in the interior design, design engineer, architecture, visual arts and disciplines related to the project fields. Admission of students with different degree or diploma, as well as professionals with a significant experience in the programs field, will be taken into consideration if the applicant is motivated by a research interest towards the programs topics. At the end of the program the student will receive a Master Certificate from Domus Academy. Participants who are eligible according to NABA rules will receive an Academic Master from NABA.

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InTERviEW
All the admissions will be evaluated on a first basis through a no-strings-attached interview with the course leader. The interview can be either conducted personally or via web or telephone.

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PART D: COURSE STRuCTuRE

CouRSE DiAGRAm
The programme lasts 12 months and is full-time. 45 weeks - 1 academic year
Courses Workshop 1 Workshop 2 Workshop 3 Workshop 4 Internship Final Master Project
ECTS

PART E: LEARNING TEACHING ANd ASSESSmENT STRATEGIES

OUR LEARNING AND TEACHING STRATEGY
In the following paragraphs youll find informations on the What and the When of our learning, teaching and assessment framework. The programme of the Master Course in Interior and Living Design is workshop-based, supported by seminars, tutorials, lectures, work in progress sessions, critiques and a series of tutor led-projects. Through a pro-active relationship with the Course Staff and Project Leaders, students will lead their project work and be supported through consultative and advisory tutorial guidance. But first a short glimpse on the Who. We call Course Leader the teacher who coordinates the study program, generates ideas and networking about it within and without the faculty, choosing visiting professors, coordinating the assessment and the workshop themes. On the other hand we call Project Leader professionals and teachers choosen among the experts of the field, whose job is proposing a brief, providing mentorships to students and taking part in the assessment of the projects. We call Visiting Professors leading personalities, italian and internationsal, working in the field, designers and thinkers chosen by the academic staff among the most inspiring personalities working in the discipline and across the disciplines. Meeting and discussing with top people will not only offer the student a chance of a transformative encounter but also of a career-perspective enrichment. Lectures are usually used for the presentation and discussion of theoretical issues. They will often be supported by group discussions, which provide an opportunity for interaction between Faculty Staff and groups of students, and allow students to extend and examine the issues raised. Some Components require students to work in groups (either to share research and experience, or in some cases to submit a

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ECTS

ECTS

ECTS

ECTS

ECTS

ECTS

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Please, refer to Annex I for Master Structure

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group assignment). This is carefully managed to ensure that all students are aware of effective group processes. Formal teaching is supplemented by a range of visiting lecturers and visiting professionals; students will have the chance to attend presentations by designers, artists, critics, industry professionals and academics from other institutions.

the specific discipline perspective and the broader cultural/ economic context.

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WORKSHOPS
Workshops are designed to give students a working knowledge of different core subjects. All set projects start with a presentation of a brief, which outlines the subject, scope and purpose of the workshop. The workshop culminates in an open presentation to the whole Course Staff and invited critics. Work during the Workshops involves both group projects and individual projects and is permanently supervised by Course Staff.

OUR TEACHING METHODS

The lab provides specific dedicated classes to students every year in order to enhance their practical and technical abilities. The teaching and learning methods employed on the Course are designed to help students achieve their individual aims and objectives as well as those of the Course. The Course operates prioritizing an original learning by designing approach. The primary vehicle for learning is therefore the project work. Emphasis is placed on: learning and applying a problem setting approach, ensuring that students hone their critical skills and apply them throughout their work process; fostering a personal creative style and developing an original way of expression; developing research skills, which will enable students to source relevant materials, assimilating and articulating relevant findings; conceiving concepts and visions accounting for strategic choice implications. These would encompass aspects of marketing, as well as issues pertaining to the requirements of a company brief (when applicable). Student work is constantly supported by the Course Staff, Project Leaders, Project Assistants as well as visiting lecturers, advisers and designers.

PRACTICAL/LABS
Practicals and Labs introduce different tools & techniques aimed at developing skills, addressing specific stages of the design process. In Practical/Labs sessions, students work both in groups and individually in order to complete assignments.

INTERNSHIP
The internship is the final step of a process in which the student is followed singularly, and as a result of a deep and balanced evaluation of the students skills and aspirations, in order to build a career which fits the students aims.

FINAL MASTER PROJECT

The Final Masters Project is an individual design research project in which the student investigates a set theme. Themes are chosen by students within a research framework in close relation with corporate and market processes (when applicable). The Final Masters Project culminates in an open presentation delivered during the Masters Exam to the whole Course Staff, External Examiners and invited critics. When applicable, collaboration with Companies is set for the Final Master Project. The focus remains on the educational side giving priority to the effective students learning by carrying out a project in a close-to-reality environment. Companies

LECTURES
Lectures encompass key lectures, case histories and discussions on a selected range of topics for each Module. The Course Leader also invites designers, researchers, critics, thinkers, and companies to present their work and ideas as a link between

Domus Academy - Master in Service & Experience Design Overview

representatives provide feedbacks to students, moderated by Faculty, but they are not involved in Final Master Project assessment. Upon project completion, companies receive ideas and concepts they may develop further.

PART F: STUDY PLAN

SERvicE & EXpERiEncE DESiGn FundAmEnTAlS
The introductory lectures provide the necessary advanced conceptual, theoretical and operational knowledge for Service & Experience Design. This part is meant to provide common ground for all participants towards a comprehensive understanding and reflective thinking on Service & Experience Design. It investigates methods and tools for user-centred research, experience assessment as well as concept generation as the principal elements for any Service & Experience Design project. This part is composed by two main courses: - Design Culture: encompasses an overview on the languages and approaches coming from the design culture and design fields; contemporary research themes influencing design related fields and disciplines; cross-disciplinary design insights and methods, Service & Experience Design theory and tools; user research and experience methods and tools. - Service Fundamentals & Innovation Models: the service basic concepts and definitions, fields, sectors, taxonomies, typologies and delivery modes; historical and evolutionary perspectives of service in different fields; advanced principles of service marketing and management; the concept of service innovation.

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ASSESSmEnT
The main goal of the assesment is monitoring the design and technical skills development described in the general outline of the learning program and we pursue it by evaluating individually each student with a 1 to 100 mark given at the end of every workshop, and through a qualifying certification given at the end of each theoric lessons cycle. The admission mark to the final exam is calculated by arithmetic average which takes in consideration all the 1 to 100 marks taken after each workshop. Students will also receive a 1-100 evaluation for the final project. The overall evaluation will be given on the basis of an average between the mark obtained for the final project and the average mark obtained during the workshop. Eventually every student is evaluated with a 1 to 100 mark, to which the Master Commission will add an oral overall evaluation on his or her learning process. Students whose final mark is over 70 / 100 will receive distinction.

WORKSHOPS
Workshops deal with the crucial aspects of the Service & Experience Design field.

WORKSHOP I USER RESEARCH AND CUSTOMER EXPERIENCE

This workshop emphasizes the centrality of users and user experience into Service & Experience Design projects. It is a project assignment aiming at learning and practicing methods and tools for user observation and analysis and for the assessment of the user experience within existing service

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solutions and systems. Students are able to design service improvements from a user-centric perspective. Real test-beds and a service context are provided for carrying out the activity.

strategy.

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TWO KIND OF INTERNSHIP

The first kind of internship consists in a work experience in a company working in the disciplinary field is a key moment in the developing of the Master in Fashion Management. The internship is the final step of a process in which the student is followed singularly, and as a result of a deep and balanced evaluation of the students skills and aspirations, in order to build a career which fits the students aims. There is also an in campus internship that takes place over the course and is shaped as an intensive workshop time in collaboration with a company, and consists in the development of an integrated project strictly related to a practical and real necessity (i.e., the resolution of a design problem, or the brainstorming platform of a new project). During this crucial phase the student is overlooked on a step-by-step basis by the course leader and the project leader, and gains the fundamental experience of dealing with the real world, with real business and with the real people working in the field.

WORKSHOP II - SERVICE ENVISIONING

Service envisioning focuses on the ability to generate concepts of innovative services (with a medium-long term perspective). It implies handling the complexity of any service and envisioning a service concept bringing innovation to a specific sector. The workshop activity pivots on identifying opportunities for innovation and includes the definition of the specific attributes of the service, the offer, the players involved as well as its market positioning. Concept generation methods and tools support the envisioning phase.

WORKSHOP III - SERVICE DEVELOPMENT, PROTOTYPING AND TESTING

Evaluating development strategies, prototyping and testing techniques for Service & Experience Design projects constitutes the core of any Service & Experience Design strategy. On the basis of set design challenges and the innovation level required for the Service & Experience Design solution, students will be asked to evaluate the possibility of testing the concept and identify the most suitable methods and techniques. For service development, prototyping techniques including blueprinting and specification for service delivery must be undertaken and reviewed by students.

FINAL MASTER PROJECT

The progressive knowledge acquired in the programme enables students to be ready to face an advanced project such as a Final Master Project. Time constraints, interaction with professional and industry project leaders, the development of outstanding and sensible ideas throughout the entire process, are designed to demonstrate the level acquired by students. The ability to summarise the various elements that make up the design process and to respond appropriately and creatively is essential in preparing a designer for a successful professional life outside the comforts of education. The requirement for students is to produce a professional body of work that is personal, original and cohesive. The approach to the project as a whole is intended to stress talent profiling using a combination of intellectual, creative and professional knowledge for different potential professional outcomes; the development of ones own collection of work for entry into professional sectors of the interior design industry.
Domus Academy - Master in Service & Experience Design Overview

WORKSHOP IV - SERVICE IDENTITY AND POSITIONING

The definition of a coherent brand strategy is crucial for service companies. The workshop is focused on the identification and decoding of the identity, visibility and positioning of service concepts and it is aimed at the creation of consistent briefing for all aspects of the visibility of a service offering (personnel scripts, media and communication, signs, information, corporate identity). The project assignment is aimed at experiencing the management of all aspects of visibility (service touch-points) in the definition of a coherent identity

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Students will need to produce a coherent body of work that reflects a developing personal integrity and achieves a high level of technical skill. The requirement is to develop an individual approach to the research and develop the personal investigation, planning and writing of a final report. This way, students will demonstrate a clear relationship between their research, text and practical work critically reflecting on their own practices as well as that of others, and by exploring and identifying the context of their own work within contemporary design. Collaboration with companies and/or designers is intended to add real value and links to the field, while still maintaining student freedom as far as the selection and development of a personal theme is concerned.

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Annex I MASTER STRuCTuRE Service & Experience Design

COURSES
Service & Experience Design Fundamentals

WORKSHOP 1
User research and customer experience

WORKSHOP 2
Service envisioning

WORKSHOP 3
Service evelopment, prototyping and testing

WORKSHOP 4
Service identity and positioning)

start fiNaL master proJect

INterNship

FiNaL master proJect

Domus Academy - Master in Service & Experience Design Overview