Start date

October 2022




On Campus


9 Months



Innovation in services from a human and systemic perspective by leveraging creativity and iterative processes.

Students are tasked with team projects and challenged with the entire process of creating a new service or transforming an existing one –  from research and conception to prototyping and preparing pilot interventions.

Services are all around us. We may not realise it, but we use dozens of them every day. We get around on public transport or in shared vehicles, we read the news on our smartphones, we pay for our shopping, we go to lessons, we throw waste in the bin and we go to the doctor’s.

The truth is that, regardless of what we perceive, the figures show a rising trend in services worldwide. According to the World Bank, services already account for 65% of global GDP – 69.5% in high-income areas and 53.7% in medium or low-income countries.

This has triggered a growing demand for professionals who specialise in this sector, including designers, which is why the Master in Service Design was created. The service sector is a fascinating field to study in today’s world, where technological phenomena such as artificial intelligence, robotics and the Internet of things are driving deep, dizzying transformations in the way we pay for, provide and use services..

The concept of Service Design refers to innovation in services from a human and systemic perspective by leveraging creativity and iterative processes. So, what exactly does a service designer do? These are some of their possible functions, depending on their professional background and the context they work in:

– Orchestrating the various stages of a service to ensure a pleasant, seamless experience.

– Detecting opportunities for new services and conceptualising systems that allow to co-create added value with users or even among multiple organisations.

– Enabling various players to take an active part in defining new practices and narratives about value, both inside and outside organisations.

Information to decide


– To grasp the various conceptual perspectives of service design and be able to choose which one is most suitable for each design intervention.

– To test specific approaches, methods and tools while developing projects related to creating new services, evaluating and transforming existing services or implementing operational changes at the supplier level.

– To encourage an experimental attitude, efficient self-management and the ability to work on multi- and inter-disciplinary teams, as well as collaborating with users and other stakeholders.

– To foster sensitivity and a critical mind regarding the latest breakthroughs in service design and other social-technical developments affecting the service economy.

The learning experience on this course consists in:

– Undertaking the practical and experimental development of real projects for companies selected by IED Masters.

– Understanding the theoretical framework and fundamentals of service design as a basis for decision‑making.

– Hearing about first‑hand experiences shared by teachers and guest speakers.

The course tackles service design from three different perspectives in three team projects. Each project in the course goes through every stage in the design process: gathering information, synthesising and defining the approach, iterative development and preparing for implementation. Nevertheless, students are expected to tackle every project from a new standpoint. The reason is to make students feel more and more comfortable with the design process. It also ensures they are prepared to take on increasingly challenging tasks.

– Professionals and graduates in product design, digital design, graphic design and interior design wishing to specialise in services.

– User experience experts looking to play a more strategic role.

– Professionals who work in marketing, communication, sociology, anthropology and market research and are interested in pursuing a career in service innovation and customer experience.

Professional Opportunities

Depending on the student’s profile and experience, they will be qualified to work for public organisations, private firms or NGOs, either in-house or externally as a:

– Service designer

– Strategic designer

– UX researcher

– Design researcher

– UX strategist

– Design thinker or design thinking consultant

– Customer experience designer

Companies that have collaborated with the master:

Free Now and Oficina Catalana de Turisme.