Royal College of Art

Course Introduction

As well as digital technology and management disciplines; this programme will deepen students' appreciation of how design can transform the experience and value of services, making them compelling to users, as well as attractive and profitable for the organisations that deliver them; it educates students in the very latest tools and techniques of service design, and explore as well as stimulate research in this field; the course combines lectures, workshops and projects, grounded in empirical evidence drawn from 'real world' practice as well as theory; students undertake group and individual projects that tackle the different domains of public service provision, consumer and business services, in partnership with leading service sector companies and public sector organisations.

Course Modules

core modules: introduction to service and experience design principles and methods; human centred design and observation techniques and practice ; experience design and future forecasting; new service design methods; service blueprinting, process design and organisation; aligning brand, business and service design strategy; systems concepts, modelling and simulation part 1; systems concepts, modelling and simulation part 2; case study 1: designing consumer service (e.g. virgin Atlantic); case study 2: designing business to business service (e.g. IBM /CISCO); case study 3: design of public services (e.g. health, social services, security); service provisioning and operations; stakeholder engagement and routes to market; service quality management and metrics; role of information technologies in service innovation; introduction to computing, web design, systems design and object oriented architecture; elective modules: strategy and change management; organisational behaviour and human resource management; project management; social entrepreneurship and new venture creation; sustainability issues and service innovation; advanced visualisation and prototyping techniques; human computer interface design; additional courses on digital services and web design.

Course Additional Entry

Portfolio containing a selection of online submission in its finished physical form, as well as recent work or work in progress, together with supporting research material; interview.

Duration & Attendance Qualification Tuition fees
2 years
Full Time
MA (Postgraduate) £28,400  Academic year. First year overseas fees
2 years
Full Time
MA (Postgraduate) £9,500  Academic year. First year home fees