SERVICE DESIGN AT THE POLITECNICO DI MILANO

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1 POLI.design via Durando, 38/A Milano, Italy T F THE FIRST SPECIALIZING MASTER IN SERVICE DESIGN AT THE POLITECNICO DI MILANO V EDITION /2018

2 Recent years have been marked by changes in lifestyles, customs, and the culture of consumption... THE DIRECTOR S CUT The structure and the economy of our society have changed a lot in the last decade, accompanied by a substantial technological empowerment. During our daily life we increasingly get in touch with a huge variety of service interfaces that allow us to perform many activities. These experiences and performances need to be designed. This requires both firms and public-sector organizations to update and extend their design, production, and distribution skills. The Specializing Master in Service Design was deliberately created in response to the growing demand for specific professionals able to handle the complexity of designing a service. To reach 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. Stefano Maffei

3 /International / /Training / /Programme / Professional /Skills / /Cultural / /Exchange /

4 SPECIALIZING MASTER IN SERVICE DESIGN Through its POLI.design, the Politecnico di Milano devotes a specialized upper-level training programme to Service Design. The Specializing Master in Service Design is an international training programme taught entirely in English focused on the user-centered approach and the development of service ideas from contextual research to prototyping. The overall idea behind the Specializing Master stems from the awareness of the profound changes that have occurred in the development and delivery of service-products by companies and publicsector organizations, and their radical impacts 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. Service Design addresses the functionality and form of services from the perspective of the client. Service designers interpret needs and behaviours and transform them into potential future services by creating, visualizing and choreographing solutions. [Birgit Mager, 2008] The complexity of conceiving, producing, and delivering a service requires innovation culture, creative thinking, and cultural exchange. In order to strengthen the student s ability, the Specializing Master relies on an education model that merges a broad and multifaceted skill set and methodological knowledge through: multidisciplinary modules experimental projects with companies coordinated by international academics and professionals service prototyping and learning-by-doing

5 SPECIALIZING MASTER IN SERVICE DESIGN CANDIDATES/OBJECTIVES A maximum of 30 places are available for each edition of the Specializing Master in Service Design. The Specializing Master invites applications from candidates with a degree, master s degree, or university-level diploma in design, architecture or engineering. Or they may be specialist in nonpolytechnical disciplines for whom polytechnical skills can significantly enhance their prior professional training. The objectives of the Specializing Master are the following: to enhance the basic skills of students with background in the humanities by furnishing them with theoretical knowledge and practical experience in service design; to provide the specific training required to refine the design skills of students who have already acquired experience in the design sector; to furnish the means necessary to enhance the professional experience of students already in employment. Conditional admission to the programme may be granted to: students enrolled at Italian universities whose final degree examination is scheduled for a date subsequent to the beginning of the Specializing Master; students with foreign degrees whose validation is not yet complete. Admission to the Specializing Master may also be granted to students possessing Italian university diplomas or three-year degrees (awarded under the previous university regulations) or qualifications acquired in foreign countries, provided that they are accredited, submitted in the original, translated, legalized by the Italian consular authorities in the country in which they have been awarded, and accompanied by a declaration of legal validity. PROFESSIONAL QUALIFICATIONS/ OUTCOMES The Specializing Master in Service Design trains specialists in the design of services for companies and public-sector organizations. The programme s overall objectives are to produce experts and consultants with a design culture, vision, and the abilities to design, manage, and organize the conception and implementation of a service; to build specific skills, and to develop innovation and entrepreneurship. On conclusion of the programme, the participants will be able to: Devise systemic innovation models for services. Foster self-entrepreneurship. Deploy theoretical skills to operate with complex system. Use specific service design tools and manage redesign. Observe & Analyse user experience to construct a user-centred vision of complex interactions. Manage service conception, design and development. Numerous employment opportunities are available to graduates from the Service Design Specializing Master. Potential roles are the following: service designer as a specialist consultant at a design agency; service designer as a consultant or employee of public-sector organizations, research centres, institutions and authorities; service designer as a consultant or employee of private-sector organizations, research centres, companies and organizations; service designer as a self-employed professional (start-upper).

6 /Human / /Centred / /Design / /Service / /Design / /Tools / /Team / /Work / /Activity /

7 SPECIALIZING MASTER IN SERVICE DESIGN COURSE PROGRAMME AND TEACHING METHOD The Specializing Master programme grants 60 credit units, equivalent to 60 ECTS credits recognized throughout the European Union. 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 in 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, such as: banking, healthcare, retailing, publishing, energy, telecommunications, transportation, tourism, government, etc. Lectures: Theoretical lessons aimed at introducing the discipline, and methodological lessons devoted to the acquisition of processes, tools, and approaches. Service Pills: Targeted seminars that delve deeper into approaches and tools through the experimentation on a topic. Service Jam: Mini-workshops in collaboration with companies, focused on service concepts generation. Service Workshops: Design lab, in collaboration with companies, focused on user research and service idea development and prototyping. Internship: 475 hours training experience in a partner company of the Specializing Master or other companies suggested by participants.

8 LECTURES SERVICE DESIGN PILLS WORKSHOPS SERVICE JAMS OCTOBER INTERNSHIP APRIL SEPTEMBER

9 SPECIALIZING MASTER IN SERVICE DESIGN ATTENDANCE / LANGUAGE ASSESSMENT AND DEGREE Attendance is compulsory for three days a week during the course. A maximum absence of 25% is allowed. The Specializing Master is completely in English. During the Specializing Master, members of the teaching faculty will assess each student s progress by means of exercises, project revisions and presentations. Moreover, each student will take an individual final examination consisting in the discussion of the Final Project Work.The purpose of the examination is to assess the analytical, theoretical, and practical skills acquired by the student during the overall programme. On conclusion of the Specializing Master, students who have passed the final examination will receive a First- Level Specializing Master s Degree in Service Design awarded by the Politecnico di Milano.

10 Observations /and / Research Methodological /Lessons / /Concepts / Generation

11 SPECIALIZING MASTER IN SERVICE DESIGN SELECTION AND ADMISSION PROCEDURE Selection is based on assessment of the candidate s skills, aptitude, and experience, as well as his/her goals and expectations. The assessment is made by the Specializing Master Board on the basis of the candidate s: academic records; professional curriculum; (optional) interview (also by telephone). Significant professional experience is also considered as a criterion for admission. As regards aptitude, the programme prioritizes highly-motivated candidates with creative and relational skills, curiosity, critical awareness, and a pragmatic mentality. FINANCIAL AIDS The following financial aids on the tuition fee are available for particulary deserving candidates <35 years of age: 1 partial exemption to 50% 4 partial exemptions to 25% To be assigned exclusively to candidates requesting them in a written form to formazione@polidesign.net by 30th April The assignment of partial exemptions will be based on merit ranking. ADMISSION The following documents must be submitted by applicants: application form completed in all its parts; updated CV (with a photograph); motivation letter; letters of reference (if relevant); portfolio (optional). In the list below admitted applicants will find the documents to be sent to POLI.design before the beginning of the Specializing Master. Dichiarazione di Valore in loco (Dv): is a mandatory document only for italians, EU and non-eu who have not achieved the University degree from an italian University; Visa & Residence Permit: is mandatory document only for non-eu; Codice Fiscale - Tax Id: is a mandatory document only for non-eu. To formally enroll in the Specializing Master in Service Design, the most problematic documents are the visa and the Dichiarazione di Valore in loco (DV) both issued by the Embassy. Achieving these documents can require several weeks, sometimes months. In some cases, the Embassy wants to have the Dichiarazione di Valore in loco (DV) before proceeding with the visa. To participate in the selection process, candidates must submit their application materials to formazione@polidesign.net or fax them to More info at: COSTS The Specializing Master costs , including the fee for enrolment at the Politecnico di Milano. It is exempt from VAT under article 10 DPR 633/72. The cost of enrollment in the Specializing Master entitle to deduct tax of 19% as falling under university specialization courses.

12 TEACHING FACULTY The Specializing Master is taught by an outstanding Italian and international faculty. It is supervised by an Advisory Board whose members represent Italian and international excellence in service design and innovation. The faculty consists of lecturers belonging to Italian and foreign universities. The Specializing Master also draws on the expertise of designers and entrepreneurs working in Italy and abroad. SPECIALIZING MASTER BOARD Politecnico di Milano - Dipartimento di Design - Scuola del Design DIRECTOR STEFANO MAFFEI CO-DIRECTOR BEATRICE VILLARI GENERAL COORDINATOR FRANCESCA FOGLIENI PROJECT SUPPORT ENRICO TEDOLDI EXTERNAL RELATIONS MANAGER RAFFAELA SCOGNAMIGLIO

13 SPECIALIZING MASTER IN SERVICE DESIGN ADVISORY BOARD Venanzio Arquilla - Associate Professor at Politecnico di Milano Alberto Colorni - Full Professor at Politecnico di Milano Cristina Favini - Design Director at Logotel Stefan Holmlid - Professor at Linkoping University Ilpo Koskinen - Sociologist and Industrial Design Professor Ezio Manzini - International Design Theorist Nicola Morelli - Professor at Aalborg University Lara Penin - Associate Professor of Transdisciplinary Design at Parsons NYC Daniela Sangiorgi - Associate Professor at the Design Department of Politecnico di Milano Eduardo Staszowski - Assistant Professor of Design Strategies at Parsons NYC SOME OF THE FORMER MASTER FACULTY S MEMBERS Silvia Barbieri - Head of Brand Strategy Toke Barter - Design Director at ustwo Malmö Francesco Bombardi - Architect Gianluca Brugnoli - Creative Director at Frog design Milano Claudia Busetto - Information Architect and UX designer Dario Buzzini - Interaction Designer Paolo Ciuccarelli - Full Professor at Politecnico di Milano Valentina D Addato - Service Designer Anne Danielsen - Project Manager of the development platform DesignHealth Vincenzo Di Maria - Service designer and social innovator Adriano Gariglio - E-Services for Life and Health Stefan Holmlid - Professor at Linkoping University Paolo Landoni - Co-Director of the Master Open Innovation and Knowledge Transfer of the MIP-Politecnico di Milano Business School Ezio Manzini - International Design Theorist Alessandro Masserdotti - Interaction Designer and Founder of DotDotDot Christina Melander - Programme Director for the Danish Design Centre Anna Meroni - Associate Professor at Politecnico di Milano Nicola Morelli - Professor at Aalborg University, Denmark Liat Rogel - Service designer, researcher and lecturer Daniela Sangiorgi - Associate Professor at the Design Department of Politecnico di Milano Luca Simeone - Founder of Vianet and Logic Moon Donatella Solda - Membro della Segreteria Tecnica del Ministro per l Istruzione, l Università e la Ricerca (MIUR) Chiara Torti - Service Design Lead at Spark Reply Mark Vanderbeeken - Senior Partner at Experientia Michele Zini - ZPZ Partners Damien Lanfrey - Chief Innovation Officer at MIUR

14 4TH EDITION MAIN SPONSORS IN PARTNERSHIP WITH SUPPORTED BY PREVIOUS EDITIONS

15 SPECIALIZING MASTER IN SERVICE DESIGN THEY SAY... Some opinions of former Specializing Master students. STUDENTS CHRISTINA SADEK from Canada Background in Marketing, Innovation, and Telecom As a design thinker, innovation management practitioner, and seasoned marketing professional I m passionate about bringing to market meaningful products, services, and experiences. With this aim in mind, I m extremely happy with my decision to pursue the Service Design Specializing Master at POLI. design. The course has provided me with a holistic view and formal understanding of service design principles and methods while enhancing my creative problem-solving skills and level of critical reflection in business, design, and life in general. The structure fosters a deep, collaborative approach to active learning, underpinned by integrated subject matter, each project building upon the existing knowledge and concepts of the previous one. I ve particularly benefited from high caliber lecturers from various disciplines with contrasting styles and points of view, reflective of true work situations. As paradigms shift, I always seek new ways to engage clients in the cultural transitions that help them enact relevant change and deliver on the needs of both the consumer and the business. Having the skill-set of a service designer helps me do so by transforming both user and stakeholder relationships and experiences for the better. ADRIANA MATIZ from Colombia Background in International Relations, Innovation Consulting I first discovered service design while trying to figure out why people wouldn t use the digital marketplace I was working on. Once I realized the depth and power of the service design tools for creating and adding value to the user s experiences, I quickly fell in love with the possibility of understanding better how service systems work and how we can improve them to deliver a better experience. Once I decided that this was the path I wanted to follow I encounter the Service Design Specializing Master at POLI.design, which caught my attention because of the way the programme was structured with enough flexibility to let me explore my own interests and a practical approach to the learning process. Up until know I can say that the experience has been worthy, I have seen myself grow by learning not only the theoretical and methodological aspects of service design, but also the way in which a team of service designers can approach issues and provide solutions in a quick and practical way. ALESSANDRO SPAZZOLI from Italy Background in Law After graduation in Law I decided to enroll in the Specializing Master in Service Design and to dive into this new field. I always thought that innovation is a matter of putting different disciplines into dialogue and surprisingly, during the Specializing Master, I discovered how much potential and touchpoints are there among my background and the design field. The Specializing Master helped me fully familiarize with the service design discipline, the intense workshops carried out with real clients made me develop brand new skills in a very short time frame and ultimately, working with people from completely different cultures and backgrounds taught me to face challenge from new perspectives.

16 THEY SAY... SONALI GOGIA from India Background in management consulting, retail management and behavioral training Deciding to pursue the field of Service Design, seemed like a leap of faith a year ago. Not only is Service Design still an emerging field in India, but coming from a management and retail background, made me apprehensive about how I would acquire creative and multidisciplinary skills. The Specializing Master s exceeded my expectations. The approach to teaching was practical and workshop based, allowing me to apply my past work experience within a service design framework to solve real business challenges. The environment was collaborative and stimulating and I cherish the network I created with a diverse and talented set of students and professors. I encountered Logotel, a Milan based service design agency through the Specializing Master. We found a synergistic fit and after completing my internship with them, I worked there as a Project Designer. Its quite amazing for me to get this international exposure and strengthen my identity as a designer! SUSANA VICTORIA OJEDA from Chile Background in Industrial Design, Strategic Communication and Business I heard about Service Design about 3 years ago, in Chile (my home country), while I was working as an independent designer and I was searching for a professional path to follow. In this search I started working in a non-profit foundation where I fell in love of the Public and Social Service, and I knew that I could combine Design and services from a Service Design perspective. I decided that I wanted to become a Service Designer. This Specializing Master has given me new skills and knowledge to confront the different opportunities and challenges that the public and social service will present to me, allowing me to make and impact in society, and improving the quality of live and services around the world. MARIET NOURI JANIAN from Iran Background in Architecture Service design has a very wide meaning and functionality which you can connect to every field and it has very important role to improve people s life quality. The task of a service designer is to design according to the needs of consumers, so that the service is user-friendly, competitive and relevant. In this Specializing Master I ve learned different steps and rules of designing and creating a new and useful service. Now as an architect I am searching for the influence of service design on architecture and the opportunities which it is bringing to this field, e.g. how design thinking tools can change the way architects work with clients. Or maybe even more? Can design thinking tools change the way architecture looks? Are the user experience methods can change existing services or creates new services? GABRIELLA PICCOLO from Italy Background in Communication and Video Making The Specializing Master in Service Design helped me look deeply into UX reaserch. After the degree, I got the opportunity to work for international clients, travelling abroad, getting the chance to see other cultures and services. My internship place became my workplace. At Experientia I learnt how to interview people, how to get the right insights out of the findings, how to design a workshop and personas in details. I discovered passion for research through the channel I like the most: video-ethnography. I spent 1 month in Singapore doing my first field research on healthcare and the experience was highly rewarded.

17 /Service / /Design / /Drivers / /Interaction / /Design / /User / /Research / /Project / Presentation

18 /Tools / /Rapid / Prototyping /Service / Visualization /Methods /

19 SPECIALIZING MASTER IN SERVICE DESIGN SPECIALIZING MASTER IN SERVICE DESIGN POLITECNICO DI MILANO

20 POLI.DESIGN Ufficio Coordinamento Formazione Politecnico di Milano Via Durando 38/a Milano T F formazione@polidesign.net