service design
Transcription
service design
POLI.design via Durando, 38/A 20158 Milano, Italy T +39 02 2399 7217 F +39 02 2399 5970 www.polidesign.net IV EDITION - 2016/2017 THE FIRST MASTER DEGREE IN SERVICE DESIGN AT THE POLITECNICO DI MILANO YES! :) :) WWW.POLIDESIGN.NET/SERVICEDESIGN 3 Recent years have been marked by changes in lifestyles, customs, and the culture of consumption... T THE DIRECTOR’S CUT he Master’s programme in Service Design was created in response to the growing demand by firms and the public sector for specific professionals (designers, consultants, and creative directors) able to handle the complexities of designing a service. The structure of the economic activities generating the wealth of the advanced countries has changed in recent decades, shifting from the manufacture of goods to the delivery of services. This process has been accompanied by changes in lifestyles, customs, and the culture of consumption. Together with technological empowerment, these changes have given rise to new relational and communicative linkages which have helped develop what is termed the service economy. This redefinition of everyday life within the service society requires the updating and extension of the design, production, and distribution skills of firms and public-sector organizations. Service design operates in this context by proposing an integrated and multidisciplinary design approach to create solutions blending material and immaterial components (for example, communicative identity, or the physical and virtual ‘touchpoints’ that evidence a service’s features). Hence, service design generates systemic, complex solutions which acquire material form in distinctive kinds of service experience and interaction incorporating the user’s viewpoint into the redesign of corporate or institutional delivery. Accordingly, the Master in Service Design programme comprises new training processes centred on the analysis of users and their participation in the design and interaction phases until final delivery. It does so by integrating general theory with methodology (design approaches and tools) and hands-on experience (executive design of the service and its prototyping). Stefano Maffei 5 MASTER IN SERVICE DESIGN T hrough its Consorzio POLI.design , the Politecnico di Milano devotes a specialized upper-level training programme to Service Design. The Master in Service Design delivers an international training programme – taught entirely in English – to students and professionals wanting to gear their professional skills to business and public-sector services. The Master’s programme is delivered by a teaching faculty which embodies Italian and international excellence in the academic and professional fields and is completely held in English. :) The overall idea behind the Master in Service Design stems from awareness of the profound changes that have occurred in the supply of service-products by firms and public-sector organizations, and their radical impacts on professional skills and corporate capabilities. It is consequently essential to train professionals who can construe and manage the new patterns, both physical and virtual, of service experience and interaction. :) By addressing the new challenges raised by the market, the Consorzio POLI.design offers a training programme devoted to the design, organization, management and delivery of services. YES! The programme consists of modules on theory, methodology and design, flanked by an internship. It lasts for a total of 12 months with compulsory full-time attendance of 3 days per week. Students who have successfully completed the final examination will be awarded a Master’s Degree in Service Design by the Politecnico di Milano. The future service designers trained by the Master’s programme will be able to integrate strategic and organizational abilities with design and production skills to activate linkages with end users and the contexts in which services are delivered. “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] 6 MASTER IN SERVICE DESIGN CANDIDATES/OBJECTIVES A maximum of 30 places are available for each edition of the Master Programme in Service Design. Candidates are selected on the basis of their academic and professional records, and by an interview (which may also be conducted by telephone). The Master’s programme invites applications from candidates with a degree, Master’s degree, or university-level diploma in design, architecture or engineering, and from graduates in non-polytechical disciplines for whom service design may significantly augment their professional abilities. In fact, the Master’s programme comprises an initial foundation course intended to level students’ basic skills in service design. PROFESSIONAL QUALIFICATIONS/OUTCOMES The Master’s programme in Service Design trains specialists in the design of services for businesses 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; As regards aptitude, the programme prioritizes highlymotivated candidates with creative and relational skills, curiosity, critical awareness, and a pragmatic mentality. - deploy theoretical and critical skills to define design fields and operate within a complex sociotechnical system; Conditional admission to the programme may be granted to: - observe and analyse user experience in order to construct a user-centred vision of complex interaction processes (human, technological, environmental, social); - students enrolled at Italian universities whose final degree examination is scheduled for a date subsequent to the beginning of the Master’s course; - students with foreign degrees whose validation is not yet complete. Admission to the Master’s programme 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. The aims of the Master’s programme are the following: - to enhance the basic skills of students with backgrounds 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. - use specific service design tools and manage their adaptation or redesign; - manage all the phases of a service’s conception, design and development using an advanced approach also encompassing participatory and codesign techniques; - foster self-entrepreneurship in the services sector. Numerous employment opportunities are available to graduates from the Service Design Master’s programme. They range across the various areas of the stratified and complex services market. 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, enterprises, 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). Opportunities for employment are also available in numerous other sectors: for example, banking and insurance, health care and welfare, transport, retail (in diverse market sectors), ICT-based industries, the third sector (social innovation). MASTER IN SERVICE DESIGN 8 COURSE PROGRAMME AND TEACHING METHOD T he complex process of conceiving, producing, and delivering a service requires a broad and composite set of skills comprising the following: - a highly developed culture of innovation; - a capacity for creative thought and action in regard to the various opportunity contexts that arise in the services market; - a specific capacity to identify and design interaction situations (macro-micro, front office-back office); - a capacity for cultural and creative dialogue on social innovation via communication networks/technological platforms. Accordingly, the Master’s programme follows a syllabus combining general and methodological subjects with a series of disciplinary and extra-disciplinary modules. THE COURSE The Master in Service Design course carries 60 university training credits (ECTF). The requisite skills will be imparted by a highly experimental approach based on theoretical lessons, seminars, and multidisciplinary design laboratories in various formats (Lectures, Enzymes, Service Design Pills, Service Jams, Service Design Workshops ), each conducted by a different faculty member and centred on a specific topic. The students will thus engage with design topics pertaining to diverse sectors (for instance, banking, health care, retail, publishing, energy, telecommunications, transport, tourism, public governance). This curriculum will enhance and extend their thematic and disciplinary knowledge together with a capacity for teamwork. The course will impart knowledge on the entire service design process, from conception to prototyping. A capacity to handle complexity and work at different project levels (processes, products, interactions), creativity, vision, and knowledge of the dynamics of contemporary society: these are only some of the abilities that service designers deploy in their professional practice. The course programme is structured as follows: 1. Theory 2. Design 3. Further training Classroom lectures, supplemented by practical activities, divide between two main areas: The course comprises: In synergy with the theoretical and practical components of the Master course, students undertake an internship (of at least 475 hours) in order to prolong their training, if possible at the same companies or organizations with which they have carried out their research and design work during the year. //theoretical-critical: introductory lessons on service design; //m e t h o d o l o g i c a l - p r a c t i c a l : lectures and seminars on the processes, tools and approaches used in service design. //Service Design Workshops held jointly with specific companies, organizations, and/or agencies operating in the services sector; //Service Design Pills: seminars focused on approaches, tools, and themes specific to, or correlated with, a service design project (e.g. User Experience Design, Design Management, Data Visualization); //Service Jams: sessions on service idea generation (mini-workshop); The complex nature of service design requires a broad and composite set of skills... User Centered Design, SERVICE DESIGN LECTURES SERVICE WORKSHOPS JAM Service Business Model PILLS and Planning... SERVICE JAMS Service Methods and Tools, OCTOBER INTERNSHIP APRIL SEPTEMBER MASTER IN SERVICE DESIGN 10 COMMITMENT/ ATTENDANCE/LANGUAGE A ttendance is compulsory for three days a week during the course term. A maximum absence of 25% is allowed. Moreover, the faculty recommends that if students are to gain maximum benefit from the course, they should devote the other days in the week to direct experience of Milanese design by attending events, seminars, and shows organized in the city. The Master in Service Design is completely held in English. ASSESSMENT/GRADUATION During the Master’s programme, 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 of 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 Master’s programme. The final examination and the assessments will be supervised by the Master Board. On conclusion of the Master’s programme, students who have passed the final examination will receive a FirstLevel Master’s Degree in Service Design awarded by the Politecnico di Milano. YES! MASTER IN SERVICE DESIGN 12 SELECTION AND ADMISSION PROCEDURE S election 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 members of the Master Board on the basis of the candidate’s: //academic record; //professional curriculum; //interview (also by telephone). For admission to the programme, candidates must possess a degree in industrial design, architecture or engineering. Or they may be specialists in nonpolytechnical disciplines for whom polytechnical skills can significantly enhance their prior professional training. Also considered as a criterion for admission is significant professional experience. DOCUMENTATION FOR ADMISSION T he following documents must be submitted by applicants: //application form completed in all its parts; //updated CV (with a photograph); //cover letter stating motivation, etc.; //letters of reference, if relevant. Submission of a portfolio is not compulsory for the purposes of selection. However, it may assist the Master Board in assessment of the candidate’s abilities. If a portfolio is submitted, the candidate is recommended to send it together with the other application documents. To participate in the selection process, candidates must submit their application materials to [email protected] or fax them to +39 02 2399 5970. COSTS T he cost of attendance on the Master’s programme is 12,000 Euros, including the fee for enrolment at the Politecnico di Milano. It is exempt from VAT under article 10 DPR 633/72. FINANCIAL ASSISTANCE P artial scholarships may be granted on the basis of the student’s academic record and motivation. The Master Board reserves the right not to grant such scholarships if it decides that candidates do not fulfil the requisite standards. The Italian Government grants a number of scholarships to particularly deserving foreign students (further information available at http://borseonline.foreign.it). Candidates wishing to take part in the selection procedure for the Master in Service Design must send the requisite documentation by e-mail to [email protected] or via fax to +39 02 23995970. 13 TEACHING FACULTY The course programme 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. Among them: Alberto Colorni - Full Professor - Dipartimento di Design - Lara Penin - Assistant Professor at Parsons The New School Politecnico di Milano for Design Cristina Favini - Design Director at Logotel Daniela Sangiorgi - Associate Professor - Design Department Stefan Holmlid - Assistant Professor at Linkoping University - Politecnico di Milano Ilpo Koskinen - Sociologist and Industrial Design Professor Ezio Manzini - International Design Theorist Giuliano Simonelli - Presidente Consorzio POLI.design Eduardo Stazsowski - Assistant Professor at Parsons The New School for Design Nicola Morelli - Professor at Aalborg University, Denmark The faculty consists of lecturers belonging to Italian and foreign universities. The Master’s programme also draws on the expertise of designers and entrepreneurs working in Italy and abroad. Here the previous editions’ teaching staff Marika Arena - Assistant Professor, Dipartimento di Ingegneria Gestionale, Politecnico di Milano Damien Lanfrey - Membro della Segreteria Tecnica del Ministro per l’Istruzione, l’Università e la Ricerca (MIUR) Silvia Barbieri - Head of Strategy Department at FutureBrand Ezio Manzini - International Design Theorist Toke Barter - Design Director at ustwo™ Malmö Luca Mascaro - Experience Architect & Entrepreneur Luigi Brenna - Architect and Ph.D in Industrial Design at Alessandro Masserdotti - FInteraction Designer and Politecnico of Milano funder of Dotdotdot Gianluca Brugnoli - Creative Director at frog design Milano Walter Mattana - Research Fellow and Contract Professor at Politecnico di Milano, School of Design Attila Bruni - Lecturer at the department of Sociology and Alice Manzoni - Project Designer at Logotel Social Research of the Trento University, where he teaches Sociology of Technological Phenomena and Sociology of Organization Anna Meroni - Associate Professor - Design Department Politecnico di Milano Dario Buzzini - Design Director presso IDEO, New York Nicola Morelli - Professor at Aalborg University, Denmark Enrico Cattaneo - Affiliate Professor at ESCP Europe, Marzia Mortati - Researcher and Lecturer in Design at Innovation Manager at Humanplus Research Foundation Politecnico di Milano Daniele Cerra - Senior Manager and Digital Innovation Officer Liat Rogel - Service Designer at the service design company Logotel Paolo Ciuccarelli - Associate Professor at Politecnico di Milano and Chair of the BSc and MSc in Communication Design Alessandro Confalonieri - director of Intersezioni Design Luca Simeone - Founder and Managing Partner of Vianet Donatella Solda - Membro della Segreteria Tecnica del Ministro per l’Istruzione, l’Università e la Ricerca (MIUR) Integrated Liat Rogel - Service designer, researcher and a lecturer Alberto Cottica - Economist, expert on collaborative public policies and online participation Daniela Sangiorgi - Associate Professor - Design Department - Politecnico di Milano Vincenzo Di Maria - International expert in Service Design Chiara Torti - Senior Strategist & Service Designer at DINN! and Innovation Cristina Favini - Strategist, Manager of Design and Partner at Logotel service design company Daniele Galiffa - GoalShouter CEO Adriano Gariglio - Service Designer Researche at e-Services Mark Vanderbeeken - Partner, responsible for strategic communications at Experientia Carlo Vezzoli - Professor of product Design for environmental Sustainability and System Design for Sustainability at Politecnico di Milano Alberto Giusti - Business Angel and Crowdfunding expert Omar Vulpirani - Digital Strategist and Creative Content Director / Innovation Lab Leader / Design Academic Stefan Holmlid - Assistant Professor at Linkoping University Michele Zini - ZPZ partners for Life and Health - San Raffaele Scientific Institute MASTER IN SERVICE DESIGN 14 RELATIONS WITH FIRMS T he Master’s programme in Service Design works with firms and institutions operating in diverse service sectors. Firms support the entire design training course by assisting with creation of a programme that matches the demand for new professional skills with the supply furnished by the Master. During its past editions, the Master collaborated with a number of major corporate bodies: notably Confcommercio Pistoia, Energy Group, Logotel, Reggio Children, and Confartigianato Lombardia, and it established international partnerships with firms and service design agencies such as Ideo, Experientia, Scketchin, and Ustwo. These significant joint ventures testify that process and service design furnishes opportunities for research and work not only to designers but also to firms. The selection board will be available two days a week to answer queries by candidates and furnish all necessary information about the Master’s course. Information about deadlines can be obtained from the POLI.design coordinating office. FORMER EDITIONS’ COLLABORATIONS 15 THEY SAY... Some opinions of former Master students and teaching staff SONALI GOGIA from India STUDENTS The 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 challenges from new perspectives. Successful student version: “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 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 Master’s course. We found a synergistic fit and after completing my internship with them, I now work there as a Project Designer. Its quite amazing for me to get this international exposure and strengthen my identity as a designer!” CHRISTINA SADEK from Canada SILVIA CACCIAMATTA from Italy Background in Marketing, Innovation, and Telecom Background in Interior Design and in Product Service System Design both at Politecnico di Milano. ALESSANDRO SPAZZOLI from Italy Background in law After graduating in Law I decided to enroll in the Master in Service Design and to dive into this new field. I always thought that innovation is a matter of putting differentdisciplines into dialogue and surprisingly, during themonths of the master, I discovered how much potentialand touchpoints there are among my background and the design field. 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 Masters 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. Background in management consulting, management and behavioral training retail During my master, I learned the User Centered Design approach that is the key factor for designing successful products and services that can improve people’s life quality. Because of that first experience, my interest in service design has grown a lot and, after few years of working, I decided I wanted to deep my knowledge in services, and that’s how I got in contact with the Master in Service Design at Polimi. The master has given me the opportunity to empower my skills, be stimulated by new design challenges in practical workshops and be actively part of the network. Having interesting discussion with the professors and professionals in the fields, have helped us understanding we are now part of a broader system that has not been totally explored yet: the service design world. We have so the possibility to shape it and to enrich it according to our approach and with our personal contribution. 16 MASTER IN SERVICE DESIGN THEY SAY... ADRIANA MATIZ from Colombia Background Consulting in International Relations, Innovation 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 Master at PoliDesign, which caught my attention because of the way the program 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. GABRIELLA PICCOLO from Italy The 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. ANTONIO STARNINO from Canada The strength of this master is in its focus on project based learning. Having done client workshops, activities and jams helped me understand how to develop a service design project from start to finish, using a variety of methods and strategies. Right now I am working in the field of healthcare innovation and these experiences has given me the confidence and ability to be able to speak to patients, plan client workshops and develop and prototype a variety of multi-stakeholder service solutions. SARA MANZINI from Italy Coming from a multidisciplinary design path, the Master is Service Design has helped me focus on what I was really into. I managed to funnel towards one direction all the varied knowledge and skills developed in the different cultural contexts I have lived, studied and worked in. That has represented a turning point to my career, because I was finally able to be part of a specific design field, where flexibility and multidisciplinarity represent an important value. I currently work as design researcher at frog, where I’m constantly involved in international projects that require high system thinking skills. That’s the most exciting aspect of my job. 17 THEY SAY... TEACHING STAFF DARIO BUZZINI with the motivation and preparation of the students created a terrific combination that was effective both as educational process and as design experience. Designer Director at IDEO VINCENZO DI MARIA The Master in Service design provides a unique and international experience focused on the development of tangible strategies via hands-on and iterative learning modules. For example, students in my module learned to successfully build, communicate and gather feedback on their online service platforms in less than 48 hours. All with plenty of fun. Service Design students work hard and play hard. LUCA SIMEONE Founder and Managing Partner of Vianet In the first edition of the Master’s, l taught the Design Management Lab, a workshop oriented to complement user-centered approaches with management techniques. The students worked in groups to address a real-life, complex project: prototyping the user interface of a digital platform funded by the European Commission. During the course, the students had the chance to explore different design techniques, apply them on a real project and present their final work to a jury composed by senior stakeholders of the project. The prototypes designed by the students have been used to create the final version of the digital platform. This hands-on approach coupled Network catalyst at commongroundpeople Service Design is an interdisciplinary field of practice that embraces the best of design thinking mindset, empathic research tools coming from ethnography and marketing, innovative business strategy and value creation models. The MA Service Design at Politecnico in Milan brings together the best of academics, thinkers and practitioners working in this fluid field across Europe, preparing the students to approach the service industry with a range of new tools and processes to improve, reshape or to create new services. The students on the course bring different experiences, backgrounds and perspectives from all over the world, creating a strong peer learning environment that allows them to grow both personally and professionally. I would recommend the MA Service Design at Politecnico in Milan as one of the top 5 learning programmes on this field internationally. MASTER IN SERVICE DESIGN POLITECNICO DI MILANO www.polidesign.net/servicedesign www.servicedesignmaster.com /masterservicedesign @MSDPolimi 20 MASTER IN SERVICE DESIGN THE MASTER BOARD DIRECTOR STEFANO MAFFEI CO-DIRECTOR BEATRICE VILLARI GENERAL COORDINATOR FRANCESCA FOGLIENI :) :) NOTES POLI.DESIGN Ufficio Coordinamento Formazione Politecnico di Milano Via Durando 38/a Milano T +39 02 2399 7217 F +39 02 2399 5970 [email protected] www.polidesign.it/servicedesign