The specific aims and objectives of the programme are to:

• introduce the concepts, tools and techniques of experience design and service innovation, and through project

• assignments learn to apply these tools and techniques to consumer, business and public services

• understand the importance of the societal, environmental and business context for experience design and service innovation, and the broader systems context

• understand how design creates user and business value in services and the importance of an architecture for service provision that ensures consistent delivery of user experience

• consider the opportunities and threats posed by both technological as well as business model innovation in services – including the exploitation of web 2.0 and the semantic web, mobile technologies and commercial viability

• apply those techniques to the experience design and systems and service innovation in the context of tackling challenges of sustainability, systemic issues and social enterprise

• engage at a strategic as well as operation level in the design of services, potentially leading interdisciplinary design teams in the design and deployment of innovative services.

At the end of the course students will have a comprehensive understanding of the following, and at a level at which they can engage with clients as an expert service designer:

• The nature of services and systems and their influence on user experience, and the spaces for service innovation and design.
• The ability to integrate different disciplines to create a holistic service experience.
• Knowledge and experience in the methods, tools and techniques required to execute experience design and service innovation projects and do so in combination with other design disciplines.
• The concept of value in services, how to design quality into services, and the measurement and management of service experience.
• The role and importance of service architecture, and how this relates to the value of services to customers, and to the service provider.
• The role of factors such as organisational culture, skills, technological enablement, infrastructure and commercial constraints in enabling or inhibiting service innovation.
• The application of design techniques to public-service provision, consumer and business service with a special focus on the fields of health and well-being, energy and the environment.
• Capacity and techniques for business model innovation in the provision of services including the role of social enterprise.