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MA Service Experience Design and Innovation

  • Full time available
  • September
  • 1 year 3 Months full time
  • MA

Course Description


The course is structured to develop strategic and creative expertise within the design and delivery of innovative service experiences. Students are encouraged to undertake projects that will tackle many of the social, corporate and environmental challenges facing the 21st century. Projects may be as diverse as conceiving services to mitigate the digital divide of the senior citizens of London borough, to designing a virtual reality in-store experience for a global insurance company, through to realizing an innovative business proposition for a personal start-up.

It is aimed primarily at students who have a graduate design discipline and wish to broaden their understanding of innovation and design as a collaborative interdisciplinary process. However, the course would also be of interest to students from social science backgrounds and related fields.


On the course you will have the opportunity to take part in design projects, workshops and study tours. These will be embedded in a sound theoretical framework of lectures, case studies, seminars and tutorials.

Terms 1 and 2 of the course will provide you with a detailed knowledge of core theory and skills in innovation and creativity. The skills and knowledge obtained will enable you to articulate design ideas, observations and solutions creatively as designers, as well as demonstrating rigour and critical evaluation in your work. You will be able to apply your design thinking strategically and add value to new and challenging contexts.

Term 3 builds on the knowledge and skills you have acquired and applies these to the creation of original design research projects. This involves the development of a major project on the basis of extensive research, investigation and a firm methodological approach.

In term 4 students will continue with the development and production of a final major project that will need to demonstrate the testing of ideas, exploring the context of the project as well as identifying key issues such as appropriate discourses, research methodologies, materials and media through which you can effectively communicate your ideas. The course will challenge existing orthodoxies and encourage design related communication, service and product innovation problems to form the focus of the final major project.

Autumn, Term One

Unit summary:
Service Experience Design for Social and Corporate Innovation (40 credits)
Entrepreneurial Strategy and Project Management (20 credits)

Spring, Term Two

Unit summary:
Collaborative Unit (20 credits)
Global Design Futures (20 credits)
Individual Concept Development (20 credits)

Summer, Term Three

Unit summary:
Global Design Futures (continued)
Individual Concept Development (continued)
Major Project (60 credits)

Autumn, Term Four

Unit summary:
Major Project (continued)

If you are unable to continue or decide to exit the course, there is a possible exit award. A Postgraduate Diploma will be awarded on successful completion of the first 120 credits.

Visit the MA Service Experience Design and Innovation page on the University of the Arts London website for more details!

Entry Requirements

An Honours degree in a relevant subject, or a professional qualification recognised as equivalent. If you are applying directly from a BA course without experience of professional practice you must be able to demonstrate a good knowledge of design practice, supported by a good degree and portfolio work.All classes are taught in English. IELTS 6.5 (or equivalent) is required. For more information or more details View Website

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