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  • Business Design
Course / VII edition

Service Design for Business

2.300,00 €
6 May. 2021 - 29 May. 2021
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  • Italian
Available seats


The Advanced Training Course in Service Design for Business was created to respond to the growing need for support the construction of specific skills to be useful to companies, organizations and public administrations in facing complex service scenarios and seizing new challenges of growth and innovation.



Stefano Maffei Director
Beatrice Villari Co-Director
Raffaela Scognamiglio General Coordinator
Bryan Sabin Tutor



Course introduction
Module 1:
07/05/2021 - 08/05/2021
Module 2:
14/05/2021 - 15/05/2021
Module 3:
Module 4:
Module 4:
28/05/2021 - 29/05/2021

Training objectives

The course aims to provide a system of general Service Design skills capable of supporting professionals in the design and development of services centered on user needs, thanks to the adoption of design thinking and an innovation-driven strategic approach.

Didactic Plan

The didactic contents will be structured in an introductory day and 4 subsequent modules and will focus on the creation of a project work as a tool to experiment with the contents learned in the classroom and apply the main tools of service design. Within each module, approaches and tools related to a specific phase of the service design process will be introduced, from user research, to concept generation, rapid prototyping, up to the development of the service idea. To complete the training offer, two talks will be organized during the month of the course by eminent figures of the service design community on emerging or controversial issues related to the design of services in the contemporary context.

Didactic Modules

MODULE 1 – 7 and 8 May 2021
Service design basics and user research
The first module introduces participants to the service design and design thinking approach and to user research tools.
Furthermore, the module includes a short ethnographic research activity focused on the theme of project work.

MODULE 2 – 14 and 15 May 2021
Service design and concept generation tools
The second module focuses on experimenting with the main service design and design thinking tools necessary for the generation and development of service concepts and the creation of creative sessions.

MODULE 3 – May 21, 2021
Business Model Canvas
The third module explores the Business Model Canvas tool in order to support the definition of the value proposition, the business model and the feasibility of the solutions identified.

MODULE 4 – 22, 28 and 29 May 2021
Rapid prototyping and development of the service idea
The fourth module explores the validation techniques of service concepts, through rapid prototyping tools of the service experience and interactions. The service development phase will also be addressed, which consists of detailing the service idea previously developed up to the final presentation of the results.

Title Released

Certificate of attendance at the Advanced Training Course in “Service Design for Business” issued by and Open Badge.



The course is aimed at candidates with a higher secondary degree or degree in Design, Architecture or Engineering, or in non polytechnic disciplines, such as Economics and Communication Sciences, for which polytechnic disciplines can provide a significant complement to their previous professional training.

The course provides training for graduates and professionals interested in achieving specific skills in the field of Service Design.


Current edition


Stefano Maffei Director
Beatrice Villari Co-Director
Raffaela Scognamiglio General Coordinator
Bryan Sabin Tutor

Stay up to date on all news about the Course and visit our dedicated website