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  • Business Design
Course / IX edition

Service Design For Systemic Change

2.300,00 €
26 Apr. 2023 - 11 Jun. 2023
  • English
Available seats


In order to stay competitive in the context of the complex production, economic and social models in which we operate, businesses and public administrations as well as start-ups and individual professionals need to expand their planning, organizational and executive skills. In this rapidly changing scenario, service design – understood as complex systems in constant evolution – in which different actors synergistically contribute to the creation, management and use of processes, interactions and interfaces play a crucial role.

The most contemporary and evolved version of the Service Design approach, now the focus of new currents of research and experimentation, aims to integrate additional extra-disciplinary contributions that may prove useful when facing increasingly complex design challenges.

The advanced course in “Service Design for Systemic Change” thus offers training that updates professional skills and tools in the area of Service Design to respond to today’s social, economic and environmental challenges on both a small and large scale. Indeed, the role of the service designer is no longer limited to designing effective and desirable service experiences; instead, it has taken on a transformative role that involves reading, interpreting and responding to current and future needs through solutions that take into account all elements of the system and its impact at various levels.

During the course, participants will therefore learn how Service Design can be a lever of transformation, as well as innovation, for organizations and society through the acquisition of practical skills and reflective abilities to support systemic design.



Stefano Maffei Director
Beatrice Villari Co-Director
Raffaela Scognamiglio Coordinator and External Relations
Francesca Foglieni Senior Advisor
Bryan Sabin Assistant Coordinator & Consultant



Course hours: 52 hours in total (35 hours online + 17 hours in person at the jam event)

Daily / weekly commitment: 2 days per week for five weeks (Tuesdays and Saturdays, except for Wednesday, 26 April) + 3 days of attendance at the jam, Friday to Sunday (9,10,11 June)

Lesson schedule:

  • Online Course – 7 hours weekly:
    3 hours on Tuesdays (except for Wednesday, 26 April) from 5:00 pm to 8:00 pm
    4 hours on Saturdays from 9:00 am to 1:00 pm
  • Jam – 17 hours in total:
    3 hours on Friday 9 June and 7 hours on both Saturday 10 June and Sunday 11 June

Course venue: Online and in person at the jam event.

Training objectives

The programme stems from an advanced vision of the approach, the process and the tools used in Service Design to support professionals, designers, and public and private companies to adopt a systemic approach based on an interaction between different actors that goes beyond the single physical and digital experience, also including strategic and impact aspects in the design. More specifically, during the course industry experts and qualified teachers will address some of the most widely discussed issues in the field of service design at an international level, sharing approaches, methodologies and tools functional to systemic and speculative design, the definition of data-driven service and related digital experiences, and impact assessment. The aim of the course is to provide advanced service design skills for professionals already working in the fields of design, marketing and management, for those connected to design activities from a human resources perspective, for those involved in strategic consulting or those who wish to improve their entrepreneurial skills.

Didactic Plan

The didactic offer includes an online course and in-person workshop.

The online course will consist of:

  • 2 days focused on advanced service design concepts and innovation models
  • 2 days on systemic design and the design of project tools
  • 2 days focused on speculative service design approaches
  • 2 days on data-driven service design
  • 2 days on sustainable service design and impact assessment  

It will be possible to further explore the course topics listed above during an three-day design experience, which will be held in person over a weekend. 

The jam will take place in a suggestive location to experience three immersive days that have an experiential value in addition to the educational one.


Didactic Modules

This course implements a training model that supplements methodological skills with both disciplinary and extra-disciplinary insights to update the basic contents of Service Design. Lessons will follow the programme below:

MODULE 1 – 26 and 29 April 2023
26 April 5:00 pm – 8:00 pm | 29 April 9:00 am – 1:00 pm
Service design landscape
The first module introduces participants to the role of Service Design in innovation and transformation processes, reflecting on the evolution of the discipline and its integration with extra-disciplinary approaches.

MODULE 2 – 2 and 6 May 2023
2 May 5:00 pm – 8:00 pm | 6 May 9:00 am – 1:00 pm
Systemic Design and critical tool design
The second module focuses on the connection between Service Design and system design in order to provide theoretical and design tools capable of analysing and designing complex service systems.

MODULE 3 – 9 and 13 May 2023
9 May 5:00 pm – 8:00 pm | 13 May 9:00 am – 1:00 pm
Speculative design approaches
The third module explores speculative design approaches useful for the interpretation and development of future scenarios, as well as for anticipating the needs and behaviours that characterize constantly evolving contexts and experiences.

MODULE 4 – 16 and 20 May 2023
16 May 5:00 pm – 8:00 pm | 20 May 9:00 am – 1:00 pm
Data-driven service experiences
The fourth module explores the design of the digital component of service experiences, focusing in particular on data-driven service models and the interpretation of the same through the application of emerging technologies such as artificial intelligence.

MODULE 5 – 23 and 27 May 2023
23 May 17:00 – 20:00 | 27 May 9:00 am – 1:00 pm
Sustainable services & impact assessment
The fifth module explores the theme of sustainability – social, environmental and economic – as a key aspect in the design of service systems and the assessment of the related impacts in the short, medium and long term.

MODULE 6 – 9, 10 and 11 June 2023
Design Jam – Applied service design for systemic change
9 June 2:30 pm – 5:30 pm
10 June 9:30 am – 5:30 pm
11 June 9:30 am – 5:30 pm

This module has been designed as an immersive experience aimed at experimenting the systemic and transformative Service Design approach in a practical way, through the application of the contents discussed in the previous modules to a real case.

Title Released

At the end of the Course, an open badge will be issued to the Course in “Service Design For Systemic Change” by



This course is intended for candidates with a high school diploma or degree in Design, Architecture or Engineering, as well as in non-polytechnic disciplines such as Economics, Communication Sciences or Social Sciences for which polytechnic disciplines can offer a significant contribution to previous professional training.

The training offered by this course is aimed at graduates and professionals interested in acquiring specific skills in the field of Service Design. The maximum number of participants is 30.

To access the selection phase, please fill out the application form at the following link:–service-design-for-systemic-change/#tab_corso in the APPLY section.

There are no pre-requisites for application

Deadline for the application: March 24, 2023.


Participation in the “Service Design for Systemic Change” course costs € 2.300,00 + VAT.
The course includes both the first part online and the in-person jam event.

It is possible to purchase the online course separately for a cost of € 1.450,00 + VAT.

It is not possible to pay for the Jam alone.




Send your application within February 20, 2023 to take advantage of the reduction -10%!

Deadline for sending the signed contract and payment of the deposit of the participation fee: no later than February 24, 2023.



The following fee reductions are also envisaged:
• 2 partial exemptions of 50% of the participation fee for the Advanced Training Course in Service Design for Systemic Change in the year 2023 (full package) for the first two candidates who submit an application to enrol in the course. Payment must be made within 10 days of receiving notice of admission to the course, under penalty of forfeiture of the exemption;

15% reduction of the participation fee for 2020, 2021, 2022, 2023 Architecta members;

15% reduction of the participation fee for members of associations for design professionals;

15% reduction of the participation fee for members of professional associations relating to the sector;

15% reduction of the participation fee for former students, students enrolled at the Politecnico di Milano and graduates from the Politecnico di Milano.

• For companies that enrol two or more employees in the full package, the cost will be € 2.300,00 + VAT for the first employee, € 2.100,00 + VAT for the second employee and € 1.900,00 + VAT for the third or subsequent employees.

• For companies that enrol two or more employees in the full package, the cost will be € 2.300,00 + VAT for the first employee, € 2.100,00 + VAT for the second employee and € 1.900,00 + VAT for the third or subsequent employees.

• For companies that enrol two or more employees in the online course alone, the cost will be € 1.450,00 + VAT for the first employee, € 1.250,00 + VAT for the second employee and € 1.050,00 + VAT for the third or subsequent employees.

The fee reductions listed above are not cumulative.


Current edition


Stefano Maffei Director
Beatrice Villari Co-Director
Raffaela Scognamiglio Coordinator and External Relations
Francesca Foglieni Senior Advisor
Bryan Sabin Assistant Coordinator & Consultant

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