Service Design

Service design is a people-centered design process that is used by organisations to create better services. It adds value for users by understanding and improving their experiences across the various stages of a service and for server providers by optimizing their back-end operations...

Taught by: Antonio Iadarola, Antonio Starnino, Erika Lauro.


Service design is a people-centered design process that is used by organisations to create better services. It adds value for users by understanding and improving their experiences across the various stages of a service and for server providers by optimizing their back-end operations.

Service design employs various co-design methods to create meaningful user experiences and deliver effective and sustainable solutions. Rather than starting with a solution and adapting it to people, it starts by understanding the needs of people and then it uses those insights to develop and improve services. Where it has been applied, service design has created a significant positive impact both in the public and private sector.

Who should take this course?

The course will suit non-designers working in service industries as well as creative professionals looking to move into this emerging discipline. In fact, anyone interested in creative problem solving approaches and applied design thinking would benefit.

Topics covered

  • You will be working individually and in small teams engaging with practice based activities and responding to a client brief.
  • You will engage with a specific challenge and design a service-based proposal, which will be presented at the end of the course.
  • Visiting service design practitioners from leading European agencies will share their professional experience with the course participants providing mentoring support and workshops.
  • In the past years we invited practitioners from thinkpublic, live|work, Participle, Engine, Uscreate, FutureGov, Sidekick Studios, Claro Partners, the Helen Hamlyn Centre and Design Against Crime Research Centre.
  • A networking event at the end of the course will give the students the opportunity to meet the local service design community.

Level: This course is meant as a practical introduction to the field of service design and will provide tools and methods for designing services.

Entry requirements: None

Tutor information

Antonio Iadarola is a trained industrial designer from Naples, Italy and currently based in New York. He holds an MA in Narrative Environments from Central Saint Martins School of Arts and Design and he is a Phd candidate at the Second University of Naples, Italy and visiting scholar at the Parsons DESIS Lab, NYC. He is strongly interested in curating co-design processes and collaborative spaces. He specialises in the field of design for Social Innovation with a focus on placemaking and service design. His academic is aimed at finding emerging practices for the design of temporary and permanent co-work environments, some of his recent work include research positions in the Harlem Collaboration Project where he used service design thinking to facilitate the design of a temporary social innovation lab to support youth development in the area of Harlem, NY. He also coordinated co-design activities for the TEDxCaserta to explore the future of work in South of Italy as well as consulting independent design brand for productions in Europe and US. In 2014 he founded Studio Wé, a transdisciplinary design studio that works between research, industrial and communication design. Their projects range from context specific objects and experiential spaces to co-design workshops and visual communication. He is active in the service design community participating and organising to service design jam and mentoring within educational programmes.You can find Antonio on Twitter and LinkedIn

Antonio Starnino is a service designer born in Montreal, Canada and currently based in Milan, Italy. He graduated with a Bachelor's in Design from Concordia University in Montreal and a Masters in Service Design from Politecnico di Milano where the focus of his research centered on the development of in-hospital pediatric nutrition services. His past work experience has been in the field of healthcare and food innovation for the University of Reggio Emilia and Modena. Here he used service design to find innovative solutions for patients and staff inside of a variety of healthcare structures. Alongside this he also worked as a design thinking coach at the Food Innovation Program, an international masters dedicated to using design to find solutions to the future of food.

He is currently working for Take, an experience design studio based in Milan dedicated to helping brands deliver great service and user experiences. He is also an active member of the Global Service Jam community having facilitated and/or organized Jams in Montreal, Palermo, Ljubljana and Milano.

Erika Lauro is a strategic designer and brand strategist currently based in Venice, Italy. She graduated with a Bachelor's Degree in Industrial Design from European Institute of Design in Rome and a Master's Degree in Strategic Design from Politecnico di Milano where she gained competencies regarding service design thinking, brand strategy and innovation management. She worked as a design and brand strategist for different creative agencies in Milan and as a freelance consultant for national and international projects. She is strongly interested in the connection between design thinking approaches and brand innovation methodologies to drive and find innovative solutions to create memorable brand experiences.


 Please bring with you to the first session:

  • Notebook
  • Inspiring books
  • Magazines and publications


  • Laptop
  • Smart tablet
  • Digital camera
  • Video or audio recorder

Details for booking

Alternative Dates and Times

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