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Service Design - Advanced

Service Design - Advanced

Central Saint Martins
Taught by
Antonio Iadarola, Antonio Starnino


Deepening service design. Learning about service design practice beyond tools and methods, developing a professional mindset. We are launching a new course to move the discussion forward, going beyond the basics of personas and journey maps, we will explore critical perspectives into this fluid field, building on the contributions of London based leading agencies and practitioners, the latest academic research, real life clients and peer learning exchange.

The course will suit non-designers, creative professionals as well as people who are interested in applied design thinking. We ask participants to bring in their practical experience in improving existing services or designing new ones, sharing a case from their own practice, a problem or project that they are currently working on. The course aims to sharpen participants' points of view on service design, deepen their understanding and broaden their practice.

You will be working individually and in small teams engaging with hands-on activities and responding to a client brief. You will engage with a specific challenge and design a service-based response, which will be presented at the end of the course. Visiting service design practitioners, behavioural scientists and theatre makers will share their professional experience with the course participants providing mentoring support and workshop activities. In the past years we invited practitioners from thinkpublic, live|work, Participle, Engine, Uscreate, FutureGov, Sidekick Studios, Claro Partners, Snook, STBY, Esro, Innovation Unit, Design Council, 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.

Please note: This course is for students aged 18 and older

Tutor Description

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 a Phd in Design Innovation from 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.

Antonio Starnino is a service designer, facilitator, and lecturer born in Montreal, Canada, with a passion and curiosity for exploring design’s role in affecting positive change. He is a graduate of the Masters in Service Design from Politecnico di Milano. He has worked for a number of public and private sector institutions, across industries such as healthcare, smart energy, retail, education, mobility and food innovation, & digital government for European design studios such as frog, CB’a & DOING. 

Currently, he is a partner at Studio Wé, a work design studio embedding design within organizations and he is also a visiting lecturer at Central Saint Martins and Politecnico di Milano teaching Service Design.



Please bring the following materials with you to the first session:

  • A3 landscape mindmap illustrating your skills, your service design experience and your expectations for this course
  • You won't need to bring your laptop on day one, but you will need it for the rest of the course
  • Books and articles that you would like to share with other participants
  • Any craft material for prototyping (we will provide most of it)

Available dates