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Service Design

Service Design

Central Saint Martins
Taught by
Antonio Iadarola, Antonio Starnino


Service design adds value for users by improving their experiences across the various stages of a service. At the same time, it helps providers optimise their back-end operations.

In this beginners course you'll discover several methods for creating meaningful user experiences and designing effective and sustainable solutions. Rather than starting with a proposal and then adapting it to people, you will begin by understanding their needs in order to develop your solution.

Service design is essentially a people centred process. Where it has been applied, both in the public and private sectors, it has created a significant positive impact. Book your place now if you want to learn more about this emerging field.

Who should take this course?

  • Non-designers working in service industries.
  • Creative professionals looking to move into this emerging discipline.
  • Anyone interested in creative problem solving approaches and applied design thinking.

Topics covered

  • You will be working individually and in small teams engaging with practical activities in response 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


"I would like to highlight about Service design short course it's extraordinary criterion and good balance between theoretical contents and practical exercises" - M Guerrero, December 2016

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 with you to the first session:

  • Notebook
  • Inspiring books
  • Magazines and publications


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

Available dates