Services represent around 80 per cent of the economy. Service design applies human-centred design principles to make services that are sustainable and desirable for changing consumer needs. It delivers better customer experiences, successful innovation and business value. It can be applied to and transform services in all sectors ranging from retail and banking to transportation, health and education.

The Royal College of Art is a global pioneer in the teaching of MA-level service design and has successfully trained a new generation of practitioners who are delivering transformational ideas across business and government. Graduates have gone on to work for firms that include IDEO, Fjord, Engine, EY-Seren, Public Health England, Government Digital Services, Jaguar Land Rover and McKinsey.

In an age where product-based value is insufficient to satisfy customers, service design is a powerful discipline. This introductory executive masterclass will teach you the theory of service design and how to apply practical tools for effective service design.