Services represent an increasingly significant part of the global economy. As a result, service design is emerging as an important practice, focusing on strategic-level design of service systems and experiences that are meaningful, sustainable and profitable to service providers, consumers and society.
Service design methodology takes a holistic and human-centered approach to improving the service experience in a wide range of sectors, including retail, health, military, public services, leisure, transportation, telecommunications, entertainment and media. SCAD is the first university in the United States to offer B.F.A. and M.F.A. degrees in service design.
Service design methodology takes a holistic and human-centered approach to improving the service experience in a wide range of sectors, including retail, health, military, public services, leisure, transportation, telecommunications, entertainment and media. SCAD is the first university in the United States to offer B.F.A. and M.F.A. degrees in service design.
Service designers explore a service system by researching the network of social and technological relationships that comprise it, working from the perspective of the customer’s journey through the service life cycle to establish touchpoints of sensory contact and interaction with that service. Narrative and conceptual modeling techniques are used in a variety of media, directly engaging customers, employees, managers and partners through co-design and experience prototyping activities that help generate and refine ideas. Strategic creativity and collaboration with other design disciplines yield meaningful, useful and sustainable tools, environments and processes that offer mutually beneficial exchanges for all users of a service.
Through studio work and projects with industry partners, the service design program at SCAD explores business practices, technologies and cultural factors across public and private service sectors. Students learn theory and practice both systems-based and experience-based approaches to design. New language, tools, techniques and methodologies are reviewed and developed to form a range of approaches and knowledge assets that inform and shape the emerging discipline of service design.
Through studio work and projects with industry partners, the service design program at SCAD explores business practices, technologies and cultural factors across public and private service sectors. Students learn theory and practice both systems-based and experience-based approaches to design. New language, tools, techniques and methodologies are reviewed and developed to form a range of approaches and knowledge assets that inform and shape the emerging discipline of service design.
