Service Design for Systemic Change

Alta Formazione

IX Edition

April - June 2023

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Course Description

In order to stay competitive in the context of the complex production, economic and social models in which we operate, businesses and public administrations as well as start-ups and individual professionals need to expand their planning, organizational and executive skills. In this rapidly changing scenario, service design – understood as complex systems in constant evolution – in which different actors synergistically contribute to the creation, management and use of processes, interactions and interfaces play a crucial role.

The most contemporary and evolved version of the Service Design approach, now the focus of new currents of research and experimentation, aims to integrate additional extra-disciplinary contributions that may prove useful when facing increasingly complex design challenges. The advanced course in “Service Design for Systemic Change” thus offers training that updates professional skills and tools in the area of Service Design to respond to today’s social, economic and environmental challenges on both a small and large scale. Indeed, the role of the service designer is no longer limited to designing effective and desirable service experiences; instead, it has taken on a transformative role that involves reading, interpreting and responding to current and future needs through solutions that take into account all elements of the system and its impact at various levels.

During the course, participants will therefore learn how Service Design can be a lever of transformation, as well as innovation, for organizations and society through the acquisition of practical skills and reflective abilities to support systemic design.


  • Start date: Wednesday, 26 April 2023
  • End date: Sunday, 11 June 2023
  • Language: The course is entirely taught in English
  • Course Hours: 52 hours in total (35 hours online + 17 hours in person at the jam event)
  • Commitment: 2 days per week for five weeks (Tuesdays and Saturdays, except for Wednesday, 26 April) + 3 days of attendance at the jam, Friday to Sunday (9, 10 and 11 June)
  • Online Course Schedule: 7 hours weekly, divided in 3 hours on Tuesdays (except for Wednesday, 26 April) from 5:00 pm to 8:00 pm and 4 hours on Saturdays from 9:00 am to 1:00 pm
  • Jam Event Schedule: 17 hours in total, divided in 3 hours on Friday 9 June (from 2:30 pm to 5:30 pm), and 7 hours on both Saturday 10 June and Sunday 11 June (from 9:30 am to 5:30 pm)
  • Location: first 5 weeks online and in-person attendance at the jam
  • Costs: € 2,300 plus VAT (22%)

Course Objectives

The programme stems from an advanced vision of the approach, the process and the tools used in Service Design to support professionals, designers, and public and private companies to adopt a systemic approach based on an interaction between different actors that goes beyond the single physical and digital experience, also including strategic and impact aspects in the design. More specifically, during the course industry experts and qualified teachers will address some of the most widely discussed issues in the field of service design at an international level, sharing approaches, methodologies and tools functional to systemic and speculative design, the definition of data-driven service and related digital experiences, and impact assessment.

The aim of the course is to provide advanced service design skills for professionals already working in the fields of design, marketing and management, for those connected to design activities from a human resources perspective, for those involved in strategic consulting or those who wish to improve their entrepreneurial skills.

Admission Requirements

This course is intended for candidates with a high school diploma or degree in Design, Architecture or Engineering, as well as in non-polytechnic disciplines such as Economics, Communication Sciences or Social Sciences for which polytechnic disciplines can offer a significant contribution to previous professional training.

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The didactic offer consists of lectures, workshops, seminars and more. The programme includes an online course and in-person workshop.

The online course will consist of:

  • 2 days focused on advanced service design concepts and innovation models
  • 2 days on systemic design and the design of project tools
  • 2 days focused on speculative service design approaches
  • 2 days on data-driven service design
  • 2 days on sustainable service design and impact assessment  

It will be possible to further explore the course topics listed above during a three-day design experience, which will be held in person over a weekend. The jam will take place in a suggestive location to experience three immersive days that have an experiential value in addition to the educational one.

Module 1

April 26 and 29, 2023

Service Design Landscape

The first module introduces participants to the role of Service Design in innovation and transformation processes, reflecting on the evolution of the discipline and its integration with extra-disciplinary approaches.

The module is led by:
Chiara Diana, Chief Design Officer at frog
Veronika Ji, Strategy Director at frog
Zuzana Peskova, Senior Service Designer at frog

Module 2

May 2 and 6, 2023

Systemic Design & Critical Tool Design

The second module focuses on the connection between Service Design and system design in order to provide theoretical and design tools capable of analysing and designing complex service systems.

The module is led by:
Roberta Tassi, Service Designer & Founder at Oblo & Service Design Tools
Yulia Besplemennova, Service & System Designer at Oblo

Module 3

May 9 and 13, 2023

Speculative Design Approaches

The third module explores speculative design approaches useful for the interpretation and development of future scenarios, as well as for anticipating the needs and behaviours that characterize constantly evolving contexts and experiences.

The module is led by:
Tobias Revell, Design Futures Lead at Arup Foresight
Malina Dabrowska, Design Lead at Arup Foresight

Module 4

May 16 and 20, 2023

Data-Driven Service Experiences

The fourth module explores the design of the digital component of service experiences, focusing in particular on data-driven service models and the interpretation of the same through the application of emerging technologies such as artificial intelligence.

The module is led by:
Paolo Ciuccarelli, Professor at Northeastern University
Jacob Magnell, Service & Business Designer at SKF Group and Podcaster

Module 5

May 23 and 27, 2023

Sustainable Services & Impact Assessment

The fifth module explores the theme of sustainability – social, environmental and economic – as a key aspect in the design of service systems and the assessment of the related impacts in the short, medium and long term.

The module is led by:
Erwan Mouazan, Founder of Ecovala & Post-Doctoral Researcher at University Of Vaasa
Lavinia Pastore, Co-Founder of Open Impact & Research Fellow at Milano-Bicocca University

Module 6

June 9, 10 and 11, 2023

Jam Event

This module has been designed as an immersive experience aimed at experimenting the systemic and transformative Service Design approach in a practical way, through the application of the contents discussed in the previous modules to a real case.


The training offered by this course is aimed at graduates and professionals interested in acquiring specific skills in the field of Service Design. The maximum number of participants is 30.

To access the selection phase, please fill out the application form.
Deadline for the application: April 10, 2023.


Participation in the "Service Design for Systemic Change" course costs € 2,300 + VAT (22%).
The course includes both the first part online and the in-person jam event.

It is possible to purchase the online course separately for a cost of € 1,450 + VAT (22%).
It is not possible to purchase the Jam alone.

Are also envisaged fee reductions.



Info & Contacts

Continuing Education Office
Via Don Giovanni Verità, 25
20158 Milano MI
Tel. 02.2399.5911