Service Design Innovation MSc

This programme teaches you how to enhance user experiences and design service systems through both theoretical and practical application of knowledge, individually and in multi-disciplinary and interdisciplinary teams.

Based in London’s thriving innovation and creative hub, this master’s immerses you in a dynamic learning environment where design thinking meets real-world application. You’ll explore how design can drive organisational change, shape new service systems, and deliver user experiences that are engaging, ethical and sustainable. Through active learning, teamwork and collaboration, you’ll develop critical thinking, strategic insight and research skills to become an effective practitioner, manager or strategist capable of responding to design challenges in real time.

The programme focuses on developing your ability to design user-driven experiences within innovation management processes across different types of organisations. You’ll benefit from proximity to real-world projects and influential professionals who are shaping the future of user experience design, gaining valuable exposure to the latest practices and perspectives in the field.

Transforming services through human centred design

As digital transformation reshapes industries, the boundaries between services, products and experiences are becoming increasingly fluid. Organisations across every sector. From healthcare and education to technology, transport and retail, there is a need for designers who can deliver seamless user journeys and cohesive service ecosystems.

This course brings together the strategic and systemic thinking of service design with the creative, human-focused approach of user experience design. Through a balance of theory and hands-on practice, you’ll develop a deep understanding of how people interact with services, technologies and environments, and how those interactions can be transformed through design.

You’ll learn to apply design research methods, systems thinking and innovation tools to analyse, prototype and deliver impactful solutions. Whether you’re improving existing services or designing entirely new experiences, you’ll gain the collaborative, analytical and creative capabilities needed to make a real difference.

A practical approach with real-world focus

Your studies will be project-based, collaborative and deeply practical. Working with industry partners on live and conceptual briefs, you’ll tackle authentic design challenges that call for empathy, strategic insight and experimentation.

Throughout the programme, you’ll develop a strong foundation in human-centred design, experience innovation, and service strategy. You’ll also explore the growing influence of technology—such as AI, data and digital production—on how experiences and services are conceived and delivered.