RCA Designing Services & Products with Artificial Intelligence

Posted by Hattie Allen

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Artificial intelligence (AI) innovation through services, products and interfaces that foster collaboration and engagement through experience

BIMA Members are eligible for a 10% discount, paying £540 instead of £600. 

Please email short-courses@rca.ac.uk to obtain the BIMA discount code.

Duration: 1 day

Booking deadline: 1 June 2019

Course Information

This forward-looking workshop will improve your business and creative collaborative managerial skills through AI-powered services/products, bringing a competitive edge to your business or brand. You will learn how to use your imagination to create innovative products and services that are not yet in the market, and develop projects through collaborative teams and first-hand design thinking experience. This course will help boost your strategic understanding of why and how AI helps you and/or your company engage with the public; please note it is not a course that teaches coding.

Through facilitated activities, you will design engaging, collaborative and meaningful services/products facilitated and co-created with AI, and learn when to use multimodal conversational interfaces through the experience of being an AI.

This course will give you methods and techniques to develop service and products that create engagement and foster collaboration. By solving tasks that promote understanding of human motivation through the experience of being an AI and a customer, you will learn to recognise and understand people’s decision-making dynamics. In collaborations through interdisciplinary teams, you will learn to analyse factors and identify, address and deliver targeted information, at the right time, through the appropriate interface.

Throughout the workshop, you will be supervised by experienced Royal College of Art design tutors and practitioners, who you will introduce methods, techniques and case studies relevant to the course. Activities are designed for single-user interaction or teamwork. Group workshop activities will simulate the decision-making process needed to undertake to complete tasks. Deliverables are shaped by you and your team.

In addition to practical skills and knowledge, you will benefit from the experience of RCA design teaching and exposure to the RCA creative community and culture. 


This course will be delivered by staff from the RCA’s School of Design: MRes Design Programme.

Dr Laura Ferrarello leads the MRes Design Pathway in the Royal College of Art’s School of Design. Laura is an active tutor and researcher; working across research projects with industry clients including the Lloyd’s Register Foundation, Fujitsu, Huawei. Laura has particular expertise in experiential and participative design methodologies applied to digital technologies. She has successfully delivered a number of industrial research projects through tangible artefacts and experiential workshops, which enabled companies to rethink the role and value of emergent technologies for people.

Admission criteria

A background in art/design is helpful but not essential. This workshop welcomes both designers and non-designers.

Participants must have a good level of English language.


Fri, 12 Jul 2019
08:00 - 17:00


Royal College of Art, Kensington,

Royal College of Art, Kensington Gore, London SW7 2EU – – – – – – – – – – – – Disclaimer: The information given is accurate at the time of publication, however, the RCA reserves the right to amend the described courses as circumstances dictate.



Hattie Allen

Executive Education Manager, Royal College of Art – Executive Education

Hattie Allen has been a BIMA member since 15th April 2019.

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