RCA Service Design Masterclass

Posted by Hattie Allen

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Transform your Customer Experience. Using the principles and tools of service design, rethink the journey your customers take.

BIMA Members are eligible for a 10% discount, paying £1,080 instead of £1,200.
Please email short-courses@rca.ac.uk to obtain the BIMA discount code.

Dates: 23–24 May 2019

Duration: One and a half days, structured over two days

Day one: full day from 9.30am – 4.30pm, with networking drinks until 6pm

Day two: starts at 9.30am and finishes before lunch at 1.30pm, with an invitation to join a student-led tour of the RCA design studios at the end of the course.

Course Overview

Services represent around 80 per cent of the economy. Service design applies human-centric design principles to make services that are sustainable and desirable for changing consumer needs. It can be applied to 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, 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 how to apply practical tools for effective service design.


Clive Grinyer is a Visiting Tutor in Service Design at the Royal College of Art. Creative Review described Clive as ‘a passionate advocate for the transformational potential of design for some three decades. Today’s focus on the value of digital product design and on design’s value in leading customer experience in the UK is, in large part, due to his work’.

Nicolás Rebolledo is a strategic and service designer and Tutor: Design for Policy Platform Leader in Service Design at the Royal College of Art. His academic and professional practice is concerned with the development and implementation of design-led service innovation processes, with a focus on social and public sector innovation. He is co-founder of UNIT, the strategic design agency behind the inception and first innovation strategy of the Laboratorio de Gobierno de Chile.

Further RCA academics and guest speakers are to be announced.


Thu, 23 May 2019, 08:30 - Fri, 24 May 2019, 12:30


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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