RCA Service Design Masterclass

Posted by Royal College of Art – Executive Education

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. 

Dates: 27-28 April 2020

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.


Professor Clive Grinyer is the Head of Programme for Service Design, where he leads the development of this pioneering programme developing service transformations for business and the public sector.

Clive has led award-winning design teams developing services and customer experiences for companies around the globe. He started in design consultancy Ideo in London and San Francisco before co-founding design company Tangerine with Martin Darbyshire and future Apple design chief and RCA Chancellor Jony Ive. He went onto build and lead design teams for Orange, Samsung and Cisco and was Director of Service Design at Barclays, where he pioneered service design to transform financial services.

As Director for Design at the Design Council, he created the Design Demand programme taking design into over a thousand UK companies and as a consultant has worked with the Cabinet Office Policy Lab and at Nesta. 

In 2018 Clive was named in Creative Review ‘s Top 50 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.

Clive is an acknowledged expert in service design, design thinking, digital and technology innovation, speaks at national and international conferences, write articles and blogs and has published Smart Design, a book on design and technology. He was a trustee of the Royal Society of Arts and is Chair of the DBA Design Effectiveness Awards.

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. 

He has worked as an independent strategic design consultant for a diverse range of start-ups, private companies, charities and public organisations. He has been visiting lecturer at UCL School of Management and Imperial College Business School. He is currently completing his PhD and leading the Design for Policy Platform. 

Further RCA academics and guest speakers are to be announced.


Mon, 27 Apr 2020, 09:30 - Tue, 28 Apr 2020, 13:30


Royal College of Art, Kensington Gore, London, SW7 2EU,
City of London

 Royal College of Art, Kensington, London



BIMA Member Price

BIMA Members are eligible for a 10% discount, paying £1080 instead of £1200. Please email short-courses@rca.ac.uk to obtain the BIMA discount code

Royal College of Art – Executive Education

Short courses at the RCA are offered throughout the year to provide unparalleled opportunities for participants to access its world-leading teaching, researchers & practitioners.

We offer a growing portfolio of online Short Courses and Executive Masterclasses that include workshops, summer schools and masterclasses for individuals and organisations.

Our courses are designed to address the professional and personal development goals of our participants in subject areas that include: design thinking, contemporary art, curating, design, architecture, service design, interior design and visual communication.

Courses develop personal and professional networks. We attract a global mix of participants and have welcomed over 64 different nationalities since transitioning to online delivery.

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