FAQ MA Service Experience Design and Innovation

Q: Tell me more about MA SEDI at LCC
– this is from the LCC blog http://blogs.arts.ac.uk/london-college-of-communication/2017/03/31/new-course-discourse-ma-service-experience-design-and-innovation/

We’ve consolidated the experience of a decade of Postgraduate teaching in Service Design at London College of Communication, and developed a new course that gives students an in-depth and full understanding of Design for Service, Experience and Innovation.  We offer an immersive and industry focussed programme, in which students work on long and short projects with public sector and private organisations.  Service Design projects are by nature very complex,  involving networks of stakeholders with different priorities and values, and the course provides students with the tools necessary to fully investigate these contexts and innovate through meaningful interventions. From the very beginning of the course students work directly with the people they are designing with in a wide variety of contexts,  through research and co-design strategies, and gain the confidence to engage with stakeholders and the ability to analyse and apply the results of this engagement. The course is very much rooted in practice and the students learn by doing and engaging in live projects.

What is the advantage of studying the course at LCC?

The course is shaped by being located within the Design School at LCC, so it has a strong studio culture and an ethos of learning by doing. Students work in groups on the first few projects and are able to learn not only from the teaching team but also from each other’s varied professional and cultural backgrounds. The course team, and the college, is engaged in research into different areas of design and innovation and this feeds directly into the teaching as well as the projects students engage with. All students at LCC have access to our technical facilities and can book onto basic learning courses that enable them to experiment in the technical spaces, for example with software and digital tools as well as with more traditional printing, letterpress and 3D construction and prototyping. Students are part of the LCC Graduate School, so are invited to multiple talks and events across a range of design and media disciplines. The course also takes advantage of the links with other courses such as Interaction Design, Graphic Design and Design Management.

By joining the course students also become part of the research community at LCC and benefit from exposure to the network of contacts, alumni, and links with industry and public sector organisations. In addition LCC is part of UAL and as such the students are part of a much larger community or learners and researchers, and are able to attend and participate in events, talks and workshops across the University.

What kind of practice-based projects can students expect to engage with and how does the course explore the relationship between theory and practice in a professional context?

Every year we try to run a balance of public and private sector project, and most of these projects are live. Public sector projects are great at training Service Designers because they are very complex and involve many different stakeholders; this year for example we ran a project with Camden Council about ageing and loneliness in the borough, which came out of the Public Collaboration Lab, an AHRC funded partnership between UAL and Camden Council. In addition this year we are running a project with international sporting goods company Decathlon about developing managers’ capacity to deal with change within the organisation, and a project with the charity Plan UK, to look at different forms of public engagement with causes.

Practice and theory are both embedded into everything that we do, so each practice based project will have underpinning theory, and each theory-based assignment will have an element of practice or research-through-design. In the first and second terms, students work on one project unit and one theoretical unit in parallel. In the third and fourth terms students specialise in their major projects or thesis, in which practice and theory are integrated into a self-initiated project. Our lessons can take the forms of lectures, practical workshops, tutorial sessions, presentations and pitches, industry talks, museum visits or technical sessions.

What skills/interests do you look for from applying students?

An interest in and understanding of Service Design or Social Innovation and experience of working in a people-centred manner. Some of our applicants come from traditional design backgrounds, for example from graphic design, product design, interaction design, or architecture and spatial design, while others come from other backgrounds such as business and management, marketing, finance, anthropology or customer services. Many applicants have prior work experience. Applicants from a design or related background are expected to show a portfolio of work showing finished projects as well as development work. Applicants who are not from a design background are expected to show some engagement within design, for example through their work experience, self-initiated projects, attending Global Service Jams or participating in OpenIDEO.

Where could this course lead graduates in terms of employment/future projects?

The vast majority of our graduates find employment in the design industries, whether as Service Designers, UX Designers, Design Researchers, or Service Design consultants. We continuously engage with our alumni, and many come back and give talks or workshops to the current students, making it a very friendly community. We also engage directly with recruiters and service design agencies, and our degree show is often the site of impromptu interviews.


  1. What is the difference between UX, Service Design and Design Management ?
    there isn’t a quick and easy or straightforward answer, and it’s not an easy question. Here is an attempt:

MA SEDI at LCC – http://www.arts.ac.uk/lcc/courses/postgraduate/ma-service-experience-design-innovation/
By exploring design at a strategic level, MA Service Experience Design and Innovation offers the opportunity to work collaboratively with experts from different fields. You will learn service design research methods and processes, offering opportunities for user-centred and co-designed innovation of services (digital and non-digital).

MA UXD at LCC – http://www.arts.ac.uk/lcc/courses/postgraduate/ma-user-experience-design/ 
MA User Experience Design focuses on the research, design and development of digital systems, and the social, political, personal and spatial contexts that surround them.

MA DMC at LCChttp://www.arts.ac.uk/lcc/courses/postgraduate/ma-design-management-and-cultures/
MA Design Management and Cultures examines the design process and its strategic role in business, society and culture, drawing on a range of interdisciplinary perspectives from business and the arts.  You will develop design research, management, communication and analytical skills enabling innovative and future facing design thinking.


How the three courses are different (and similar)

The MA SEDI has a strategic approach to designing services – briefs are quite wide and can be approached in a lot of different ways, so the design outcomes might fall within the area of UX and digital services, but are more likely to encompass a wider strategy affecting also for example physical spaces or management structures or other designed touchpoint. We look at the whole user experiences with a service. We also teach a critical view of project management and start-up entrepreneurship, as well as global future trends.

On MA UX you will be directly engaged in the design of experiences that centre on digital technologies, incorporating an understanding of how cognitive, embodied, and spatial perceptions contribute to human experience. You will do this using design methods in a working design studio, developing a critical awareness of the political and ethical dimensions of socio-technical systems through your practical work.

The MA DMC course is more concerned with how the design process is managed and how it fits with business goals, wider cultural contexts and how design may drive change. We look at a range of business models and related areas including service design, UX, sustainability and social enterprise. Briefs will challenge your critical design thinking and communications skills so that you may develop the ability to collaborate effectively with various stakeholders and audiences.

All three courses will teach you design research methods and processes, offering opportunities for user-centred and co-designed innovation. They are all very project focussed but also provide critical theory and context.


How the three fields are different (and similar)
Service Design is oriented towards the strategic provision of public services, as well as private and third sector services, focusing on innovation. This is similar to UX in the way they conceive of a range of outputs and the methods they bring to bear on the design process. They are dissimilar to the extent that UX design incorporates interaction design, interface design, and visual design. They are similar in the reading and focus on experience design. Design Management on the other hand, takes a broader holistic view of design, examining its correlation to business, society and culture, globally. Sharing of experiences and debating issues that arise are encouraged.

Articles you could look at:


A quick fun explanation of Service Design – https://www.slideshare.net/mobile/BusinessGoesSocial/what-is-service-design-cartoon-explanation?platform=hootsuite 


What you might expect to do upon graduating from each course.   

On graduating MA:UX students would expect to work as UX Designer, Experience Designer, Interaction Designer, Information Architect, Interactive Media Designer, Web Designer, Communication Designer, Digital Designer, Product Designer, Design researcher.

MA SEDI student would expect to work as Service Designers, Design Researchers, Experience Designers, Design Strategists, User Centred Consultants, Participatory Designers, UX Designers, in both private or public sectors.

MA DMC students would expect careers in sectors related to design, management, enterprise and culture, for example Design Manager, Service Designer, Brand Manager, Design Researcher, Design Strategist, Design Consultant, Curator, Design Journalism, Future Forecaster.



Do you have any more questions about the course? please ask them in the comments below or email Silvia Grimaldi s.grimaldi@lcc.arts.ac.uk

(Updated October 2017)