Service Design MA
Subject to validation.
Course start date 2025.
Length:
Full-time 1 year, part-time 2 years
Master the art of service design to create solutions that shape the future of user-centric experiences.
The MA in Service Design equips students with the expertise to craft innovative and user-centric experiences. Rooted in the principles of people, products, partners, and processes, this course encourages a socially driven approach to design, aimed at improving user interactions across various contexts. You will explore co-design and collaborative methods to tackle complex problems, employing design thinking frameworks to create systematic and creative solutions. You will develop research methodologies through user research, journey mapping, and service blueprints, fostering an inventive and stakeholder-engaged approach to hypothesis testing and solution implementation.
In a rapidly evolving world shaped by advanced technologies, climate change, and societal shifts, our Service Design course stands at the forefront of addressing these uncertainties. It integrates a design mindset with collaborative, innovative, and pragmatic methods to navigate and influence change. Our project-based learning approach involves collaborations with commercial, public, and social organisations, guiding students through deep research, concept generation, prototyping and user testing. This prepares graduates to confidently apply current thinking and conceptual insight to make meaningful impacts across diverse industries, from healthcare to finance, and beyond.
Why study with us
- Co-design and collaborative methods: Develop your skills in co-design and collaboration by working with stakeholders to address complex problems and create inclusive services.
- Design thinking frameworks: Engage with design thinking practices that challenge you to innovate systematically and creatively while designing user-centred services.
- Interdisciplinary collaboration: Benefit from shared taught delivery with other postgraduate courses, fostering a collaborative environment that encourages knowledge-sharing and interdisciplinary interaction.
- Access to professional-level resources: Utilise a wide range of professional resources, including contemporary technology, media labs, 2D & 3D studios, high-specification PCs, and licensed specialist software.
- Emphasis on ethical and inclusive research: Adopt an ethical approach to user research, focusing on accessibility, equality, diversity, and sustainability within various contexts.
- Development of a professional portfolio: By the end of the course, you will have created a professional body of work that reflects your interests and prepares you for industry, enhancing your ability to communicate research visually.
Course structure
This course is part of our suite of Master’s in UX, Interaction and Service Design, offering a collaborative framework across various specialisations, including MA User Experience Design, MA Interaction Design and MA Service Design. This provides students with opportunities to engage with peers from different disciplines while working on individual assignments. Such collaboration mirrors the professional dynamics in the creative industries today, allowing students to gain valuable experience in interdisciplinary teamwork and real-world problem-solving.
This programme is a one-year course, including 30 weeks of direct teaching time and a 15-week final project. You will need to complete five units and one 60-credit major project (180 credits in total). All units on the course are compulsory and must be passed in order to complete the award. If you study part-time your modules will be split across two years. Full course details, including aims and assessment criteria, will be provided in the course specification upon validation.
Course content
This unit launches your master’s study experience at Norwich, encouraging you to explore leading practices and emerging research within and around service design. Engaging with core design research methods will enhance your critical understanding and knowledge of service design methodologies. This unit focuses on applying these methods to societal and business challenges, aiming to improve services in both the public and private sectors, and develop strategies for collaboration with partners, stakeholders, and experts across multiple disciplines. You will adopt iterative, qualitative, and participatory practices to address complex challenges through in-depth critique and analysis. Continuous experimentation and critical reflection will strengthen your methods within broader conceptual frameworks and ethical considerations.
This unit focuses on developing advanced technical skills essential for idea generation, problem-solving, and practical development in design practice. Through project-based learning, you will engage and experiment in various media and processes, enhancing your ability to design digital products and services. The unit takes an expanded approach to the discipline, encouraging you to challenge technical expectations in contemporary design practices to generate advanced creative solutions. The unit will cover coding, physical computing, user experience, agile working, design thinking, systems thinking, data analysis, and emerging technologies (AR/VR/AI). Through continuous technical experimentation and practical application, you will enhance your practical skills and working methods, ensuring you are well-prepared to tackle real-world challenges and able to develop innovative and effective design solutions.
This unit explores leading practices and emerging research in digital design through reflective analysis and interactive sessions. You’ll gain a critical understanding of your discipline within socio-economic, political, ethical, and cultural contexts, covering key themes such as design history, identity, human/computer interaction, visual language, aesthetics, semiotics, Gestalt psychology, design psychology, wicked problems, globalisation, and consumption. You will develop a range of research approaches, using discursive interaction to inform your inquiry and push your creative boundaries to inspire new perspectives between digital design disciplines. Research-led projects will enhance your ability to synthesise conceptual and practical problem-solving to extend and explore your chosen area of expertise.
This unit encourages your exploration of a range of professional-level technical skills essential for human-centred design and interaction. You will experiment across a range of media, building on the skills and techniques covered in the ‘advanced technical skills’ unit. You will learn the importance of aligning theoretical and conceptual aspects of digital design ideation and prototyping. Through individual and group projects, you will refine technical processes and explore innovative solutions to expand your problem-solving capabilities. Emphasis is placed on creating effective solutions for contemporary and emerging media platforms, supported by practice-based research projects. The unit integrates digital and analogue techniques and various formats, such as coding, prototyping, user flows, and emerging technologies like AR/VR/AI. A research-led approach will empower you to utilise contemporary techniques, blending theoretical ideation with technical knowledge to create complex creative outcomes.
This unit is designed to enhance your knowledge of leading practices and emerging research in digital design. By developing effective research and reflective strategies, you will enhance your critical understanding of key methodologies and gain insights into creative thinking within socio-economic, political, ethical, and cultural contexts. Building on the ‘dialogue, debate, and domain knowledge’ unit, you will explore themes such as design history, identity and representation, human/computer interaction, aesthetics, Gestalt psychology, design psychology, wicked problems, semiotics, globalisation, and consumption. Research-led projects will help you to develop your overall creative persona and assist in developing strategies for conceptual and practical problem-solving, positioning you as a critically engaged and reflective practitioner.
This unit represents the culmination of your master’s study, integrating everything you’ve learned on your studies. You will identify a research question and create a viable project to test your hypotheses, aiming for original outcomes supported by feedback from tutors and industry professionals. Throughout this unit, you will continue to deepen your understanding of the historical, theoretical, cultural, technical, and economic contexts, addressing social and environmental sustainability challenges. You will examine challenges related to social and environmental sustainability and identify relevant industries, audiences, and stakeholders. Research-led practice will enhance your ability to synthesise experiments into complex creative outcomes that reflect your chosen pathway and express an original personal and professional identity.
Careers Information
Across industries, there’s a growing demand for critical and creative thinkers with the knowledge to translate customer needs into effective and deliverable social and commercial services. Our MA in Service Design will equip you with the specialist mindset and skills required to innovate and improve services and advance the field of service design. You’ll graduate ready for service design roles in industry, government and the charity sector, or you could set up as an independent consultant.
This course prepares you for a career in a variety of disciplines related to service design, including:
Career opportunities
- User experience designer
- User experience researcher
- Design researcher
- Service designer
- Digital product designer
- Interaction designer
- Strategic designer
You’ll also get specialist creative careers advice from our Business and Employability Team to help support you as you plan your career.
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Entry Requirements
To apply for the MA in Service Design, you typically need an honours degree of 2:1 or higher. This degree can be in design, computing, or other technical fields, but equivalent qualifications are also accepted. We also welcome applicants with strong degrees in social science, business, or related areas.
Those with industry experience or relevant skills from non-traditional backgrounds are encouraged to apply, including individuals currently employed. If you’re unsure about your eligibility, please contact us for guidance before applying.
Language requirement (International/EU)
If English is not your first language, IELTS 6.5 (or equivalent) is required, with a minimum of 5.5 in reading, writing, listening, and speaking.
Portfolio requirement
A portfolio is not required to apply for this course.
2024/25 university fees
Norwich University of the Arts will assess students’ tuition fee status using the guidance provided by the UK Council for International Student Affairs.
Students from the UK or Ireland, and EU students with ‘Settled’ or ‘Pre-Settled’ status, will be charged ‘Home’ fees if they meet the relevant residency requirements.
Home/UK
- Postgraduate degree (full-time) £10,600
- Postgraduate degree (part-time, over 2 years) £6,625
For home postgraduate degree students starting in 2024, fees will remain the same for each year of your course.
For 2024, UK nationals and EU nationals who have ‘Settled’ or ‘Pre-Settled’ status may be eligible for a government loan towards course fees or living costs. Both full-time and part-time master’s degree students can apply for the master’s loan. Find out more about postgraduate master’s loans.
Alumni discount
Home Norwich alumni can benefit from a £1,000 discount on Norwich postgraduate degree fees.
Staff and teacher discount
All Norwich staff and art teachers at high schools or sixth form colleges can benefit from £1,000 discount on Norwich postgraduate degree fees.
International
- Postgraduate degree (full-time) £24,000
For international postgraduate degree students starting in 2024, fees will remain the same for each year of your course.
If you are a resident outside the UK and the Republic of Ireland, you will need to pay a deposit of £2,500 to secure your place. This will be subtracted from your total tuition fee.
International scholarships and bursaries
We offer a range of scholarships and bursaries for international students. To find out more and see if you’re eligible, please visit the scholarships for international students page.
Additional costs
Your tuition fee covers the full cost of tuition. Accommodation, cost of materials, and living costs, such as travel and food, are not included in your tuition fees.
Learning and teaching
The course is delivered through a variety of engaging learning and teaching methods. Lectures will introduce you to core topics, provide contextual understanding, and clarify the objectives of assigned tasks. You will participate in creative workshops, technical labs, and seminars, and receive individual mentorship. Throughout these sessions, you will have opportunities to work independently, and collaboratively in groups, engaging in practical and creative exercises designed to enhance your knowledge and skills.
Assessment
Our assessment methods will vary based on the unit you choose and provide a comprehensive measure of your learning and progress. These methods may include:
- Course work
- Presentations
- Learning journal
- Reflective evaluation
- Body of creative work
- Reflective research report
- Team project evaluation
- Major project
- Supporting documentation
- Critically reflective essay
How to apply
Applications to our postgraduate courses should be made directly to Norwich University of the Arts using a Postgraduate Application Form.
Postgraduate Application form 2023-24 – Word format
Applications should be returned to admissions@norwichuni.ac.uk
Terms and conditions
- Norwich Terms and Conditions (11/12/20)
- Norwich Student Regulations and Procedures (01/10/23)
- Student Protection Plan (01/11/23)
When should I apply for an MA course?
There is no official deadline for applying for a postgraduate course. We would recommend you apply by 25 August (at the very latest) of the autumn you wish to start. This will allow time for your interview to take place and the necessary paperwork to be processed if you are successful in achieving a place. International students requiring a visa should apply as soon as possible in the year they wish to start. Email our International Team for more information.
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