To convey, in a practical way, all the main concepts, mental models and tools of the design applied to the construction of services. Train professionals prepared and able to design the services of the future, looking at new business models, providing fluid and positive experiences in services rendered, in search of differential and added value perceived by users.

For whom?

Professionals from diverse areas of activity such as: business, technology, administration, processes, marketing, innovation, design and architecture, as well as entrepreneurs interested in Service Design. At the end of the course, students will be able to act in consulting, in areas of innovation in companies or even undertaking in startups.

How is it?

In an economy where household spending is greater on services than on products and new business, such as Uber, Nubank and AirBNB, they transformed the sector of activity, it becomes necessary to train professionals with tools and mindset to enter into this culture, building and re-meaning the market sectors.

The market

Service Design has become a very promising area of great applicability.

The company has migrated from possession to use, and is mainly based on the new economic models (creative economy and collaborative economy), which has developed new businesses such as Uber, Nubank and AirBN, but Service Design has served other sectors such as Government, Health, Transportation, Entertainment, Tourism, Education and Financial Services.

The IED Rio service design course

This is a hands-on course that will enable the student to use the tools, techniques and mental model of the Service Design through actual experiences. Students will have contact with specialist teachers in an environment conducive to putting into practice all the learning, in the form of LABs, at the end of each module.

The course provides practical design experiences for students to apply all the knowledge acquired in the course, in the Learning Doing IED methodology. The projects will be worked in groups and on the day of the LABs there will be the tutoring of a specialized teacher who will follow the projects from start to finish, helping the students to connect all the points learned throughout the journey.

Moreover, to help you achieve your professional goals, the student still has the opportunity to get to know the market outside Brazil, through a 40-hour International Module at the IED Italy or IED Spain venues.


MODULE 1 - Service mindset

  • Society of Services
  • From Services to Experience
  • Digital Services
  • Exponential Technologies
  • Ask for Understanding - Identifying Challenges
  • Lab # 1 - Frame the Challenge

MODULE 2 - Human centered design

  • Complex Systems
  • Design Research
  • Design Tools
  • Design Insights - Analysis and Synthesis
  • Consumer Day
  • Lab # 2 - Research

MODULE 3 - Creative Thinking

  • Creative Protagonism
  • Facilitation Techniques
  • Cooking with users and stakeholders
  • Creating Desirable Futures
  • Lab # 3 - Create

MODULE 4 - Make it real

  • Storytelling
  • Design Communication
  • Prototyping
  • Service Blueprint
  • Lab # 4 - Validate

MODULE 5 - Business Modeling

  • Strategic thought
  • Business
  • Business Modeling Workshop
  • Financial Feasibility for Services
  • Implementing
  • Service Safari - In-Service Services Design
  • Lab # 5 - Service Jam - Pitch


  • Pre-Pitch
  • Final Design of Services Design
Program taught in:
  • Portuguese
  • Portuguese (Brazil)

See 11 more programs offered by IED – Istituto Europeo di Design Rio de Janeiro »

Last updated June 8, 2019
This course is Campus based
Start Date
19,404 BRL
Investment 12 x R $ 1,617.00
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