Brands are those “friends” who want us to like them at all costs. They strive so we won’t forget them and put a lot of effort into making the experiences we have with them unforgettable. In order to create this added value, they turn to Service Design: a discipline that studies our interaction and works to improve it.
After last year's experience, in the Masters of Design and Innovation we wanted the students to immerse themselves in the complex world of experience design with Vincenzo di Maria, an expert on the subject.
Vincenzo di Maria
Services designer, social innovator and professional trainer with international experience, involved in projects and consultancy activities across different sectors. He is president of Architecta, Società Italiana di Architettura dell'Informazione and cofounder of commonground people, the place “where design meets positive social change”.
The purpose of this total immersion in Service Design Thinking was to open the minds of the students to new ways of solving problems, focusing on the Market Experience through the study of covered markets in Madrid, like the Barceló Market, the San Miguel Market, the San Antón Market, the San Ildefonso Market, etc.
The young designers first encountered user research, which then led them to the creation of new ideas, prototyped solutions and the presentation of new experience proposals.