This space combines human and technological capabilities to promote applied research and consultancy in service design.

Launching the Centre for Design of Experiences and Services at the School of Design of Universidad del Desarrollo (DES UDD) marked a significant milestone in advancing the discipline. The event was attended by nearly 100 individuals, including academic authorities, faculty members, students, and key industry players.

Federico Valdés, the rector of UDD, opened the event by emphasizing the university’s commitment to innovation and interdisciplinary development. He expressed pride in pioneering a centre for applied research and development focused on service design in Chile.

Alejandra Amenábar Figueroa, dean of the School of Design, addressed the attendees and emphasized the significance of the DES UDD Centre as the country’s first centre of its kind. «This space combines the human and technological resources necessary for research, development, and specialised consultancy projects aimed at innovating and enhancing service experiences—all in one location. We aspire to deepen our focus in this area and expand, transforming the centre into a key hub for technological development within our School.»

The dean elaborated on the significance of service design, citing definitions from international experts such as Lou Downe and Birgit Mager. They emphasize that resource planning and the orchestration of complex systems are fundamental pillars of service design. Additionally, she highlighted the service prototyping methodology used in the DES Centre, inspired by the SINCO Lab at the University of Lapland. This lab is the first in the world to propose simulating service interactions.

The event included a presentation by Mariluz Soto, the director of the DES Centre and a professor and researcher at the School of Design with a PhD in Service Design from the University of Lapland. During her talk, she highlighted the centre’s applied research approach and emphasized the significance of service design in the education of both undergraduate and graduate students. «This space, which is the pioneer in Chile, aims to generate innovative proposals that will impact both academic and professional levels,» Soto stated.

The academic took the opportunity to thank collaborators such as Procorp, who played a fundamental part in developing the UDD Diploma in Service Design.

During the event, there were presentations from prominent national and international guests. Ella Björn and Reeta Kupari, both from the University of Lapland, shared their experiences collaborating with Satu Miettinen, the Dean of the Faculty of Arts and Design at the same university and a recognized expert in Service Design. Their presentation focused on practical examples of service design implementation in Finland.

Cristián Blanc, head of the Department of Science, Technology and Innovation of the Regional Government of Santiago; Constanza Rotman, assistant manager of CXLAB Experience Projects at Caja Los Andes; and Marisa Cozak, executive director of the DEC Chile Association, presented their respective projects. These presentations offered a practical perspective on the challenges and opportunities of service design in various areas.

The launch concluded with a visit to the DES Lab, where attendees experienced first-hand the simulation technologies applied to service design.