The Master in User Experience and Product Design Digital Services wants to be qualified in one of the most sought disciplines within the industry of digital content and usability professionals. ESNE and Telefónica I + D, a pioneer in the creation of teams of user experience (UX) have jointly developed the structure and program of the Master, with which it seeks to respond to the growing demand for trained professionals specific in UX.
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The Master in User Experience and Product Design Digital Services wants to be qualified in one of the most sought disciplines within the industry of digital content and usability professionals. ESNE and Telefonica R & D, A pioneer in the creation of teams of user experience (UX) have jointly developed the structure and program of the Master, with which it seeks to respond to the growing demand for professionals with specific training in UX.
This Master is aimed primarily at designers and researchers users, as well as engineers, computer or marketers. With an innovative and practical methodology that encourages active participation, multidisciplinary teams have been created by mixing different profiles, in order to develop a common project that can deepen user experience from different professional perspectives.
In this sense, it has two workspaces designed for the practice of co-working where students can work on the development of projects and cutting-edge technology areas. Specifically, the User Experience Lab Telefonica and CEEIC- Entrepreneurship and Employment Center for Creative Industries ESNE.
Apply design techniques based on user experience, product design and digital services.
Ability to improve usability, accessibility and, in general, the experience of users in the products or services you contribute to develop.
Adapt all design skills to the digital environment making the experience of users of the products or services you develop provide a better user experience.
Demonstrate an advanced understanding of the principles and design methodologies based on user experiences, applying them effectively and creatively.
Improve customer acquisition and retention of your company through improving its products and services, based on incorporating user experiences design.
Being able to find innovative solutions to problems of usability, accessibility or other detected by the experience of users of products or services.
Leading design tasks products and services on projects in multiple business areas, both in the public sector and companies.
Understanding the social, environmental, business context in which various products and services are developed, to apply this knowledge in innovative user experiences.
Understanding the influence of design of user experiences in the process of product innovation and services.
Analyze and implement emerging technologies and resources (RRSS, internet of things, audiovisual resources ...) from functional and business prospects, aesthetic.
Being able to model the behavior of users and develop patterns of use and consumption, to improve the design of products and services.
You will use techniques and appropriate means to communicate and testing and projects.
Develop business skills to communicate professionally with potential customers, being able to express the value of the proposals for those business needs.
Develop management skills and collaboration, participating as an active, thoughtful and responsible for a team in which different disciplines involved, and different academic and business cultures member.
Module 1. Foundations of UX Design | 6 ECTS
1.1. History and background. social, economic and technological fundamentals (What is and how it arises). Different schools, different nomenclatures and their evolution towards a common corpus.
1.2 State of the art. UX challenges and opportunities. The industry of digital products and services 1.3.- The UX professional context. organizational models (start ups, consulting, integrated departments in companies, etc.). The different disciplines involved in the process, associated profiles, skills and knowledge. UX department of Telefónica i + d.
1.4.- introductory workshop projects.
2. Research Module | 6 ECTS
2.1 Investigate UX. Inherited own methodologies and methodologies from other disciplines. Phases of the process, user types and appropriate methodologies.
2.2 Objectives of research in the different phases of project development. Research teams and specific methodologies.
2.3. - Data interpretation and hypothesis conversion projects.
3. Service and Product Design Module | 6 ECTS
Annual material focused on project development, through which the project methodology and analysis and implementation of concepts and techniques and methodologies for each phase of it will be addressed.
3.1 Historical introduction to the design of products and services. The role of the designer in relation to the other phases. The relationship between product design and service design. The cultural influence on ways to approach projects.
3.2 The design process: exploration and concept. Tools, techniques and methodologies.
3.3 The design process: Conceptualization. Facilitation techniques, ideation and creation. Co-creation and co-ideation. Prototyping as a model of thought. Tools and prototyping techniques.
3.4.- The design process: Development: Multidisciplinary workflow, QA (Quality Assurance) methodology. functional prototype. Review of tools and techniques that enable the creation of a digital prototype. Validation projects. The iterative method: refinement, simplification, changes during project implementation.
3.5.- The design process: Launch and evolution. Communication and marketing strategies. The user experience as a sales pitch and marketable value.
3.6.- The design process: monitoring behavior and evolution of the product on the market. Research methods of using the product or service: quantitative and qualitative data, analytics, usability analysis, user interviews, etc .; analytical behavior for informed design.
3.7.- Analysis of equipment and interdisciplinary collaboration in each project phase. Skills and roles.
4. UX management module | 6 ECTS
4.1.- Management teams. Talent recruitment, selection processes and support career development. Teambuilding and its connection with other related professionals.
4.2.- equipment models and organizational structures. Skills, profiles and different skills. Team's KPIs and Company's KPIs Project Management 4.3. Planning time and resources.
4.4.- project communication strategies.
5. Innovation Module | 3 ECTS
5.1 Introduction to innovation: Marcos and approaches. evolutionary innovation and disruptive innovation.
5.2 Innovation in products and services.
5.3 Innovation in processes and business models.
5.4 Social Innovation.
Module 6. Business strategy | 3 ECTS
6.1 Review of business perspective in the development of products and services.
6.2 Design of business strategy.
6.3 Business Models. Approximation of business models in environments of uncertainty. Evolution of business models.
6.4.- success metrics and performance of company and product / service.
Module 7. Emerging Technologies | 6 ECTS
7.1 Review of technological developments and their role in creating innovative products and services. functional perspective, aesthetic, commercial and criticism.
7.2.- The social, cultural and ethical impact on society and human behavior.
8. Module Design Foundations | 6 ECTS
8.1.- General principles of graphic design and product and its application to design user experiences: identity design, information architecture and interaction design.
8.2.- From data to design: Metrics and usability studies to evaluate the design.
8.3.- Design and project communication: Techniques for effective communication.
9. Professional Practice Module | 6 ECTS
10. Master's Thesis Module | 12 ECTS
Ideation and development of an innovative design project in an area of interest using all the knowledge and skills acquired in the master, both intellectual and technical and professional.
Training and career
The area of action of these professionals is vast and growing. In private companies and the public sector, and in virtually all sectors of activity; in fact, it is applicable to any area where goods and / or services for people believe. From banking to mobile apps, or review and redesign the services of a hospital.
According to a recent report by Nielsen Norman Group User Experience Careers, jobs UX experts are mainly in the computer industry (23.3%) and in those sectors where many transactions are made or offer key content online such as: financial companies (10.6%), health services (6%), education (6%), marketing (6%), government (5.6%).
On the other hand, 16.5% of jobs are located in UX consulting firms, and serving industries of various kinds.
It should be added that the overall objective of the master is to train professionals able to work in any of the above mentioned models, ie, lead teams or join teams UX established for creating design projects innovative products and services and relevant for the people. Thus, in the curriculum both profiles are analyzed and deepens the competencies needed in each case.
Telefónica I + D