Service Innovation & Digital Transformation - III Edition

I level
1 year
Alternate weekends (Saturday and Sunday: 09:30/13:15 – 14:15/18:00)

Registrations are open
7-8 October 2023


The new technologies are giving rise to enormous changes in the processes of service management and delivery, but also in the expectations and demands that citizens place on public administrations and companies in general.

Technologies such as the Internet of Things (IoT), artificial intelligence, the social media, require specific training in order to be properly used in service design processes, so that innovation is not only digital, but also social and economic.

Private companies have already started to benefit from the new tools and processes of digital transformation, almost completely adapting their internal management methods, customer relations and customer involvement, business models, etc., while public administrations are struggling to keep up; yet the advantages in terms of efficiency, transparency and social impacts are clear and would decisively benefit first and foremost the citizens.

With the recent emergency related to the Covid-19 related emergency, the importance of not relying exclusively on physical points of contact with the PA and other services in the territory became apparent. At the same time, it was possible to appreciate best practices, implemented by virtuous administrations and companies, which however still remain too rare and isolated.

In most cases, the public institutions found themselves unprepared: in being called to react to an unpredictable event, the answers were often inadequate, despite the attenuating circumstances of the emergency context.

Therefore, Public Administrations and businesses must quickly evolve the way they think and act in order to guarantee a swift response to the most recent changes.

The most recent legal reference is the PNRR n.1 Mission: "innovation of the country in a digital key, thanks to which a real structural change can be triggered".

The Master was designed to test the employees of public and private companies, creating the conditions for the development of knowledge, ability and attitudes required to be able to innovate; using the digital technologies in order to face the challenges posed by the sector of citizen services.

Starting with the general knowledge of the social, economic and technological processes of the world of services, the professional figure that the Master aims to train will be able to handle even the most complex issues, so as to identify the possible solutions and project concrete digital proposals.


Target students and career opportunities

The Master aims to train professional figures able to apply their transversal and project skills to a wide range of business settings related to the management and development of sustainable innovation processes.

Said strategic roles are part of a series of emerging careers, such as:

  • Service Designer, person in charge of the organization of human resources, infrastructures and communication strategies of a specific service with the purpose of improving the interaction between a client and service
  • User Experience Designer, person in charge of the coherent and functional organization of the interaction between the user and the service
  • Innovation Designer, person in charge of supporting the team and the organizations during the digitalization processes;
  • Data Project Manager, person in charge of the integration of data and information for the identification of innovative usage patterns
  • Prospective Analyst, person in charge of predicting the future of an organization and evaluating the impact of its activities
  • New Business Model Manager, person in charge of identifying new business strategies and development models for the future of the organization
  • Resilient Manager, person in charge of identifying new pathways for the transformation of the core business of an organization, involving all the levels in a transversal way
  • Social Media Manager, person in charge of using effectively the various social medias in order to interact with the users
  • Creative Technologist, person in charge of identifying digital technologies for the innovation of specific organization processes or for the interaction with the user.


The candidates of the Master must be in possession of a Bachelor's Degree (minimum requirement for the admission to the Master), a Specialist Degree, Master's Degree and/or "old system" Degree attained at an italian University or an equivalent institution. The candidates in possession of an academic title obtained abroad must be in possession of the declaration of value of the aforementioned qualification, issued by the competent Italian diplomatic or consular representatives of the country in which they obtained the qualification.


The annual tuition, without tax benefits, for the registration to the Master is € 10.000


Students wishing to enrol may request an appointment with the Guidance Office by calling +39 06 3400 6250

Internal Faculty

The Internal Faculty is comprised of more than 70% professors with over-five-years professional experience on the subject matter.

Scientific director

In 2018 she became researcher at Link Campus University.

She was visiting student at HIIT in Helsinki and at Mediolab, MIT (Boston – USA).

She participated in various PRIN projects at the "Sapienza" University on themes related to political engagement and emergency communication.

In 2011 she attained a PhD in Communication Science at the Department of Communication and Research of the "Sapienza" University.

She authored various publications in the following areas: digital media and spatial experience, institutional and political communication.

Her research interests revolve around the participatory culture of digital media, such as civic commitment and political activism through digital media, emergency communication, scientific communication (with particular attention to the vaccines) and studies on critical algorithms, with particular attention to the social media and the algorithms of apps based on position.

Since 2012, her research is also concentrated on the study of the digital media from a gender perspective.

Current role: Associate Professor of Sociology of Cultural and Communication Processes at Link Campus University, where she teaches Internet Studies, Social Media Management, Digital Marketing, Network Society.

Between 2019 and 2021 she was a member of the teaching staff of the PhD in "New Technologies and Frontiers of Law, Economics and Society", and is currently a member of the teaching staff of the PhD "Tech for Good".

She has been coordinating the Bachelor's Degree Course in 'Innovative technologies for digital communication'' since July 2020. Previously, she coordinated the Master's Degree Course in “Technologies and Codes of Communications”.

She is scientific director of the Master in “Social Innovation and Digital Transformation” and a member of the scientific committee for the implementation of the Gender Equality Plan at Link Campus University.


PhD in Interaction Design. A a researcher he takes part in various european and national research projects on themes related to civic engagement and open government, applying the tools of design thinking and urban interaction design.

He was research fellow and co-coordinator of the research unit in “Smart City and Social Innovation” at LCU and, previously, research fellow at "La Sapienza" University on the same themes.

In 2020 he organized a training course titled "design thinking for public decision-makers", with the aim of raising awareness among the decision-makers on the importance of participatory processes.

From 2019 to 2020 he was professor of "Interface Design" at the Quasar Institute.

From 2017 to 2021 he was chair of the special session “Quality in Interaction” of the scientific conference “Human-Computer Interaction International”.

He was part of the Editorial Board of the magazines

International Journal of Political Activism and Engagement e International Journal of Urban Planning and Smart Cities.

He is an expert evaluator for the Horizon Framework Programme, as well as a member of the Italian Sociology Association

Current role: Professor of "Visual and Digital Media Culture"; "Social Media" workshop - Bachelor's Degree in Innovative Technologies for Digital Communication; Digital Transformation - Master's Degree in Technologies and Languages of Communication at Link Campus University.

Furthermore, he is didactic coordinator of the Master in Service Innovation and Digital Transformation and is scientific director for LCU of the european research project “LINKS - Strengthening Links between Technologies and Society for European Disaster Resilience”, financed within the framework of the Horizon 2020 programme.

In 2007, he attained the Specialist Degree in Communication Science at "La Sapienza" University in Rome. In 2012, he attained the research doctorate in computer engineering at the University of Cagliari.

He collaborated with various research centres in Italy and Spain.

He taught Computer Science and HCI at various universities and private institutions, providing experimental workshops on Smart Objects and Internet of Things.

His main research objectives are interactive systems and human-machine interaction, with particular attention to interactions paradigms.

Current role: responsible for design and development of the User Experience and management of the improvement of Customer Experience digital products and services at Olivetti SpA.

In 2012 he co-founded a startup into which he poured his skills as a designer and developer for the creation of interactive installations, receiving major awards and recognition for the company's creativity.

His research is mainly focused on Human Computer Interaction and in particular the interaction paradigms related to the new scenarios of Internet of Things, Artifical Intelligence and the processes related to Digital Transformation within the organizations.

Expert of usability and accessibility, his research is mainly related to the human-machine interaction, with a specialization on the services related to electronic healthcare and inclusive design.

He attained a specialist degree in Publishing and Multimedia Communicationat the "Sapienza" University in Roma; where he also attained a Master in Techniques for Multimediality at the Faculty of Engineering.

In 2014, he attained the PhD in Storage and Management of Digital Documents at the "Tor Vergata" University in Rome.

Between 2006 and 2012 he collaborated in the role of accessibility expert with the LUA and LOGOS labs ("La Sapienza" University) on projects related to eHealth and social inclusion.

Current role: extraordinary professor at Link Campus University and holder of the following teaching assignments:

  • Interaction Design - Master's Degree in Technologies and Languages of Communication
  • Elements of Web and Mobile Programming - Master's Degree in Technologies and Languages of Communication
  • Digital Media Design in the Bachelor's Degree in Communication and DAMS
  • Information Technology in the Bachelor's Degree in International Business Administration
  • Informatics for Political Science in the Bachelor's Degree in Political Science and International Relations. 
  • Scientific Director of DASIC - Digital Administration and Social Innovation Center (LCU)  

Starting from a background in theoretical physics, over the years she has worked on the subject in the broadest sense. Her areas of interest are Statistical Physics, Complex Systems (such as fracture mechanics, defects and dislocations), Acoustics, Simulations of Systems under Critical Conditions, Computational Biophysics (ion channels, membranes and interactions with antibiotics, force field, drug design), Multiscale Models, Continuum Dynamics, Elastic Metrics, Distortions, Nonlinear Elasticity. She is currently working on the structure of materials.

She teaches the following subjects: Mathematics for Management and Economic Applications

Current role: fixed term researcher at Link Campus University; coordinator of the Bachelor's Degree Course in Safety Science.

PhD in public policy, accelerators and social innovation start-ups London South Bank University, “Tor Vergata” University.

Co-founder of The Hub Milano and The Hub Roma.

Member of the GECES Italia and the working group for the G8 impact finance.

Board member of Good Business Alliance UK, member of the working group for the Italian Report on Social Impact Investment; a Task Force established in the context of the G8.

In 2013, he was appointed president of the I-Sin (Italian Social Innovation Network), in 2012 member of the think tank for innovation policies promoted by the Ministry of Innovation and Research, Social Innovation Area.

Curator of the first Social Innovation Agenda in Italy, he collaborated for the establishment of the regulatory framework on crowdfunding and for proposals on social finance (social lending, social impact bond). He trained Liberi Nantes, a football team entirely made up of forced migrants, sponsored by the UN agency for UNHCR refugees.

Current role: research fellow in Social Innovation and Impact Economy, and adjunct professor in “Start-up & Business Models” and “Start-up & Spin-offs” at Link Campus University.

Furthermore, he coordinates the Up - Labs of Innovation and Business for Young Actors of Start Up for Link Campus University.

UX Researcher - CONFLUX - User Experience Research & Design

Professor of Service & Innovation Design at Link Campus University.

Research fellow at Link Campus University. His research is mainly focused on User Experience applied to e-health areas, multimodal and sustainable mobility and social innovation.

Activity of research and communication at "Margherita Hack" (Social Innovation Lab).

Activity of UX Designer, planning and design of services and mobile and Web interface on national and international financed projects.

Current role: adjunct professor of Service Design at the Master's Degree in Communication Technology (LCU).

She coordinated various national and international research projects aimed at exploring the efficacy of the interactive narrations in a game context as a support to the learning process. Among the most recent are: "FACTIVE" (2022), aimed at the integration of the "flipped learning" and "gamification" methodology for the innovation of the vocational training sector; "Harmoonia" (2020), a 'gamified' app for the promotion of the values of the 2030 Agenda; “Cyber Hunters” (2019), an interactive story exploring the importance of protecting our digital identity and “True Hunters” (2017), a project financed by EUIPO (European Intellectual Property Office) to raise awareness among young people on intellectual property and the risks of counterfeiting. 

Current role: fixed term extraordinary professor at Link Campus University. She teaches Interactive Storytelling, Applied Games and Gamification Strategies, and coordinates a multidisciplinary research team dedicated to the in-depth study of the aforementioned subjects.

She teaches the following subjects:

  • "Applied Games" - Bachelor's Degree in Innovative Technologies for Digital Communication, 1st Year, 'Videogames' learning pathway.
  • "Interactive Storytelling" - Bachelor's Degree in Innovative Technologies for Digital Communication, 2nd Year,  'Innovation and Digital' learning pathway.
  • "Gamification Strategies" Master's Degree in Technologies and Languages of Communication, 1st Year.

She is PhD in Interaction Design. She carries out research and development activity and is scientific advisor for Open Factory (Europeaid) and O-City (Erasmus+) projects. In the past, she collaborated with various research centres (such as CATTID at “la Sapienza” University in Rome, and DASIC at Link Campus University) as grant-holder and research fellow. Her main research interests are Social Innovation, Human-Centered Design and Design Thinking with a focus on Co-design and UX/Service Design in a urban context, and smart territories.

Current role: she carries out research and development activity within the context of Digital and Social Innovation at Link Campus University, and holds the following teaching assignments:

  • Social Innovation & Transformation Design (previously known as Participatory Processes for Social Innovation), Master's Degree in Technologies and Languages of Communication.
  • "Making an effective presentation", workshop provided in the context of the Bachelor's Degree Course in Innovative Technologies for Digital Communication A.Y. 2021/2022.
  • Workshop on Making an effective presentation, Bachelor's Degree Courses in Innovative Technologies for Digital Communication, Technologies and Languages of Communication, International Business Administration, Business Management, A.A. 2020/2021.
  • Human-Computer Interaction (HCI) workshop, Bachelor's Degree in Innovative Technologies for Digital Communication, A.Y. 2019/2020.
  • Technologies of Participatory Processes, 1st level Master in Smart Public Administration, A.A. 2016/2017 2017/2018.
  • Design Thinking and Design of Innovative Products and Services Workshop, 1st level Master in Environmental Protection and Environmental Crime, A.Y.2016/2017. 

She is attaining a PhD in Computer Science at the Utrecht University. The aim of the research project is to design an adaptive gamified system based on the Self-Determination Theory.The project assumes an inter-disciplinary character, involving the areas of computer science and psychology. 

As a member of the research team on Hybrid Learning, her research is mainly focused on Gamification and Serious Game Design, including the UX aspect.

She is experimenting the application of interactive technologies, such as Augmented and Virtual Reality and IoT in recreational contexts.

Current role: extraordinary professor at Link Campus University and holder of the following teaching assignments:

  • Information technologies & digital applications, AA.AA 2020/21, 2021/22, 2022/2023;
    Gamification strategies, AA.AA 2021/22, 2022/23;
    Introduction to Serious Games & Gamification, 2015/16, 2016/17, 2017/18, 2018/19, 2019/20 - 2020/21;
    Interactive Storytelling, AA.AA 2018/19, 2019/2020, 2020/21, 2021/22, 2022/23;
    Computer Skills, AA 2021/22;
    Internet of Things, AA 2021/22.

The objective of the module is to provide an overview on the themes of the Master, so as to introduce the objectives of the course.

The module revolves around the concept of digital transformation and its application in public and private contexts.
The course will provide different perspectives on this concept, covering the social and economic impact of the digital transformation processes. Furthermore, great space will be given to the operating description of innovative technologies at the base of the processes of digital transformation (ex. artificial intelligence, big data, blockchain, etc.).

The model will serve as starting point of the training course and as base for the in-depth investigations implemented in the following modules.

The following is a list of the topics covered during the module:

  • Introduction to Digital Transformation and Social Innovation (10 hours)
  • Social aspects of Digital Transformation (10 hours)
  • Innovative Technologies for Digital Transformation (20 hours)
  • Economic Aspects of Digital Transformation (10 hours)

The aim of the module is to pay special attention to the methods and tools required to enable the digital transformation of an organization (in particular of the public adminstrations).

To this end, there will be a specific focus on the tools offered by design to create the entire service ecosystem (from rethinking the multi-channel interaction experience to focusing on a single point of contact of the user with the service).

Furthermore, the course analyzes strategies in support of digital transformation, with a specific focus on national and european programmes.

The following is a list of the topics covered in the module:

  • Human-Centered Design, Design Thinking (10 hours)
  • User-Centered Design e Service Design (15 hours)
  • Programmes and Support Policy for Innovation (10 hours)

The aim of the module is to provide the students with a description of the operational tools required to analyze the broader context of the public and private organizations within which to introduce digital transformation processes that would have a positive impact on society as a whole. The knowledge acquired will serve as a basis to innovation scenarios which in turn will be enable a series of digital and social transformation interventions. In this regard, the workshop will give the student the opportunity to develop the competencies acquired through the theoretical study, improving their ability to research with potential users of a service and the rest of the stakeholders and to analyze and design the overall user experience.

The following is a list of the topics covered in the module:

  • User research tools (10 hours)
  • Mapping the context and the stakeholders (10 hours)
  • User experience and Customer Experience (5 hours)
  • Laboratory: innovative scenarios (20 hours)

The aim of the module is to provide methodologies and tools required to develop effective and efficient services characterized by a high level of satisfaction of the user. In particular, we will delve into the tools that allow us to define, on the basis of context analysis, the starting problem on the basis of which to design the service, the tools for strategic planning of the service, the techniques for conceiving, designing and implementing a service with potential users of the service, and the tools for thinking about how the service can create real added value.

The following is a list of the topics covered in the module:

  • Tools and methods for the definition of problems (10 hours)
  • Project and Service planning (10 hours)
  • Co-design and Co-creation (10 hours)
  • Value Proposition and Value Creation (5 hours)
  • Determining and assessing the socio-economic impact of a service (5 hours)
  • Workshop: Designing the interaction of innovative services (20 hours)

The module completes the contents of the previous unit, focusing on the most practical aspects. Upon understanding how innovative services can be designed, it is necessary to learn how to implement them.
In particular, the module will delve into the methodologies and techniques for the design of services, understood as a set of tangible and intangible elements capable of producing value, will be explored in greater detail.

The technical aspects of design will be analysed, with a specific focus on the visual aspects.

The workshop will enable practical application of the acquired skills in the prototyping of a service.

The following is a list of the topics covered in the module:

  • Planning of web and mobile interface (10 hours)
  • Base of development of web and mobile interface (15 hours)
  • Prototyping of a service (5 hours)
  • Planning IoT services (5 hours)
  • Visual design (10 hours)
  • Evaluation and monitoring of a service (10 hours)
  • Workshop: Prototyping innovative services (20 hours)

The aim of the module is to provide an overview on the main tools and strategies for communication and marketing related to digital and social media.

In particular, the module will delve into themes related to the construction of a marketing plan through the digital media and the risks and opportunity of communication campaigns carried out through social networks. Furthermore, the course will describe the potentialities of storytelling, to communicate the value of a service, involving the target user from an emotional and value point of view.

The learning pathway will provide the tools required to encourage the participation of the target audience including gamification, (i.e. the use of game elements in non-game contexts, with the aim of motivating the target audience to action).
The module will include a workshop session, meant to enable the candidates to test themselves with the designa and implementation of a marketing and communication plan sinergistically exploiting the tools presented. 

The following is a list of the topics covered in the module:

  • Digital marketing (15 hours)
  • Community management (10 hours)
  • Social media strategy (15 hours)
  • Digital & interactive storytelling (10 hours)
  • Engagement & gamification (10 hours)
  • Business Model Canvas (10 hours)
  • Workshop: identifying and realizing a marketing and communication plan (25 hours)

Each candidate of Master's Degree is required to prepare a professional training Project Work consistent with the topics covered by the course. 
Said Project Work is an integral part of the Master's teaching activity, and is subject to assessment, providing 15 university training credits (CFU). 
The aim of the final project is to submit one or more innovative and/or improving solutions through an in-depth study of context variables, processes and application models. The project may involve either the innovation of an activity, or the setting up or changing of an organisational structure, or even the improvement of a new operational procedure or the development of a new process. The PW can be individual or group: in the latter case, the individual contribution will be subject to specific evaluation.


The candidates will be required to take a final test at the end of each Unit. The grade attained for each test (expressed in thirtieths) will be an integral part of the final grade of the Master.

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