Service Design projects - 6th semester
1) Design in complex systems
This course goes beyond the boundaries of traditional service design to address complex societal, technological, and environmental challenges known as wicked problems.
The course critically reflects on the limitations of conventional user research and short-term thinking, introducing students to advanced methodological frameworks such as Transition Design, Speculative and Critical Design, Strategic Design, and Futures Literacy. It highlights the crisis of human imagination and explores how design processes, metaphors, and speculative artifacts can actively shape sustainable futures, reframe established societal paradigms, and transform complex systems in both the private and public sectors.
The lecture series offers a unique insight into the practice of leading international and Czech experts, bringing diverse perspectives and practical toolkits to the curriculum:
Dan Lockton – Imaginaries, New Metaphors & Crisis of Imagination
John Willshire – Smithery, Zenko Mapping & Strategic Foresight
Terry Irwin – Transition Design Framework & Systems-Level Change
Alma Leora Culén – Transition Design, Democracy & Democratic Sandboxes
Denisa Reshef Kera – AI Normativity, ANT & Regulatory Sandboxes
Benedikt Groß – Design Futuring, Triple Diamond & Speculative Prototyping
Matěj Malecha – Behavioral Design, COM-B Model & Theory of Change
2) Learning MOOC - Espaňol for Service Design studies
I summarize in this reflection my six months of very intensive,Spanish online language study and my preparation for studying Service Design in Latin America in a future preferably at EAFIT University in Medellin.
Over these six months, I advanced from a complete beginner to a B1+ level (Going to B2/C1 soon) thanks to a combination of conversation practice with Colombian tutors on Preply, the Busuu app, and watching Colombian television on Caracol.tv. A key milestone was my two-week stay in Colombia, where I lived in a purely Spanish-speaking family environment. This experience helped me overcome my fear of speaking, get used to the pace of real conversations, and better understand the local culture and way of life.
I learn Spanish language completely from English language, not using my native Czech language which is completely different learning experience for me and I enjoy that a lot.
3) The future of work: technology, communication, cooperation
Sharing of the practical experience with using AI tools was opening-eyes experience provided by Radim Chalupnik, expert from digisklls.cz Final sharing of the experience within the class was very inspiring and helpful how the automation using AI can practically save time and be more creative.
My project consist of research / learning and practical workshop with the class for CX feedbacks unstructured data amd its outputs automation for business use in corporate environment.
4) Continuous education by visiting in person conferences for CX/UX/SD experts:
X4B – Experience for Business 2026:
Focus: Strategic management of the customer experience (CX), bridging the gap between business and research, and the measurable impact of design changes on business metrics (ROI).
Key benefits: Case studies on service transformation, the implementation of AI in customer journeys, and the optimisation of CX processes in large organisations.
Clientology – Bites & Bubbles monthly Meet-ups:
Focus: An intimate networking and discussion format for leaders and experts in the fields of CX, retention and customer success.
Key benefits: Sharing practical experiences in an informal atmosphere, tackling specific real-world challenges (crisis communication, churn prevention) and building relationships within the community.
Legendary Europe UX Camp Berlin 2026:
Focus: Europe's most iconic 'barcamp' (unconference) for UX, UI and service designers.
Key benefits: The agenda is set by the participants themselves on the day; the main topics tend to be inclusive design, research ethics, innovation in prototyping and accessibility in an international context.
Focus: A multidisciplinary festival and conference linking product, graphic and service design with themes of sustainability and innovation.
Key benefits: A perspective on design as a tool for social change, workshops focused on sustainable development, and inspiring installations by both young designers and established studios.
Focus: Regular monthly meetings of the Czech design and UX community, held in a hybrid/in-person format.
Key benefits: Short talks on current trends (e.g. AI in UX research, design systems, accessibility), followed by discussions and networking with industry experts.
What I have learned so far during 6th semester?
The sixth semester of the Service Design bachelor's program at Masaryk University represented a pivotal academic and professional milestone for me. During this term, I interconnected the methodological foundations of the discipline with hands-on international practice, having spent several months laying the groundwork and establishing strategic contacts. I deepened my knowledge of complex system design, ethnographic research, and advanced customer journey mapping. Additionally, I localized my professional portfolio into Spanish, achieved a B1+ language level, and began learning Malagasy and French to facilitate everyday communication with the local population in Madagascar. The coursework allowed me to examine services beyond the lens of Western markets and digital interfaces, focusing instead on socio-cultural nuances, distinct community dynamics, and systemic barriers that fundamentally shape service delivery across different regions of the world.
A cornerstone of the semester was the opportunity to apply a CX and Service Design lens during field research in two developing countries across different continents: Colombia and Madagascar.
- In Colombia, a two-week immersive experience within an exclusively Spanish-speaking family environment allowed me to explore the principle of familismo, community-based service frameworks, social e-commerce, and accessibility in public spaces.
- In Madagascar, my focus shifted to understanding the cultural concept of harmonious coexistence (fihavanana) and the operation of phygital ecosystems in a developing economy, particularly regarding mobile wallets, financial inclusion, and education.
The empirical data and insights gathered from both field trips form the direct methodological foundation for my final Service Design diploma project. As a CX expert with over fifteen years of experience in banking, insurance, and telecommunications, I can critically contrast mature digital services with solutions tailored to the specific realities of emerging markets in South America and Africa. This unique perspective enables me to design sustainable, inclusive, and user-centered services that respect local infrastructure, cultural values, and genuine user needs—even within entirely novel environments and contexts.