CASE STUDY
Master in Digital Experience Design by Runroom
Areas
Investigación de usuario. Customer Journey Mapping. Design Thinking. Formación en CX. Metodologías ágiles. Design research
BAU is a modern, innovative, and multidisciplinary higher education center that views design as a social, cultural, and economic driver. Since 2014, Runroom has been responsible for the Master in Digital Experience Design, aiming to train designers with critical thinking and business vision, capable of transforming the consumption experience of a product or service in the digital medium.
The master reaches its eighth edition this year and annually attracts students from all over the world who actively participate in the creation of real digital products by implementing the course learnings.
What is Digital Experience Design?
Digital experience design requires researching the context, defining different customer archetypes, identifying their real needs, concerns, and frustrations to extract valuable insights that allow designing the Customer Journey perfectly and detecting opportunities in the digital environment.
Our goal is to convey how to design a digital product beyond the visual, considering all these aspects.
Future designers must have a holistic view of the digital business to integrate into multifunctional teams composed of varied profiles such as developers, business strategist, project managers, or marketing leaders.
For this, the course applies Agile techniques for digital product development to work iteratively and incrementally, and the Design Sprint methodology from Google Ventures to tackle the challenges or improvement points identified in the Customer Journey always focusing on the business vision.
“Un diseñador digital hoy en día deber ser capaz de abordar disciplinas como Visual Design, Interface Design, UX Design o Product Design con soltura César Úbeda, Director y profesor del máster, CXO en Runroom”
Introducing market trends into the academic field
The course program is designed to train multidisciplinary designers who thoroughly understand the particularities of the digital medium to learn how to create memorable customer experiences, transforming the very experience of using the digital product and generating desire and emotion at every touchpoint with it.
We work from user research, to creating a Customer Journey, to design applied to the digital medium and the tools to understand how to design a product or service, and finally to its implementation through frontend development knowledge.
“La experiencia digital va más allá de la experiencia visual. Hemos de incorporar, tecnología, negocio, intencionalidad, usabilidad, emoción... aplicar el diseño restando lo superfluo y centrándose exclusivamente en lo que tiene valor para el usuario. Jordi Hernández, Profesor del máster, CIO en Runroom”
To ensure this holistic vision and the viability of the projects worked on during the course, we delve into business models, discuss alignment with business objectives, Customer Development, Lean, and Digital Marketing, through examples and real cases presented by professionals from Runroom and other pioneering companies in the digital field, who bring their vision to the course workshops and masterclasses.
You will find some testimonials about the first edition of the master in this article.
“Entender a los usuarios y tener una visión holística son piezas clave en el diseño de productos digitales. Por eso brindamos las herramientas necesarias para crear experiencias significativas que mejoren la vida de las personas. Jorge Valencia, Head of Experience Design en Runroom”
More success stories
Bayer
Bayer AG needed a high-performance Design Team capable of combining user, business, and technology needs into a high-impact product; a platform that consolidates different services and serves as a tool for healthcare professionals globally. At Runroom, we took on the challenge of conceptualizing a solution in just 6 sprints, resulting in a successful pilot test that will serve as a reference for the development of new projects within the company.
Boehringer Ingelheim
Understanding customer behavior and motivations allows for more effective decision-making in a company's strategy. We supported Boehringer Ingelheim in creating a 100% customer-centric digital strategy for the pharmacy sales channel, based on in-depth knowledge of the pharmacist customer to enhance repeat purchases, increase loyalty, and have control over distribution in pharmacies nationwide.
Viajes El Corte Inglés
Building a strong relationship with the consumer and listening to what they have to say is essential in the post-digital era. What has been their experience at each touchpoint? What are their preferences? Only with this information can the brand react in time to optimize and personalize the user experience. For Viajes El Corte Inglés, the challenge was to find a platform that would allow them to understand and predict customer behavior, and Medallia was the answer.
Bayer
How to design a system capable of connecting a global brand with hundreds of local realities.