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
Kern Pharma - Grupo Indukern
In just five weeks, Grupo Indukern transitioned from managing internal orders through Excel and emails to launching a digital product MVP for employees with real impact on experience, traceability, and business.A project that demonstrates how, by combining Discovery Express, impact metrics, and technical delivery, it is possible to validate complex hypotheses in regulated sectors without oversizing the initial investment.
Bayer
How to design a system capable of connecting a global brand with hundreds of local realities.
Aseguradora líder en España
We faced the challenge of unifying the Voice of the Customer from various touchpoints and channels in the insurance sector. We developed and implemented a comprehensive program to centralize feedback and provide a complete view of their customers' experience. The result was a unified platform that enabled the company to identify improvement opportunities and act quickly, significantly impacting satisfaction metrics.
Runroom I+D
Voice interaction, or the invisible interface, is one of the greatest challenges in UX since the advent of the smartphone. A disruptive change in UX that opens up a vast range of new opportunities in our profession and compels us to a crucial reflection to analyze and understand how we speak with our devices. We present the new Alexa skill for eldiario.es.