Diploma in User Research and Service Blueprinting
Online postgraduate diploma of 800 hours in User Research and Service Blueprinting. 8 modules covering user research paradigms, interviews and ethnography, analysis and synthesis, quantitative and mixed methods, service blueprinting, experience and ecosystem maps, and facilitation and operationalisation with ISO 9241-210, ISO 20252 and Regulation (EU) 2016/679 (GDPR), with an assigned technical tutor.
Diploma in User Research and Service Blueprinting — studying from Singapore
Singapore's product design sector serves consumer electronics, medical devices, industrial equipment and digital services, with strong demand for user experience and interface design. The Singapore University of Technology and Design runs design-focused programmes, and the Design Singapore Council promotes design capability across industries. Engineers working in human-machine interface design combine usability research with embedded and software development. Employers include multinational product companies, technology start-ups and design consultancies.
Fees for Singapore: S$1,560 (Singapore dollar), with instalments and employer sponsorship available.
Relevant bodies in Singapore
Typical roles
Questions from Singapore
Is product or HMI design a regulated profession in Singapore, and is SEIUM recognised?
Product and HMI design is not a licensed profession in Singapore, so there is no statutory registration. Relevant bodies include the Singapore Institute of Architects for some design work and the Design Singapore Council for industry promotion. SEIUM's qualifications are private, not state degrees, and not accredited by any national body, so recognition is decided by employers.
Which Singapore employers hire HMI and product design engineers?
Opportunities exist with electronics and medical device firms, consumer product companies, software houses, and automotive and industrial suppliers. Singapore's manufacturing and healthtech sectors are notable employers. Hiring managers usually look closely at design portfolios and user research work. Your final project can strengthen your portfolio, though employers judge it on their own terms.
Can I study this alongside work from Singapore, and what are the payment options?
Yes, all programmes are online and taught in English, so you can study from Singapore without a student visa and fit lessons around work. The workload is significant, with 1,900 hours for a master's, 800 for a postgraduate diploma and 300 for a specialist course. Fees can be paid in instalments, and employer sponsorship is possible.
Take the controls.
Run a real engineering trade-off from this field. Move the sliders, watch the model react in real time and beat the challenge.
What you will be able to do
Plan user research studies with ethical and methodological rigour.
Carry out interviews, contextual inquiry and diary studies.
Synthesise qualitative data into actionable insights.
Combine qualitative and quantitative methods to segment users.
Build current-state and future-state service blueprints.
Facilitate co-design workshops with customers and employees.
Turn research findings into a service roadmap.
Who it's for
- User researchers
- Service designers
- ResearchOps specialists
- Customer experience consultants
- Business process analysts
- Product designers
- Engineering or science graduates looking to move into the automotive and mobility sector
What you'll work with
- ISO 9241-210 (human-centred design)
- ISO 20252 (market, opinion and social research)
- Regulation (EU) 2016/679 (GDPR, General Data Protection Regulation)
- ISO 9241-11 (usability, definitions and concepts)
- ISO 23592 (service excellence)
- ISO 10002 (customer satisfaction, complaints handling)
- ISO/IEC 25010 (systems and software quality models)
- Dovetail
- Miro
- Qualtrics
- Optimal Workshop
- NVivo
8 modules
1.1Qualitative versus quantitative research1.2Generative and evaluative research1.3Human-centred design under ISO 9241-2101.4Research questions and assumptions1.5Study planning and budget1.6Recruitment and sampling criteria1.7Ethics, consent and data protection1.8Researcher and participant bias1.9Research repositories1.10Workshop: research plan for an after-sales service
2.1Semi-structured interview guide2.2Probing techniques and active listening2.3Contextual inquiry at the place of use2.4Ethnographic observation and shadowing2.5Diary studies and longitudinal studies2.6Interviews with front-line employees2.7Remote and mobile research2.8Field notes and audiovisual recording2.9Managing difficult participants2.10Practical exercise: contextual inquiry in a service workshop
3.1Transcription and data coding3.2Thematic analysis3.3Affinity diagrams3.4Data-driven archetypes and personas3.5Jobs to be done3.6Empathy maps3.7Insights and design opportunities3.8Triangulation of sources3.9Communicating findings3.10Workshop: synthesis with an affinity diagram
4.1Survey design and Likert scales4.2Sample size and significance4.3Cluster analysis for segmentation4.4Card sorting and tree testing4.5Web and product analytics4.6A/B testing and experimentation4.7SUS and UMUX usability metrics4.8Combining mixed methods4.9Visualising research data4.10Practical exercise: customer segmentation survey
5.1Origin and anatomy of the service blueprint5.2Customer actions and physical evidence5.3Line of interaction and line of visibility5.4Backstage processes and support systems5.5Times, waits and fail points5.6Current-state and future-state blueprints5.7Blueprints at different levels of detail5.8Integration with BPMN process maps5.9Governance and updating of the blueprint5.10Practical exercise: blueprint of a repair service
6.1Data-driven customer journey map6.2Employee experience maps6.3Ecosystem and value maps6.4Maps of relationships between actors6.5Scenarios and storyboards6.6Critical moments and emotions6.7Prioritising opportunities6.8Maps for aligning teams6.9Digital and collaborative formats6.10Case study: ecosystem map of a mobility service
7.1Co-design workshops with stakeholders7.2Facilitation techniques and group dynamics7.3Service prototyping and desktop walkthrough7.4Pilots and tests in a real environment7.5Service indicators and SLAs7.6Change management in the organisation7.7ResearchOps and scaling research7.8Service quality and the SERVQUAL model7.9Business case for service improvement7.10Practical exercise: facilitating a co-design workshop
8.1Framing the challenge8.2Research plan8.3Fieldwork8.4Synthesis and insights8.5Current-state blueprint8.6Future-service blueprint8.7Validation with stakeholders8.8Implementation roadmap8.9Report and presentation8.10Final project: final review with the tutor
How you'll learn
100% online programme on the SEIUM campus, with downloadable material, recorded classes and an assigned technical tutor. There are no fixed timetables: you progress at your own pace within each intake, so it fits around your job.
Each module combines theory, guided reading of the original standard and applied exercises. The working software is Dovetail, Miro, Qualtrics, Optimal Workshop and NVivo, in free, academic or evaluation versions. Practical work is based on real procedures: interviews and contextual inquiry with customers, co-design workshops with employees and customers, and service pilots in a real environment. Assessment is continuous by module, plus the final project.
Standards covered: ISO 9241-210, ISO 20252, Regulation (EU) 2016/679, ISO 9241-11, ISO 23592, ISO 10002, ISO/IEC 25010.
Build it end to end
Your final project follows the real engineering workflow, step by step, reviewed by your tutor.
Where this takes you
Requirements
- Prior technical training or professional experience in the sector. No university degree is required.
- An internet connection and a computer able to run the programme's software.
- English sufficient to read technical standards.
Ready to start?
Send your application today. Our admissions team replies within 72 hours with your study plan and funding options.
Frequently asked questions
The programme totals 800 hours over 6–8 months. You set your own pace within each intake, and your tutor helps you plan the workload around your job.
You work with Dovetail, Miro, Qualtrics, Optimal Workshop and NVivo, using free, academic or evaluation versions. Your tutor indicates the free alternative wherever one exists.
A SEIUM Institute diploma, awarded on passing the continuous assessment and the final project. It is SEIUM's own qualification, not an official state degree; its recognition depends on the programme completed and the regulations of each country.
Yes. Modules passed are recognised in a higher programme in the same area (postgraduate diploma or master's). Ask about the recognition policy when you enrol.
Prior technical training or professional experience in the sector (no university degree required), a computer able to run the software, and English sufficient to read technical standards.
Start dates are set by SEIUM's faculty for each intake. Our admissions team will confirm the next available date when you apply.
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