Digital transformation in the university context.
How to design services focused on student needs?


Universities are faced with an unprecedented challenge: initiating Digital Transformation paths by adapting to the changing needs of a diverse target audience consisting of students, parents, companies, institutions and employees.

Stakeholder expectations continue to change as technology and lived experience evolve in other contexts and with other services, elements that become an expected quality standard even in the university domain.

For this reason, Experience becomes a competitive factor, and only by identifying the needs and expectations of the student (and non-student) population will it be possible to provide innovative and personalized services, ensuring positive interaction at every point of contact and collecting and taking into account feedback with respect to the service provided, for continuous improvement.

Service Design
Università Bocconi
Alessandro Pollini
Alice Verioli
Angela Di Massa
Giordano Manchi
Mario Di Giorgio
Maurizio Mesenzani
Paolo Fontò

Image of a University Build Corridor

“We have to design experiences that provide the opportunity to interact with the University at any time and in any context.”

Founded in 1902, Bocconi University is one of the most prestigious academic institutions in Europe, with a tradition and strong commitment to academic excellence, advanced research, and positive contribution to society and the region. Offering a broad variety of services, including education, management training, and research, Università Bocconi prioritizes fostering meaningful relationships with its students, alumni, employees, and partners. 

The BSD team was tasked with a dual objective: to increase the satisfaction index of the student population and enable the staff to provide services and assistance efficiently and effectively.
The project focused on adopting the Student-Centricity strategy as the main driver of organizational choices, thus initiating a cultural and operational change, the result of which was an improvement in the university experience and interactions between stakeholders and enabling systems, platforms, and technologies.

Image of a User Personas file


offices involved in workshops and interviews.

By conducting interviews and co-design workshops, the BSD team crafted Personas, Envisioning Scenarios, and Journey Maps to encapsulate the needs and aspirations of students and the over 40 offices involved in the project. The final solution encompassed the implementation of the Zendesk platform for interaction management, the introduction of "B in Touch", a self-care help center, and the integration of operational models and feedback collection and analysis flows.

Image of a Service Blue Print

A year after configuring the tool and adopting the new procedures, BSD conducted a study to assess the experience and level of satisfaction regarding the use of the introduced platforms.
Subsequently, BSD was chosen as a partner in the transformative journey, advocating for cultural change and the adoption of new practices. This entailed providing advisory services on Customer Experience matters within the University context.