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Service Design (MA)

Aditi Singh

Aditi, born and raised in India, has a background in IT and UX Design. At the RCA, she's explored diverse fields such as social impact, financial services and healthcare.


  1. MA Service Design, Royal College of Art, London (UK)
  2. Brand Management (Elective), London Business School, London (UK)
  3. B.Tech Information Technology, Banasthali Vidyapith, Jaipur (India)

Projects at RCA:

  1. Cancer, Trauma and Nutrition as Integrative Care, Healthcare Challenge Lab
  2. Neurodiverse Inclusion in Financial Services, Future Finance Challenge Lab
  3. Achieving Compliance and Engagement for People on Probation, Social Impact Challenge Lab

Experience (around 3 years):

  1. UX Designer, TATA Consultancy Services (TCS), Bangalore (India)
  2. Support Executive, TATA Consultancy Services (TCS), Bangalore (India)

Profile Image

While working in the IT industry, I realised that I wanted to do more with the creativity I have. Gratefully, one magical morning, I was dragged by a friend to a UX Design demo class. The empathetic design processes and human-centred approach caught my attention and my quest to learn more introduced me to Service Design and brought me here to the RCA.

Most of the time, I am a Service Designer who designs with humans at the centre of my heart to bring all smiles and joy to people's faces. I am a multidisciplinary designer who aims to bring about an impact by solving people's complex problems. I am trying to learn a way to make social good and business co-exist in my designs. Inquisitiveness, creativity and compassion are my superpowers and I keep them at the forefront of all my projects.

Other times, you will find me in awe of the beauty, wisdom and mystery of the Universe and fascinated by the stories that people, nature and places have to tell us every day of our lifetime.

Poster Image
Service Proposition

Project Summary

Our Brief:

This project has been a journey of unfolding the experiences of cancer patients/survivors and healthcare professionals to navigate through complex systems to deliver patient-centred design.

The Challenge:

Cancer is the leading cause of death worldwide. Cancer affects not just the body, but also the mind and spirit. It is important to take care of the holistic well-being of the patient. 

Conventional treatment focuses on treating the illness in the physical body and comes with many severe side effects so much so that sometimes patients discontinue their treatment. 

The Integrative care cancer approach helps manage these severe side effects to aid cancer patients in continuing with their treatment for faster recovery.

Our Major Insights: 

1. Nutrition is an integral part of the Integrative care approach being the basic need and fuel for your body. A balanced nutritious diet boosts immunity and heals the mind, body & soul to recover from the side effects of treatment.

2. There is limited time and access to resources. Nutrition is expensive and doctors don’t always have a lot of time and are indifferent towards discussing other care options. This results in irrevocably late advice and also self-advocacy by patients.

3. There’s a dangerous amount of information available at a click on Dr Google and yet there's a lack of streamlined information for the patients and their nutrition.

4. The emotional trauma associated while approaching nutritional care is massive and due to the severe side effects that come with cancer treatment there is a disconnection in their relationship with food.

Our Service Proposition: 

Introducing Dear Diet, a nutrition Hand holder for Colorectal Cancer patients. It is a nutritional data-driven platform that gives streamlined information and personalized recommendations, allowing emotional and experiential mapping associated with food. This will help create awareness at an early diagnosis stage by encouraging healthy and sustainable eating habits for patients. In addition, it will help them recognise their personal nutrition patterns helping them re-establish their relationship with food.

Impact of our Service Propositions:

Dear Diet hugely impacts the following stakeholders:

1. Cancer Patients: provides affordable nutrition advice minimizing the overwhelming anxiety and severe side effects throughout the treatment. It gives back their lost control, through symptom and pattern tracking helping them understand their individual nutrition needs.

2. Doctors, Nutritionists and Integrative Cancer Carers: help them dedicate more time to specific cases, enhance audience connection, and facilitate integrative care advocacy, fostering a healthy doctor-patient relationship so doctors can focus on treating cancer.

3. Medical Institutions & Research Centres: the collected data has the potential to aid future research and correlate food choices with clinical outcomes for all cancer types not just individually but also culturally. Medical professionals can access this data as electronic health records, which can be translated into reports using AI, facilitating a deeper understanding of each case's specificity.

Media attachments on this website:

  • Image: Glimpse of a poster image to spread awareness
  • Image: Glimpse of our Service Proposition

Please feel free to reach out to know more about the project.

Service Proposition
Executive Summary

Our Brief:

Create a digital proposition for neurodiverse individuals and their financial wellness that can be piloted by Barclays in the UK.

We tackled this challenge in two parts:

  • Understanding Neurodiversity in society
  • Understanding financial wellness for neurodiverse individuals

With these two paths explored, we then sought to identify the opportunities in the overlap between neurodiversity and financial well-being.

Our Major Insights:

  • Society is reframing the medical definition.
  • Self-diagnosis is gaining momentum and support from the community.
  • Prevalence in the UK population is underrepresented and the real numbers are close to 50%.
  • Two key challenges identified for neurodiverse individuals were sensory overload and difficulties in processing information.
  • Neurodiverse individuals are exceptionally risk averse because of cognitive distrust within themselves to take the right action.

Our Service Proposition:

We proposed a two-part solution:

  • A semiotic-based design language for neurodiverse individuals leveraging sound, infographics, shapes, colours and opacities as a collective.
  • A proactive credit score product which helps people make sense of their financial world. It is a minimum viable financial service experience that offers proactive support to improve their credit scores through small tasks integrated into their everyday activities.

Impact of our Proposition:

Neurodiverse Individuals:

  • Improves financial service experience for 8 million neurodiverse individuals who bank with Barclays.


  • Their services become accessible to a larger audience.
  • Helps establish a sense of trust and credibility in the market.
  • It can help position Barclays as an industry leader in Inclusive Design, thereby pushing other organisations to deliver neuro-inclusive financial experiences for the 16 million neurodiverse adults in the UK.

Media attachments on this website:

  • Image: Glimpse of touchpoint application: See It, Hear It, Watch It.
  • Image: Executive Summary of the Project

Please feel free to reach out to know more about the project.

How we turned Navigation Mentors' Expectations into Reality
Image of The team at Community Link working on the project
The team at Community Link working on the project
A memory capsule of the project team and their work

Our Brief:

The mission of ACE is to Achieve Compliance and Engagement for people on probation. ACE is a pilot programme provided by the social business Catch22 and funded by the Ministry of Justice (MOJ). Our aim was to support rehabilitation programmes in reducing the reoffending rate which is at 60% in the UK.

Our Major Insights:

  • To find programmes the Navigation Mentors (NMs) from the ACE rehabilitation programme use an internal resource guide, google or their peer networks.
  • These methods are time-consuming and information is often either not available or inaccurate, resulting in rejections of referrals, costing between 1 to 7 hours of their working week.
  • There is a lack of ways of getting to the existing rehabilitation programmes for People on probation.

Our Service Proposition:

Introducing Compass, a multi-stakeholder digital platform for Her Majesty’s Prison and Probation Services and associates in the community that maps together all rehabilitation programmes. It empowers frontline prison, probation and community-based practitioners to spend more time doing what they signed up for - making a difference.

Impact of our Proposition:

Once the directory is developed we can start to build it better. Compass can become a resource centre, collaboration tool, progress checker and ultimately, a community builder connecting people not just programmes. The impact it creates for the involved stakeholders is as follows:

  • People on probation: It can improve digital literacy and provide motivation, agency, support and knowledge. 
  • Service Providers: It can be seen, learn from others, collaborate on projects and scale their initiatives.
  • The Ministry of Justice: It can help them make better decisions and provide funding where most needed, through data collection and categorization which enable them to identify service area gaps and surpluses.

Media Attached on this Website:

  • Video: How we turned Navigation Mentors' Expectations into Reality
  • Image: The team at Community Link working on the project
  • Video: A memory capsule of the project team and their work

Please feel free to reach out to know more about the project.