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Service Design (MA)

Shweta Amale

Shweta, an innovative visionary born in India and residing in London, possesses a remarkable combination of technical expertise and design acumen.

With a background in engineering and coding, Shweta recognised the boundless potential in applying her skills to the dynamic field of experience design. Proficient at navigating abstract and uncertain territories, she excels in bringing clarity to her team.

With over 8 years of experience working alongside cross-functional teams, Shweta has handled design delivery while taking charge of project discoveries and inceptions. Her diverse skill set spans from traditional paper sketches to interactive prototypes. However, it is her exceptional ability to navigate complexity that truly sets her apart.

Shweta's unwavering dedication to her craft is fueled by her firm belief that the process holds immense power. She understands that success is born from hard work, resilience, and commitment.


Service design, Design research, Design Strategy and consulting, conceptualising, UCD approach, process optimisation, information Architecture, usability testing, cross team collaboration.Coming from tech background also aids Shweta in understanding the feasibility and tech implications of her designs


  • Service Design Foundations
  • Advanced Methods & Materials
  • Wicked Problems, Systems Dynamics, and Entrepreneurial Innovation
  • Hypothesis Driven Design & Value Propositions
  • Business Models
  • Designing for Healthcare

Degree Details

School of DesignService Design (MA)RCA2023 at Battersea and Kensington

RCA Kensington, Stevens Building, Second and third floors

Profile picture of Shweta Amale

I firmly believe that design can have a profound impact on the world. My passion lies in using my design skills to find the correct problem to solve and then solve it correctly. When approaching a project, I take a comprehensive view, aiming to find the most effective and impactful solutions. I value the process as much as the final outcome, recognising that each step - from research and development to prototyping and testing - is essential in creating something truly meaningful. I am a collaborative person at heart and enjoy working with diverse teams.

My ultimate objective is to create services ad products that are practical, user-friendly, and efficient and help build a happier world. I strongly believe that as a designer I empowered to design experiences that bring people closer , and I am constantly seeking fresh and innovative approaches to achieve this.

At Royal College of Art, my key area of focus are

  • Design for non-digital touch-points
  • Design experiences that transcend technology's isolation and foster a sense of communal connection
Image saying "74% of mental illness begins by age of 24"
Image "Initial problem"
image "insights: connection, selfcare"
refined problem
persona image
User persona
design values
image showing service journey
Service journey
Service Idea
Service Idea

(In discussion)