This article explores how service design can redefine the university experience and presents the case of Universidad Adolfo Ibáñez (UAI) in Chile. Through its Student Experience Office, UAI has implemented a model that anticipates trends and continuously enhances the experience of both students and staff. This initiative blends participatory research, strategic foresight and organisational design to help institutions respond to – and lead in – times of social, technological and cultural transformation.
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Papic et al. (2025) studied this question.
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