About Ricardo Martins

Ricardo Martins
Savannah | United States


Ricardo Martins Savannah College of Art and Design- SCAD, Professor

Ricardo Martins is a Service Design Professor, at Savannah College of Art and Design, the number #1 in design awards in USA.

He teaches the following courses:

  • Service Design Implementation
  • Technologies and Services
  • M. F. A. Thesis Research Design
  • Service Architecture, Ecologies and Touchpoints
  • Services Enterprise
  • Blueprinting Services
  • Mixed Methods Research
  • Master Degree Final Project
  • Service Design Undergraduate Capstone Project
  • Pleasure Based Service Design Approaches
  • SCADPRO Design Studio
  • Communicating Value in Services

He is also a researcher and consultant on strategic design, service design, brand management, project management, innovation and Lean Six Sigma.

His main area of interest is organizational change, politics and power. Besides that, he also loves mathematics, inferential statistics and the use of data to find the path from cause to effect.

Topics of interest:

  • design combined with inferential statistics,
  • kansei engineering (emotional engineering),
  • customer perception and preference measurement,
  • customer lifetime value assessment,
  • customer choice modeling,
  • segmentation and market structure analysis,
  • market share forecasting,
  • optimal products and product line design,
  • optimal pricing strategies and advertising
  • decision making.

Methods and tools I prefer to use:

  • Regression Analysis,
  • Discrete Choice Models such as logistic regression and the Multinomial logit,
  • Conjoint analysis,
  • Multidimensional scaling for preference visualization,
  • clustering and segmentation tools such as K-means and Finite mixture models
  • Network analysis for power mapping

To me, service design means...

The engine that moves the world.

Share your favorite projects with our community:

Facing Racism in Design - Google, Facebook and Amazon

Facing Racism in Design - Google, Facebook and Amazon

I worked as the Research and Design Leader for this project. SCAD partnered with Google, Facebook and Amazon to research and develop a method for equitable and inclusive UX Design to be tested, adopted, and evolved through academia and industry for the service and benefit of all.

How can the design process be equitable?

The design of tomorrow is a collaborative concert. Concerts and music festivals aren’t competitive but collaborative efforts between the band and its audience. They value the quality of the performance, over the time it takes, instead of using harsh finish lines they acknowledge a natural gradual ending. They allow for the discovery of new ideas and lyrics, if one is willing to listen, and we rarely attend a concert alone.

This project has been a collaborative concert. We’ve melded together so many different genres or majors and upbringings, each unique in its own way and bringing strong perspectives to the table. We’ve done the exercises and we’ve built a trust with one another, that allows us to bring our whole selves to work every single day.

Equitable designSeveral authors
Artificial Intelligence on HR - Deloitte

Artificial Intelligence on HR - Deloitte

I led the research teams in a SCADpro project for Deloitte. The goal was to research and develop new concepts for utilizing artificial intelligence (AI) and machine learning to enhance the overall human capital experience. Our team considered how core HR functions like recruitment, processing, wait times, HR roles, and career paths can be affected by AI solutions. Co-leader : Prof. Wan Chiu

Driving connection to build a high performing organization

MP3 is an AI platform that drives connection within an organization, and serves as a community to engage employees to learn, grow and share knowledge within the organization. With the power of AI, MP3 offers a quick, real-time and data-driven approach for HR to manage and retain the organization’s workforce in a modern way.

Learning from Peers, Sharing with Peers.
MP3 provides recommendations for employees to connect with other co-workers based on their skills, knowledge, position, year and experience. They can schedule a time to talk and decide the meeting method on the platform. After their meeting, they can choose the kind of relationship they want, or establish a mentoring relationship to keep the peer-to-peer learning experience moving forward.

Artificial Intelligence on HRSeveral authors

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