This thesis is an assignment by Oulu University of Applied Sciences (OUAS). This thesis is based on the knowledge of Oulu University of Applied Sciences Master degrees development workgroups work. Workgroups goal is to bring competence based curriculum to Master's degree programme. The aim of this thesis is to describe the current customer journey, the study path, for the Master's degree student. The need of developing the study path came from several students, who are the main users of the path. At the moment the studies have been proceeding systematically following the steps designed by the school and the teachers in there. Via this thesis it is aim to find out how the study path can be developed in order to answer more to the needs of the students.

The end-users will be the main focus in this thesis. This thesis will proceed via service design process by using the service design tools. In that process the theoretical basis will be gathered in alignment. In that theory basis there is included basic knowledge of Master's degree studies, international frame of reference in competence and competence based curriculum. At the theory base there will be studies of customer experience, self-management and studies as an adult. Parties involved in this thesis have been the users, that is to say the Master programme students. Research methods were workshops, interviews and inquiry done earlier this year by the Oulu University of Applied Sciences, and analysis of its contents.

In the alignment and discovery phases the information needed to form student profiles and new study paths were found. Additionally the current Master degree programs student path was captured and the critical contact points noticed. Those critical points became the problems to be solved and develop. By solving these problems, the new study path was created. The new path can be personalized via competence based curriculum, personal study plan and tutoring. From the results it is seen that rapidly changing society and the needs of international knowledge affect also Finnish University of Applied Sciences and its development.

Working life co-operation between businesses and the University of Applied Sciences creates the basement for the development of the Master's Programme. And based on that development, the know-how for the real business life needs are met. By further taking and in the future developments, the study path could follow all the way the service design process and that way to be used on both the students and on the business point of view.