Designing a service is a complicated task, especially for services that address complex challenges, such as mitigating the negative impacts of tourism. Explore innovative ideas for impactful services through co-creation, journey maps, service blueprints, and experience prototypes.
Regenerative tourism is a system of tourism that goes beyond sustainability and mitigation of the negative effects of tourism, towards benefiting ecosystems and local communities. Bringing regenerative tourism into practice requires service innovation and transformation. Businesses offering tourist services need to rethink their models, governments need to redesign policies, and travellers adopt new behaviours and approaches to travel. This course will take participants through designing a regenerative service across various touchpoints: printed materials, mobile apps, face-to-face contact, physical objects, and more. In this weeklong workshop, participants will learn the skills necessary to design an end-to-end service experience, based on real-world traveller insights.
Prerequisites
No prior design knowledge is needed. Participants should be comfortable speaking with strangers as part of the research process.
How you’ll learn
Expect a hands-on week with lots of collaboration, experimentation, and results that are sure to be innovative and surprising. Over the course of the week, participants will work in small teams to design and prototype a service. Working together, teams will carry out research to identify needs and opportunities, co-create with customers and stakeholders, prototype service experiences, and experiment with storytelling to communicate their new service.
A series of guided exercises will introduce participants to user research techniques, research analysis and insight development, co-design, prototyping and evaluation. Participants will be co-creating impactful service concepts with real users and local stakeholders through a participatory “walk-in” experimentation area. They will be tasked with creating service prototypes in order to test out their concepts with real users, refine and expand those concepts. Finally, all participants will present the results of their service design project to the class and take away practical learnings to apply to their work.
What you’ll learn
What to bring
Yanna Vogiazou is an independent service designer & design researcher with over 15 years of experience. Her professional journey started as an interaction designer, working on the very first smartphones (T-Mobile/ Deutsche Telekom), connected home environments (Samsung), TV (Ubuntu) and on gestural interactions with large data visualisations. Engaging with the complexity of service design was a natural progression, as she developed her practice of service innovation across multiple industries: construction, manufacturing, travel, insurance and healthcare.
Within service design, her focus has shifted towards social and environmental impact. Yanna has led design innovation projects for climate change resilience, humanitarian aid, conservation and positive behaviour change. She has carried out fieldwork in the Global South and co-designed transformative services for INGOs and social enterprises, including the Rainforest Alliance, the Airbel Impact Lab of the International Rescue Committee (IRC) and Médecins Sans Frontières (MSF).
Yanna holds a PhD in human-computer interaction from the Open University in the UK. She taught Interaction Design at Goldsmiths College in London and Service Design at IED & at Elisava in Barcelona.
