Understanding the customer journey is paramount in service design. Just as Joseph Campbell’s Hero’s Journey maps out a hero's transformation, customers undergo their own transformative journeys as they interact with products and services. This blog explores the fascinating parallels between the Hero’s Journey and Customer Journey frameworks, emphasizing how behavioural design can shape these experiences in a way that is both transformative and empowering.

Earlier this year in March 2025, we had the pleasure of co-teaching a session on Service Design in Practice as part of the Open University’s T190 module. As both PhD researchers and service designers, we wanted to offer students a real-world perspective on how service design unfolds in practice. The session was a mix of sharing our experiences, using practical tools, and having an honest conversation about the challenges and rewards of working in the field.

"Loftus unveils the minds shifting fragile art Where memories can change under whispered suggestion Eyewitness truths can fade like...

Designing for Futures: Building a Blueprint for Human Potential

In my work as a designer, I use and talk about ‘the art of the possible’ (AoP) and the ‘Jobs-to-be-Done’ (JTBD) method very often.

A journey through the intersections of design and the mind by Rachel A.Wood

I live with a disability that affects my immunity and mobility and this has really changed my approach to design (and re-design) of services

Whilst undertaking some literature searches for my design research project, I started to look at significant figures who have worked

“Inside Mum” – The journey to service co-design in parenting education with practitioners, and women who have experience of the CJS