The inspiration for this blog came during a lively conversation with fellow designers, as we explored new sources of inspiration. I found myself captivated by the concept of ‘intentional incompleteness’ and began to wonder how leaving things unfinished could transform both my practice and my research.

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.

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

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