When people hear ‘co-design,’ they sometimes picture a friendly workshop and a wall of sticky notes. That can be part of it, but co-design is more specific, it’s a structured way of making decisions about services with the people who use and run them. The promise is better ideas grounded in real experience. The challenge is that group dynamics can quietly distort what the group ‘decides,’ which is why how we facilitate co-design matters as much as who is in the room.

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.