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.

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