International Women’s Day 2026: Celebrating the mother of forensic science Frances Glessner Lee

On World Book Day, we often celebrate books that transport us. Some, however, refuse comfort. They sit with us, unsettling, long after the final page. Regeneration by Pat Barker is one such text.

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.