How to Design a Customer Journey That Tastes Good (2nd Edition)

A good customer experience doesn’t happen by chance. Just as with a wonderfully tasty dish, both the whole and every individual ingredient matter. For example: what the first impression is like, where anticipation builds, what leaves a bad taste, and what makes a customer come back. In this practical service design workshop, we’ll look at the customer journey through the customer’s eyes and explore the elements that make up an experience that truly suits and delights people and creates value for them.

The workshop will be led by Deily Merirand, project manager at the Design Thinking Lab of the University of Tartu Pärnu College. A graduate in tourism and hotel entrepreneurship, Deily now works as project manager at the Design Thinking Lab of the University of Tartu Pärnu College. Her knowledge of tourism and hotel entrepreneurship and service design draws on both practical experience and theory. She believes that mapping the customer journey helps every business uncover hidden pain points, improve satisfaction, and build long-term trust in its brand.

The workshop introduces the applied higher education curriculum in Tourism and Hotel Entrepreneurship at the University of Tartu Pärnu College.