Abstract
This paper introduces an undergraduate design-studio project in partnership with Mall of Emirates (MOE) and the College of Architecture, Art, and Design (CAAD) in the UAE. The project applies Service Design principles to tailor experiences for MOE's distinct shopper groups: luxury, family, value, and GenZ. Its goal is to address each group's needs and aspirations by developing customized services aligned with vision and objectives of MOE. Throughout this design-studio with a collaborative briefing, students had the opportunity to undertake a design project in a real-world context. Students were provided with regular interaction with the client (MOE), fieldwork activities, client and experts reviews and other experts interactions. Guided by the principles of design thinking methodology, students moved into a systematically and iteratively exercises exploring the tools and methods to understand the environment and the target groups. By exploring prototype activities, they designed innovative solutions for enhancing the overall customer experience. This initiative exemplifies the integration of real-world design activities and engagement with actual clients into undergraduate design education. Crafting Memorable Experiences highlights the collaborative effort's significance, the potential of academia-industry collaboration to drive innovative solutions and foster customer experience innovation. Such collaborations offer invaluable opportunities for students to apply theoretical knowledge in practical settings, gaining firsthand experience and insights into real-world challenges. By bridging the gap between academia and industry, these collaborations cultivate a culture of innovation, creativity, and adaptability, preparing students for successful careers in an ever-evolving professional landscape.
Author Information
Marina Peres, ID+ Research Institute for Design, Media, and Culture at the University of Aveiro, Portugal
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