CASE:
The Irish Festival of Oulu
ROLE:
Concept designer
YEARS:
Since 2015
Human-Centered Design
about.
A human-centered lens revealed trust and atmosphere as the core.
The Client: The Irish Festival of Oulu, irkku.fi
Background: The Irish Festival of Oulu had a strong reputation and over 100,000 visitors since 2006.
Highlights
92% would recommend to friends (0% detractors).
100% plans to return.
challenge.
Surveys showed high satisfaction, but the audience journey had never been mapped with design thinking methods.
The approach & methods to solve the challenge
After going through the previous customer surveys (N = several hundreds), I wanted to go deeper in the audience experience.
Combined qualitative and quantitative tools:
Customer Journey Mapping – 12 touchpoints across before, during, after.
Personas – loyals, culture tourists, first-timers.
Service Safari – walking the festival “as a visitor.”
Semi-structured Interviews – revealing emotional depth.
Value Proposition Canvas (VPC)
