Rudas Thermal Baths service design
Rethinking the guest experience through research, service design and operational development
The project was not about developing a digital interface, but about rethinking the entire guest experience. Through qualitative and quantitative research, stakeholder interviews, ethnographic observation, social listening and service safari methodology, we uncovered the needs of different guest groups, then translated these insights into personas and customer journeys.
We turned research findings directly into operational development decisions: from personas and customer journeys through to the future service blueprint.
Rudas presented a particular challenge: we had to account simultaneously for its historical heritage and the differing expectations of regular local visitors, tourists and therapeutic guests. By the end of the project, we had produced a prioritised development roadmap to support implementation, from quick interventions to longer-term directions for service and operational development.