What is it about?

This study explores how recreational runners use technology before, during, and after running events such as marathons and city races. We interviewed participants and applied the MINDS method, a structured design approach, to map their experiences, identify gaps, and show how service design tools such as customer value constellation, service system navigation, service experience blueprint, and customer/emotional journey mapping, can help organizers redesign services and improve the overall event journey.

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Why is it important?

This study highlights how technology is able to enrich runners’ experiences before, during, and after races. By mapping participants’ journeys and applying a service design approach, it offers organizers practical insights to enhance engagement and create more seamless and participant-centered running events.

Perspectives

Writing this article was a rewarding journey as it allowed me to combine my interest in running events with my passion for service design and technology. I hope the study inspires both researchers and event organizers to think creatively about how digital tools can truly support runners. More than anything, I wish it helps make running events more enjoyable, meaningful, and memorable for participants.

PhD Candidate Zafeiroula Kallitsari
Aristotle University of Thessaloniki

Read the Original

This page is a summary of: Modeling technology-enabled customer experience in running events: a service design approach, International Journal of Event and Festival Management, August 2025, Emerald,
DOI: 10.1108/ijefm-06-2024-0073.
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