This past November 12th, in the cozy setting of Atentamente Café, the talk "Designing Experiences: Learn How Your Business Can Stand Out" took place, organized by Club Creativo Yucatán. The event was led by the co-founders of the Mérida Chapter of the Service Design Network (SDN), Jessica Ávila, Daniela Fernández, and Norma Julieta García. It brought together creatives, entrepreneurs, and professionals interested in exploring how service design can become a competitive advantage for any business. Club Creativo Yucatán: A Space for Innovation and Creativity Club Creativo Yucatán is a community that brings together creative professionals from the southeast of Mexico, fostering spaces for learning, collaboration, and networking. Its mission is to drive innovation through events that explore key trends and tools in areas such as design, advertising, marketing, and technology. This time, the central topic was experience design—an approach that’s revolutionizing the way brands connect with their customers and stand out in the market. The power of Service Design Throughout the talk, attendees discovered how service design goes beyond aesthetics and visual identity—it's about intentionally crafting every interaction a customer has with a brand. The speakers shared real-life examples, tools, and strategies that businesses of all sizes can apply to improve their user experience, strengthen customer relationships, and boost loyalty. The session also highlighted the value of adopting a human-centered mindset, where understanding users’ needs, expectations, and emotions becomes the foundation for designing impactful services. Attendees participated in an open Q&A session, exchanging ideas and discussing practical ways to implement service design in their own projects. The event left a lasting impression on the creative community of Yucatán, reinforcing the importance of creating meaningful experiences in an increasingly competitive and fast-evolving business landscape.

On March 11th, the Innovation Center at Universidad Modelo in Mérida, Yucatán, hosted an inspiring event: "Designing Memorable Experiences." Organized by the Mérida Chapter of the Service Design Network (SDN) and led by its co-founders, Daniela Fernández and Jessica Ávila, the event brought together entrepreneurs, designers, professionals from various industries, and students—all united by a common goal: to improve and differentiate their services through experience design. The importance of designing memorable experiences In a market where competition grows fiercer every day, success is not always about the product or service itself, but about the experience delivered to customers. During the talk, Daniela Fernández and Jessica Ávila explored how businesses can create meaningful and distinctive experiences by applying service design and customer experience methodologies. Some of the key topics covered included: The role of emotions in the user experience How to design services centered on real customer needs Case studies of brands that have successfully set themselves apart The role of emotions in the user experience How to design services centered on real customer needs Case studies of brands that have successfully set themselves apart through exceptional experiences An interactive and collaborative space. One of the most valuable aspects of the event was its interactive format. Attendees not only listened to inspiring insights but also engaged in collaborative dynamics that encouraged reflection and dialogue. Through hands-on exercises, participants had the opportunity to apply concepts of service design to real-world situations, sharing their perspectives and learning from one another. Strengthening the local design community Events like "Designing Memorable Experiences" play a key role in strengthening the service design and customer experience community in Mérida and beyond. They provide a space to connect, learn, and inspire innovation, highlighting the importance of placing people at the center of service creation. The Mérida Chapter of the Service Design Network reaffirmed its commitment to fostering collaboration and continuous learning, inviting all those interested in transforming services through design to be part of upcoming initiatives.

On March 14th, at the iconic Daniel Ayala Theater in Mérida, Yucatán, the talk "Designing Experiences with AI" was held as part of the International Congress of Industrial Engineering, K’atun Tec 2025. This event, led by the co-founders of the Mérida Chapter of the Service Design Network (SDN), Norma Julieta García and Jessica Ávila, offered an innovative perspective on how artificial intelligence (AI) is transforming the way we design service experiences. The Intersection of Service Design and Artificial Intelligence The talk focused on one of today’s most relevant topics: the integration of AI into the creation of smoother, more personalized, and more efficient user experiences. Norma Julieta García and Jessica Ávila explained how emerging technologies can enhance service design by streamlining processes and enabling a deeper understanding of user needs. Some of the key points explored included: - The impact of AI on service personalization. - The evolving roles of service designers and engineers in the near future. - Success stories from companies that have incorporated AI into their experience strategies. These examples highlighted how companies are leveraging AI not only to automate tasks, but also to create meaningful and human-centered interactions. A Space for reflection and inspiration The session also served as a space for reflection on the ethical implications of artificial intelligence in service design. The speakers emphasized the importance of maintaining a balance between technological efficiency and human empathy, reminding the audience that, at its core, design is about people. The event concluded with an open Q&A session, where attendees—mainly students, professionals, and academics—shared their thoughts and questions, generating a rich dialogue around the future of design and AI. About the Speakers Norma Julieta García and Jessica Ávila are leaders in the field of service design in Mexico. As co-founders of the Mérida Chapter of the Service Design Network, they are dedicated to promoting a culture of innovation and user-centered design. Their participation in K’atun Tec 2025 reaffirmed their commitment to preparing future professionals for the challenges and opportunities presented by emerging technologies.

On March 25th, 2025, we had the opportunity to talk about artificial intelligence and how it can enhance service design. This talk was presented digitally at the National Technological Institute of Mexico – Reynosa, where engineering students, along with students from other fields, joined in to explore new ways in which engineering and processes are transforming companies today. Many students expressed concerns about where they might work, how to find a job, and what companies are currently looking for. We shared the many possibilities for them to collaborate and enter the workforce with a strategic and design-oriented mindset—giving them a wide range of options when choosing their first job. As part of the Mérida Chapter of the Service Design Network, we also shared the scope of this organization and the upcoming events that will be taking place soon.

Join us for the Service Design Global Conference 2026 (SDGC26) in Germany and online on 28-30 October!

On May 20th 2026, we are holding a special event connected to the publication of the most recent issue of Touchpoint, the journal of service design: Touchpoint Vol.17 No. 1 | From AI to Synthetic Services.