Yulia is passionate about... design and culture, service design methodologies, service design thinking, innovation, design education, user experience, prototyping, service delivery, digital service, user journey, user-centred, personas, well-being service, trend analysis, co-creation, touchpoint analysis, cultural change, service vision, service blueprint, collaboration, employee well-being, wayfinding, service concept, transformation of culture, strategic, digital transformation, co-design, empathy-building, ethnographic, storytelling, service strategies, methodology, service guidelines, interaction guidelines, co-design sessions, customer experience, experience roadmap, ethnographic research, customer service, brand experience, information design, AI, machine learning, Design 2.0 and Human-Centered Research