Modeling technology-enabled customer experience in running events: a service design approach

Purpose This study aims to explore how technology-enabled services influence the overall experience of participants in running events by applying a structured service design methodology. Specifically, it examined how recreational runners engage with technology-enabled services throughout the customer journey of a running event, and how the application of the MINDS method contributes to enhancing the runners’ experience. Design/methodology/approach Thirty-nine running event participants were interviewed to explore their experiences. The interviews took place in Greece in 2023, across various mass-participation events from marathons to 5K city races. Using the Management and INteraction Design for Service (MINDS) method, qualitative data were thematically analyzed. Findings The study identified how recreational runners interact with technology-enabled services across the pre-, during-, and post-event stages. Using the MINDS method, participants’ experiences were mapped to reveal emotional touchpoints, service gaps, and opportunities to enhance the event experience. These findings were translated into service design proposals through the MINDS method, resulting in visual outputs that illustrate how technology-enabled services could be better integrated across the event journey. Originality/value This study is among the first to examine running event experiences from the participants’ perspective using a service design methodology. It also contributes to the advancement of the MINDS by introducing customer journey and emotional journey extensions, offering richer insights into how participant experiences can be optimized across the event lifecycle.