Personas are widely used in design, and have recently spread to other fields such as policy-making and healthcare, where they help to convey the complexities of an ageing population. Policies and healthcare systems should rely on quantitative data to ensure the best impact on society, but no database exists that represents the aging population in a holistic and deep way, making it difficult to create effective personas. In this paper, we review the available surveys on the effects of aging, and propose three approaches that use these surveys to create better quantitative personas.

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Insurance companies are in the midst of massive disruptive change occurring as a result of new consumption models and technologies. Companies unable to keep up with the rapid pace of change run the risk of disappearing. Service Design has become an essential practice for firms competing in experiencecentred sectors. However, Service Design is not only limited to improving customer experience: it has also been proposed as an enabler for strategic and organisational change. This paper presents a case study in which Service Design was applied to foster transformative strategy and processes in an insurance company. The experiment has shown that Service Design can help companies to identify new business opportunities, as well as assisting organisational transformations. The findings in this paper show that by adopting Design-led approaches, firms can achieve faster and more flexible New Service Development processes able to significantly reduce time to market.

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Existing brands already have certain products that generate a particular experience in customer minds. Every time a customer's interacts with of brand's products and related touchpoints, the customer form an idea about the brand. This is how a brand experience is 9constructed in the mind of the customer. Understanding how customers perceive and respond to certain products along the experience, helps designers to better align product design with brand value, in order to guarantee a consistent brand experience. While current literature provide in deep research into customer-brand and customer-product interaction, there is a distinct lack of any substantive assessment of how customer´s interaction with branded product impact on the brand experience. To do so, this paper presents a operational hypothesis to comprehend customer responses to certain branded product. The framework combines general brand experience assessment scales and product cantered experience approaches.

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