Service Design Lecture — Designing for Complexity: Leveraging Qualitative and Quantitative Insights in Service Design

Seminar

Event

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Date

13 Jan 2026
Organiser

PolyU Design
Time

11:00 - 12:30
Venue

V921, 9/F, Block V, PolyU Map

Speaker

Neil Williams

Enquiry

Service Design Cluster, PolyU Design marc.chataigner@polyu.edu.hk

Summary

Designing for complex industries like aviation requires more than creativity — it demands evidence-based decisions and the ability to synthesise insights at scale. This lecture explores how qualitative and quantitative research methods, supported by technology, enable organisations to prioritise effectively across diverse teams. Drawing on real-world examples from the airline industry and Cathay’s Journey Management approach, we’ll discuss practical strategies for turning data into actionable design decisions and the essential skills designers need to thrive in a rapidly evolving, AI-powered world.

This lecture is open to SD staff and students, and is part of the Service Design Cluster Lecture series. Event registration (Deadline: 12 Jan, noon) is required.

Keynote Speaker

Neil Williams

Head of Customer Experience Strategy CED, Cathay Pacific

Neil Williams is an accomplished professional with extensive experience in customer experience management, strategy, and service design across various sectors. Currently serving as the Customer Experience Manager for Cathay Pacific Airways since September 2022, Neil previously held several significant roles at Manulife, including Director of Experience Strategy & HCD for Asia, where responsibilities encompassed leading end-to-end experience strategy and service design. Neil's background also includes a role as Service Design Lead at AXA, design strategist at Lucidity Asia, and various creative positions at MET Studio Design, where contributions were made to major exhibition projects. With an academic foundation in design and business, Neil has pursued advanced studies, including an EMBA and a Master’s Degree in Design Strategies, alongside professional education in user experience and human-centered design.

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