Service Design projects - 4th semester

1) Mentoring

As a mentee in this special practical course, I met six times with my excellent classmate and mentor, Arleta Dala. We discussed and I learned how Customer Experience (CX) can be applied in companies with different levels of CX maturity, practically. As a CX professional, I did not need to learn basic processes or shadow anyone, but I wanted to better understand how people in a company can be positively influenced by CX and how teamwork within a CX department can be improved.

Arleta is about a generation younger than me and has excellent CX skills and a fresh perspective and she was a great mentor to me. She confidently guided me to understand how younger teams can collaborate effectively. It was very useful for me to realize how team dynamics within a CX department can work and what pitfalls to be aware of. For my new role as a CX lead, I truly appreciate having been a mentee that time - talk, listen, and learn has given me greater confidence for the future.

2) Academic English classes II

One of the university courses I was initially worried about was Academic English. However, it turned out to be much easier than I expected! I confirmed my language skills for listening, writing, reading, enjoying own presentation and participation in the discussion on B2/C1 level with new skill of the academic writing obtained and approved!

Throughout the course, I have learned a lot and had the opportunity to practice both individually and in a study group of three.I  focused on writing academically correct texts, including abstract, essay with proper academic bibliography sources, and final presentation for the class.

I have expanded on my topic from the 3rd semester - describing how important to be prepared on unexpected disaster we need to be.'This English language experience surely improved my writing skills and boosted my confidence in using this language for university assignments.

3) Project Management of the International children theater festival TheaterKid 2026 Brno 

This course was very different to the others - practically focused to deliver very detailed project made according to the methodology. We choosed in a team of four interesting topic - bring International event into life. The result is great and corresponds with huge amount of time spended. Our project was fully prepared in English language.

4) Customer Experience hands on lecturing - sharing is caring

It was my big pleasure to participate as a guest lecturer again for my favourite topic - Customer Experience. I prepared two sessions - first one theoretical with getting into CX metrics & basics and second one was Hands On CX hour of sharing and creating/evaluating NPS training data in Miro board with AI tools. It is a new way how to evaluate huge amount of the unstructered data from feedbacks and we need to be prepared and skilled for it.

I was really keen that I was asked later to provide individual meetup with my 3 classmates to provide deep dive into CX and journey mapping which is connected to this discipline. My linkedIn post was also very successful for further individual discussions and new connections within the CX community.

5) Qualitative research from theater visitors for Mikro Teatro

This project continues from 3rd semester to improve visitors experience. This qualitative research from interviews with parents who are visiting theatres with childrens points out how important it is to this unique cultural institution. Even the families were from different cities, they have a lot of in common when visiting theater.

I prepared detailed research plan and consulted interview scenario with questions. The hardest part was to find participants for this research and plan online or personal meetup. Then I made recordings of interviews using Teams in my desktop or mobile phone.
I expoerted recordings into Condens platform. And how this professional online tool helped me to easier deliver customer insights? It is very easy to use and intuitive, I can keep everything in one place - great automated transcripts, tags, insights, report and the main feature is that supports the entire research process – from first notes to final synthesis. It was super happy to focus for the research, not spended huge amount of time for manual transcription and tagging.

At the end, the final research project with presentation will help a lot to understand what are the top needs of the families going out for the culture. And it can be taken into account by Mikro Teatro to make their visitors experience even better!

6) The future of work: technology, communication, cooperation

Sharing of the practical experience with using AI tools was opening-eyes experience provided by Radim Chalupnik, expert from digisklls.cz Final sharing of the experience within the class was very inspiring and helpful how the automation using AI can practically save time and be more creative :)

7) Design experiment for Music webinar website

We prepared and have run digital design experiment with large and A/B testing for www.hudebniste.cz - a website offering online music webinars for parents and teachers of school and preschool children.

 The main objective was to determine which landing page approach is more effective for converting Facebook ad traffic into customers. The experiment compared Version A (single webinar offer) with Version B (three product packages selection). Using tools like Google Analytics, Microsoft Clarity, and Facebook Ad Manager, the research team measured quantitative metrics including conversion rates, page views, and sales data, while also tracking user behavior through heat maps and session recordings. 
This was new experience for me, project for the family business sites made by student team. We were really carefull not to harm reputation or business and on the other hand we wanted to be innovative and bring real new customers to buy a product. It was overall great experience in the team of 3.

What software we used:

Facebook ad manager, FAPI, Google Analytics, Joomla, Clarity, MailerLite, Miro, Figma, Canva, Qualtrics Sample Size Calculator

What programs we tried and did not use:

Hotjar, UXtweak

Quantitative Metrics: Google Analytics (page views, conversions, time on page), Fapi (sales in CZK)

Behavioral Metrics: Microsoft Clarity (heat maps, user records, scroll depth, clicks)

8) Design Management & Leadership MasterClass

We met online top experts within this class who shared with us their experiences in the field of research, UX, innovations, leading teams. This course aims to help us increase the likelihood of successfully advocating for strategic design and research topics within organizations as I describe in my final reflection.

I found those areas that speakers had in common and are important for my practice:

• Emphasis on teamwork and communication
• Design as a process of continuous development and learning
• Connecting design with business and real impact

List of speakers who guided us through their topics and lectured us, including mind maps from online sessions:

Matěj Káninský

• Experience design consultant, lecturer at MUNI (interaction design)
• Previously led teams and strategic projects at Škoda Auto, BBC, Which
• You find our mind map here

Martin Křivánek

• Project Management lead, Head of Product at SAP, Ex Product Manager at Google and YouTube
• You find our mind map here

Tina Ličková

• International digital product expert with a focus on research and innovations
• You fund our mind map here

Maru Kortanová

• Content & Service Designer
• Product management and innovations in Plastia
• You find our mind map here

Jiří Jeřábek

• Experience and product design director, Contentsquare in London
• Previously led teams and strategic projects at Intercom, Intuit, Telegraph, BBC
• You find our mind map here

Jan Murin

• UX, strategy, and leadership TL in Alma Career
• You find our mindmap here

After the meetups we prepared as a team of four mind maps from the sessions and summarized reflections. Work with mind maps was completely new for me and I was happy to be part of the team where we co-create great outputs from the online sessions. The side effect of this was a lot of LinkedIn connections to those esperts itself and other experts in the world connected to the lessons topics.