Design Journey™
Managing and measuring the impact of good design has always been a challenge — and is more relevant today than ever. It requires objectivity and a clear understanding of your own identity.
With our method, we help businesses make better decisions and align identity, experience and operations for the long term.
The method was developed from the findings of an empirical study* on customer-centred design competence in the hotel industry, combined with my many years of experience.
* Study report Customer-Centric Design Competency in the Hospitality Industry, Lucerne University of Applied Sciences and Arts & Design Journey Studio, July 2025. Initiated by Design Journey™ in collaboration with the Lucerne School of Business, the study laid the foundation for the Hotel Impact Toolbox — a framework that enables hospitality businesses to take a holistic approach to design. At its core is the 4W Method, which begins with a self-assessment to answer the fundamental question: Who am I?
The method provides a set of tools to help businesses do the groundwork. Looking inward cannot be delegated: it creates a clear sense of direction and a deeper understanding of where the business stands today and how it can evolve.
“Lilian approached me with the aim of addressing a question that was central to her work not only intuitively, but also in a well-founded, meaningful and coherent way. Together, we developed a methodology that combines analytical depth, human experience and strategic clarity. I was particularly impressed by her ability to connect research with operational reality and cultural depth, making complex relationships understandable and applying empirical findings in a practical way. This gives her work exceptional credibility, substance and genuine impact.”
