You might wonder what a race on the other end of Europe has to do with the Challenge. The short answer is—almost everything. During most of the 1600 km drive back south to Slovenia, I kept thinking about how to transplant the idea of Silverrudder—the brainchild of Morten Brand—into the Mediterranean.
It turned out the task was all but simple. The easy-going culture of the Adriatic has little to do with the Ironmen I encountered in the Baltic. Luckily, at about the same time, we started exploring the potential of service design. We invited two service designers, Jurka and Primož, to join our team and started creating customer journeys, personas, dramatic arcs, blueprints, and other planning tools. At the end of the process, it turned out that designing an event was just as satisfying as designing a sailboat.