Abstract
Evidence-Based Service Design (EBSD) is an innovative approach to service-driven value creation originating from the University of Applied Sciences of the Grisons, tailored for the tourism sector. Merging principles from design thinking with rigorous data analysis, EBSD seeks to enhance customer experience by improving existing services or creating new ones. Unlike traditional design thinking, which emphasizes organizational capabilities, EBSD is centered on customer experience management, making it versatile for diverse contexts and teams. Drawing on methodologies such as the "Double Diamond" design process, EBSD fortifies these frameworks with an empirical foundation. The article also highlights the approaches’ capabilities through a case study about Davos׳ "Applied Tourism Intelligence" project, exemplifying EBSD׳s real-world application. EBSD presents a potent blend of design thinking and data-driven insights, positioning it as a key tool for service quality advancement in tourism.
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