Angela Fernandez Orviz MDes Design Innovation

Job Title:

PhD Research Student


School of Design



Prototyping workshop for STIKI – tool for developing audience strategy
Work by Angela Fernandez Orviz

Prototyping workshop for STIKI – tool for developing audience strategy


Angela Fernandez Orviz

A holistic approach to social innovation

Supervisors: Prof. Irene McAra-McWilliam, Prof. Lynn-Sayers McHattie
, Dr Emma Murphy

Angela’s mixed background in Engineering and Service Design has triggered her interest in exploring and understanding the challenges and dynamics involved in trans-disciplinary collaborations, when multiple fields of expertise are required to interact and cooperate in order to develop holistic solutions.

For the past three years she has worked as knowledge exchange associate at University of Edinburgh for the Moving Targets project, where she had a hybrid role between academia and the Scottish creative and media industries. Through this project she has explored the potential for involving audiences in the production of media to enhance their experience and their engagement with brand, content and creators; as well as the potential of applying more user-centred and holistic approaches to the production of media content.

Her PhD research is part of the Knowledge Exchange Hub Design in Action project, and she aims to explore the potential of applying – and possibly refining – Service Design methodologies within the context of trans-disciplinary design and social innovation.

In the last decade, Service Design approaches have evolved from user-centred to user-driven by exploring participatory techniques for co-design. In its approach, Service Design focuses on gathering and connecting the expertise and tacit knowledge collected by the experts – the people that use, deliver, develop and manage the services. As in trans-disciplinary collaborations, these are multi-disciplinary groups of people which in many occasions present a variety of socio-cultural and economic complexities, respond to different agendas, needs and motivations, and may struggle to communicate effectively.

In these contexts, Service Design’s contribution is not the knowledge on which to build the service, but the process through which it is gathered, prioritised and integrated. Angela aims to study the ‘enabling’ role played by the discipline in the mutual understanding of the different parties involved and explore its application in different contexts.


Fernandez Orviz, A. & Biggs, S., Adapting Service Design Tools for the Media Industries. In: Collaborative Systems for Reindustrialization. Conference Proceedings: PRO-VE, Dresden, Springer, pp. 423-430, 2013.

Fernandez Orviz, A., Ineffective Multi-disiciplinary Collaborations. In: The Future of Transdisciplinary Design, Springer, (in typesetting).

Fernandez Orviz, A. & Biggs, S., A Tool for Audience Design, The International Journal of Design Management and Professional Practice, Common Ground, (in typesetting).

Dima, M., Fernandez Orviz, A., Wright, M., Design-led knowledge exchange: The Moving Targets project, Conference Proceedings: The Knowledge Exchange: Academic Engagement with the Creative Sector, 2013