Designing technology-enabled services to enhance mass participation sport event experiences using the MINDS method

This study explores the application of service design (SD) principles to enhance participant experiences in Mass Participation Sport Events (MPSEs), and in particular running events, using the Multidisciplinary INtegration for Designing Services (MINDS) method and the ISO/IEC 25010:2011 standards evaluation framework. The MINDS method was selected for its comprehensive and structured approach to SD, which facilitates the integration of various service touchpoints and supports the development of holistic, participant-centered solutions. Additionally, the ISO/IEC 25010:2011 framework was adopted to ensure a systematic evaluation of the proposed solutions, focusing on key attributes. Through a qualitative approach, including semi-structured interviews with 39 participants in the first round and 23 in the second round, this research aims to identify key factors shaping MPSEs experiences and propose technology-enabled solutions to improve event management and participant satisfaction. The study identified how recreational runners interact with technology-enabled services across the pre-, during-, and post-event stages. Using the MINDS method, participant experiences were mapped to reveal emotional touchpoints, service gaps, and opportunities to enhance the event experience. These findings were translated into service design proposals through the MINDS method, resulting in visual outputs that illustrate how technology-enabled services could be better integrated across the event journey. This study is among the first to examine running event experiences from the participants’ perspective using a service design methodology. It also contributes to the advancement of MINDS by introducing customer journey and emotional journey extensions, offering richer insights into how participant experiences can be optimized across the event lifecycle.