Explore experience and transformation economy

I am a Professor of Experience Design and Head of Experience Design at the Department of Innovation and Management in Tourism at the Salzburg University of Applied Sciences, Austria. I am the co-founder of the Experience Design Summit Year Zero.

Transformation design is an international journey of unbecoming and becoming the Self we are meant to be.

About me

Before her current role, Barbara was working as a Lecturer in Tourism and Hospitality Management and as MSc Hospitality Programmes Leader at Bournemouth University, UK. Barbara has held presentations on experience design and digital transformation in several higher institutions around the world, including Surrey University, UK, Edinburgh Napier University, UK, University of Alicante, Spain, University of South Australia, Australia, and is a visiting lecturer on experience design at international universities, including IMC Krems, Austria and MODUL University Austria.

Areas of Expertise

My research focuses on experience design and transformation design. I research, write and speak about how we can use experience design as a mindset and toolset to intentionally design experiences that elevate our human consciousness and bring transformation to our personal lives, workplaces and ecosystems.

Experience Design for 
Human Transformation

Experience Design for 
Digital Transformation

Experience Design for 
Value Co-Creation

Speaking

I have the honour to share my personal journey of transformation, scientific insights from research and foresight of the trends on experience design as a speaker. I am frequently invited as a keynote speaker and have shared my research at over 60 scientific conferences, global industry summits and business events around the globe.

Consulting

My research focuses on experience design and transformation design. I research, write and speak about how we can use experience design as a mindset and toolset to intentionally design experiences that elevate our human consciousness and bring transformation to our personal lives, workplaces and ecosystems.

People I advised say

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Teaching

My passion and purpose is to bring education to the world and it is a great privilege for me to be part of the educational journey of the next generation of humans.

My teaching content focuses on marketing and management related subjects, specifically focusing on customer experience, design thinking, innovation, trends, consulting projects, research methods, eTourism and digital transformation. All content is grounded in an interdisciplinary approach, combining my research and theories from marketing, services marketing, digital marketing, management, economy, psychology and design, and applying these to the contexts of tourism, leisure and events, and the general service sector at large.

Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean.

Students I taught say

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Stories from Barbara

Experience DesignResearch Paper
27/06/2022

Video Game Experiential Marketing in Tourism: Designing for Experiences

While film and television have a long tradition in tourism marketing, the potential of video games is often overlooked. This study unlocks a novel part of tourism marketing by investigating…
ConferenceTeaching & Class Experiences
20/05/2022

ISCONTOUR 2022 – Welcome to Innsbruck!

On the 16th and 17th of May 2022, IMT students from the Department of Innovation & Management in Tourism at the FH Salzburg (Salzburg University of Applied Sciences) attended the…
Teaching & Class Experiences
12/05/2022

Experience Design Consulting Project with Hotel Seevilla Wolfgangsee

On the 4th of November 2021, the third-semester master class 2020 from the Department of Innovation & Management in Tourism at the FH Salzburg (Salzburg University of Applied Sciences) visited…

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Letters from Barbara

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