I was invited to deliver one of the Innovation modules at IBERO Torreon; I named the seminar Conscious Design of Experiences. The point was to enable students to deliver more resonant customer journeys through various service design methodologies. It was delivered during the Spring term of 2014 over the course of two intense weekends (30 hr length) Participants reimagined the experience to go to the movies and interacting with a telecomm call center through field research and the application of diverse Service Design tools.