How can we help the Royal Opera House to create an immersive, accessible experience and create the new audience-friendly interpretation to the classical opera for the potential customers?

My Role / 

From the research analysis and report identifying key themes and insights, I synthesis the High-Level Service Design proposition including the  customer/visitor journeys for each different type of visitor, exploiting the physical design set by the Architects – this is the stage on which my service proposition becomes the performance design specification in the propositions prototyping of key touch-points in the journey and testing of these storyboard and video demonstrating the proposition along with service blueprints, high-level business model describing the value created by the proposition and likely resources required to deliver it 


Client / 

Royal Opera House


Project Deliverables/ 

Research insight report

Prototype design

concept video

business model

system map

stakeholder map


Year / 



Partners / 

Thanyawan Eamsonthi

Sophia Louisa Grantl

The Royal Opera House (ROH) aims to enrich people’s lives through opera and ballet. In 2017, the architects Stanton Williams are responsible for the overall vision of the Open Up project and they are coordinating the work of the building design team to deliver coherent and compelling new spaces for the new audiences. Therefore, the client needs the same coherent plan for the end to end customer or visitor experience. Therefore, ROH collaborated with RCA service design to come up with ideas for the 2018 Open House Project. The project is to enhance the current Royal Opera House offerings with world-class opera experience following the key goals:


- Bring the behind-the-scenes story to life

- Attract a wider audience through the door

- Encourage lingering outside performance times

- Create moments to be shared.



Our challenge was to orchestrate their already existing offerings and propose a new Design Strategy that incorporates the spirit of the Royal Opera House. To look at how service design could help tie the separate threads of technology, people and process together, to deliver a world-class customer experience worthy of the new building spaces and address on increased visitor footfall, increase new audiences, engagement and satisfaction.







Royal Opera House - Open up project









Secondary Research

UX Safari Research








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Research Insights and Highlights

The testing process of the interactive prototype
  • Our target segmentation: Experience Seeker in the age of 24-34 years old who always up to brand-new and affordable activities, events to enrich their life experience. They displayed the liveliest interest of royal opera house if they feel they have the channel to get basic knowledge about it. Otherwise, the planning and engagement stage of the opera experiences are very intimidating for these newcomers.


  • Lots of untold stories behind the space that needs to be revealed by the audience during the experience. Although ROH already offers the backstage tour and Velvet, Gilt and Glamour Tour to allow people have a chance to discover the rich history behind the building, but it's not strong enough to trigger them to participate in more shows. The background tour experience has the potential to bring people to a more immersive experience and whomp up interest in further opera and ballet performances in ROH.



  • ROH is developing a digital experience to help inform future developments in the arts sector since 2013. We see the potential to allow allowed existing and new audiences to enjoy rich media content about ballet and opera by mobile service. It aimed to explore innovative, location-based ways of engaging with the public, increasing revenues through mobile ticketing and giving and was especially interested in broadening reach among its younger audiences and increasing the chance for the re-visit. 

Backstage tour research (Safari research)
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The transmissions of the opera's target audience
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Current customer experience journey for experience seeker.
Research findings on the current state of the Royal Opera House


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Problem Statement

How might we enhance the pre-visit experience for newcomers

so that they can better appreciate the past, present and future of opera

at the Royal Opera House and become more immersive? 

Design Solution- YOUROH

Watch the video to understand how does YOUROH work

YOUROH - an experience package that makes opera more accessible for new generation and brings its history to their life from online to offline (O2O model). 



YOUROH involves opera and ballet to people's daily life and creates a new interpretation where the audience can take parts in the story by providing an immersive experience from the beginning to the end. Your ROH aims at creating an alternative way of experiencing the opera and ballet. At the same time, it speculates how opera can be more than an entertainment for a limited group of people - from the elite and high society group of people to a wider one. Also, how it can be a channel for a discussion about what the audience can learn from all the story from different human conditions, which has been told repeatedly from decades ago?



YOUROH will be the package for an experience seeker who aged 24-34 years old living in London. They can get access easily to the holistic service on the website. Started from the ticket booking, the new tap on it provides a quiz where the newcomers can take and get the result what classic opera might suit them. It then assists the user with the following booking procedure by providing Federick Gye chatbot - the first manager of the Royal Opera House who will suggest the newcomer how to get the last minute ticket with the cheapest price and how to prepare - what to dress and how to behave just like our digital private guide. 



Newcomers can listen to the opera with the lyrics and background story on the Spotify playlist to learn more about the opera. Furthermore, they can also dine at the restaurant before the performance and learn about the opera they are seeing later in the evening by the dining experience. Once at the theatre, then there is an Augmented Reality function for them- which makes Federick and Adeline Patti come to life - guiding them to the seat. In the interval time, the audience can use this AR to learn more about the history of the Royal Opera House, which is hidden everywhere in its architecture.





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Immersive experience through AR technology


I always think the true spirit of service design comes from teamwork and a great service designer who conducting researcher should turn everyone's experience into invaluable insights and knowledge as a fuel for the future design. Therefore, it is very important to build up the ability of communication. I introspect myself about this project because it had a lot of time wasted on discussions without progress. So I realised how important the time management in an intense project.


I expect we can express some technical terms more accurately in the future teamwork, we should try to reduce the " blurred interpretation space" in the conversation, and the use of pronouns easily cause time wasting. The waste of time in the discussion, such as "this", "that" and the like, it should be reduced in professional discussion.


I have always been in this project not only research but also have design skills, the positioning for me is vague because I also did the video editing, so the division of labour based on specialisation was very unbalanced. I also learned that in a design team cooperation, there must be a clearer kick off and role positioning (including concept and communication), can have a rigorous and flexible implementation of the design process to improve the efficiency of design projects.