For a project on the senior segment in Europe, we reached out to Jess in Germany to help us with ethnographic fieldwork. As a trained service designer, Jessica has the eye on the user’s needs, specializing in qualitative user research and human-centered design. Through co-creative methods and her empathic way of thinking, she considers the perspectives of all stakeholders and especially likes to observe the bigger picture. She has practiced Service Design in the context of internal processes of a company, as well as worked on projects developing innovative products and services in fields such as public transportation, telecommunication and insurance. So we were very happy that for our qualitative study on the potential of the senior segment in Europe for Sonnae Sierra, Jessica helped us with her expertise, knowledge and network to understand the potential of this senior segment better by conducting interviews in Hamburg and Berlin to gain deep insights in this interesting group. Jessica also used her service design skills to develop personas and user journeys for future shopping experiences!