Redesigning later living to empower seniors
In partnership with
Later Living & Care
Service Design
Training & Facilitation
Creating an end-to-end Service Experience Blueprint that brings to life the new generation of age friendly communities.

Guild Living UK engaged Chemistry to design a new kind of service experience that brings together the best of hospitality and age friendly community, to redefine what later living means.

How might we redefine later living to create communities in the heart of towns and cities where people can live better?

What We Did
Mapping out personas and user journeys

Through extensive research and interviews with industry experts, we developed a series of customer personas. These set the focus around which five experience journeys were co-created.

Creating a service blueprint

These personas and user journeys expressed in detail a Guild Living Members' every moment and how it connects to the staff, facilities and services available to them. To ensure there was alignment across the board, we defined five key principles that guided the staff's service delivery. Deep empathy with Guild Living's Members was embedded into the narrative of the service blueprint by expressing key moments through their 'voice'.

This is a fantastic piece of work, a testimony of many months of collaboration with people with great minds and experience like yourself

Ingrid Van Veen
Community Operations Director
The Result

The engagement with Chemistry enabled the Guild Living team to work across functions to articulate their vision of a seamless service experience. By simultaneously straddling hospitality, care and age-friendly design, we co-created an aspirational and tangible blueprint. This has now established the foundation that not only aligned the entire business, but also helped to define both the training internally and the marketing direction externally with key customers and stakeholders.

We co-created an aspirational, and tangible blueprint that established the foundations to aligning the entire business while defining internal training and marketing direction with key customers and stakeholders.

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