Service designer & researcher, MDes, PhD
Angela Fernandez Orviz
WORK
Moving Targets was a knowledge exchange project that explored innovative models for audience engagement, content development and monetisation in the digital era.
Hybrid role between academia and industry: research + cross-sector workshops + design consultancy
Qualitative & practice-based research (area of study: audience engagement)
Collaborated with a cohort of nine academics from three institutions and participated in shaping the direction of the project as our understanding of the industry evolved.
Proactive role in recruiting and building relationships with project partners
Managed an extensive database of partners, project communications and social media
Supported management of project budget
Disseminated project activities and research outputs through publications, conferences, discussion panels and seminars
Developed and digitised a tool for media companies to envision their audience strategy
Chiasmas are 2-3 day residential design workshops aimed at developing innovative business ideas. I participated in four of the 14 chiasmas delivered by DiA.
Participated in the organisation, development and delivery of GSA’s second Chiasma, entitled ‘living well: self-management of health’
Supported the delivery of three other Chiasmas
Learn more about the project >>
Making and selling my crafts has been a way of bringing a bit of creativity into my life while editing and proofreading my doctoral thesis and keeping myself busy while waiting for corrections.
I am always looking for ways to re-use materials and up-cycle objects that would otherwise end up in landfill.
CONFERENCES & SEMINARS
PUBLICATIONS
Sept 2015 Wellbeing by Design
Conference, Glasgow School of Art, Forres, Scotland
Presentation: Articulating design for public sector audiences
Dec 2014 Design meets Business
Conference, Design School Kolding & Southern Denmark University
Paper development workshop: The role of improvisation in design consultancy
Poster presentation: Designing organisational change in government
Oct 2013 Collaborative Systems for Reindustrialisation
PRO-VE conference, Technical University of Dresden, Germany
Paper presentation: Adapting service design tools for the media industries
June 2013 The future of transdisciplinary design
Workshop, University of Luxembourg
Paper presentation: Ineffective collaboration in multi-disciplinary teams
Mar 2013 Design Principles and Practices
Conference, University of Chiba, Chiba, Japan
Paper presentation: A tool for audience design
Feb 2013 Design Lecture Series
Edinburgh College of Art, Edinburgh, Scotland
Presentation: Co-creation, co-design and Moving Targets
Nov 2012 Design Lecture Series
Screening & Debate, Edinburgh College of Art, Edinburgh, Scotland
Panel debate with Prof A. Murray & Dr M. Dima: Design & Thinking documentary
Aug 2012 Dare to be digital
Abertay University, Dundee, Scotland
Dare+ | seminar: Audience engagement
Dare Indie Festival | Presentation: Innovative models for engaging media audiences
May 2012 Ends of Audience
Conference, Queens Mary University, London
Exhibition: Audience Engagement Tool
Feb 2012 Digital scholarship: a day for ideas
University of Edinburgh, Scotland
Poster presentation: The Moving Targets project
Dec 2011 Bridging the gap between research, policy and practice
Conference, ESRC geonomics network, London
Papar presentation: Moving Targets: a case study of industry engagement
July 2011 Edinburgh Interactive Festival
Edinburgh, Scotland
Presentation | Workshop: Beauty Town
Sept 2010 Design Debate
Glasgow School of Art, Scotland
Film projection | Q&A: Effective collaboration in multi-disciplinary teams
Fernandez Orviz, A. (2014) De-growth and the need for collective effort, In: McAra-McWilliam, I, McHattie, L. & Broadley, C., Flourishing Times: personhood and collective wellbeing, Glasgow School of Art, (1), p.6, http://radar.gsa.ac.uk/6746/1/Flourishing%20Times.pdf
Fernandez Orviz, A. & Biggs, S. (2014) A Tool for Audience Design: A Service Design Perspective on Media Consumption, The International Journal of Design Management and Professional Practice, Common Ground Research Networks, 7(3), pp.1-12.
Fernandez Orviz, A. & Biggs, S. (2013) Adapting Service Design Tools for the Media Industries. In: Camarinha-Matos L. M. & Scherer, R.J., Collaborative Systems for Reindustrialization. Conference Proceedings: PRO-VE 2013 - 14th IFIP Working Conference on Virtual Enterprises, September/October 2013, Dresden, Germany. London: Springer, pp. 423-430
Fernandez Orviz, A. (2013) Ineffective Multi-disiciplinary Collaborations. In: Blessing L., Qureshi, A.J. & Gericke, K. eds. The Future of Transdisciplinary Design , Proceedings of the Workshop on “The Future of Transdisciplinary Design”, June 2013, University of Luxembourg. London: Springer, pp. 28-39.
Dima, M., Fernandez Orviz, A., Wright, M. (2013) Design-led knowledge exchange: The Moving Targets project. In: Creative Exchange Conference Proceedings, September 2013, Lancaster, UK.
FILM-MAKING
2010 | Effective teamwork & collaboration
illustrated educational film, YouTube
Masters’ dissertation
2016 | Introduction to design in the public sector
five illustrated educational films, YouTube
Doctoral research
EDUCATION
I studied how public sector professionals evaluated the application of design strategies and methods in their work, and what shaped their decisions
Constructivist case study methodology
Ethnographic and practice-based research methods
Liaised with public sector professionals as researcher & as design consultant
Developed a theoretical framework from on empirical insights & the relevant literature
Analysis: direct interpretation, inductive coding (nViVo), dialogical analysis (visual methods)
Developed a series of videos introducing design to public sector audiences
Developed a model to support design procurement in the public sector
Currently translating my thesis into a report to reach design practitioners
design of services | experiences | interactions | systems.
approach to designing human-centred | evidence-based | collaborative | holistic
This Masters emphasised the relevance of involving those closest to the problem and the need for collaboration across fields of expertise to solve complex problems and develop socially and environmentally sustainable solutions. We read about service design, transformation design, design thinking, co-design and co-creation; and discussed the ethical responsibilities of designers in general and of participatory approaches in particular.
In its first year of tuition, the Masters encouraged a self-learning approach based on practice and supported by an extensive network of mentors. Its project-based approach allowed us to put these philosophical notions in practice, and work out for our selves ways to apply creative thinking and design methods in social contexts.
This was a very challenging degree which, when I started in 2001, shifted from a seven-year degree to a five-year degree without any significant changes in the syllabus.
It is best described as a generalist engineering degree with subjects ranging from materials and structures to electricity and electronics, and from computing and thermodynamics to accounting and process optimisation. It was highly theoretical, particularly in its first two years which focused on building strong foundations in mathematics and physics. I found the first year particularly challenging, as I had not acquired the expected entry-level at my high-school.
Nonetheless, I loved the eclectic nature of the degree and enjoyed the opportunity to learn the basics in so many subject areas.