Human Centred Service Design in the context of sport participation

Iva Halacheva

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Ingår i: ServDes.2020 Tensions, Paradoxes and Plurality Conference Proceedings, 2-5th February 2021, Melbourne, Australia

Linköping Electronic Conference Proceedings 173:40, s. 436-442

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Publicerad: 2020-12-22

ISBN: 978-91-7929-779-4

ISSN: 1650-3686 (tryckt), 1650-3740 (online)


The positive impact of sport participation is well researched and documented worldwide and the results are nothing short of amazing. Some of the major social challenges in contemporary societies have been successfully tackled through sport: mental and physical health, job creation, poverty alleviation, community development and crime prevention to name a few. Yet, the communities most impacted by the above-mentioned challenges have been historically the hardest to recruit and retain by sport clubs and organisations.

This paper examines the application of Human Centred (HCD) and Service Design to both address the challenges of recruitment and retention of vulnerable and marginalised communities and to drive systemic and positive social change.


systemic social change; service design in sport participation


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