Education
PhD Candidate in Design (Present)
National College of Art & Design (Dublin, Ireland)

MA in Service Design
National College of Art & Design (Dublin, Ireland)

BA in Service Sector Management - Media and Communication
Baden-Wuerttemberg Cooperative State University/ DHBW (Stuttgart, Germany)

Semester Abroad
Griffith College Dublin (Dublin, Ireland)

Experience/ Who I’ve Worked With
IBM Consulting (iX)
Fjord (now Accenture Song)
Dublin City Council
Mater Hospital
ALMA. (café)
Vodafone

Previous Projects
AI Education:
Design of a gamified digital touchpoint and its experience to educate on GenAI usage for daily work

Loyalty Experience:
Design of a consumer loyalty experience concept that included digital and physical touchpoints

After Sales Touchpoint:
Design of the user experience and interface of a new after-sales touchpoint

Brand Activation and Employee Experience:
Design of the internal communications strategy and experience to increase brand engagement and belonging

Community Building:
Design of educational assets, communications touchpoints, and content to increase knowledge-sharing among employees

Save (MA Service Design Major Project):
Design of a service to encourage and help consumers to shop for groceries with sustainability in mind

Waiting Experience (ALMA. - café):
Design of the waiting experience for the local café, ALMA., under the COVID-19 guidelines

BETA Use (Dublin City Council):
Design of a concept idea to simplify a permission-seeking process

Risky Business (Mater Hospital):
Design of concepts to prevent the spread of COVID-19 in break areas

Customer Care & Customer Experience (Vodafone):
(Re)-design of customer care touchpoints to increase efficiency and customer experience

Awards
Global Service Design Award Winner 2022 - Best Student Project
Service Design Network
- For my major project (thesis) “Save”

Public Speaking
Speaker
Design Summit - How to Design a Vibrant Community
Munich Creative Business Week

Podcasts
Guest in the Service Design Podcast
Episode #46: Nudging Sustainability
Service Design Podcast

Case Studies/ Articles
From Touchpoints to Trust
Authors: Oliver Ristau, Chu-Yi Vuong
IBM Design Medium

Design for change – Highlights from the Service Design Global Conference
Authors: Andrea Goebel, Lisa Gumprich, Chu-Yi Vuong
IBM Design Medium

Designing for Policymaking: A Reflection
Authors: Izzi Cain, Chu-Yi Vuong
IBM Design Medium

Shopping Sustainably for Groceries Made Easy with Save
Author: Chu-Yi Vuong
Service Design Network

Other Activities
Team Coach (2024, 2025)
Student Service Design Challenge