Dr. Joan Ball is an Associate Professor of Marketing at St. John's University and Founder of the WOMB Service Design Lab, a participatory action research consultancy based in New York, USA. Her research, teaching and consulting work has a strong focus on service design, consumer behavior and how best to create service systems and processes that result in social impact and human wellbeing. She has a particular interest in how individuals in transition benefit from access to service design strategies, tools and techniques. Her research has been published in a variety of international peer reviewed journals including: Harvard Business Review, The Journal of Service Management, The Journal of Service Marketing, The Journal of Service Theory and Practice, Advances in Consumer Research, Journal of Creating Value, and the Journal of Postdigital Science and Learning. Her book, Stop, Ask, Explore: Learn to Navigate Change in Uncertain Times was published in 2022.