Edward David Matthews

Edward David Matthews is an Associate Professor at the Institute of Design, Oslo School of Architecture and Design (AHO), specializing in service design with a focus on cultural and ritual dimensions. His work bridges anthropological theory with practical service innovation across diverse contexts including urban environments, public services, and experiential industries.

Matthews' research centers on applying ritual studies, sacred theory, and cultural analysis to service design. He investigates how mythological frameworks and ceremonial practices can transform user experiences in domains such as city planning (e.g., cycling infrastructure), sports fandom, tourism, and asylum processing. His approach emphasizes co-design methodologies and the creation of meaningful engagement through cultural mapping and ritual-based interventions.

Analysis of his publication trends reveals consistent exploration of anthropological concepts in service ecosystems. Key themes include the sacred-profane continuum in service encounters, autoethnographic methods for understanding user journeys, and tool development for cultural analysis. His work demonstrates increasing application in public sector innovation, particularly in designing human-centered migration services and sustainable urban mobility solutions.

Matthews has developed practical frameworks like the Cultural Map Tool and Meaningful Service Encounter Tool, which facilitate deeper cultural understanding in service projects. His collaborations span academic and community contexts, including youth participation initiatives in urban park development and cross-cultural service design research.