A Masterclass to share learnings about PSS design



On July 16, the Masterclass “Effective Implementation of Innovative Product Service Systems” took place in Utrecht. The masterclass was dedicated to share and discuss the most important insights on the development and implementation of PSS’s, from four years of research in the PSS101 project in CRISP.

The masterclass was organised by a selection of the PSS101 team: Monique Kemner (vanMorgen), Lilian Henze (TU Delft and P5 Consultants), Klaas Jan Wierda (Océ Technologies) and Marie de Vos (STBY) and featured two workshops.

The first workshop “ Service Innovation in Care and Wellbeing” was given bij PSS101 team members Monique Kemner and Lilian Henze. In this workshop, several design tools for supporting and developing networked collaboration were introduced.

In the second workshop “Disruptive Innovation in industry” by Klaas Jan Wierda and Marie de Vos, a model for disruptive innovation was introduced to explain why it is so difficult to roll-out innovative concepts in organisations. The model was used by the participants to share success and failure factors.

A very interesting mix of participants attended the Masterclass; business consultants, designers, and people from academia used the provided tools to share their experiences and learn from each other. The setting allowed participants to feel at ease, amongst peers and as such be very open and honest. As a consequence, the value of the workshop didn’t only come from the insights shared by the PSS101 team, but also very much orgininated from the lively discussions that emerged from using the tools and the new connections created during the networking drinks at the end.


Worth repeating!

Summary of 22 June Service Design Workout

The latest Service Design Workout (part of an ongoing series of events organised by the Dutch Chapter of SDN) took place on the evening of 22 June at the headquarters of Rabobank in Utrecht. The theme of the evening was two-fold: Service design in financial organizations, as well a look at the issue of in-house vs. agency-led service design.

The evening started with a presentation by Julia Alberga, a member of the service design team at Rabobank. She discussed how the nine-strong service design team was founded, and how it is positioned within the bank. She also discussed its role and relationship to both the larger UX department, and the business as a whole.

Her slides were followed by a two-part presentation by Leonie Hurkx (also from the Rabobank service design team), and Robbert-Jan Oeveren (from service design agency Buro Koos). In turns, they looked at trend of in-house service design. It was recognized that more and more service design work is being carried out by in-house service design practices, but what is clear is that there are pros and cons to this approach. Several advantages to the in-house setup were cited, such as having a deeper understanding of organizational structures and politics, and the ability to have an overarching view of related service design and UX design projects which are being (or have been) carried out elsewhere in the organization. On the other hand, service designers on the agency side offer a fresh, independent perspective, enjoy more attention for their work and deliverables, and bring with them the latest tools and techniques.

Following the talks and several questions and answers, the SDWO participants were invited to have a tour of Rabobank’s UX Center, with its state-of-the-art user research facility.

Photo: Engage Rotterdam

Photo: Heyligers design projects

The final part of the evening saw participants identifying and tackling service design challenges that were identified as critical to the financial services sector. Examples included how significant financial transactions could be designed to make them “foolproof”, how banks should respond to disruptive innovations brought about by smaller players in their sector, and how to restore trust in banks as a whole. Working in several groups, the participants enjoyed some creative discussions, and presented their ideas to one another at the end.

At the end of the workshop portion of the evening, many participants continued on to a nearby cafe for further drinks, discussions and socializing.

Thank you to the UX department at Rabobank, and their hosts that evening – Julia Alberga, Jesse Grimes and Leonie Hurkx – and to co-host Robbert-Jan van Oeveren.

Masterclass: Effective Implementation of Innovative Product Service Systems


In this free Masterclass we want to share and discuss our most important insights on how to develop and implement innovative Product Service Systems (PSS).

We live in a fast changing world. For you to survive, you need to continuously look closely to your organisation and your customers. Are you still adding value? Or should you reconsider your proposition? Are there interesting opportunities in new markets? In the CRISP program the past four years, our team explored success and failure scenarios in PSS design. A design driven approach can be used to explore opportunities and translate them into new Product Service Systems.

In this Masterclass you will be able to benefit from our most important insights.

Practical information

Date: 16-07-2015 from 15.00 – 18.00
Location: Zaalverhuur 7, Boothstraat 7, Utrecht
Participation is free of charge.


14.30 Doors open

15.00 Keynote Bas Raijmakers “Orchestrating networked collaboration in PSS design”

15.30 Workshop “Service Innovation in Care and Wellbeing” (Monique Kemner & Lilian Henze)
The focus of this workshop is on the care & wellbeing sector: a sector in full transition where PSS design is necessary and network collaboration mandatory.
In this workshop you will learn how design tools can help to implement innovations together with networks of professionals and clients.

16.30 Workshop “Disruptive Innovation in Industry” (Klaas Jan Wierda & Marie de Vos)
In this workshop we present and discuss our model for disruptive innovation.
Why is it so difficult to roll-out innovative concepts in your organisation? And how to overcome that?
We will show several examples from different companies to illustrate actual practices and discuss how to break through the barriers.

17.30 Plenary Closing (with Drinks & Networking)

For Who? Why? How?

In this Masterclass you will get up to speed with 4 years of research about PSS development and Networked collaboration.

It is therefore interesting if you are involved in innovation projects, as  designer, as strategist, as innovation lead or as a front-end manager. If you are trying to turn innovative ideas into reality and feel resistance all the way, then this master class is for you.

In order to increase the learning impact and value, there is only a limited number of participants for this Masterclass. So please register now, in each case before Thursday 9 July by e-mailing Klaas Jan: klaasjan.wierda@oce.com.


Lilian Henze – PhD candidate TU Delft / Design consultant – P5 consultants
Monique Kemner – Innovation consultant – VanMorgen
Bas Raijmakers – Lector – Design Academy Eindhoven / Creative Director – STBY
Marie de Vos – Senior Design Researcher – STBY
Klaas Jan Wierda – Innovation lead – Océ-Technologies

Uitnodiging voor de Service Design Work Out -> Service design bij financials -> 22 juni

De meesten van ons weten natuurlijk allang dat design veel meer waarde creërt dan enkel het ontwerpen van wat glimmende producten. En met de recente overnames van Adaptive Path door Capital One, Fjord bij Accenture en Lunar door McKinsey, lijkt het erop, dat de rest van de wereld dit ook begint te begrijpen.

Maar waarom koopt een bank een design agency? Wat voor een rol kan design spelen bij een financiële dienstverlener? Hoe werkt design in een wereld die wordt gedomineerd door grijze pakken en analytisch denken?

In deze work-out willen we inzoomen op de rol die service design speelt binnen financiële dienstverleners. Hiervoor zijn we uitgenodigd op het Rabobank hoofdkantoor, waar Leonie Hurkx en Julia Alberga ons vertellen hoe hun in-house service design afdeling werkt, aangevuld met ervaringen van Robbert-Jan van Oeveren, vanuit een perspectief als extern bureau.

Na dit plenaire gedeelte krijgen we een rondleiding door het UX Center van Rabobank. En het zal natuurlijk geen work-out zijn als we het niet interactief houden! We zullen een aantal uitdagingen presenteren, waarna we met elkaar zullen trachten hier een aantal slimme oplossingen voor te bedenken.

We kunnen helaas maar een beperkt aantal mensen toelaten, dus wees er snel bij! Aanmelden kan door een mail te sturen naar l.a.m.hurkx@rn.rabobank.nl (Het is belangrijk dat je je aanmeld ivm de beveiliging).

Programma 22 juni:
18:30             Ontvangst
18:45            Presentatie door Leonie Hurkx & Julia Alberga, Rabobank & Robbert-Jan van Oeveren, Buro Koos
19:30            Rondleiding UX Center
20.00            Breaking up and working on challenges
20:45            Wrap up
21:00             Drinks at location close by! (Rabobank building closes)

Stuur een mail naar: Leonie Hurkx, l.a.m.hurkx@rn.rabobank.nl

Over de organisatoren:
Leonie Hurkx is senior user experience consultant, Julia Alberga is user experience service designer, beiden werkzaam bij de Rabobank. Robbert-Jan van Oeveren is een van de oprichters van Buro Koos.

Praktische informatie:
Rabobank hoofdkantoor
Croeselaan 18, 3521 CB, Utrecht
Naast station Utrecht CS
Het is aanbevolen om met de trein te komen. Parkeren kan bij de Jaarbeurs tegenover het Rabobank kantoor.

We plan to organise this work-out in Dutch, but if there are any English speaking people present, we might switch to English if we’re in a good mood. ;)


Next Service Design WorkOut -> Persuasive design/ontwerpen voor gedragsverandering ->April 29

(please scroll down for english translation)

2015-03-16 12.38.37

Als service designer hebben bijna alle vraagstukken waar je aan werkt op een of andere manier te maken met gedrag. Vraagstukken uit de praktijk van Ideate zijn bijvoorbeeld, hoe kun je: Vrachtwagenchauffeurs minder brandstof laten verbruiken; studenten sneller helpen af te studeren; patiënten helpen en leren om (op tijd) hun medicijnen in te nemen; ouders en kleine kinderen water laten verkiezen boven frisdrank; ouderen veiligere keuzes helpen te maken op de fiets…

…Allemaal typische vraagstukken waarbij het succes van de dienst uiteindelijk afhankelijk is van de mate waarin blijvende gedragsverandering van de gebruiker kan worden bereikt.

Service design bureau Ideate en Hogeschool Utrecht nodigen je uit om je in één avond bekend te maken met de nieuwste inzichten op het gebied van persuasief ontwerpen. Door een avond aan de slag te gaan met de tools voor ontwerpen voor gedragsverandering die de afgelopen twee jaar speciaal zijn ontwikkeld met en voor (service) designers in het SIA-RAAK Touchpoints  project, leer je op een hands-on manier principes uit de gedragswetenschap toe te passen op een bestaande case en krijg je een indruk welke impact het bewust omgaan met het ontwerpen voor gedragsverandering kan hebben bij het ontwerpen van nieuwe diensten.

Zin om mee te doen? Meld je aan door een email te sturen naar: caroline@ideate.nl

(Doe dit een beetje op tijd zodat we je een sensitizer kunnen sturen!)
Praktische informatie:

- De workshop is een gezamenlijke activiteit van Ideate en Hogeschool Utrecht en vind plaats in Amersfoort. We zullen de avond beginnen op de Nieuwe Poort 21, en eindigen op de Boot van Ideate

- De locaties zijn op loopafstand van elkaar  (2 min) en het station Amersfoort (10 min), parkeren kan op het oliemolenkwartier, of bij de parkeergarage Eemplein beide vlak naast de locaties.

- De avond begint om 19.00 tot een uur om 21.00 waarna er nog een borrel is!


[English translation]

As a service designer, you must recognize that in most projects you encounter, in some way or another, the subject of behavior. For example some projects from Ideate’s portfolio, how can you: make truck drivers drive more fuel efficient; students graduate faster, help patients develop a routine taking their meds and help parents chose water over soda; or elderly make safer choices on their bikes…

…These are all project where the success of the service depends greatly on the degree to which you are able to realize a sustainable change in behavior of the users.


Service desing agency Ideate and the Hogeschool Utrecht invite you to become familiar with the newest principles of persuasive design. In one evening we will get started with using some of the tools for designing for behavior change tools that have been developed in the SIA-RAAK Touchpoints project, especially for and with (service) designers. This way you will experience, in a hands-on way, the effect of applying the principles of persuasive design to a case.

Interested to join? Apply by sending an email to: caroline@ideate.nl

(Let us know on time, so we can send you a sensitizer! And please let us know if for you it would be best to do the session in English, no problem, but we want to know!)

Practical information:

- The workshop is a joint effort by Ideate and Hogeschool Utrecht and takes place in Amersfoort. We will start the evening an the HU at Nieuwe Poort 21, and will end at the Ideate headquarters/boat

- Both locations are within walking distance of each other and train station Amersfoort (10 min), parking is possible at the oliemolenkwartier, or the Eemplein parking. Both very near to the locations.

- The evening starts at 19.00 untill 21.00 when the drinks will start!



19:00 – 19:45                       An introduction in persusasive desing bij Reint Jan Renes
[see here for a TedX van Reint Jan]

19:45 – 20:45                       Work with the tools on a case

20:45 – +/- 21:00                 Recap

21:15 -  ….                          Drinks!

This workout is organized by:
Ideate: Caroline Beck
Hogeschool Utrecht & het Touchpoints project: Remko Van der Lugt, Marieke Zielhuis & Reint Jan Renes

Impression Service Design Workout on Creactivism

The latest event in the series of Service Design Workouts, organised by the Dutch Chapter of SDN , took place on the evening of March 3d in the center of Amsterdam. In this edition of the workout, participants were invited to embark on a special journey of “Creactivism”.


The aim of the evening was to stop and reflect for a moment. How do we look sideways? How do we stop and appreciate the scenery, seeing the details in our otherwise blurry landscape? How do we use creativity and serendipity as a way to support our activities in the long-term, instead of innovation for innovation’s sake?

Through several stations; cynicism, delusional optimism, creactivism, participants to the workout were asked to work out what creactivism could mean for themselves, for their own practice and finally what it could mean to Service Design.

Overwhelmed with CreActivistic spirit, participants wrapped up the workout, enjoying inspiring discussions over drinks.

..A big THANK YOU to Bas Raijmakers and Eline Hesse who were our Creactivistic guides for this evening!

Want to know more about creactivism?




Next Service Design Workout -> March 3 2015

The lives of us Service Designers are busy, fully planned and exciting at the same time. How do we look sideways? How do we stop and appreciate the scenery, seeing the details in our otherwise blurry landscape? How do we use creativity and serendipity as a way to support our activities in the long-term, instead of innovation for innovation’s sake?

CreActivism, a way of life, a way of doing and thinking, asks the question; what kind of creativity is necessary to create a positive sustainable impact in any context? During this Service Design Workout, you are going to Work Out for yourselves what CreActivism can mean for your practice and the way you handle situations; whether it is a conversation, or a business deal you have to solidify. CreActivism, however, is not an ‘ism’ stuck in a rock in time, it evolves and aims to be deeply embedded in society.

During the workout you will connect with each other in new ways, looking, sideways, downwards and upwards. Through interactive workout sessions and reflection it will take you on a journey through cynicism, darkness, and of course, hopefully if all goes well, to a more constructive and enlightened way of seeing our multidimensional reality.

May the CreActivistic force be with you…

Practical information:
- We have a limit of 25 participants so let us know if you’re coming: e-mail Marie (marie@stby.eu)
- This workout will take place in Amsterdam, in the “Baantjer Museum café”(Oudebrugsteeg 7)
- We start at 19.00 until 21.00, then it’s time for drinks!

This workout is organised by:
A CreActivist (www.thecreActivist.comhttps://twitter.com/TheCreactivist, @TheCreActivist)
Bas Raijmakers, STBY & Design Academy Eindhoven
Marie de Vos, STBY

Impression Service Design Work Out 10

Following up on the SDGC 14 international conference of the Service Design Network, we organised an event on the 10th of December in Utrecht. Geke, Klaas Jan and Jesse made a selection of videos from the SDGC14 talks, that we watched and discussed together. As with the global conference, we tried to squeeze a lot of content in and still leave sufficient time for open discussions.


We started with a general impression of the conference, and then had these presentations:

Lavrans Løvlie – Founding partner of Livework
A Nordic Model of Service Design

Richard Newland – Customer Expertise
Bridging the Gap Between Intent and Execution

Experiolab -Where healthcare meets design
Workshop Feel, Share and Understand Experience!

Lorna Ross – Director of Design at Mayo Clinic Center for Innovation,
Design as an Agent for Change in Complex Systems

This event gave an impression of the SDGC14 conference and clearly started some interesting discussions. It always helps if you see other people presenting and discussing the same phenomena that we encounter ourselves as well.

Thanks a lot to Rabobank and it’s UX team especially for hosting the event and their hospitality.

Hope to see you next work out!


Service Design Work Out on 10 December 2014

Following up on the annual international conference of the Service Design Network, we are organising an event on the 10th of December in Utrecht. The format for this evening is based on watching and discussing a selection of videopresentations together, so the aim is to have a lively SDNx session!

In response to the videos we will have an open discussion on trending focus point in our field of work. The theme for the conference in Stockholm was ’Quality of Life’, and the Work Out session will relate to that, but the floor is also open to take the conversation in any direction we deem relevant.

Are you interested in the highlights of the international conference? Do you feel like exchanging your thoughts about this with professional peers? Then come to the next Service Design Work Out on 10 December!

The session will take place in the building of Rabobank in Utrecht. There are limited places available (40 max), so register as soon as possible. Send a message to SdnNLaanmelden@gmail.com. You will get an email from us in return with the details on the address etc.

Please note: due to security requirements everyone needs to be registered in advance, and we all have to enter at the same time. Apologies, but that is how it is, but in return we can use the great space (with many thanks for the hospitality).

The program starts at 18:30. We suggest to all meet in advance in the lobby of the building (make sre to be there at 18:15). We can then we can go up together to view and discuss the videos. The room is available until 21:00

This session is the tenth Service Design Work Out, organised by the Dutch chapter of the Service Design Network. For more information, see: netherlands.service-design-network.org

Organisers of this event:
Geke van Dijk, STBY
Klaas Jan Wierda, Océ-Technologies
Jesse Grimes, Informaat

Impression Service Design Work Out 9

November 11 2014 turned out to be a special day: Sint-Maarten, start of the vastelaovesseizoen, first Sinterklaasjournaal of the year, two new employees for Zilver hired.
And to top it off, the ninth edition of our Service Design Work Out. For the first time in Rotterdam, hosted at the offices of Zilver Innovation.


This time we had three talks on rolling out service design insights into large (technology-driven) organisations.
Liesbeth van Driel from TomTom told us about her work in the USA, on gaining insights in that market. Results attract interest in the company, and now how do you make sure that the results are picked up? And how to encourage others to explore and get out of their comfort zone in the office?


Anneke van de Langkruis talked about how Priva, a company with technology in its history and heart is gradually changing to a customer-driven organization. The Priva design team is advocating this change with (Service) Design activities every day. Their biggest challenge is to get all employees structurally on board. How to make an impact that goes beyond the day after the workshop?

Klaas Jan Wierda from Océ-Technologies presented insights from two separate cases, one on successful transfer of concepts to a new organisation, and on the new 2.5D printing technology developed by Canon Océ and its possible applications within the field of architecture. How should we approach disruptive innovation when it involves people focussed on Operational Excellence?


During drinks, we talked about these questions. The relevance of involving colleagues form the start, the practicalities of talking in terms of business cases, the continued deployment of ‘soft’ service design insights and in general the need for looking at this problem as part of an internal culture change.
In a final comment, Erik Roscam Abbing noticed that we as designers talk about acceptance of our ideas by others. Which may very well be the same thing marketeers, or HR do when they have a Work Out of their own.


The ninth SDWO surely made November 11 2014 a memorable day.