Service Design is a design discipline where industrial design methodologies are applied to the service sector in order to achieve an optimal customer experience and process. It helps to create new services and enhance existing ones by making them more user-friendly, unique and efficient for end users and all other stakeholders.

Service Design results in both tangible and intangible elements, such as a better workflow, a new form of communication and style, a campaign, new packaging, a smartphone application, a new space plan or an innovative service blueprint.

The methodology approaches a service from the perspective of the user, the organization and other stakeholders for all touch points across the entire customer journey.


Service dominant logic

There is a shift from goods dominant logic (value in exchange) towards service dominant logic (value in use). Bussiness models evolve less around the exchange of goods, but more around the exchange of value, knowledge and skills (service society).


Service ecosystems

The market is no longer competing with products but with the entire ecosystems that surround them: back end developers, applications, sales models, advertising, support, partners, communities, etc. The hardware and software of a product are no longer the only big differentiators.


Service design thinking

The boundary between products and services is fading away, this demands a different way of thinking during the development stages of products, services and product service systems. Service design thinking is human centered, co-creative, process-oriented, holistic and interdisciplinary.

Human centered design

We take great care to identify the needs, wishes and expectations of each stakeholder and make sure that they are all included in the design process using: customer profiles, stakeholder maps, actor maps, customer journey maps, empathy maps, persona’s, scenario’s, storyboards, etc.

This process is highly co-creative, including both clients and stakeholders in every design stage. Generally speaking we start with a kick-off workshop, followed by multiple exploration and ideation workshops. These workshops are always tailored to the specific goals, setting, timeframe and participants.

Gathering field insights

We don’t like to stay behind our desks, we prefer to identify challenges and hurdles in context. The right insights are only collected by actively approaching customers, observing and deeply immersing ourselves in the service context. The quality and accuracy of these insights are paramount for idea generation and the eventual implementation of service concepts.

Process analysis

We seek out structure, logic and order in complex processes using: touchpoint maps, service sequence diagrams, process mapping, value stream analysis, service blueprints, etc. And work towards a more streamlined, efficient and delightful process that improves the overall experience for all the stakeholders.

Define interactions

A service is made tangible through its touchpoints, the instances where customers interact with your service: an app, website, helpdesk, wayfinding, folders, leaflets, interiors, uniforms, etc. These touchpoints need be designed in check with the brand and kept consistent throughout the customer journey to achieve a positive experience and boost customer loyalty.


Our service ideas always get a reality check through prototyping to enhance the chances of success. For this we have a wide arsenal of techniques to our disposal: cardboard mock up’s, VR mock up’s, maquettes, roleplay, acting it out, wizard of Oz, cognitive walkthrough, heuristic evaluations, etc.

Solution development & Experience design

Integral branded product-service systems, from idea to production across all sectors.

Experience interiors, space sequence mappings, branded service setups, wayfinding and communication.