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A service design toolkit to design the new business

  • Erik Roscam Abbing
  • Sep 25 2012, 09:30 - 13:00
  • English
  • Hogeschool van Amsterdam

Large Service design projects are successful if they bring together a variety of skills, mindsets, practises and cognitive approaches. They move from the fuzzy front end of ill defined problems, via understanding of people and their motivations and needs, to the creative generation of new solutions that fit the business context and that can be prototyped and implemented to generate value for organisations and their customers.

This approach requires a deep understanding of organisations and their customers, it requires creative design and innovation skills and it requires the stamina to prototype, measure and implement.

A good toolbox can help service designers to go through these stages in a structured manner and to involve stakeholders in the process. The goal of this workshop is to familiarize you with the contents of such a toolbox. Three project stages are covered:

  • Tools for people research
  • Tools for the design and development of new services
  • Tools for prototyping, measuring and implementing new services

The workshop will introduce the skills, mindsets, practises and cognitive approaches as mentioned above, and then continue to go from theory to practise in several quick iterations of 20 minutes: 5 minutes on the theory behind the tool and its applications, 10 minutes of applying the tool on a case, facilitated by a professional team of service designers, and 5 minutes of evaluation. In a ‘market like’ setting, the participants can choose two tools in each stage, thus familiarizing themselves with six tools in two intensive workshop hours.

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Erik Roscam Abbing

Founder at Zilver Innovation

Erik Roscam Abbing (Seattle, US, 1969) is a consultant and teacher in brand driven innovation, with a strong focus on bringing together the disciplines of branding, innovation and design. Having studied Industrial Design Engineering at the Technological University of Delft and Design Management at Inholland/Nijenrode, Erik has worked as a practicing product designer for 10 years before founding his consultancy Zilver innovation in Rotterdam, the Netherlands. Erik consults for a variety of international clients in the product and service industries, using a set of proprietary methods and tools that are described in Erik’s book ‘Brand Driven Innovation’ that was published in October 2010 by AVA Academia, as well as in several papers for the Design Management Institute. Zilver’s services include customer insight, design research, design thinking, business design, brand development, innovation, and service design.

Erik is also a part time teacher at the school of Industrial Design at the Technological University of Delft, the Netherlands where he develops and teaches classes related to strategic design, design thinking and branding. Next to that Erik is a guest teacher at the Hochschule Luzern, Education Director of the Master in Design Management programme at Eurib Rotterdam and member of the board of the Design Management Network. Erik is the initiator and producer of the documentary ‘Design the new Business’, that explores how design thinking is influencing 21st century businesses. He is also the founder of ‘’ a platform for online user insight research.

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