What do I do?


I am a Service Designer working across public, third and private sector.

My approach to tackling complex challenges is systemic, design-led and people centred.

For me good Service Design does three things:

A) It Saves Money through Increased Efficiency
This can be done through better communication, improved collaboration, new partnerships, surprising synergy effects or other elements.

B) It Improves Experiences
Good Service Design makes the experience of using or engaging with a product or system easier, smoother and more enjoyable. 

C) It Creates New Value
Rethinking a product, system or service can help you not only improve what is already there but also identify unused potential and opportunities for new offerings, new relationships and new value.


My Approach

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Identifying the right problem

In order to achieve actual positive impact in complex challenges you need to dig deep and look for the root cause, the real problem. Those challenges are often the hard, wicked, hairy ones, but they are also the ones that are actually worth solving.

Co-creating all along the way 

It is key to not only focus research around people but also actively involve them in the design process. This lets you draw on their insights, ideas and expertise.

Thinking systemically

If we think about a problem worth solving, something chances are it's a complex problem. Those complex challenges call for systemic concepts and solutions to be tackled with.

How I work



Gaining insights about the full context of a project.


Making sense of gathered insights, and defining what challenge to focus on. 


Exploring and testing ideas to tackle the chosen challenge.


Prototyping, refining and detailing concepts and solutions.

Things I am excited about

Public Services for the future

Public services are often not consciously designed. They are reminiscent from decades, even centuries ago. Too often we accept them how they are and consider this "normal". By focusing on the citizen experience we can radically redesign them. Now, in times of austerity and cut backs, bringing public services into the 21st century is more urgent than ever. Let's design the new normal.

It's all about behaviour & motivation

To really understand and design for people we need to understand what motivates and engages them, what actually makes them behave a certain way. For far to long we have relied on money, promotions, carrot and stick. By now it has been proven many times that this is not how we actually work. Motivation is something that can be facilitated and enabled through the right design. This is incredibly relevant in the work place, education, personal and public health, digital interfaces such as Apps and others.

Design for positive impact

My mission is to make a difference to society through Service Design. What really drives me is knowing that this doesn't mean we can't create business value at the same time. Quite the opposite: For me good Service Design improves the experience, creates new value and saves money, all at the same time. 




Who I worked for and with

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