Chapter events - Netherlands

Netherlands-based service designers are invited to participate in an event exploring co-creation in service design, hosted by Prof. Birgit Mager, Prof. Gaby Odekerken-Schröder and Anna-Sophie Oertzen

Are you a service designer interested in co-creation? Do you wonder what co-creation can do for your organization? Or how to engage people in co-creation? Then look no further! In this SDN Netherlands Meetup, we will dive into the world of co-creation in service design by deepening your understanding of the construct, while at the same time generating new knowledge.

We will “co-create” the evening with informative talks and interactive workshops. Together, we will explore what makes people engage in co-creation or what inhibits them from engaging, and how we can use service design to facilitate co-creation.


€15 (light dinner and drinks will be provided)


Attendees are invited to register by visiting the SDN Netherlands event page on There is a limit of 30 attendees.


We are happy to be hosted by Koos Service Design in Amsterdam! The exact location is Danzigerbocht 39. Paid on-street parking is available, and you may also park at, which is five minutes away by foot.

About the facilitators

Birgit Mager is Professor of Service Design and Head of the Master Program at KISD, the Köln International School of Design, Institute of the Technical University Cologne, Germany. Over the past 22 years, she has been a leading figure in developing the theory and practice of service design. Her publications and lectures have contributed to the establishment of service design as an independent research discipline. Birgit Mager is Co-founder and President of the international Service Design Network (SDN) and Publisher of Touchpoint, the journal for Service Design.

Anna-Sophie Oertzen is a co-creation enthusiast exploring what motivates customers to engage in co-creation, the results following co-creation, and the underlying dynamics. Her main aim is to develop service innovations through co-creation with different stakeholders

that are customer centric, yet profitable for the firm. For that, Anna-Sophie uses her business background, her experience in conducting user research, and her practical service design knowledge to elicit insights from all involved stakeholders. She is currently employed by the Köln International School of Design (KISD) at the TH Köln and enrolled as a Ph.D. Candidate at the School of Business and Economics at Maastricht University. Anna-Sophie is also a Research Fellow with the Service Design for Innovation Network (SDIN), a Marie Curie training project of the European Union’s Horizon 2020 Research and Innovation Programme.

Gaby Odekerken-Schröder is Professor in Customer-Centric Service Science at Maastricht University. She is Head of the Department of Marketing and Supply Chain Management at Maastricht University. Her main research fields are services and relationship marketing. Her research has been published in Journal of Marketing, Journal of Retailing, Journal of Service Research, Journal of Business Research, International Marketing Review, European Journal of Marketing, Journal of Retailing and Consumer Services, Journal of Consumer Marketing and many other international journals. Her teaching time is dedicated to developing high-quality courses for Bachelor, Master, PhD and executive students.