SDN Team
Author - SDN Team

We asked leading practitioners giving talks and workshops at the Service Design Global Conference to answer the 3 key questions. Today we asked Esther van der Hoorn, a customer experience manager at Aegon, to give us her take.

Can you explain what service design is? And how your company implements it / uses that field?

To me service design is foremost a way of working; a modern method that increases collaboration, creativity, speed and innovation in a holistic and organic way.

2)    What do you believe is the greatest opportunity for your company using service design? 

The greatest opportunity for my company using service design is the helping role is has as the company is shifting to agile. My colleague Michel Jansen and I will share our experience with this in the workshop we host in de SDGC.

3)    Can you share three tips for implementing service design in their own practice? 

My three tips for implementing service design are:

1.      Find  a group of colleagues who are interested service design and start together with a challenging project

2.      Share your insights and knowledge in a community every colleague can find and use

3.      Most important: have fun using the creative methods service design has available


Figure image

Esther has been working on Aegon’s customer experience since 2007 as the customer experience manager. She’s currently working on Aegon’s customer communication strategy, customer journey management and directed customer research, among other things.

Read Esther 's full biography here.

And find out more about her SDGC16 workshop "Challenges and opportunities for service design in organisations shifting to agile"  here.

Related Community Knowledge

Meet the service designer

What is to be a service designer

Since service design still may sound exotic, this article will help you explain what it is in a simple language.

Continue reading
Education and Research

Six Priorities to Promote Service Design in Academia

A session was held during the 2016 Service Design Global Conference to reflect on the academic challenges that service design is currently facing and how they can be overcome by the SDN community.

Continue reading

An Exclusive Interview from the Chairwoman of the International Service Design Network, Birgit Mager

Since 1995 Birgit Mager has held the first European professorship in service design at the University of Applied Sciences in Cologne, Germany, and since then has developed the field of service design constantly in theory, methodology and practice. Her numerous lectures, publications and projects have strongly supported the implementation of a new understanding of the economical, ecological and social function of the design in the domain of services.

Continue reading
Meet the service designer

Meet Muna Al Dhabbah: Championing service design to deliver ‘seven-star’ government services in the United Arab Emirates

At the 2016 Service Design Global Conference in Amsterdam, Muna Al Dhabbah (Director of Government Service Development, Prime Minister’s Office, UAE) was joined on stage by Simone Carrier (Head of Service Design at FutureGov) to share their experiences in applying service design to improve citizen-government interactions within the UAE.

Continue reading