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 Floor Govers, a creative strategist at Koos, to give us her take.

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

Service Design is the activity of orchestrating people, infrastructures, processes, communication and material components between a service provider and its customers, in order to improve service quality or create new service concepts. 

We, as a service design consultancy, both help organizations to improve their service quality and to create new service propositions from a customer-centric viewpoint. We support organizations from empathic research all the way to service implementation and additionally train employees in service design methodologies. 

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

Service design methodologies creates services people love to use, by combining user needs and internal strategic strengths. 

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

- Make sure to internalize service design methodologies and implement them into daily business activities.

- Make sure to implement an iterative designproces, where you need to prototype fast and validate your service proposition as quick as possible.

- Make sure to translate your brand values into experience principles that can drive you customer experience.


Figure image

Floor is a creative strategist, driven to improve people’s lives. After exploring the world of Service Design with her own company (The Workfloor), she now works as a senior service design consultant at Koos Service Design. She loves to dive deep into the world of customers and translates these insights in powerful strategies for companies.


Read Floor Govers 's full biography here.

And find out more about her SDGC16 workshop "Experience Design:Building a distinctive customer journey"  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