Successful disruption through service design

A 60 minute Case Study by:

Erik Roscam Abbing


Theme: Design in practice: case studies, tools & techniques

About this Case Study

In this session, Erik will take us through his views on disruptive innovation and how service design can contribute to it. Many organisations struggle to innovate like a start-up, adopting methodologies that are too product centric and failing to take their customers and their lives as a starting point for innovation.

Through the use of various case studies, Erik will demonstrate that service design as a mindset and methodology can resolve these issues, empowering organisations to innovate in a way that is meaningful, valuable, feasible and differentiating.

About the Speaker

Erik Roscam Abbing is Managing Director of the Dutch chapter of Livework, an international strategic design consultancy focused on customers and services. Erik is a consultant, guest lecturer and thought leader in brand-driven innovation, customer experience and service design. Erik and his team consult for a variety of international clients in the product and service industries,including Philips, Natuurmonumenten, Vodafone, Europcar, Volkswagen and many more. He uses a set of proprietary methods and tools that are described in his book ‘Brand Driven Innovation’, as well as in several papers and publications he has contributed to. Livework's services include customer insight research, brand development, innovation strategy and customer experience design.

Erik is also a guest lecturer 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. He's also a guest teacher at the Hochschule Luzern, Education Director of the masters in design management programme at Eurib Rotterdam and contributor to MBA programmes in Mexico, Vietnam and Amsterdam. Erik is the initiator and producer of the documentary ‘Design the new Business’, which explores how design thinking is influencing 21st century businesses. He is also the founder of, a platform for online user insight research. Erik studied industrial design engineering at the Technological University of Delft and design management at Inholland/Nijenrode.



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