Our ideas

Some say the Purpose trend is over. Every organisation does business the inclusive, sustainable or healthy way these days. So that's no longer a way to distinguish yourself. However, research indicates that purpose shouldn't be over. Organisations with a clear purpose experience three types of benefits. Susanne van Mulken addresses these three types.

Value-driven design is the next phase in customer experience. Trends like the technological ratrace, customer experience as differentiator, ‘stakeholder value’ over ‘shareholder value’, the public role of companies and GenZ show why it is smart to base your strategy on values.

In the digital connected world there are more people sharing their opinions and experiences, or echoing those of others. This results in organizations being increasingly confronted with their own inconsistencies. At the end, it boils down to values. In this blog, Iñigo describes a specific example of how activism has changed the way many organizations advertise online.

We often get asked about how service design and UX design relate. And then we introduce yet another term: TrueX design. But if you introduce a new term you need to clarify how it relates to other terms. This post explains how these design domains connect.

True. What is true? In these times, with fake news, virtual reality and mindfulness, that’s a reasonably relevant question to ask. Is something ’true’ when it is based on facts? Is it something that touches you, that is of value to you, has particular meaning to you? In the context of our expertise, design, we believe that designing true experiences will become more and more important