Continuous pioneering

STBY have been intimately involved with the ongoing development of the fields of design research and service design since our foundation in 2003. Back in those days STBY were one of the first companies to predominantly focus on projects around the principles of user-centred and design-driven service innovation. Since then we have worked with many client organisations in a pioneering and entrepreneurial spirit, to critically review and improve their services. We’ve also written many papers, magazines and book chapters, given talks at national and international conferences all across the world, and founded collaborative networks to share our work with peers in the field. This active involvement with design research and service design’s continued evolution still keeps us at the forefront of these fields, as through our work we’re helping to define them.


Pioneers in a global community

Founded in 2003, STBY was one of the first agencies to conduct design research projects based on the service design philosophy. Our involvement with the user-centered design community dates back even earlier, as our founders have been active in this field since its gradual emergence at the end of the last century. Over the years, and across the globe, we have been pioneering and developing this approach, often together with other early pioneers.

Service design nor design research are ‘owned’ by any one individual or company; they are approaches founded on the notion of sharing information and developing approaches collaboratively. The projects that STBY conduct are based around these multi-disciplinary fields that we’re helping to co-define. We’re constantly adapting new theories and techniques into our fieldwork, and providing feedback as to what works and what doesn’t via publications and conference presentations.


World class connectors

To be at the forefront of service design, we feel that it’s essential to be active members of the community that surrounds it. This means we don’t just apply service design principles – we also help develop and refine them, and thus have an intimate understanding of this rapidly developing field.

Collaboration and knowledge sharing is, for instance, the principle underpinning the Service Design Network Netherlands, which STBY initiated and co-founded in 2008, and which has formally become the Dutch Chapter of the international Service Design Network in 2014. The network allows companies, students, and individuals interested in service design to connect with each other, share ideas, and help define and refine the processes and tools which the approach employs. We’re also long-standing members of the international Service Design Network. We’re regular contributors to the quarterly magazine, Touchpoint, and we’ve given keynote presentations at conferences in various countries.

Through our global design research network REACH we have been engaged in innovation projects  for service providers as far abroad as Japan, Russia,Brazil and Australia. We have built long-term relationships with several client organisations, supporting them to re-orientate their research and innovation programs around service design and design research principles. With over a decade of experience in running collaborative workshops and projects with companies eager to learn more about how to use the evocative and engaging research materials we produce, we’re ideally placed to assist those organisations looking to implement their own service design programs.

CRISP orchestration model

STBY co-developed this new model on orchestrating the design and development of Product Service Systems (PSS), as one of the partners in a large-scale collaborative innovation program (CRISP), with creative industries, academia and service providers in The Netherlands. Read the full article here.

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