On 2 November Geke van Dijk will be co-presenting with Walter Bakker from DUO at the annual Service Innovation conference in Almere (The Netherlands). Based on two case studies for DUO/IB-Groep, they will discuss how a service design approach informed the innovation process for multi-channel financial and information services to students and their parents. This presentation is part of a session dedicated to the role of customer experiences in the overall service innovation process.