Service Design

Sustainable Service Design

Creating positive impact through behaviour change, helping both people and planet.

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Positive impact

The wording is clear, but action is very limited. Organisations want to become more responsible and consumers understand they should shift to a more sustainable life-style. The urgency is increasing everyday, but how will we accomplish this?

Service design is our proven method to solve complex problems. At Koos we have dedicated ourselves to use our expertise to solve the most urgent and complex problems of all: Creating a sustainable world. Including people, society and the planet as stakeholders.

Sustainability is not just about the planet, it is about survival

Making a positive impact is a noble and – luckily – strong driver to make a turn for a more sustainable business. Next to these admirable intentions, sustainability is now a strategy for survival as well. Whether your company is adapting or not, the world is. People are realizing their impact and demand companies to change, regulations are tightening and increasing tech developments are opening doors for new business models. Thinking about your own sustainable future – and including people, society and the planet in that mix – is a matter of survival for organisations.

Sustainable change by doing

Understanding behaviour

When designing for complex behavioural change we use radical empathy to truly understand current behaviour.

Create rapid impact

We use prototyping and testing as an approach to validate our design solutions. Making complex challenges simple, step by step.

To measure is to know

We will expose the challenges of your service or organisation, allowing us to discuss a realistic perspective on the impact we want to achieve.

Adoption that is durable

We facilitate the process towards a shared vision and purpose for sustainability, by involving the right stakeholders at the right moments.

Designing positive impact – how does it work?

Sustainable change can be achieved from different perspectives; 

  1. Designing sustainable behaviour: Designing a more sustainable product or service, that fully matches the needs of your users. 
  2. Designing circular services: Developing sustainable business models, moving from a product based company to a service oriented company, or developing a sustainable way of offering your products and services.
  3. Designing resilient systems: And last but not least, creating a sustainable ecosystem by involving all stakeholders

1. Designing sustainable behaviour

Designing for a sustainable future, requires a dynamic view on the motivations and desires of the user. To truly understand these changing needs, we use our method called the tension model.

Once we fully grasp those motivations and drivers, we help you to better respond to those needs. Whether it is about creating new sustainables product service systems, or it is about optimizing your sustainable solution. We make sure that we design solutions that match your user’s needs and their behavior.


As we dit at Sogrape

2. Designing circular services

There is not 1 defined approach on how to make your business more sustainable. Your challenge might be how to transform a product focused organisation into a service oriented organisation. But the challenge can also be to create more sustainable systems and processes for your service delivery.

Together we define new business opportunities and business models that help your organisation to create that positive impact we need.

3. Designing resilient systems

For a sustainable society to take shape, large systems need to be reconfigured. This is a cumbersome and time consuming process which often leads to insurmountable resistance. In the absence of expert navigation, this ship often sinks before it had a chance to sail.

We give all stakeholders in this innovation process a seat at the table. hearing their needs and motivations to be able to – together – design a new solution for the problems at hand. Service Design helps by empathising with all parties involved and, based on that, creating a common understanding of the problem and how to solve it on a systemic level. First taking it out of its current context, and then bringing it back into the original day to day activities.

Where we created Sustainable impact

Design Sprinting for sustainability in wine.

Testing hypotheses on a winning sustainable strategy for Sogrape.

A European player entering the wetsuit market

Improving the current digital customer journey and helping Deeply setting out a new strategy abroad.

Lets start to create positive impact together

75% of the Dutch consumers think that companies should have a positive contribution to society, the environment and the wellbeing of people. Only 29% of consumers believe that organisations are actually doing this. Lets’s change this together.


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Our Sustainable Design experts

Michaël Vijfvinkel

Our real Captain Planet at Koos, ensuring we keep an eye on our social and ecological responsibility through design.