Service Designer Thinker Strategist

Portfolio website


Customer-centric decision making




I analyse complex scenarios by the use of service design activities that focus on listening to both customers and stakeholders in order to create a holistic understanding of all related actors.

I communicate the derived insights visually to align all interactions and consequently enable cross-functional teams to deliver the ideal service experience.


Customer-centric mindset

To empathise different team members with the interactions a customer has with a brand and its service, I use different tools and methodologies.  As these are means to deliver, and not a goal on itself, they are always tailored to the client’s context, challenge and ambition. 


Yet if I had to roughly divide 100% of the deliverables of my work, it will be close to the following:

Customer journey maps (current and future state)
% of my deliverables 30%
CX vision & strategic frameworks
Omni-channel experience flows & Service blueprints
Roadmaps for agile execution


Work experience

Since November 2013 I have been working at Essense – Service Design. Here I have had the opportunity and pleasure to work with clients like:

Service Designer | Client

 Client work is roughly 30 – 40% of my current job.

From October 2018 to January 2020 – I have had the pleasure to be working on Philips ambition to develop 
multiple direct-to-consumer subscription models. It was very exciting and challenging to create a service proposition from scratch, within a company having its core roots in product design.

Therefore I am happy to share that I was part of the team that launched the OneBlade subscription in both US & Germany in 2019.

SD Practice Lead | Essense

The other 60 – 70% of my work responsibilities lay within my role at Essense as Service Design Practice Lead.

Here I am responsible for the way of working & approach at Essense to ensure a consistent quality of all our client deliverables.

I have the privilege to do this with a team of +/- 15 very talented Service Designers, Design Researchers and Design Strategists – where we amongst others aim to share knowledge, document tools and methodology, celebrate our wins and fails … all in order to learn from each other and improve the quality of our work and related skills as a whole.

By nature, I will always aim to combine professionalism with humor and encourage my team to do the same.

Other responsibilities are coaching, recruitment and company strategy.

Portfolio Roy Martens


Recent work

Interested in some of my work? Feel free to view my portfolio.


Contact me