Service Designer Thinker Strategist

Portfolio website


Customer-centric decision making




When describing my job, I often explain shortly as:

‘Simplifying complexity to facilitate customer-centric decision making’.

While the bit more
elaborate version is:

‘Analysing complex scenarios by the use of design activities that focus on 
listening to both customers, employees and stakeholders in order to create a holistic understanding of the interactions a customer or employee has with a brand and its service.

These derived insights are communicated both visual and actionable, to consequently enable cross-functional teams
deliver the ideal service experience’.

In case you’re familiar to common buzzwords, I’d divide my expertise as: 
Experiment Design   CX Strategy   Service Design  
User Research  |  UX Design


A tale of two ...

As mentioned in the book This is Service Design Thinking “If you asked 10 people what service design is, you would end up with 11 different answers – at least

In my opinion, the most effective way to explain service design and every association with it, is to make it concrete and relatable. For example the famous restaurant example of
 Nielsen Norman Group or Fjord’s a tale of two coffee shops short film based on Marc Fonteijn’s one-liner:


Customer-centric mindset

To empathise different team members with the interactions a customer or employee has with a brand and its service, I use different tools and methodologies. As these are means to listen, create and 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 would be close to the following:

CX vision & strategic frameworks
% of my deliverables 30%
Customer journey maps (current and future state)
Experience flows & Service blueprints
Roadmaps for Agile execution
Concept mock-ups & Wireframes


Work experience

Since November 2013 I have been working at Essense – Service Design. Starting with 2 other colleagues and the owner, we are currently around 35 FTEs. Very exciting to be part of this journey.

During this journey, I have had the opportunity and pleasure to work with many different clients, such as:

Service Designer | Client

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

Here I either contribute to project work, or coach and train different in-house teams on their way of working (such as CX and Customer Journey teams at respectively KPN and

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. 

As team lead, I have the privilege to work together with +/- 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 as part of the leadership team.

Portfolio Roy Martens


Recent work

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