Service Design: The Invisible Influence On Our Everyday Decisions

Hey all!

We're back — and this time we're exploring the often invisible ways Service Design can shape our everyday experiences and behaviour.

On Nov 5th, PuXu is hosting its next free meetup at our long-term sponsor and co-host Acato in Utrecht. The theme is Service Design, and we now have two great speakers lined up, with a third to be announced soon.

Mart Hoogenhout | Service Designer @ Albert Heijn
“Why do 4 out of 10 supermarket customers sometimes fail to pay? A case in how Service Design can tackle systemic problems.”

In his talk, Mart explores the psychology behind opportunistic theft and shows how this project put Service Design on the map at Albert Heijn. How do people justify not paying for an item? And how can you drive behavioral change without treating every customer like a potential thief?

Mart is the Service Design Guild Lead at Albert Heijn, with 15 years of experience in UX Design and UX Research at companies including NS International, adidas, Decathlon, KPN, and TNO.

Jeroen de Ruijter | Service Designer @ NS
"Trade-offs, False Contradictions & Creative Solutions"

Jeroen takes us into the world of service design as diplomacy. A world where the service designer acts as diplomat, negotiator, and translator, balancing competing interests, building alignment, and uncovering common ground where others see deadlock. How do you connect competing interests, make complexity tangible, bring the bigger picture into focus, and turn apparent contradictions into creative solutions?

Jeroen has spent the past five years as a Service Designer at NS, and brings over 15 years of experience across art direction, UX and service design.

Details:
💶 Price: Free
📅 Date & Time: Thursday November 5th - 18:30 - 22:00
📍 Location: Acato, Oudegracht 231, Utrecht
🎟️ Limited to 50 spots
🇬🇧 Event will be in English
🍕 Snacks & networking drinks are sponsored by Visma | ProActive.

We've got another update coming over the next few weeks so stay tuned!

See you on the 5th,
Rayne, Annet, Emiel, Joni & Sven.