The dizzyingly fast technical innovation has blasted the way for services that were impossible a decade ago. This forces technology and business teams to collaborate and figure out how to apply these technical capabilities and where to focus their investments. Unfortunately technology often drives organisations, rather than serves customers.

In designing products and services a lot of attention is given on how technology and systems will work, ignoring (end) customers. Understanding how customers use, consume, even circumvent systems enables the design of effective services. Breakthrough services are designed with the (end) customer in mind, supported by people and technology.