Design Research for Service Innovation

Our creative research projects connect organisations with the lives and experiences of their customers. This helps our clients to innovate their service offering, making it more valuable for both their customers and their business. Our projects generate rich, visually illustrated and engaging materials, that bring real people into the heart of service innovation processes.


Quantitative Validations

Qualitative and quantitative work seldom exist in complete isolation to each other. Though as an agency we specialise in the former, our work is often used to help inform and target larger scale studies, serving as the input for quantitative surveys.

Changing car drivers’ behaviour

The Dutch Government started a programme to make better use of the existing road infrastructure. Just adding more asphalt is not the best solution to solve  accessibility problems, as it costs…
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Continuous pioneering

STBY have been intimately involved with the ongoing development of the fields of design research and service design since our foundation in 2003. Back in those days STBY were one of the first companies…

Pushing the Boundaries

The following is an excerpt from our forthcoming publication Viewfinders: Thoughts on Visual Design Research (2016). Visual design research is relatively young, making it ripe for exploration…

Service Design in Practice

STBY is proud contributor to the book ‘Service Design: Insights from nine practices’ that has recently been translated to English. This book is the  result of a three year service innovation…