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On May 25th a large group of the DesignersDNA Foundation members gathered at AkzoNobel for a high-energy Innovation Session. 

Challenge of this meetup: 'Preparing large organizations to adapt to a fast changing world with, becoming more lean with a strong focus on customer. A challenge that many corporates today are facing.'

The Innovation Team of AkzoNobel shared their experience with the group. How did AkzoNobel handle this and what happened after they opened their innovation centre D-Edg? The first months have been a big success for them, with loads of enthusiastic responses and active participation of employees from all around the globe.

After learning from their experiences, also an interactive hands-on session took place with a group of around 30 Service Designers on a challenge that many of us recognize: 'How might we create an environment where Design Thinking can flourish and lead to a customer centric approach?’ 
Many ideas on how to boost Design Thinking in a large organization were shared and left us inspired. Many thanks to Nina Maldonado for making this happen. We will keep you posted on future Meetups.
On behalf of Nina Maldonado (AkzoNobel) and DDNA Foundation Lex Dekkers (ABN AMRO), Geesje Falcke (Philips Academy), Arne van Oosterom & Thomas de Bresser (DesignThinkers Academy)
Interested to join our next Meetup? Please contact us on
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On February 15 we hosted a dinner event for 45 people at the NL Studios in Amsterdam. We had the pleasure of diving into the world of brand based service interactions. Mauricy Filho showed us how closely interlinked brand identity and customer experience are, and how in practice the opposite is often the case. His high paced story was packed with live examples and the audience was challenged to think about what brand experience their company brand is looking to deliver and what 'persona' their company represents.

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At first sight, fast changing environments, linear structures in corporates and Design Thinking do not always seem to be a good match.
So, Where do you start; How do you drive innovation in such an environment; Should you stay close to the business or as far away as possible; How do you drive co-creation; Who do you involve internally?

With a group of about 30 service designers & innovators working in a variety of industries we have exchanged information and worked on a specific ABNAMRO challenge.

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Presentation Katharina Berger

Dear D*DNA members,

First of all thank you so much for having been with us on the 26th of May for our network dinner and workshop with Katharina Berger. It was great to meet you all, enjoying the sunny evening and the inspiring session!

Clicking here you can find the presentation of Katharina Berger available on our dropbox folder.

For any other questions or feedback, please feel free to contact us.

Kind regards,

D*DNA team

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Dear D*DNA Members,

We are very honored to send you this special invitation for a dinner event hosted by Katharina Berger, Design Thinking expert in the financial industry, at the DT Academy in Amsterdam on May 26th.

Special theme of the evening event will be: ’Building a Design thinking mindset within your company’.

Date: May 26th 2016 (free of charge for DDNA members);

Time: 17:30 hr - 20:30 hr (dinner included);

Venue: DT Academy, Herengracht 265, 1016 BJ Amsterdam, + 31 20 471 00 70.

The core team of the DesignersDNA Think Tank together with Katharina Berger are very much looking forward to meeting you for this highly interesting event. A wonderful opportunity for the network to meetup but also to learn from the experience of Katharina within design thinking and to have some interactive energetic exercises to learn how to implement design thinking within your company of organization. Please if you could send us your RSVP to

Background information:

Katharina is working in innovation management and explicitly in the field of client centric requirement engineering based on innovation methods like design thinking, foresight thinking and business model generation. Design Thinking is often used as a tool for innovation - as a possibility to support the innovation processes, with some workshops applying the Design Thinking toolbox. But Design Thinking is much more. It is a way to solve complex customer problems by delivering customer need driven solutions that create relevant value to our clients. It is a way teams work, which enables us to be explorers with open eyes, open ears and open minds in a world where the speed of change in technology and lifestyle is a challenge we have to face. Please have a look on LinkedIn for Katharina’s Profile.

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Urban Concepts meeting 24.11

Dear All,

wanted to thank you for your input and engagement at the meeting in s'Hertogenbosch two days ago. If anyone has had any thoughts or reflections on the topic after the meeting, we would be very happy to hear and discuss them. Hope the afterparty was fun as well, sorry we couldn't stay :)



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Theme: 'Shared Values Towards Shared Business’
Dear D*DNA Members,
We are happy to announce that for this Meetup we are all invited by Thomas de Bresser from RWE to have an inspiring day the 24th of November in ’s-Hertogenbosch, the Netherlands. Special theme for this Think Tank Meetup is: ‘Shared Values Towards Shared Business’. We will have an open, interactive session using Service Design Thinking tools regarding new viable business models for the future that go beyond our traditional segments of generation, networks and sales. Our aim is to define shared values.
RWE, being a large German utility provider with most of their business in Germany, the Netherlands & Belgium and the UK has been involved in innovative developments for decades and plenty to be proud of in this area. Since the beginning of last year RWE has been focusing on new business models since the present model seems not viable for the future. The European energy industry is changing faster than we could ever have imagined, which drives RWE to develop new businesses that go beyond our traditional segments of generation, networks and sales. Innovation at RWE is looking to co-create with and has therefore initiated activities in Silicon Valley, Berlin and Tel Aviv. But also with the DesignersDNA Think Tank members.
We will set a more detailed schedule together with RWE beginning of November and give you more context, but we kindly ask for your RSVP before the end of October.
On behalf of the DesignersDNA Community, Arne van Oosterom

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Training Customer Journey Mapping 28/10 Amsterdam

On October 28th the DesignersDNA Think Tank Community is invited to a 1-day Training Customer Journey Mapping of DesignThinkers Academy. The course will take place at the venue of DesignThinkers Academy, Herengracht 265 in Amsterdam. We have 10 seats available for DesignersDNA Think Tank members. Please sign up using the code: #DDNA and you will be registered free of charge. We will be offering you this training, but also other topics more often in the year 2016.

For more information and registration:

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Raphael Racine updated their profile
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