Designing for collaborative value creation and sustainable growth

In the second decennium of the 21st century the innovation game will change significantly: sustainability, participation, digitization, legislation and new competition are no longer abstract trends but have become very concrete opportunities to make a real difference.

Successful organizations will be able to innovate collaboratively, in eco-systems where companies, governments and persons (customers, citizens, users, patients, or employees) co-create new types of value in new types of business models. Increasingly the success of innovation hinges not only on the quality of the product or service as such, but also on the extent to which organizations are able to participate in and contribute to such eco-systems.


Learning Objectives

During this master class, you will learn to:

  • Understand the challenges of eco-system innovation;
  • Understand the role of human centered design and design thinking in eco-system challenges;
  • Understand the role of a shared purpose and shared principles in complex stakeholder networks;
  • Understand how collaboration, participation, new businesses models, new types of value and behavior change play a role in successful eco-systems and how to design for them;
  • Understand how service design processes and tools can contribute to prototyping and scaling eco-systems;
  • Move from customer journey mapping to eco-system mapping;
  • Understand organisational challenges in eco-system design (guest lecture by Marzia Arico);
  • Make a plan for your own organization to start tomorrow.


  • Introduction to eco-system innovation: the challenges and opportunities;
  • Design thinking and its contribution to eco-system challenges;
  • Human centered approaches to sustainability and circularity;
  • Tools and methods for human centered eco-system design;
  • A change roadmap for organizations who want to transition from product/service focus to eco-system focus;
  • Cases and example interventions.


Erik Roscam Abbing

Erik Roscam Abbing is a frequent Lecturer at the SPD master at TU Delft and several other
universities. He is also the director of Livework Netherlands, where he consults on customer experience innovation and service design for clients around the globe.