Service Designer Thinker Strategist

Portfolio website


Customer-centric decision making




When describing my job, I often explain it as: 
‘Visualising complexity to facilitate customer-centric decision making’.

In order to that, I analyse complex scenarios by the use of design activities that focus on 
listening to both customers, employees and stakeholders in order to create a holistic understanding of all related actors.

I communicate these derived insights visually to align all interactions and consequently enable cross-functional teams to 
deliver the ideal service experience.

In case you’re familiar to common buzzwords, I’d divide my expertise as: 
Experiment Design   Service Design   User Research  |  UX Design


A tale of two ...

As mentioned in the book This is Service Design Thinking “If you asked 10 people what service design is, you would end up with 11 different answers – at least

In my opinion, the most effective way to explain service design and every association with it, is to make it concrete and relatable. For example the famous restaurant example of
 Nielsen Norman Group or Fjord’s a tale of two coffee shops short film based on Marc Fonteijn’s one-liner:


Customer-centric mindset

To empathise different team members with the interactions a customer or employee has with a brand and its service, I use different tools and methodologies. As these are means to deliver, and not a goal on itself, they are always tailored to the client’s context, challenge and ambition. 


Yet if I had to roughly divide 100% of the deliverables of my work, it will be close to the following:

CX vision & strategic frameworks
% of my deliverables 30%
Customer journey maps (current and future state)
Experience flows & Service blueprints
Roadmaps for Agile execution
Concept mock-ups & Wireframes


Work experience

Since November 2013 I have been working at Essense – Service Design. Here I have had the opportunity and pleasure to work with clients like:

Service Designer | Client

 Client work is roughly 30 – 40% of my current job.

From October 2018 to January 2020 – I have had the pleasure to be working on Philips ambition to develop 
multiple direct-to-consumer subscription models. It was very exciting and challenging to create a service proposition from scratch, within a company having its core roots in product design.

Therefore I am happy to share that I was part of the team that launched the OneBlade subscription in both US & DACH in 2019.

SD Practice Lead | Essense

The other 60 – 70% of my work responsibilities lay within my role at Essense as Service Design Practice Lead.

Here I am responsible for the way of working & approach at Essense to ensure a consistent quality of all our client deliverables.

I have the privilege to do this with a team of +/- 15 very talented Service Designers, Design Researchers and Design Strategists – where we amongst others aim to share knowledge, document tools and methodology, celebrate our wins and fails … all in order to learn from each other and improve the quality of our work and related skills as a whole.

By nature, I will always aim to combine professionalism with humor and encourage my team to do the same.

Other responsibilities are coaching, recruitment and company strategy.

Portfolio Roy Martens


Recent work

Interested in some of my work? Feel free to view my portfolio.