A new learning platform for Philips Service Design team

After six months of research within the Philips Service Design team, a major opportunity to improve their way of learning has been identified. This learning platform will provide the team with a leaner way of working. It will based on a continuous improvement system that leverages Philips Best Practices framework.
Students involved
Adrian Madrid
Fostering a service driven culture
How to move from a product to a service-based company. Move a large organisation deeply rooted in product-based business culture to one that embraces design thinking and service mentality.

The concept is a learning platform will provide the Philips Service Design team with a leaner way of working. This learning platform is intended to support that lateral thinking and provide the team with a space and methods to gather their insights, reflect and drive changes towards the official improvement paths and It will based on a continuous improvement system that leverages Philips Best Practices framework.


The platform main users are the members of Philips Service Design team. This team develops end-to-end healthcare and maintenance services, from concept to implementation. Thus, they collaborate with all Philips stakeholders involved in this process (Marketing, Operations and Quality and Regulatory, as main partners). Projects configuration is structured in international cross functional teams. The department gathers 18 people with a varied set of functions, like data and business analysts, application and performance specialists, validation engineers, and service designers.


Philips has more than 80.000 employees in 100 different countries. They have been manufacturing products for over 125 years. Since the last decade, they are driving their source of business towards a service based model. This change is very ambitious and this project aims to contribute into its direction. As an international corporation, processes are standardized and sometimes over structured. The Service Design team has the need of stepping into a lateral thinking path as this standards may be affecting their practice.


Listening, observing and empathizing. Visualizing the insights, ideating and discussing collaboratively. Sketching, testing and implementing. This learning platform is strongly driven by a Design Thinking approach. Over the past six months of research, the main pain points and areas for improvement have been identified; on-field working processes have also been visualized. This has led to the creation of learning materials that the team is currently using, that will become the body of the new platform.

special thanks:
Gerard van Ballegooijen and Martijn Hultermans, as supervisors.
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