12 projects are kick-starting the Green Deal Smart Energy Cities in Amsterdam, Arnhem, Eindhoven, Enschede and Groningen. All these projects aim at designing the energy transformation at a local level with a special focus on mobilizing local residents. Service Designers operate as Creative Producers at a local level to support these multi-stakeholder projects. How do they operate? How do they intervene and re-design these projects? How do they ensure residents’ involvement and co-creation?

3. Create Energy:
Creating Smart
Energy Citizens

4. TOPICS TODAY
WHO IS WHO?
CHALLENGES
SMART ENERGY CITIZENS
- THE CONTEXT: WICKED PROBLEMS
- MULTI STAKEHOLDERS
CREATIVE PRODUCER
CASES & EXPERIENCES
LEARNING FROM YOU

5. “SOME PROBLEMS ARE SO COMPLEX THAT YOU HAVE TO BE
HIGHLY INTELLIGENT AND WELL INFORMED JUST TO BE
UNDECIDED ABOUT THEM.”
LAURENCE J. PETER

7. ONE CANNOT UNDERSTAND THE PROBLEM WITHOUT KNOWING ABOUT ITS
CONTEXT, ONE CANNOT MEANINGFULLY SEARCH INFORMATION WITHOUT
THE ORIENTATION OF A SOLUTION CONCEPT, ONE CANNOT FIRST
UNDERSTAND AND THEN SOLVE.
WICKED PROBLEMS

8. • THE IDEA OF THE PROBLEM DEPENDS ON WHOM IS ASKED ABOUT IT.
• AS THERE ISN’T A DEFINED PROBLEM, THERE ISN’T A DEFINED SOLUTION.
• THERE ISN’T A GOOD OR WRONG SOLUTION, IT IS JUST BETTER,
WORSE, GOOD ENOUGH.
• EACH WICKED PROBLEM IS IN FACT UNIQUE AND NEW
• EACH SOLUTION IS A ‘ONE-SHOT’ OPERATION.
• THERE ISN’T A DEFINITIVE SOLUTION BEFOREHAND.
WICKED PROBLEMS

9. MULTISTAKEHOLDER CONTEXT
CUSTOMER/ END-USERS
PROVIDER OF SYSTEMS
PROVIDER OF SERVICES
SUPPLIER
ENABLER
MARKETING & COMMUNICATIONS
GODFATHER
CERTIFICATION OF COMPANIES
FINANCIERS
OFFICIAL INSTITUTIONS
SOCIETY

10. CREATIVE PRODUCERS
- BUILD SHARED UNDERSTANDING IN MULTI STAKEHOLDER ENVIRONMENT
- CREATE USER INSIGHTS
- EXPLORE CREATIVE SOLUTIONS

11. CREATIVE PRODUCERS|smart energy cities
Human Centered Innovation
WHY?
Green Deal/
Smart Energy
Cities
Create Energy
provide
100,000
buildings with
new energy
concepts
people
technology
business

12. CREATIVE PRODUCERS|smart energy cities
Human Centered Innovation
WHY?
people
technology
business
human
centered
innovation
insight in needs of
(end)users in context
co-creation of concepts
design value network
co ownership of solutions
empowering smart energy citizens
service design
design thinking
gaming
design for behavior
data & apps
architecture

13. CREATIVE PRODUCERS|smart energy cities
Human Centered Innovation
HOW?
goal
stakeholders
tools
deliverables
Explore
Generate
demand
Research &
Creation
Design Solve Scale up
creative producer creative collaboration
identify
promising initiatives
generate shared
demand
framework
design
promising concepts
design prototype
test
business case
implementation
concepts
municipality
building owners
team
municipality
building owners
team
owners, consortia
creative companies
team
owners/consortia
end users/ creatives/
team
municipality/owners/
consortia/ end users/
creatives/team
stakeholdermapping
SWOT
interviews
process mapping
mindmaps
interviews
concept generation
Creation Board
‘power sessions’
service blueprints
business planning
project planning
project organisation
mappings
supported
opportunities
explicit demand
design process
visual concepts
roadmap
customer journey
concept interventions
prototypes of
concepts
business plan
service blueprint
execution plan
milestones
evaluation
project-tools

14. EXPERIENCES
THREE CASES:
• CASE MEP BIOBASED ECONOMY: SHARED UNDERSTANDING
• CASE BEWEGING 3.0: REFRAME THE PROBLEM
• CASE BUURKRACHT: CO-CREATION WITH STAKEHOLDERS

15. CASE MEP BIOBASED ECONOMY:
SHARED UNDERSTANDING
KNOWLEDGE HUNT WITH MEMBERS OF EUROPEAN PARLIAMENT DESCRIBING
THE IDEAS PRESENT AND POTENTIAL ROLES IN OVERCOMING THE
BOUNDARIES IN STIMULATING THE BIOBASED ECONOMY.

16. HOLY GRAIL OF EFFECTIVE COLLABORATION
(IN WICKED PROBLEMS)
SHARED UNDERSTANDING
+
SHARED COMMITMENT
(ACCORDING TO JEFF CONKLIN, FOUNDER VAN COGNEXUS INSTITUTE)

17. Design for Understanding
Naam
Wat is je rol binnen dit vraagstuk?
Ruimte voor de casus door DIG
Waar draait het in dit probleem
om?
Hoe ziet volgens jou de oplossing voor dit probleem er uit?
Teken of schrijf hier hoe de oplossing voor dit probleem er uit zou kunnen zien als
je geen rekening zou hoeven houden met anderen.Wat is ervoor nodig om deze
oplossing uit te voeren?
Denk hierbij aan jouw waarden,jouw drijfveren.Waarom vind je deze belangrijk? Probeer hier zo veel mogelijk op te schrijven!
Kun je bijvoorbeeld een bepaalde dienst bieden,materieel iets bijdragen of een netwerk aanbieden om deze oplossing te bewerktstelligen?
Waar draait het in dit probleem om?
Wat maakt het een probleem?
Wat vind je de belangrijke elementen in deze door jou geschetste oplossing?
Hoe zie jij je rol binnen de door jou geschetste oplossing?
1
3
4
2
DESIGN FOR UNDERSTANDING
WHEN A STAKEHOLDER UNDERSTANDS
WHAT OTHER STAKEHOLDERS
BELIEVE, THEIR VALUES, AND WHY
THEY HAVE THE OPINIONS THEY HAVE.
SHARED DISPLAY IS EXTREMELY
HELPFUL

18. SOME INSIGHTS
• USING THE CANVAS CREATED SHARED UNDERSTANDING
• COMPARED TO THE USUAL WAY OF WORKING THE CREATIVE
APPROACH SPEEDED UP THINKING
• THE CREATIVE APPROACH HELPED TO MAKE FIRST STEP IN THE
MULTISTAKEHOLDER CONTEXT
• IT ACCELERATED MULTISTAKEHOLDER COLLABORATION

19. CASE BEWEGING 3.0
HOW TO TO CREATE A GOOD LIVING FOR THE ELDERLY IN THEIR OWN HOMES WITH
REDUCED MEANS (TIME AND MONEY).

23. SOME INSIGHTS
• STEP BACK AND REFRAME THE PROBLEM
• CREATE INNOVATION SKILLS IN THE MIXED TEAM
• VISUALIZE A SHARED FRAME
• BE PART OF THE HANDOVER TO THE MARKET
• IDEAS ARE GREAT, IMPLEMENTING THEM IS BETTER

24. CASE BUURKRACHT
DESIGN A SERVICE THAT WILL LEAD TO A BREAKTHROUGH IN
ENERGY SAVING FOR HOME OWNERS &
ENHANCE THE RELEVANCE OF THE SMART METER TO THE CONSUMER

28. SOME INSIGHTS
• ENERGY IS LOW INTEREST,, COMMUNITY IS HIGH IMPACT
• KEEP A RIGOROUS EYE ON THE USER
• HUMAN TOUCH PREVAILS OVER SYSTEMS
• THINK PROCESS AND EXPERIENCE
• THE ADOPTION CURVE ALSO APPLIES TO COMMUNITY INITIATIVES
• BEWARE OF OWNERSHIP