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PLATFORM ECOSYSTEMS: DESIGNING FOR POTENTIAL
WHEN EVERYONE DESIGNS…
Ron Kersic | Chief Technology Office | ING
RON KERSIC
CHIEF TECHNOLOGY OFFICE
ING
SDN: biggest threat to

come from Amazon
#FAKENEWS
CCONSUMER
BBUSINESS
Service design aims to ensure service interfaces are useful, usable and desirable 

from the client’s point of view and effective, efficient and distinctive 

from the supplier’s point of view.
BIRGIT MAGER, 2009
CCONSUMER
BBUSINESS
Service design is a holistic way for a business to gain a comprehensive, empathic
understanding of customers needs.
FRONTIERS SERVICE DESIGN, 2010
CCONSUMER
BBUSINESS
Service design is all about making the service you deliver useful, usable, efficient,
effective and desirable.
UK DESIGN COUNCIL, 2010
CCONSUMER
BBUSINESS
CCONSUMER
BBUSINESS
CCONSUMER
BBUSINESS
PPRODUCER
CCONSUMER
BBUSINESS
PPRODUCER
“SELF-ORGANISE & SELF-OPTIMISE”
“THIS COMPLEXITY IS EMERGENT”
CCONSUMER
BBUSINESS
PPRODUCER
CCONSUMER
BBUSINESS
PPRODUCER
CCONSUMER
BBUSINESS
CCONSUMER
BBUSINESS
BBUSINESS
PPRODUCER
CCONSUMER
BBUSINESS
BBUSINESS
PPRODUCER
PPRODUCER
CCONSUMER
CONTROL
CREATION
EXPERT
“SOLUTION”
“CUSTOMER”
“SEGMENT”
“POTENTIAL”
“PEERS”
“NICHES”
CITIZEN
DESIGN-TIME
RUN-TIME
N
PE
NARRATIVE
the Profound, Authentic and
Sustainable behaviour of your
users on which they build their
experiences.
PRIMITIVE
the core, simple, and self-
sufficient means for users to be
able to express themselves
within the narrative. 
ENABLERS
the Primitives’ complement to
enhance, strengthen and amplify
the users’ expression within the
narrative.
RON.KERSIC@ING.NL
@ABSYNTHMIND
Ron Kersic
ING
ron.kersic@ing.nl

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