When building digital products and services, we are designing complex systems.We need to think the customer experience through on several channels, figure out the system architecture, gain understanding through data and research, decide what to iterate... - not easy, but fun! In this keynote talk given at Agile Cambridge 2016, Johanna introduces core systems thinking principles for designing better services, discussed how data and feedback mechanisms help us understand what is going on in a system, and addressed the challenge of bringing about change in a system.