In today’s landscape, an increasing number of brands are articulating their purpose to meet consumer expectations of greater responsibility toward societal and environmental issues. However, brand purpose should not be reduced to a mere marketing tactic; instead, it should serve as a guiding principle for organizational strategies and decision-making.

For Secrid, purpose has always been at the heart of its identity. Despite its reputation for technological innovation, Secrid’s foundation lies in a design heritage driven by the mission of "driving the industrial evolution by using design as a force for good." This mission encompasses a holistic approach to better design—better for the product itself, for people, and for the planet. Over time, Secrid has organically cultivated a loyal following, with fans who appreciate its innovative and aesthetic designs. However, due to its history as a retailer-focused brand, Secrid faces challenges in directly communicating its purpose to end consumers. Limited experience and resources in B2C communication have widened this gap. As a result, while Secrid enjoys high product awareness, its brand and purpose awareness remains comparatively low—even among its existing user base.

Secrid’s goal is to create a communication strategy that directly engages end consumers, ensuring that its products are valued not only for their functional qualities but also for the deeper purpose behind the brand. The ultimate aspiration is to inspire both consumers and the industry to adopt holistically better design and consumption behavior, thereby advancing its mission of driving the "industrial evolution." This prompted Secrid to pose the central question:

"How can we communicate our purpose stories to our end consumers in a ‘Secrid way,’ ensuring they associate us not only with our products but also with our purpose?"

Through literature and case studies, this project identified key challenges and opportunities for Secrid in addressing this gap. Design takeaways and criteria were developed this research, and a ‘Big IdeaL’ was formulated to serve as the foundation of Secrid’s B2C communication. Six essential characteristics of purpose-driven communication were identified: consistency, authenticity, empathy, transparency, collaboration, and adaptability and translated into design criteria and take-aways as well.

Building on these criteria, a prototype was developed for the post-purchase mailing touchpoint to test and validate purpose storytelling through the Big IdeaL and formulated design criteria. Two rounds of validation—qualitative interviews and surveys—provided valuable feedback that informed iterations of the prototype and testing of the design criteria. New criteria and take-aways were also formed based on validation outcomes.

The results culminated in a comprehensive communication plan, consisting of a Big IdeaL, validated design criteria and a suitable short term channel plan and long-term communication vision. The short-term plan focuses on reclaiming Secrid’s competitive position by optimizing current communication channels. The long-term plan envisions Secrid fulfilling its mission as a driver of the "industrial evolution," establishing itself as a benchmark for purpose-driven branding.

Overconsumption plays a big part in the current environmental crisis, making a shift towards sufficient consumption imperative. Since overconsumption is often a habit, triggering a stop and re-think process in the consumers' minds may be the way for reduction. Societal norms, proven effective for behaviour change, could disrupt consumption habits by combining a static (present norm) and dynamic (how the norm is changing) norm. This thesis explores the impact of combining sustainable and unsustainable framings of static and dynamic norms on consumer behaviour. A laboratory study exposed participants to four norm combinations before engaging in a shopping task. No significant differences emerged in the number of items selected or the time spent shopping across groups. However, a marginally significant interaction effect hinted at the potential influence of combined static and dynamic norms: participants selected the most items with two matching sustainable norms and the least with matching unsustainable norms. Notably, upon removing older participants from the data, this interaction effect disappeared and the effect of the dynamic norm became significant. Unsustainable norms triggered significantly higher negative emotions than sustainable ones, while sustainable norms elicited significantly higher positive emotions. Yet, neither significantly mediated the relationship between static and dynamic norms and item selection. These findings are relevant for marketeers and (communication) designers of companies seeking to engage in demarketing or government agencies promoting sufficient consumption. These results can lay the foundation for more extensive research into this combination of static and dynamic norms, which could be used to make stronger messages to promote both sufficient consumption and other sustainable behaviour.

This thesis explores the potential of speculative design and art to raise awareness about pet preparedness, influence climate adaptation, and shape public perception of disaster risk in the Netherlands. Through speculative prototyping, the project aims to create an artifact that provokes curiosity and emotional engagement, encouraging action towards better preparedness for pet owners during disasters. The research identifies significant gaps in current pet evacuation and care practices, particularly within traditional risk communication systems. These gaps often result in unpreparedness, which can lead to pet fatalities, increased strain on emergency services, traumatic evacuation, and public health risks such as zoonotic disease outbreaks.
The project investigates for the Netherlands Institute for Public Safety and Dieren in Rampen existing pet preparedness practices at various levels. This includes governmental, organizational, and community preparedness efforts, and uncovers misconceptions and barriers that prevent proactive measures. Through a mixed-methods research approach, the project highlights key challenges in risk communication, such as the lack of clear governmental support, the misperception of government assistance, and the emotional barriers pet owners face when making evacuation decisions.
The design process centers around the creation of the Verlaatpaal, a speculative artifact that aims to immerse pet owners in evacuation scenarios, raising awareness of preparedness gaps and encouraging behavior change. The design integrates the human-animal bond, aiming to provoke emotional responses and dialogue about pet preparedness, strengthening self-reliance, co-reliance and population resilience. The final prototype tests the ability of the artifact to stimulate conversation, raise awareness, and spark interest in pet evacuation planning.
This thesis ultimately demonstrates how speculative design can be used as a tool to address complex societal challenges, particularly in the context of disaster preparedness, by engaging stakeholders, stimulating debate, and promoting collaboration among pet owners, rescue organizations, and emergency response teams.

The goal of this project is to develop the vision on mobility for Greenchoice in the year 2030. To achieve this goal, the double diamond model is used, filled with the Vision in product design method.
The project is hosted at the energy supplier Greenchoice, which is currently in a strategic shift from energy supplier to a platform for climate positivity, where they want to offer the next step in sustainability to every customer.
Past years, Greenchoice has aquired seperate mobility services, to offer charging services, charging stations and business charging. These services are completely seperated and do not work together to create a unique value proposition in the mobility market. By developing the vision on mobility, an integrated proposition should be developed.
Interviews with EV drivers and desk research were executed, to create context factors, which in turn were used in a workshop to develop a future context. From this future context, an attitude grid was created to decide on a position for Greenchoice in the future context. A design direction is created, to serve this position: In 2030, we envision providing our customers with their own sustainable energy always and everywhere in an intuitive way, by being able to use their sustainable energy outside of their homes with their Electric Vehicles.
To come from the future vision statement to a concept, an analogy was brainstormed. The chosen analogy was based on the concept of a creditcard. The characteristics from the interaction with a creditcard were derived, to guide the conceptualization phase. With the characteristics of a creditcard, the project team came up with two concepts:
Happy charging & Community charging.
Through multiple iterations and with the help of user feedback through narrative storytelling and app screen prototyping, both concepts iterated into the final concept.
Happy charging lets users save up their solar energy which they don’t use at home, to charge their car with on the road. The app will function as a digital battery notifying EV drivers when and where they can charge with their own solar energy.
Community charging lets homeowners register their home charging and make their charger available to the Greenchoice EV driver community. The EV drivers are able to charge at somebodies home charger between selected times, so the homeowner has a way to optimize the use of their solar generation through the home charger and the Greenchoice EV driver benefits from a more extensive charging network.
Eventually both concepts are joined into one concept, Chargeshare, so customers are connected to eachother, to charge their own sustainable energy at home and on the road in a seamless way. The concept is delivered with a description and roadmap for development.

Be it for providing a positive customer experience, a holistic brand identity, or a way to combat stress and exertion, background music has been used by businesses for profit since the invention of the phonograph. (Thompson, 1995) Modern technology enables this to happen fast, and tailors it to the needs of the business. Kollekt.fm is an Amsterdam based B2B music consultancy focussed on doing just that: providing brand-tailored music to businesses. Though this appears to be a single service, it has multiple facets: commercial music licensing, music consultancy, creation of music libraries, and music management and playback. Kollekt's primary proposition is a culmination of all four of these, making it a high-end service accessible only to a particular market segment. However, the team at Kollekt believes that their expertise and assets have the potential to go beyond this current segment, and this project explores possible opportunities for new value propositions in this domain.

An extensive market analysis for services comparable to Kollekt (and their vision for the new proposition) reveals a dense competition space with several well-established players with a global presence, indicating that providing a comparable service and competing on standard business metrics (like cost) may prove to be futile. (Kim & Mauborgne, 2005). On exploring Kollekt's client stories, an enticing new opportunity is revealed: employee involvement and well-being. Employees in businesses are a key stakeholder in its music ecosystem, yet all the services explored in the market research give sole control (of music curation, scheduling, and playback) to the business owners or managers, effectively sidelining the staff in the journey causing unhappiness and possible conflict between stakeholders. Contextual Inquiry done in small businesses in the Netherlands also reveals interesting insights. Small business employees have power, autonomy, and often are in-charge of the music (often with restrictions placed by the managers). However, there are no services that enable them to do so well, and they find themselves relying on personal use streaming services like Spotify. This is not ideal as these services are illegal to use in businesses, and not designed for commercial use.

TRUNE, an end-to-end SaaS background music services for businesses, aims to fill this gap and create a more inclusive business music ecosystem by recognising staff as a key stakeholder. It also aims to make background music accessible to more businesses by expanding Kollekt's roster of value propositions. The essence of the concept lies in leveraging businesses' human capital (instead of expert curators in Kollekt's current service) to create a unique background music identity. This empowers the employees and creates a better working environment for them, which in turn positively impacts the customer experience and business performance. Different aspects of the solution are also tested and validated, resulting in directions for further iterations.

The thesis ends with discussing the relevance of this concept within the context of Kollekt and its strategic fit with the company, and gives recommendations for its implementation. In conclusion, employee involvement in the background music (via the solution offered or other directions) has high potential in furthering the commercial background music industry and can simultaneously provide Kollekt with a blue ocean to grow to new heights. Scope for further research and development is also discussed, both within the company and externally.

This thesis presents a VR Transgender Inclusion Experience that informs, immerses, and improves the cisgender user to become more inclusive towards transgender peers. By showing them uncomfortable scenarios from the perspective of transgender and non-binary people they become more aware of how their behaviour, and that of their peers, may come across. With hands-on tips, the cisgender user is motivated to go beyond their phase of acceptance into the role of being an active ally. In doing so, these allies not only improve their own behaviour but become spokespersons for the trans community within Delft University of Technology, affecting others in the process.
The report highlights the polarizing effect that linking gender identity to gender expression can have on cisgender and heterosexual individuals due to fear of the unfamiliar. This phenomenon is also observed at Delft University of Technology, where trans and non-binary employees feel less comfortable and less connected to the university community compared to their colleagues. A recent survey by the D&I office identified these issues, but the root causes and solutions remain unclear, with investigations into student experiences ongoing.
The project's objective is to create a more inclusive and supportive environment for transgender people at Delft University of Technology. The emphasis is on fostering comfortable conversations between cis and transgender people and providing appropriate language for discussing this sensitive topic. By achieving a more informed perspective, healthier interactions between cisgender-heterosexual and trans/non-binary individuals can be promoted, creating a secure environment where everyone can express themselves without causing offence.
This research signifies a deliberate choice to concentrate on the cultural aspects of queer inclusion rather than the systemic aspects. This is because the TU is actively working on enhancing policies but is lacking initiatives to change the institute's culture. People at the TU often express a desire for inclusivity due to their cognitive empathy, understanding the challenges faced by minorities. However, this sentiment doesn't always translate into action. To bridge this gap, it's important to trigger emotional empathy by enabling individuals to feel from the perspective of a minority.
The heart of the VR experience is being immersed in scenario’s that transgender people run into. Even though the user experiences the scenarios through the point of view of a transgender person, it does not try to replicate how it is to be trans. Such an experiences cannot be replicated in a matter of minutes. The goal is to activate allies to stand up for transgender people when they cannot do that themselves.

This thesis explores the development of a quality assurance solution specifically tailored for training programs. Prowareness is a consultancy firm specialised in agile transformations. A big part of their value proposition is training. Prowareness is growing and has a reputation for offering training to high end clients. However, in order to ensure a consistent client experience, they are in need of a quality assurance model.

The author uses a double diamond approach. First, relevant literature is studied to gain more insights on the topic of quality, intrinsic motivation, and agile. The data analysis in the discovery phase is done using the Straussian approach of the Grounded Theory Methodology and a questionnaire. The main insight from the analysis was that currently employees each have their own definition and approach to quality assurance of training. Also, the employees have the need for a standardised quality assurance model.

From the data analysis the author formulates a product goal that says:
“The product goal is to provide a comprehensive description of the process to be followed before, during, and after conducting a training, along with its implementation. The aim is to ensure that every trainer follows the same process, creating a shared understanding and a standardised approach for quality assurance.”

The content of the solution is developed with input gathered in several co-creation sessions with Prowareness employees. The author considers the employees as the experts of the content. Also, including the employees in the creation of the product, increases the chances of adoption and boosts intrinsic motivation. Based on the input and design criteria, the form of the final product is then chosen by the author.

The result is a live Handbook that employees can read to know exactly the steps that need to be taken before, during, and after a training. Since it is a live document, it can easily be updated in real time by the responsible person. The author also provides an implementation strategy that is needed for the roll-out of the Handbook within the company.

The author ends with recommendations for Prowareness regarding quality assurance.

A bio-based future where biomaterials are part of everyday life is the vision and entry point of this thesis. Achieving this scenario requires changes in socio-technical systems by cutting non-renewable materials and redefining cultural and behavioural dynamics in the production-consumption value chain. With a focus on user experience, this research proposes the following. How can the user experience with materials be used as a driver in the biomaterial transition? Several theories related to materials, diffusion of innovations, and sustainability transitions address the challenges and potentials of the biomaterial transition separately. However, there is not an integrated approach. This research aims to tackle this gap articulating a literature review and three exploratory studies as research stages. The results broaden the perception of biomaterials as disruptive innovations. Thus, deepening in their role in shaping social practices redefine the

The number of visually impaired cases have been exponentially rising in recent time; there are 30Mil visually impaired people in Europe . This has lead to the creation of a big industry of assistive technology devices for the visually impaired community. Envision, a start-up developing artificial intelligence products for the visual impaired, wanted to introduce the new Envision Glasses. The project aims to develop a go to market strategy for the Envision Glasses. To answer this research question, the case study approach was used. Furthermore, Root's 1994 international market entry model was used as a framework. Thus, splitting the research question into two: first, what are the market dynamics that impact the business model, and secondly, what are the factors that influence the consumer purchasing behaviour. Multiple perspectives from the different stakeholders were gathered through qualitative and quantitative research. The final outcome of the project was a market entry strategy with a desired customer journey map that can be replicated across the markets selected.

There is a shift to the experience economy. Customers are increasingly craving unique experiences and authentic brands; brands that are real, sincere. Additionally, technological developments are booming and can help enhance these customer experience. Efteling employees have lots of ideas to innovate technically. This master thesis explores how the Efteling can balance these changing factors with the question: How can the Efteling balance technological innovation, without losing sight of the brand authenticity of the Efteling and meet the expectation of the customers? Different physical, digital and phygital (physical + digital) technological innovations were researched via in-depth interviews with Efteling employees and guests. Comparing the results gave insights in points for improvement in the current authenticity process. Physical innovations are doing well with the current guidelines and there are some chances to improve in digital and phygital innovations. Creative workshop sessions revealed criteria for how to improve these points. All insights from the above mentioned research, combined with literature and Efteling insights revealed recommendations on how the current authenticity guidelines of the Efteling can be improved, and applicable for all three categories technological innovation, and not only physical innovations. Recommendations for what the current authenticity guidelines of the Efteling should contain: 1. Build everything for eternity, from real materials Keep the changing context and consumer needs in mind 2. Make it look like it has been around forever Immerse the guests in the magical world of the Efteling 3. Highlight a fragment of a story Use implicit storytelling to trigger the imagination of the guests 4. Look for it in the little things too Beautiful finishing and details are important 5. Strive for perfection Have a consistent Efteling style throughout all innovations 6. Use organic forms: think in curved lines Stimulate wondering and exploring, in a Pieck style 7. Use well-known fairy tales and stories Create an experience that triggers nostalgia 8. Let technology facilitate the story Technology should be purposeful and easy for the guests 9. Guard the heritage Be inspired by the founders Pieck and Reijnders

For technology firms like Barco, radical innovation a way to escape intense competition, but also crucial for long-term survival as they provide the foundations on which future generations of products are created (McDermott & O’Connor, 2002; Sandberg & Aarikk-Stenroos, 2014). However, a required mature radical innovation capability in the front end of the process was lacking (O’Connor & DeMartino, 2006). Therefore, they have to change their internal processes and organisational routines that are regarded as the building blocks for this organisational capability (Junginger, 2008; Salvato & Rerup, 2011). Understanding organisational change is one of the great endeavours of many researchers and management consultants in the field of organisation design. A way to understand organisational change is by looking at organisational routines (Becker, 2005). Organisational routines are important to organisational change, but easier to study (Feldman & Pentland, 2003). However, an understanding how routines are designed or come to life is still a key question in the field of organisation design (Howard-Grenvile, 2005; Wegener et al., 2019). The approach of many managers and consultants of carefully designing PowerPoints and checklists while hoping for routines to change is a mistake (Pentland & Feldman, 2008). This leads to the following research question: How to design an organisational routine that develops a radical innovation capability within a technology firm?To answer this question and to provide organisation designers or organisational researchers empirical insights on how to design a routine in a performative way I developed and executed a routine design strategy. This strategy is based on existing routine design literature (Pentland & Feldman, 2008) and the double diamond approach (Design Council, 2005).This study shows that using a routine design strategy consisting of three interdependent phases are critical to routine design. First, emphasize with routine actors, conduct activities to discover and define the challenges and needs the actors face in their patterns of action. Second, lock in desired performance, prototype in collaboration with the routine actors the desired performances and lock them in a physical artefact. Third, build the ostensive, perform the designed performances in design experiments within a reflective and experimental space to practice the routine in safe but realistic boundaries.

The reduction of waste materials is an important step towards a more circular economy. Within the mattress industry, the focus on sustainability and recycling has increased substantially over the last few years. In the Netherlands and a few other European countries the recycling of mattresses is strongly encouraged or made mandatory by local and national government.
Matras Recycling Europe B.V. is a Dutch company that specialises in the collection and disassembly of used mattresses. In order for this business to be viable and to increase the circularity of the entire mattress industry, it is important to find a suitable application for each of the materials of a used mattress. This thesis focuses on researching the potential of the outer layer of the mattress: mattress ticking.

This report describes the methods, outcomes and decisions that were made to create the final product. At the start of the project, the research question was:
“How can recycled ticking materials be used to design pet products, in the most sustainable way?”

The Material Driven Design method (Karana et al., 2015) was applied as a framework to determine the properties of the material, determining the market opportunities for mattress ticking.
Focus groups with the target group resulted in insights, which in combination with interviews with experts and other research, resulted into a preliminary list of requirements where the product should abide by.
After exploring multiple search areas, the search area “Travelling with dogs” was chosen because of the high viability. This search area led to 17 ideas, which were scored using the Harris profile method.
After further elaboration of the three concepts (Fence, Sunshade and Hammock) that scored best, one concept was chosen because it had the highest viability and desirability. This concept (Fence) was developed into the final product: Dipi. Dipi is a simple dog tent that protects dogs from the sun and creates a secluded area for the dog to lay in. The product is lightweight and easy to use. The product is intended to bring along on holiday.
The launch of the product is supported by a marketing strategy and a list of potential production partners, that is proposed to the client company.
After materialising the final design of the product, a prototype was made. The final prototype was tested in an exploratory user test with the envisioned target group, after which final design recommendations were set up.
The thesis is concluded with further recommendation for developing the Dipi and an extensive evaluation of the used methods during the project.