Tessa Griffioen
Consultant
Tessa is a senior service designer specializing in human-centered design and strategy. Intrigued by the dynamics between people, organizations, and the environment, she makes visions and services tangible with visual frameworks, concepts, and prototypes. In addition, she enjoys designing and facilitating sessions to connect teams and stakeholders throughout the organization and make solutions workable.
Share this article
Our contribution to the STHLM Xperience Conference. From theory to practice: the framework that empowers users.
Many public services mainly focus on users’ cognitive skills, meaning whether someone understands what’s expected of them. However, in recent years, the Netherlands Scientific Council for Government Policy (WRR) has issued reports with a central message: knowing isn’t the same as doing. To take action, like filing taxes or returning a package, non-cognitive skills also matter. Think of perseverance, optimism, and planning skills. These qualities influence whether someone takes action and keeps going.
Therefore, we developed an archetype framework that accounts for do and thinking skills. Regarding this presentation, we presented at the STHLM Xperience Conference 2025 to 400 design professionals. We also conducted a hands-on workshop in which 35 participants applied the framework to commercial and public cases.
Think of the popular video game Minecraft or the help desk for lost luggage at the airport.
An archetype framework based on do- and thinking skills
The goal of the framework is to reach more effectively, inform, and activate diverse, universal user groups. It makes visible why and when a service or product works effortlessly for one person, while the same steps cause issues for another. Even when those individuals exactly understand what is expected of them. Additionally, it provides concrete design principles targeted at creating solutions for these different users.
How can we design products and services that not only help people understand, but also enable them to take action?
The framework combines two aspects: one for cognitive skills (thinking skills) and one for non-cognitive skills (ability to do). The level (high/low) on which someone scores on this combination determines how she herself benefits when using a product or service. Based on those variations, we identified four archetypes on the map, which are characterized by behavior, underlying needs, and friction experienced. In addition to testing the archetypes within different customer contexts, we developed concrete design principles for each type. In other words: how do we design products and services that not only patients understand but also actively engage with in their daily routines?
STHLM Experience Conference 2025: From Theory to Practice
During the presentation, we explained the behavioral science foundation of the framework as well as the design challenges that came before it. Using concrete examples, we demonstrated how the four archetypes help make services more accessible, inclusive, and effective.
Then, 35 participants worked independently in a workshop. In small groups, they tackled their own cases-from digital products to public services-and applied the framework firsthand.
In two steps, they developed solutions aligned with one of the archetypes:
- Identifying behaviors: how does the chosen archetype interact with the product or service?
- Designing concrete solutions: What features or modifications enhance the experience when applying the design principles?
At the end of the workshop, each group presented an initial set of targeted design interventions. Participants told us that the framework helped them evaluate their product or service more clearly, with a more human-centered approach and greater nuance.
Design that gets people in motion encourages movement
The conference showed how powerful it is to be consciously designed for engagement. Our service design team works with customers to navigate complex issues across the public and commercial sectors, creating products and services that effectively guide people. We continue to develop, test, and refine the main framework to consistently deliver services that truly connect with how people behave.
