I’m Anna-Sophie Oertzen


About Me

I am a co-creation enthusiast exploring innovative ways to design and deliver user-centric and profitable products and services. My approach is empathic, holistic, and strategic. I am proficient in German, English, and Portuguese. Currently, I am doing a Ph.D. on co-creation as part of the Marie Curie Service Design for Innovation Network, a EU Horizon 2020 Training Programme. As I will finalize my Ph.D. in January 2020, I am looking for new opportunities related to consulting, strategic/service design, marketing, and digital innovation, preferably in client-facing projects.


My Experience

Accredited Service Design Trainer

I am an accredited Service Design Trainer and have been training practitioners on crafting value-added services and customer experiences for four years. Since April 2019, I am also formally a Trainer of the SDN Academy, which is part of the Service Design Network, the leading institution for service design. Please find a recent review of a two-day training on designing micro-mobility services in collaboration with LAB1886, the incubator of Daimler AG, here.

Bildschirmfoto 2019-07-18 um 15.01.31.pn


I am also passionate about speaking at events! I have held talks on service design, innovation, and co-creation in settings with up to 300 people in Germany, Netherlands, Portugal, France,

Sweden, Italy, USA, Australia, etc. Check out the event film on the Bauhaus 4.0 meets Service & Interaction Design Panel Discussion in Bremen!

Design/User Researcher

For over five years, I have been working as a Design/User Researcher, conducting qualitative and quantitative research. Through rigorous analysis, I synthesize key insights of large-scale quantitative studies and ethnographic research into actionable recommendations. During my Ph.D., I spent five months as an embedded Design Researcher at Patient Innovation and five months at the headquarters of the Service Design Network. Currently, I am leading an on-going project with Experio Lab and Patient Innovation to build a framework on how to integrate the experiences of patients, caregivers, designers, and healthcare professionals through co-creation in healthcare innovation.

(Assistant) Project Manager / Consultant

I have been part of full-time consulting projects with multinational firms, supporting them in developing value-added service portfolios and user-centric business models through a design approach. I was an Assistant Project Manager at the Service Science Factory, a service design and innovation consultancy, and was responsible for project-internal coordination, chairing project meetings, and presenting at board-level.

Interested in learning more about my professional background?



Jane Phillips


Training on Service Design Basics

Anna-Sophie is an excellent trainer and communicator. Her Service Design Basics Workshop was compact and complete. It covers all the core concepts of Service Design in 2 days! Anna-Sophie is gifted at explaining complex concepts clearly, succinctly and elegantly.

Jochen Barth

Managing Director

Service Science Factory

At the Service Science Factory, I had the pleasure to work with Anna for several months during two service innovation projects for large international clients. I experienced Anna as a very smart and dedicated team member. Not only did she make a substantial and consistent contribution to the content and quality of  the results we delivered to our clients, she also demonstrated a level of professionalism and maturity that I have only rarely experienced among professionals of her career level. I am convinced that Anna will be an asset to any team or company she will work with in the future.

Ton Wilders

Senior Project Member

Service Science Factory

Anna-Sophie was the assistant project manager in the project team of the Service Science Factory. During our collaboration she demonstrated her leadership skills and acted as a highly motivated, well structured and goal oriented professional. During various occasions she showed her ability to communicate and present at board level. Although still young of age, she demonstrated a senior level of professionalism and consultancy skills.



Ph.D. funded by the EU Horizon 2020

05.2016 - 01.2020

  • Currently finalizing my Ph.D. on the topic “The Co-Creation of Services” (Completion date: 01.2020)

  • Marie Curie Fellow with the Service Design for Innovation Network (SDIN), funded by the EU

  • Enrolled at the Marketing Department, School of Business and Economics, Maastricht University, Netherlands

  • Employed at the Köln International School of Design, TH Köln, Germany

  • Semester at the Faculty of Engineering, University of Porto, Portugal

Ph.D. Portfolio

M.Sc. in International Business

09.2014 - 01.2016

  • School of Business and Economics, Maastricht University, Netherlands

  • Specialization in Strategy and Innovation

  • Cum Laude

M.Sc. in Management

09.2014 - 01.2016

  • Nova School of Business and Economics, Lisbon, Portugal

  • Double Degree

  • Cum Laude

B.Sc. in International Business

  • School of Business and Economics, Maastricht University, Netherlands

  • Cum Laude

09.2011 - 08.2014


My Skills & Strengths

Based on my skills and strengths, I build bridges between
(1) business and design,
(2) research and practice, and
(3) my German background and an international context.

Service Design Toolset

Rooted in my experience as a trainer in service design and a consultant using a design approach, I developed a deep understanding of how and when to use service design tools and methods. Among others, I like to use personas, user journeys, empathy maps, storyboards, ecosystem maps, research walls, needs analyses, trend analyses, stakeholder analyses, competitor analyses, key insights, how-might-we questions, creative techniques, brainstorming, associations, analogies, service concept, design brief, higher value proposition, blueprinting, business model canvas, value proposition canvas, prototyping, mock-ups, feedback capture grid, service roadmaps, and evaluation frameworks.

IT Skills

I have advanced knowledge of IBM SPSS, IBM AMOS, SmartPLS, and MS Office, and solid skills of Atlas.ti and Photoshop. I have taught myself how to use these programs, and welcome the opportunity to learn more of them!

Facilitation Skills

Over the last years, I have experimented a lot with co-creation techniques. I enjoy facilitating collaborations between people that have very different backgrounds and perspectives. For my last multiple-day workshop, I integrated senior practitioners and design students into small teams and guided them in designing digital services, which was great fun and led to amazing results!

Self-organized & Analytical

Doing a Ph.D. has taught me to dissect a problem into smaller sub-parts, address and explore these sub-parts, and synthesize the insights into an overarching structure. Besides an analytical mindset, the Ph.D. has developed my competency for working in a self-organized manner.


Finally, I really enjoy meeting new people, engaging with different perspectives, and learning new things. This curiosity led me early on to leave home with 15 years and move to a boarding school in the UK; it made me the flexible and adaptive person I am today.


"Coming together is a beginning, keeping together is progress, working together is success"

Edward Everett Hale


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