Are you in search of a process that creates new services, products and business opportunities, learn about Design Thinking.

Design Thinking offers methods and models that make use of the left as well as the right hemisphere of the brain for enhancement of creativity and innovation. It's is a proven approach for delivering creative and innovative solutions to business problems and societal challenges.

Design Thinking is a constructive method to support new initiatives like startups, spin offs, joint ventures and innovation projects. Holistic, creative, emphatic, with focus on the human perspective. It opens ways to new possibilities.


  1. ‘Design thinking has become business strategy’

    Financieel Dagblad, Gerben van der Marel, January 9th 2016

    “Because of all the digital disruption the urgency of innovation is more than ever felt. The importance of the end user experience, which designers are always working on, is finally being recognized.

    The so-called design thinking has been around for a while. In today's digital age large traditional companies are increasingly under pressure. Companies like Uber and Airbnb, whose creative thinking is in the genes, are disrupting markets. Whilst digital transformation is high on the agenda design thinking takes an important place in the boardrooms of traditional businesses.

    In design thinking it's not only about the beautiful design of a product, an app or website. Design thinking creates design principles like the focus on the end user and the ease of use across the organization. Designers keep their focus on the larger problem, they embrace abstract challenges and uncertainties. By fueling the imagination, new ideas and innovation rise. Managers are taught to make continuous product improvements based on feedback from end users."


Design Thinking makes use of the Double Diamond model which leads to specific solutions. The first step is to define the challenge.

FRAME. A well defined question is a half solved problem. RESEARCH. The following step is researching the availability of sources and information, and adjust these. IDEATION. The information is used to create new ideas. PROTOTYPE TEST. The best ideas out of these are chosen and tested and prototyped.

This proces can be partially repeated for reinforcement. In the ideal situation we prepare the organization in recognizing and practicing the process by which it can become self-learning.

Design Thinking can be used for various goals. It connects disciplines within the organization and draws together a product development process, customer approach, consistent profiling and cross-media communication with the customer and user.

Develops provides support in

  1. project leading and strategy development

  • BNO (Beroepsorganisatie Nederlandse Ontwerpers)
  • Digital Pioneers (Kennisland)
  • O-P-A, Ontwerp Platform Arnhem
  • Netherlands Design Institute (New Media, Design & Age, Design & Industry)
  • Medialab (Vestia, Gemeente Den Haag, Cultuurfabriek)

  1. design research
  • National monument Tuinwijk-Zuid
  • Willem de Kooning Academie (Research Lecturer Service Design)
  • eSociety Instituut (Zenc and Lectoraat Haagse Hogeschool)

  1. product and service development
    • HART (Municipality of Haarlem)
    • eParticipation, Ministry of IA (TNO, Dialogic, ProDemos)
    • Vondel Capital
    • Mangogos Int. (NCID, Effective Brands, TimeforSense)

    1. branding and communication
      • Euro RSCG BIKKER (Blauwhoed, Unilever e.a.)
      • ArtEZ Institute of Arts
      • DutchDFA (Dutch Design Fashion Architecture)
      • Keja Donia Design (Schuitema, Royal Club e.a.)
      • NPS (C-land Corporate Identity)


For 20 years now I advise and support companies and non-profits in the development, funding and realization of digital and cross media projects for creative, cultural, educational and social purpose.

As a consultant I love to work in a team of specialists and generalists; service designers, communication experts, strategists, anthropologists, engagement managers, project managers, developers, designers, photographers, copywriters.

I've learned that I'm at my best in the very first fase of a project when new information, resourses and knowledge change the standpoint and passes into realization fase in which ideas become reality. I get excited by approaching, analyzing and solving a complex design related problem by bringing in qualities such as creativity, theoretical methods and an entrepreneurial, innovative spirit.

  1. References

Josta de Hoog, Research Fellow at Scientific Council for Government Policy (WRR);

“While Sandra was managing the Digital Pioneer program at Kennisland, I was one of the 'Digital Pioneers'. Her questions during the selection period where sharp and to the point and her professional support of the project was outstanding. Through inspiration and great mentoring, she helped many of the projects of the Pioneers reach a whole new level. Sandra is very solution-oriented and creative in her approaches, her sparkling personality makes her an absolute pleasure to work with."

Hans Brouwer, General manager HART Haarlem;

“Sandra van Vliet developed a number of strategies on fundraising for HART Foundation in which she linked the creative power of HART to relevant issues in the profit and non-profit sectors. Due to Sandra's creative thinking HART will be able to unlock new funding streams for their activities in the future."

Geertje van Achterberg, Service Design student Willem de Kooning Rotterdam;

_"Sandra is a passionate and experienced teacher. She taught me to think and work differently as a designer - how important it is to be aware of target audience and the client, how to arrange research efficiently and to develop a good service strategy and build effective prototypes. She creates a learning environment that encourages to work conceptually and inquisitively.

Karin Langeveld, Owner Trapped in Suburbia ;

“Sandra is a pleasant person to work with. She's professional, passionate and innovative. With her endless enthusiasm she knows how to inspire teams, how to motivate and connect. She is a quick thinker, good organizer and she's very solution oriented. A pleasure to work with!"


  • Call or me so we can meet for a coffee
Jacobijnestraat 6
2011 TH Haarlem Google Maps

023 58 366 38