Van Moof app, bike, and horse

Deutsche Bahn is the German rail and transportation company. Because innovation often gets lost when maintaining infrastructure, a small team was assembled to look at the existing service offering and to define a process for introducing new offerings.

Getting Started

A project of this scale needs to be rooted in an existing reality, so we started by understanding the existing service portfolio and user needs.

We began by working with stakeholders and team members to capture the current service offering, looking not only what was offered, but how and through which channels. We limited our scope to those services directly affecting users, and then analyzed where in the journey each was most effective as well as which user needs each was fulfilling.

Our own process both highlighted some the tools that would be necessary to and provided structure for the overall process we were designing.

Process Design

We created a process framework for innovation complete with workshops, worksheets, and acceptance gates.

Side-by-side with researchers and key stakeholders, we iterated on a process for identifying opportunties, brainstorming concepts, ranking possible solutions, and bringing new services to life.

We captured the process in a diagram highlighting activities and outcomes along with statements of purpose and sample outcomes.

Process Poster
Following the Process

Application and Validation

We tested the framework with a couple of sample projects, exploring the creation of both a new service and a new channel.

Once we felt confident in our recommended approach, we tested it. Stemming from a workshop with stakeholders, we designed a new service across multiple channels as well as a new channel enabling and extending multiple services.

These were fed back into the organization and plans were made to explore further, completing the development half of the innovation process.


Creative Director, Process Designer, Service Designer, Researcher


Process Designer