Paulien Kreutzer
Senior Design Researcher at Stby / Quicksand
Paulien Kreutzer works as a Senior Design Researcher at research and design agency Stby / Quicksand. She has a long track record as a qualitative researcher. She worked for a wide range of client organisations – from care, to media and culture – around the world in partnership with the Reach Network founded by Stby in 2008. She has extensive experience in exploring personal and sensitive topics in a participatory and co‑creative way, often with young target groups, because she is particularly interested in the power and innovative force of young people.
In her current role, Paulien contributes to projects that connect organisations with the everyday lives and experiences of their customers, citizens, and employees to inform meaningful service innovation. Examples include co‑creative street labs with residents in Amsterdam, where she collaborated with local communities and municipal clients to shape street-level public policy and spatial design.
Paulien is keen to share her experience and knowledge with the next generation of researchers through workshops and lectures, mentoring emerging practitioners in participatory research methods and qualitative design research best practice. Her work consistently emphasises inclusive co‑creation, responsiveness to sensitive contexts, and empowering young voices in social and organisational transformation.
Paulien Kreutzer
Senior Design Researcher at Stby / Quicksand
Paulien Kreutzer works as a Senior Design Researcher at research and design agency Stby / Quicksand. She has a long track record as a qualitative researcher. She worked for a wide range of client organisations – from care, to media and culture – around the world in partnership with the Reach Network founded by Stby in 2008. She has extensive experience in exploring personal and sensitive topics in a participatory and co‑creative way, often with young target groups, because she is particularly interested in the power and innovative force of young people.
In her current role, Paulien contributes to projects that connect organisations with the everyday lives and experiences of their customers, citizens, and employees to inform meaningful service innovation. Examples include co‑creative street labs with residents in Amsterdam, where she collaborated with local communities and municipal clients to shape street-level public policy and spatial design.
Paulien is keen to share her experience and knowledge with the next generation of researchers through workshops and lectures, mentoring emerging practitioners in participatory research methods and qualitative design research best practice. Her work consistently emphasises inclusive co‑creation, responsiveness to sensitive contexts, and empowering young voices in social and organisational transformation.
Sessions
Making customer journey research last
Many organisations have created customer journeys in the hundreds if not thousands. But what happens with them once they have served their initial purpose? Often they are single-use and soon forgotten, but they could also be of lasting value and form a foundational knowledge layer that can be tapped into again and again. This requires rigour in recording and documenting the journeys and agility in analysis from different perspectives, e.g. business strategy, product development, marketing, design and societal values. In this workshop we will present how one can record and document such re-usable journeys, and together we will explore and try out different analysis approaches to keep drawing knowledge from your journeys.
The first part of the workshop will focus on how to collect and document journeys that are meant to be reusable, based on a case study project Stby did in 6 countries around the world, creating 60 journeys of podcast creators for a global streaming media company that needed foundational research to support business strategy, product development, marketing and design decisions for the long term. Workshop participants will be able to compare this to their own approaches. In the second part of the workshop participants will explore how these journeys can keep giving over time, answering questions that different parts of the business or organisation has. The journeys from the first part will be used as material to work with.
For who
Researchers, research opps and research managers.
Strategists, product designers, UX designers, service designers, marketeers.
Key takeaways
How to record and document customer journeys for multiple use over time.
How to keep analysing customer journeys over time, from different perspectives.
Experience & empathy
Evidence & insight
Journeys & ecosystems