Reimagining Collaborative Work: Product–Service Vision for CTOUCH Meeting Solutions
Designing next-generation interactive meeting experiences through a product–service system design approach
Challenge
CTOUCH, a provider of large-format touchscreens for collaborative spaces, wanted to move beyond hardware. With rising demand for flexible, hybrid, and user-friendly meeting experiences, they saw an opportunity to evolve toward a more integrated product–service system.
The challenge? There was no shared vision internally for what this transition would look like, and existing offerings were fragmented across touchpoints. CTOUCH needed to define a compelling direction that aligned technology capabilities, user expectations, and business strategy into a cohesive roadmap for future development.
Approach
To guide this strategic pivot, we ran a design research and vision development process—combining market insight, user needs analysis, and value proposition framing.
Integrated Product Design: Ana Benito, Kees Verweij
Interaction Design: Lisa van de Merwe, Chiel Borgonjen
Strategic Product Design: Stephan Ackermans, Rafael Canales
Research & Insight Gathering
Conducted qualitative research with end-users and stakeholders to understand current pain points in meeting room setups and digital collaboration.
Identified behavioral patterns and systemic blockers around meeting preparation, facilitation, and follow-up that were captured in a set of user and buyer personas.
Benchmarked competitive offerings and adjacent market innovations (e.g., workspace management, conferencing tools).
Design Sprints & Ideation
Facilitated co-creation sessions with CTOUCH’s internal teams to explore potential experience narratives and product-service bundles.
Used customer journeys and service blueprints to visualize how value could be delivered across the lifecycle—before, during, and after a meeting.
Strategy & Vision Building
Synthesized insights into three potential strategic directions for future development, each focusing on a different blend of digital, physical, and service elements.
Designed a vision roadmap and prototype touchpoints illustrating a future integrated solution (e.g., onboarding experience, content continuity, analytics dashboards).
Results
✅ Delivered a holistic future vision for CTOUCH as a provider of seamless collaboration ecosystems—not just displays.
✅ Developed a modular product–service concept that informed roadmap decisions and platform priorities.
✅ Created a customer journey map and value proposition framework used by both design and commercial teams.
✅ Supported internal alignment by translating abstract innovation goals into tangible user experiences and system models.
Value & Lessons Learned
This project illustrates how strategic design can de-risk product–service pivots by grounding innovation in real user needs and ecosystem logic. Rather than launching isolated features, CTOUCH was able to envision a more cohesive and differentiated offering that supports customers across their entire meeting experience.
The work also helped shift internal thinking—from “what hardware can we build?” to “what experience do we want to enable?”—supporting a longer-term transformation of the business model and value delivery approach.