Renatus Hoogenraad

The Netherlands
Co-founder, CoCreation School

Renatus Hoogenraad is a former ballet dancer, choreographer and theatre improviser. When he understood that theatres are essentially innovation factories with a focus on creating extraordinary human experiences, he made a radical career switch turning to the world of service innovation, becoming a passionate innovation process facilitator, coach and trainer.


From this perspective Renatus works with all types of people, groups and organisations to positively shift organisational culture and create sustainable change by developing emotional intelligence, innovation and cocreation capacities using Service Design Thinking and Applied Improvisation as central methodologies.

He is the founder of Sparks, a human centered training and consulting firm in Geneva, and a Senior Associate at WorkPlayExperience, the initiators of the Global Service Jam. Additionally, he recently started the CoCreation School together with Adam Lawrence, which aims to give change agents the necessary skills to facilitate better co-creation. He works across the globe. Renatus holds degrees in both Business Administration and Performing Arts.

Masterclass: Friday, June 14th, 14:45 – 17:15
‘Understanding moods and emotions – Introduction to emotional literacy’


As
 a human-centered approach, we have learned that emotions drive consumer behaviour, consumer decision making, and customer loyalty. We also understand that emotions play an important role in co-creative group work and organisational change settings. Hence in the field of service design we find many direct references to human emotions. Some examples are ’empathising’, creating ‘customer delight’, developing an ’emotional journey map’ or even the use of mood-boards.

Emotions seem to have been largely “instrumentalised” to extrapolate the human value-adding aspects of innovation projects, however, do we actually know what moods and emotions are, where they come from and what their purpose is?

Who may benefit from this masterclass?
There are no prerequisites for this masterclass and it is specifically designed for:

  • Leaders working on product or service innovation
  • Managers of organisational change and transformation
  • Workshop facilitators who want to grow their behavioural toolbox
  • Anyone wanting to enhance their effectiveness and personal resilience to support personal and group decision-making

Key takeaways
During this masterclass we will lift the veil for understanding emotions from the designers’ perspective, allowing you to choose and use emotions more deliberately in every part of your (service) design projects. By becoming more emotionally literate you will be able to:

  • Connect with and gain meaning from your own emotions more easily
  • Notice and name key emotions
  • Understand that emotions are not “just there”, but can be selected to generate effective conversations and actions
  • Make emotions key parts of their conversations and workshops with intention

Join this interactive session and you will come away with a practical understanding of an essential tool that will deepen your ability to put humans at the center of your design.