Abstract
Sif - a Swedish national trade union for white-collar workers in Industry - has recognized the importance of enhancing its service innovation processes through careful listening to its members. This article will discuss the Design Dialogue Group (DDG) methodology that has been developed through collaborative research between Sif and the Fenix Research Program in order to enhance group creativity and organizational learning. Experiences from DDGs in this study have been related to theories on market orientation, learning orientation, organizational change, creativity and design. The study has resulted in a number of design principles for the organization's capability to attain and develop information from members. The proposed design principles, targeting the organization's core human capabilities in terms of coordination, commitment, and competence, concern activities to strengthen preparations, documentation, and concept elaboration.