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Dipl.-Wirt.-Ing. Carola Stryja

Group: Digital Service Innovation
Office Hours: by appointment
Room: 4B-06
Phone: +49 721 608-45658
Fax: +49 721 608-45655
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Research Interests

In my research, I focus on decision design and its effect on human behavior. Specifically, I analyze how the design of digital interfaces influences the innovation decision behavior of consumers. My research is grounded in Behavioral Economics and Decision Psychology and has touching points with Information Systems and Electric Mobility Research.

Key aspects are:
  • Decision behavior and design
  • Cognitive biases
  • Choice architecture (Nudging)
  • Digital Nudging
  • Psychology of innovation adoption and resistance
  • Technology adoption (especially electric vehicles)
  • Electric mobility services and business models

Research Theories and Methods

  • Decision Theory and Behavioral Research
  • Applied Psychology & Consumer Psychology
  • Experimental Studies
  • Empirical Studies (survey, interview)


  • Seminar Mobility Services (WS 13/14, 14/15, 15/16)
  • Service Innovation (SS13): Lecture & Exercise
  • Supervision of Bachelor/Master's Theses


  • DELFIN Services for Electric Mobility (BMBF)
  • Service Innovation Lab


Curriculum Vitae

Carola Stryja is team lead and research associate in the "Digital Service Innovation" team at Karlsruhe Service Research Institute. Before joining the KSRI in 2013 Carola Stryja had been studying Industrial Engineering at the University of Karlsruhe/KIT. During her studies, she gained national and international project experience in several companies like BOSCH Italy, IBM Global Business Services and the European Institute for Energy Research.

Scientific Involvement

Selected Review Activities:

13th International Conference on Wirtschaftsinformatik (WI) 2017
11th International Conference on Wirtschaftsinformatik (WI) 2015
49th Hawaiian International Conference on Systems Science (HICSS) 2015

Organisation of Scientific Conference Workshops:


Chair of the Workshop "IT und Dienstleistungen für die Energiewende und Elektromobilität (IDEE)" at the 46th Conference of the Society of Informatics (GI e.V.))


Support with the coordination of the Workshop "IT und Dienstleistungen für die Energiewende und Elektromobilität (IDEE)" at the 45th Conference of the Society of Informatics (GI e.V.)


Co-Chair of the Workshop "IT-gestützte Dienstleistungen für die Elektromobilität" at the 44th Conference of the Society of Informatics (GI e.V.)



List publications according to year

All 2018 2017 2016 2015 2014 2013

List publications according to type

All Article Book Inbook Inproceedings Misc


  • Stryja, C.; Kühl, N.; Satzger, G. 2017
    Mit Informationstechnologien zu innovativen Dienstleistungen und Geschäftsmodellen in der Elektromobilität: Empirische Studien zu Geschäftsmodellen und IT für Elektromobilitätsdienstleistungen
    Fraunhofer Verlag, ISBN: 978-3-8396-1211-8.

  • Cocca, S.; Fabry, C.; Stryja, C. 2015
    Dienstleistungen für Elektromobilität - Ergebnisse einer Expertenstudie
    In: Cocca, S.; Fabry, C.; Stryja, C. (eds.), Fraunhofer Verlag, ISBN: 978-3-8396-0831-9.

Journal Contributions

  • Stryja, C. 2018
    Try Before You Buy: How to Design Information Systems to Enhance Consumer Willingness to Test Sustainable Innovations
    forthcoming, Journal of Technology Management & Innovation.

  • Ensslen, A.; Kühl, N.; Stryja, C.; Jochem, P. 2016
    Methods to identify user needs and decision mechanisms for the adoption of electric vehicles
    World Electric Vehicle Journal, vol. 8 (3), 667-678.

Articles in Books and Collections

  • Benz, C.; Stryja, C. 2018
    How to motivate consumers to test electric vehicles – An approach to design consumer interfaces to foster innovation adoption
    Multikonferenz Wirtschaftsinformatik (MKWI) 2018, forthcoming, Lüneburg.

  • Martin, D.; Kühl, N.; Stryja, C.; Haude, J. 2017
    White spots in business and IT: An explorative study for e-mobility services
    forthcoming, Proceedings of the Electric Vehicle Symposium (EVS) 30, Stuttgart, Germany.

  • Stryja, C.; Satzger, G.; Dorner, V. 2017
    A Decision Support System Design to Overcome Resistance towards Sustainable Innovations
    Proceedings of the 25th European Conference on Information Systems (ECIS), 2885-2895, Guimarães, Portugal, more.

  • Stryja, C.; Dorner, V.; Riefle, L. 2017
    Overcoming Innovation Resistance beyond Status Quo Bias - A Decision Support System Approach (Research-in-Progress)
    Proceedings of the 50th Hawaii International Conference on System Sciences (HICSS), pp. 567-576, Waikoloa, Hawaii, more.

  • Stryja, C.; Dorner, V. 2016
    Choice design as key to technology adoption - a research agenda in the domain of electric cars
    Proceedings of the Second Karlsruhe Service Summit Workshop - Advances in Service Research, more.

  • Ensslen, A.; Kühl, N.; Stryja, C.; Jochem, P. 2016
    Methods to Identify Users’ Needs and Decision Mechanisms for the Adoption of Electric Vehicles
    EVS29 Symposium, forthcoming, June 19-22, 2016, Montréal, Québec, Canada.

  • Kühl, N.; Walk, J.; Stryja, C.; Satzger, G. 2015
    Towards a service-oriented business model framework for e-mobility
    European Battery, Hybrid and Fuel Cell Electric Vehicle Congress, Brussels, Belgium.

  • Kühl, N.; Stryja, C. 2015
    Entwurf eines Bewertungsframeworks für IT-gestützte Elektromobilitätsdienstleistungen
    Dienstleistungsinnovationen für Elektromobilität: Märkte, Geschäftsmodelle, Kooperationen, In: Beverungen, D.; Fabry, C.; Ganz, W.; Matzner, M.; Satzger, G. (eds.), pp. 25-40, Fraunhofer Verlag, Stuttgart, ISBN: 978-3-8396-0843-2.

  • Hottum, P.; Kühl, N.; Stryja, C. 2015
    Dienstleistungen für Elektromobilität: Netzwerke und Allianzen
    Dienstleistungen für Elektromobilität - Ergebnisse einer Expertenstudie, In: Cocca, S.; Fabry, C.; Stryja, C. (eds.), 47-61, Fraunhofer Verlag, Stuttgart, ISBN: 978-3-8396-0831-9.

  • Stryja, C.; Schüritz, R.; Kühl, N.; Hottum, P.; Satzger, G. 2015
    Entwicklung eines Frameworks zur Beschreibung von Geschäftsmodellen für Elektromobilitätsdienstleistungen
    Konferenzband der 9. Internationalen Energiewirtschaftstagung (IEWT), Wien, Österreich.

  • Stryja, C.; Fromm, H.; Ried, S.; Jochem, P.; Fichtner, W. 2015
    On the Necessity and Nature of E-Mobility Services – Towards a Service Description Framework
    Proceedings of the International Conference on Exploring Service Science 1.5, In: Novoa, H.; Dragoicea, M. (eds.), Porto, Portugal, vol. Lecture Notes in Business Information Processing, 201, pp. 109-122, Springer.

  • Stryja, C.; Hottum, P.; Fromm, H. 2014
    Service Networks in the Area of E-Mobility
    Proceedings of the 5th AHFE Conference 19 - 23 July 2014, Krakow, Poland.

  • Stryja, C.; Kohler, M.; Fromm, H. 2013
    Assessing Service Innovation Capabilities - An Empirically Grounded Approach
    Proceedings of the 6th Annual Conference of the Academy of Innovation and Entrepreneurship.

Miscellaneous Publications

  • Schüritz, R.; Kühl, N.; Stryja, C.; Hottum, P.; Satzger, G. 2015
    Business Models for Electric Mobility Services – Development of a user focused framework
    Presentation at the 24th Annual Frontiers in Service Conference.