Delivering value
& being valuable

There are many challenges companies and organisations face today. One of the most important being: how to serve increasingly demanding and critical society. Today, customers expect the on- and offline best service. Without experiencing value, those customers will simply switch to a competing brand. And as their lifestyles constantly evolve and change, it is becoming more difficult for organisations to live up to the expectations of their customers, prospective customers and society as a whole. Hence, they need to deeply understand what matters most to deliver value and optimize the quality of experiences at each and every touchpoint in the engagement with their brands.

Are you looking for strategic approaches to drive value and innovation? Do you want to understand how your customers think and behave? Do you want to find answers how to stay relevant and offer valuable experiences to the users of your products? Are you interested in visions, roadmaps and best-practices how to innovate in a human-centric way? Do you need methodologies that help you match people’s needs with what is technologically feasible? And do you want to know how your business strategy can convert into customer value and market opportunities?


The Service Design Days offers a cross-boundaries event for entrepreneurs, managers and influencers who are involved in product and service innovation and the (digital) transformation of their organisations. The event focuses on service design for decision makers. It connects strategic designers with business and vice versa. The 2017 program offers two days of insightful masterclasses surrounded by experience-rich keynotes and case studies.

Learn from researchers, innovators, professors, accelerators, service design managers, customer experience strategists and strategic design thinkers how to listen to your customers and become valuable for them. Understand the emotional connection customers create with your products and services. And learn how design thinking and doing can offer real customer and business value.

more about the event

Have a look at the list of speakers and masterclass leaders. Their fields of expertise span across the entire range of disciplines related with service design.

They will share their knowledge of human-centric innovation, design thinking, business design, social design, participatory design, gamification, and more.

meet all speakers

Never change a
winning team!

This year’s event will again take place in vibrant and inspiring Barcelona, the city well known for its nice mixture of culture, art, architecture and climate. The event will be hosted in 'Antigua Fábrica de Damm', the old factory of Estrella Damm.

This historic place, founded in 1876, is one of the oldest breweries in Spain. It is situated in an eye-catching district of Barcelona, Eixample, with its characteristic octagonal city blocks - designed by Spanish urban planner Ildefons Cerdà.

2016 edition

With two days of interactive masterclasses, future-focused keynotes and hundreds of attendees from over 15 different countries throughout the world, Service Design Days 2016 was the first edition of the event and was a huge success. Over 90% of the audience rated the 2016 edition as good or excellent. 

Read about last year’s speakers and program, with experts from Uber, IDEO, Telefónica, IBM Design, King, the authors of 'This is Service Design Doing' and 'Business Model Generation' and many more.