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Are you looking for ways to transform your business to deliver valuable experiences and stay relevant for your customers? The Service Design Days offer you the opportunity to learn from strategic design thinkers and doers. And to follow successful innovations of design-led, human-centric companies.

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What makes this event unique?

This event brings together two disciplines that normally don’t interact. Business and design. It is like meeting the other half of your brain. You will be challenged to use your creativity and responsiveness to understand tomorrow’s customers. You will learn about new, successful tools how to stay relevant and valuable and build lasting customer experiences. Besides that, entrepreneurial brands will share their learnings on how to transform and innovate in a design-led way.

You’ll participate in interactive masterclasses with other entrepreneurs and decision makers from inside and outside your industry. Using methods and tools from areas such as service design, design thinking, business design, lean startup, participatory design and customer experience design. With a strategic, new and fresh perspective, you will find the arguments and tools you need to push your company and teams forward and be ready for the future.

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What's the story behind?

Today’s businesses are heavily challenged by highly connected, critical customers with constantly changing lifestyle and needs who disrupt existing business models and force companies to reinvent their core business. Today more than ever companies need to adapt their services to their customers’ way of living. Customers demand full-service brands and companies with seamless service experience. Full transparency and flawless fulfilment processes, both offline and online, will be a necessity to stay competitive and stay in business.

To adapt to this new reality, companies need to innovate continuously. For successful innovation insight in customers’ needs is key. Although big data is easy to get, the real challenge is to put yourself in the mind of the customer. A nice-looking app developed without the customers’ needs in mind is a useless app. A stylish fashion shop is unattractive if shoppers cannot find their desired products.


A growing number of companies invite designers to help them with this major challenge. Focused on solving problems for real people. The number of Chief Design Officers is increasing rapidly.

More than ever before, designers are entering boardrooms to stimulate creativity and fuel imagination so that new service concepts and innovation arise. Combining these concepts with realtime customer experiences and data, they design successful organi​sational strategies.

This new reality has given rise to the organisation of the Service Design Days. The idea behind this event originated one year ago, when a few like-minded creative professionals shared their visions about the new continuum: the changing society, and how companies can stay relevant and connected in a fierce business landscape. Two of these creatives are Inge Keizer, customer experience consultant and partner at design agency Yabber (The Netherlands and Spain) and Ariel Guersenzvaig, strategic designer and senior lecturer at Elisava - Barcelona School of Design and Engineering (Spain). Together with Asier Perez, strategic designer and professor at the University of Deusto and UAI, they form the Conference Committee. This event focuses on service design for decision makers. It aims to connect strategic designers with business and vice versa.

This interactive event is THE opportunity to find out how to put design at the heart of your organisation. It provides you with a range of proven concepts and useful service and business design tools to guide your teams in a customer-centric transition. It offers you insights and solutions for your strategic challenges. It also gives you the opportunity to meet senior level leaders from other industries and learn from other companies’ successes and failures. 

Be inspired by the expertise of our keynote speakers and learn from our masterclass leaders. Combine theory with practical tools and tactics. Find out where you are today on your transition journey and how you can stay ahead of customers’ trends in a challenging business environment.