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The Service Design Days offers a two-day program with inspiring keynotes, interactive masterclasses, participative lectures and insightful case studies and round table sessions. Keynotes are plenary sessions. Case studies and round table sessions as well as masterclasses and lectures are grouped and will be given parallel in time.

During the conference you can decide which case studies and/or round table sessions you would like to attend. Because of a maximum capacity, masterclass and lecture preferences have to be made clear during the ticket purchase process. Allocation will be based on registration order.


Friday, October 5th / Saturday, October 6th

Entrance, registration & coffee

9:15 - 9:45
'Towards a mindful service design - how to avoid unintended long-term consequences'
Andy Polaine (Fjord)


9:45 - 10:15
'Empowered customers need your attention'
Reineke Reitsma (Forrester)

10:15 - 10:45
'Embracing conflict to unlock creative potential for leadership and innovation'
John Curran (JC & Associates)


11:30 - 13:15

Case studies & round table sessions

11:30 - 12:15

Case study
'Change your mind about innovation'

Erica Eden (PepsiCo)


12:30 - 13:15 (parallel)

Case studies
'Offering relevant customer experiences by understanding the symbiosis of change and transformation'

Morten Lundholm (IKEA)


'The role of design as a driver of trust'
Christian Hertlein (N26)


'How tiny words can make a big difference in user experience'
Mario Ferrer (King)


Round table sessions
'Lessons from patients' journeys'
Yoel Lenti (INSITUM Europe)


'We have a lab for that'
Per Önnemyr (Backelite)


14:30 - 17:30

Masterclasses & lectures

Masterclasses
‘Merging AI into the service design process’
Kirsikka Vaajakallio & Jaakko Wäänänen (Hellon)

‘Adapting to customer centricity by breaking down business silos’
Adam Smith & Sam Evans (Rawnet)

‘Service design in reverse’
Andy Polaine (Fjord)

‘Dispatches from a speculative future’
Erica Moreti & Stefano Bianchini (Continuum)

‘Building design capacity’
Sarah Drummond (Snook)

Lectures

14:30 - 16:00
'Engaging people in human-centred technology design'
Patrizia Marti (University of Siena)

16:00 - 17:30
'Empowering users by bridging the data literacy gap'
Paolo Ciuccarelli (Politecnico di Milano)


Entrance, registration & coffee

9:15 - 9:45
'Design is change - change by design'
Lidia Oshlyansky (Spotify)


9:45 - 10:15
'Your business model has expired. Now what?'
Idris Mootee (Institute of Human Futures)


10:15 - 10:45
'Good growth: from transactions to connections'
John Thackara (Doors of Perception)


11:30 - 13:15

Case studies & round table sessions

11:30 - 12:15

Case study
'Growing customer centricity by scaling design, Zalando's journey'
Lorenzo Fernandez (Zalando)



12:30 - 13:15 (parallel)

Case studies 
'Reframing ageing by designing care'

Lekshmy Parameswaran (The Care Lab / fuelfor)

'Co-designing a safer, more accessible and more liveable Amsterdam Red Light district'
Eelco Thiellier (Royal HaskoningDHV) & Erik Roscam Abbing (Livework)


'Redefining service design in China'
Sara Manzini (frog)


Round table sessions 
'Serving the local'
John Thackara (Doors of Perception)

'Moving mountains: embedding service design in large organisations'
Christine Hunt & Kevin van Reenen & Alexandra Negrut (Oracle NetSuite)


14:30 - 17:30

Masterclasses & lectures

Masterclasses
‘Service design walkabout - how putting yourself in other’s shoes makes valuable innovations’
Mike Press & Hazel White (Open Change)

‘Navigating change - do you need a roadmap or a compass?’
Lydia Howland (Klevio)

‘People and profit: measuring business value for intangible experiences’
Niharika Hariharan (McKinsey & Company)

‘Power to the People’
Bas Raijmakers & Geke van Dijk (STBY)

'Through different eyes: the pros and cons of empathy in strategic design thinking'
Arne van Oosterom (DesignThinkers Academy)

Lectures


14:30 - 16.00
'What it means to design for emotions and happiness'
Anna Pohlmeyer (Delft University of Technology)

16:00 - 17.30
'Matters of relations - empathy, co-creation and collaborative discovery'
Tuuli Mattelmäki (Aalto University)