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The Service Design Days offers a two-day program with inspiring keynotes, case studies and interactive masterclasses. Keynotes are plenary and given in the auditorium. The masterclasses will be given parallel in time. During the registration process you can let us know the masterclass(es) of your preference.


Friday, October 6th  /  Saturday, October 7th

8:30 am - 9:00 am

Entrance and coffee moment


'The service design growth curve'
Erik Roscam Abbing (Livework)

'What will people want next?'
Henry Mason (TrendWatching)

'The citizen in the driver’s seat'
Anna Piperal (Enterprise Estonia)


'Building a culture of innovation, collaboration and magic'
Marta Rey-Babarro (Google)


'Co-creation: creating value together'
Maarten Pieters (Philips Lighting)

'How to design a successful total customer experience'
Rogier van Est (Starbucks)

'Designing a life-changing service, led by local communities'
Craig Cisero (frog)
Chiara Diana (frog)



'How to solve big problems and test new ideas quickly' more >
Marta Rey-Babarro (Google)
Burgan Shealy (Google)

'Creating long-term holistic value' more >
Harald Lamberts (Essense)
Adam Salter (Essense)

'Innovation through systems thinking' more >
Ross Breadmore (Lloyds Bank)
Anna Carlson (Hyper Island)

‘Designing a design organisation’ more >
Kristin Skinner (Capital One)

‘People who care: how to design an empathic organisation’ more >
Mark Gatenby (Centre for Co-Design)
Stefan Cantore (Centre for Co-Design)


17:30 pm - 20:30 pm

Drinks and networking

8:30 am - 9:00 am

Entrance and coffee moment


'Has society become a product?'
Jon Rogers (University of Dundee)

'The realities and shadows of human centred organisations'
Melis Senova (Huddle)

'How gamification can help create valuable service experiences'
Oscar García Pañella (ENTI-University of Barcelona)


'What is the real value of design?'
Randy Hunt (Etsy)

'Driving value in innovation: the interaction between local knowledge and global context'
Saswati Saha Mitra (Uber)
Joanna Brassett (Studio INTO)

'Designing after-sales services that go beyond products'
Valeria Adani (Livework)
Flaminia Del Conte (Livework)


Case study 4
To be announced



'Designing for social impact' more >
Chiara Diana (frog)
Elena Marengoni (frog)

‘Driving value in communication: research and design strategy in context’ more >
Joanna Brassett (Studio INTO)
Philip Reitsperger (Identity Lab)

‘Impact the world isn’t ready for’ more >
Oli Shaw (Designit)
Chirryl-Lee Ryan (Isobar)

‘Diving into service ecosystems: from strategic opportunities to concrete services’ more >
Marc Garcia Fortuny (We Question Our Project)
Itziar Pobes Gamarra (We Question Our Project)

‘Rethink your thinking’ more >
Joost Holthuis (Edenspiekermann)
Jonne Kuyt (Edenspiekermann)


17:30 pm - 20:30 pm

Wrap up, drinks and networking