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The Service Design Days offer 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


Keynote 1
Erik Roscam Abbing (Livework)

Keynote 2
David Mattin (TrendWatching)

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


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

'Creating a customer-focus culture'
Carmen López-Suevos (Vodafone)

'Driving value in innovation: The interaction between local knowledge and global context'
Joanna Brassett (Studio INTO)


Case study 4
To be announced.



'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 (Huddle)

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

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


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)

Keynote 3
Anna Kirah (Design without Borders)


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

Case study 2
To be announced.

Case study 3
To be announced.


Case study 4
To be announced.



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

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

Masterclass 3
To be announced.

Masterclass 4
To be announced.


17:30 pm - 20:30 pm

Wrap up, drinks and networking