Join our
5th anniversary

SDD2020 has been rescheduled due to the Coronavirus (COVID-19) outbreak

This is probably the most difficult decision we have had to make in the five years of our existence, but given the developments around the Coronavirus outbreak, we have decided to reschedule the Service Design Days 2020 main conference to early fall: September 10 to 13.

It is not so much recent developments in the city of Barcelona that has led us to this decision. The main reason is that we could no longer guarantee the quality of our program. We are an international conference with speakers from all over the world and one of the consequences of the outbreak is that some of our keynote speakers, masterclass leaders, and lecturers won't be able to be present at the original dates due to travel restrictions by their organisations or to measures undertaken by local authorities.

Also, some of our participants have indicated they could not attend the conference due to the travel restrictions imposed by their organisations or local authorities.

The growing unrest, uncertainty and safety measures also create an atmosphere that is the opposite of what we stand for: to connect and to share in a highly interactive and participative way and with no barriers between participants and between participants and speakers.

What does this mean for current participants?
Current registrations will automatically be transferred to the rescheduled dates. The venue and the structure of the program will remain the same, including the Service Design Tour and the special workshop on Lean Service Design.

What if you already booked flights and accommodations?
Due to the circumstances, most major airlines are waiving the cancellation fee or offer a credit towards future travel. It is your responsibility to reach out to your airline and your accommodation to make the appropriate arrangements.

What if you can't make it on the new dates?
Tickets can be transferred to a third party until two weeks prior to the official (new) start of the conference. If you purchased a ticket within the last 14 days then you are in your 'cooling-off' period and entitled to a refund.

What if the COVID-19 outbreak isn't contained in September?
It is hard to predict how the COVID-19 situation will continue to unfold. We do believe that we've made the best decision under the current circumstances, and hope normality will be restored soon.

Thank you for your understanding and we look forward to meeting you in Barcelona in September!

The Service Design Days team

12-03-2020 14:35


Technology’s integration in our daily lives is becoming increasingly ubiquitous. It’s in our pockets, in our ears and in every room of our house. It has changed our relationship with others, with products and with the organisations that serve us. From government to banking, from healthcare to leisure, from retail to communications, servitization and tech have become inextricably linked. Enabling services that were unthinkable before.

Are you looking for ways to apply technology responsibly? To develop design strategies to humanise technology and contribute to an inclusive digital society? Are you already designing services with an eye on the arrival of new tech or taking it into consideration? Do you want to learn how groundbreaking companies are bridging the use of tech with great service delivery? And do you want to be prepared for service-changing innovations that have an impact?

Then you must participate in this annual conference where we will take a deeper look at how humans are going to interact with each other in new ways. Listen to experts. Share your own experiences on how your company is delivering innovative services. Join both hands-on and strategic masterclasses. Learn from design professors. And discuss in our round table sessions your concerns about humanising technologies to deliver desirable services.

On top of that, you are invited to listen to real service design stories while getting to know the city of Barcelona. Hop on and join the Service Design Tour and visit organisations that open their doors for you.

Join the 5th anniversary Service Design Days 
conference from September 10 to 13 in Barcelona!

Leading design
for design leaders

We are excited to announce that from November 9 to 12, we will organise an intimate learning retreat in Barcelona: the Service Design Week. This retreat is designed specifically for mid- to senior-level design leaders who want to move from growing and leading small teams to leading design departments.

As design has become the key link between users and today’s complex and rapidly evolving digital and physical experiences, many design leaders recognise that it’s not just the product of design or strategy, but the practice of design leadership that ultimately affects the customer experience. The Service Design Week provides design leaders with a mix of theory, principles, practical guidelines, and the inspiration to create and lead design teams within all different types of organisations.

The Service Design Week is designed as intensive, 4-day course with a focus on designing and leading multidisciplinary project and design teams. The experience will take you out of your daily work with an emphasis on removing distractions, and an opportunity to rethink, reset, and recharge in a supportive environment.

The week is a full immersion in design leadership, and an investment in yourself and your career journey. You’ll leave inspired with a clear set of practical takeaways and a toolkit for defining the core operating rhythm for your design team.

Student service design
challenge 2020

Together with Philips we organise the Student Service Design Challenge. This challenge is a unique and international design competition amongst students, celebrating excellence in service design. It is initiated by Philips Experience Design with the aim to challenge creative minds to envision service design concepts that matter based on an actual, tangible, real-life case they can relate to.

The overall theme is ‘access to care’ (Sustainable Development Goal #3), which we think is an important topic for young designers, with the current - not always positive - legacy of older generations. Each year the challenge is an ‘access to care related problem’. Based on local research by the students they select an occurring situation that needs improvement and a human-centered service or product-service solution.

Students are encouraged to work in multidisciplinary teams. The teamwork will stimulate their collaborative creativity and excellence for a chance to win a 10-week design-in-residence as well as a monetary reward. And it's a unique opportunity for students to work with regarded experts in the fields of innovation, design and healthcare.

This year over 35 teams joined the competition. To showcase the service concept of the winning team from University of the Arts London and other insightful concepts we will organise a unique virtual exhibition during the Dutch Design Week 2020: an immersive presentation of service design solutions focussing on underserved people in healthcare.

See the challenge website for more information.


The Service Design Days is a cross-disciplinary platform for change makers, influencers, and decision makers of small and large organisations, involved in product and service innovation, organisation transformation, and value creation through design. It is a unique platform that brings together strategic designers and business strategists to learn, share and co-create together, through live- and online sessions.

We started the Service Design Days to boost cross-disciplinary knowledge sharing and to bring new insights and meaning to the worlds of design and business. But our ambitions grew beyond that. We want to break silo thinking, combine our joint creativity, and contribute to common challenges.

Would you like to unleash your creativity, and tackle both small challenges and wicked, complex problems? Are you looking for new ideas, best-practices and tools how to innovate and transform in a human-centric, design-driven way? Join us, and learn from researchers, innovators, professors, service designers, customer experience strategists and others. Get inspired by stories from small start-ups to large corporates how to reframe challenges and develop valuable solutions. Practice creative and strategic thinking with approaches such as design thinking, open innovation and systems thinking. And experience how service design can contribute to human-centric problem solving and forward-thinking innovation.

Past editions

Service Design Days events have been organised since 2016. They focused on how to ‘stay fit for the future’ (2016), ‘deliver value and be valuable’ (2017), ‘adapt to change’ (2018), and ‘innovate for sustainable futures’ (2019). As people’s needs and demands evolve, it is becoming more difficult for organisations to live up to the expectations of their customers, their employees, and society as a whole. Coping with continuous change, solving problems, and staying valuable are permanent challenges.

A mixed group of international experts addressed these challenges. Their fields of expertise span across the entire range of disciplines under the Service Design umbrella and beyond.

Watch a video impression below and read more here.