Join our
5th anniversary

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 our 5th anniversary
conference from April 2 to 5, 2020 in Barcelona. Tickets can be purchased here!

Leading design
for design leaders

We are excited to announce that from April 27 to 30, 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

We are proud to announce that Philips Experience Design has asked us to co-organise a 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. The challenge will be 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 competition primarily aims to highlight the best design ideas. The winners get prototyping possibilities, appear in various publications, get press attendance, their own exhibition space during the Dutch Design Week 2020, and exposure at other international design events.

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.