At the heart of this summit lie highly interactive masterclasses. The masterclasses are two to three hour workshops to explore and practice latest methodologies and develop new skills. They are led by experts, well-known practitioners and senior-level leaders in their fields. They provide you with a range of proven concepts and useful service and business design tools.

On Friday afternoon, June 14, five masterclasses will be given parallel in time for about two hours each. During the ticket purchase process you can let us know your preferences. Because of a maximum capacity per masterclass, allocation will be based on registration order. On Saturday morning, June 15, the team will give a special masterclass for about three hours. This is a limited seating masterclass, so early registration is strongly recommended (first come, first served policy).


Friday, June 14

Masterclass 1 ‘Understanding moods and emotions - Introduction to emotional literacy’

Masterclass leaders
Dan Newby (School of Emotions)
Renatus Hoogenraad (CoCreation School)

As a human-centered approach, we have learned that emotions drive consumer behaviour, consumer decision making, and customer loyalty. We also understand that emotions play an important role in co-creative group work and organisational change settings. Hence in the field of service design we find many direct references to human emotions. Some examples are 'empathising', creating 'customer delight', developing an 'emotional journey map' or even the use of mood-boards.

Emotions seem to have been largely “instrumentalised” to extrapolate the human value-adding aspects of innovation projects, however, do we actually know what moods and emotions are, where they come from and what their purpose is?

Who may benefit from this masterclass?
There are no prerequisites for this masterclass and it is specifically designed for:

  • Leaders working on product or service innovation
  • Managers of organisational change and transformation
  • Workshop facilitators who want to grow their behavioural toolbox
  • Anyone wanting to enhance their effectiveness and personal resilience to support personal and group decision-making

Key takeaways
During this masterclass we will lift the veil for understanding emotions from the designers’ perspective, allowing you to choose and use emotions more deliberately in every part of your (service) design projects. By becoming more emotionally literate you will be able to:

  • Connect with and gain meaning from your own emotions more easily
  • Notice and name key emotions
  • Understand that emotions are not “just there”, but can be selected to generate effective conversations and actions
  • Make emotions key parts of their conversations and workshops with intention

Join this interactive session and you will come away with a practical understanding of an essential tool that will deepen your ability to put humans at the center of your design.

Friday, June 14, 14:45 - 17:15


Masterclass 2 ‘How to say no and still grow your business’

Masterclass leader
George Aye (Greater Good Studio)

Have you ever started a new project, grant or partnership only to get that sinking feeling that your worst fears about it are starting to happen? What if you and your team could pre-emptively triage any new project, grant or partnership? What if you could defend the decision to turn down new projects, grants or partnerships? What if you and your team could get rigorous and practical handle on the ideal projects, grants or partnerships?

This workshop will take stock of the projects you and your team have recently worked on and from there, build a rubric to triage future opportunities. This workshop takes your intuition and operationalizes it so you can defend yourself and your team from the kinds of implicit and explicit pressure to say ‘yes’ in a professional work setting.

Who may benefit from this masterclass?
Professionals both early and seasoned will benefit from developing an intrinsic set of questions that can shape their careers in the future, in addition to the typical extrinsic questions that can shape your resume.

Key takeaways will include how to

  • Tap gut feelings and intuition and them into a toolxecute a CX maturity assessment
  • Defend the decision to turn down new projects, grants or partnerships without shame
  • Define your ideal mix of factors that lead to great projects, grants or partnerships
  • Learn to decide how to decide

Friday, June 14, 14:45 - 17:15


Masterclass 3 ‘Healthcare twister: finding the sweet spot to enable service innovation’

Masterclass leaders
Sara Manzini (frog)
Zuzana Peskova (frog)

Are pharma companies always focused on selling pills? Is the technology partner always the one who provides innovation? Are private healthcare services always faster and more efficient than public ones? Many healthcare organisations, regardless of their role in the care ecosystem, have started to value design as a key driver of innovation. When this awareness reaches a significant level, strategic designers enter the (board) room. The role of the designer is to support the organisation to step down from their expert throne and collaborate with the other players in the healthcare ecosystem, in order to shape together a common space where everyone gives and receives value from one another. To guide stakeholders in this exercise of cross-pollination is a great challenge for designers, who themselves need to stay far from any dogma and need to study hard to be able to support the healthcare experts.

Following the basic rules and dynamics of the twister game, this masterclass is an exercise of contamination of perspectives, where the goal is to find the sweet spot among stakeholders that can enable innovation. You will practice a unique methodology that allows you to explore the various roles that stakeholders in the healthcare ecosystem could play when co-creating service innovation, and the value exchanged among them while generating new business models.

Who may benefit from this masterclass?

  • Senior designers working in-house, and senior design consultants interested in designing healthcare services

  • Decision makers of healthcare organisations and from other industries interested in integrating design into the innovation process

  • Service design practitioners interested in trying to put value-based design into action

Key takeaways

  • Familiarise with the concept of value-based design

  • Exploring new business models through a cross-pollination of human, business and technology perspectives

  • Gain approaches to design in high-complexity systems

Friday, June 14, 14:45 - 17:15


Masterclass 4 ‘Designing dementia-friendly communities’

Masterclass leaders
Lekshmy Parameswaran (The Care Lab / fuelfor)
László Herczeg (The Care Lab / fuelfor)
Airí Dordas (The Care Lab)

This workshop invites you to reflect upon the question: How might we improve the daily life of people living in the city with dementia? We begin with a short empathy practice to understand what it feels like to live with different stages of dementia. We will share as inspiration a selection of the latest best practices around the world in the design of dementia-friendly environments. You will then have a chance to briefly explore a local neighbourhood and work with a tool for spotting opportunities for care in the community; for example:

  • How might local service touch points act as appropriate support points? 
  • How might transport infrastructure be adapted to care? 
  • How might neighbourhood stakeholders engage in caring for people with dementia - e.g. families, children, neighbours, visitors?

Who may benefit from this masterclass?

  • Anyone wanting to enhance the well-being of urban communities

  • Anyone keen to apply design and innovation capabilities to improve the experience of care for people

  • Anyone curious about the topic of dementia care

  • Anyone keen to try out some new tools to Design for Care in a real world setting

Key takeaways:

  • To understand the key challenges and opportunities in designing urban environments for people with dementia

  • Mentally zoom in and out from big picture to detail and back again

  • Use low-fi blueprinting as a way to 'sketch' and discuss services

  • To gain hands-on practical experience in the city using specific design for care tools that enable you to see the world through the lense of care

  • To connect with like-minded people passionate to apply human-centred design methods to transform the care experience

Friday, June 14, 14:45 - 17:15


Masterclass 5 ‘From problem solving to problem caring’

Masterclass leaders
Adrià Garcia i Mateu (Holon)
Prasoon Kumar (billionBricks)

This masterclass uses two case studies in housing as practical examples of a complex problem where design is impacting societal transitions. It will be focused on emerging conversation around strategies to intervene in complex problems and the several ‘systems leverages’ tools supporting those practices. The session invites participants to explore practically ways to frame the projects and portfolio of interventions they are responsible of so to move from problem-solving to problem-caring.

Who may benefit from this masterclass?

  • Experts from diverse disciplines, project managers, urban planners, policy makers, etc., interested in complex issues such as affordable housing

  • Strategic (service) designers working for profit and non-profit organisations

Key takeaways

  • A hands-on understanding of the dynamics of complex problems, and how design can contribute to tackling such wicked challenges

  • Getting familiar with tools focusing on ‘systems leverages’ supporting your work on framing projects and/or portfolio of interventions

  • Tangible examples of design interventions and approaches in the housing sector applying a caring perspective

Friday, June 14, 14:45 - 17:15



Saturday, June 15

Masterclass ‘Methods for invisibility’

Masterclass leaders
Meagan Durlak (
Edwin Mwai (

The typical design process explores many different ways to build methods and to use research as a way to put ‘people at the center’. To do this, however, it’s important to think about what it takes to make the role of the designer invisible. Which means, disempower our role as the designer, and make more space for others to speak up for themselves.

In this masterclass you’ll learn about how to create participatory research methods and design outputs that make it possible for a user to empower their own voices long before a service or product has even been designed. You’ll learn how to pull from existing human-centered design methods and approaches to create micro-moments of elevation for the user at the heart of any problem.

Who may benefit from this masterclass?

  • Experienced human-centered designers

  • Anyone who is applying a design-led research approach to a problem he or she is working on

Key takeaways will include how to

  • Use design to elevate the voice of the people at the heart of a design challenge

  • Work with participatory design methods

  • Rework and mashup a collection of methods to serve a desired goal

Saturday, June 15, 10:00 - 13:00