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This year we will celebrate the 5th anniversary of the Service Design Days online from Thursday, September 10 to Saturday, September 12. Well, not fully online. We’ll have a few locations where you can still physically meet other participants to chat, have a drink, network, and find out what you have in common. SDD2020 will definitely be different compared to previous editions!

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Expanding our horizons

Understanding how to adapt to an unpredictable changing environment is crucial for organisations. Not only to remain relevant but also to contribute to a better society. Hence a shift to a people-centric approach is the key to unlock future horizons. The importance of people-centricity demands a broad-based view of where design can make a difference. The boundaries between products and services, systems and processes, are merging into integrated solutions. We need to think about our role in that.

But, how can we open up new horizons? Harvesting the potential of design for our teams, organisations, economy and planet, and contributing to a more sustainable and fair society that builds on people-centred values? How to address key challenges that we will face in the coming decades, and drive forward transformations fuelled by the interaction already underway between knowledge areas, such as design and technology?

Let’s optimise the transformational impact when blending knowledge and expertise. Let’s explore shared future directions for design and non-design disciplines. By envisioning a tomorrow that’s inclusive, resilient and sustainable. Our challenge is to redevelop and blend existing services into holistic, integrated and responsible offerings. Looking at challenges in a systemic way and using technology wisely.

Are you looking for ways to develop design strategies to improve transdisciplinary collaboration, humanise technology, build future-proof scenarios, models and structures, and contribute to an adaptive society? Then, we invite you to join our online 5th anniversary conference
!

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A diverse group of experts will take the virtual stage at this year's anniversary conference. Below you will find a growing list of speakers and masterclass leaders working for agencies, universities, startups, and other small and large organisations.

Their fields of expertise span across the entire range of disciplines related with human-centred innovation and service design, such as: social design, business design, systems thinking, (user) experience design, and design thinking.

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Our 5th anniversary online conference will bring you an expanded program through a new immersive digital experience. It will maintain most of the things you associate with our event and take advantage of the possibilities a virtual format offers. At its core are the masterclasses, complemented with case studies and keynotes. They highlight this year’s theme and provide context for discussion during the conference.

As always, the masterclasses are included in the ticket price. So, no extra or hidden costs. On the contrary, by spreading the conference program over 3 days, we can avoid parallel programming as much as possibleAs a result you will be able to join more case studies and masterclasses than usual. To keep the intimate character and let you still meet others impromptu and have a chat with our speakers, we’ll provide networking spaces, face-to-face interactions and in-depth discussion possibilities.


Have access to more than 40 hours of live sessions. And missed a talk? Don't worry! We will record all case studies and keynotes for your exclusive access, so you can still catch up on the talks you missed! 

The conference offers a balanced mix of content & conversation. And you’ll have enough breaks to stretch your legs, make yourself a coffee or grab a snack. At the end and between larger activity blocks we have interactive sessions where speakers and participants can mingle and debate. Those ‘reflect & refuel’ moments are valuable opportunities to ask questions and share your opinion, or listen to conversations between others. We believe that questioning, discussing, and sharing are the key to active learning.

As add-on to the program we offer you a special workshop on lean service design (PLUS ticket required). We have scheduled this workshop over two days, to let you get the most out of it and to combine it with the other conference activities. More information on this workshop can be found here.

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Schedule

This schedule is provisional and is subject to change. All times stated are in Central European Summer Time (CEST).

DAY 1, Thursday, September 10

09:30 - 10:15         Welcome & interactive kick-off

10:15 - 11:45        Keynotes

10:15 - 10:45
'Critical engagement with technology'
Rosana Ardila (Mozilla)


10:45 - 11:15
'Navigating an inclusive digital economy'
Ayush Chauhan (Quicksand)

11:15 - 11:45

'Designing for the messiness of everyday life'
Eleanor Chin Derix (University of Technology Sydney)

 

11:45 - 12:30         Reflect & refuel

12:30 - 13:15        Case studies

(parallel)

'From reactionary service design to a human-first startup'
Caroline Arvidsson (Peakon)


'Weaving magic into customers' lives'
Lisa Cousins & Kieron Leppard (Huge)

'Aligning incentives: innovation in the corporate world'
John Calian (trust2core)

 

13:15 - 14:00         Reflect & refuel

14:00 - 16:30        Lectures & round tables

14:00 - 14:50
Lecture 'Future forecasting for an uncertain future: how to prepare for a new decade'
Helen Job (TCOLab)

14:50 - 15:40

Lecture 'Forecasting for the other billions'
Lydia Caldana (www.lydiacaldana.com)

15:40 - 16:30

Round table 'Futures thinking & strategic foresight'


Detailed information about the lectures can be found here.

 

14:00 - 17:30         Special workshop (details)

14:00 - 21:30        Masterclasses

14:00 - 16:30 (parallel)

'Design, AI and the changing nature of services'
Cat Drew (Design Council) & Phillippa Rose (Current Works) & Makayla Lewis (Kingston University London)

'Reimagining our bodies as data'
Babitha George (Quicksand) & Jon Rogers (University of Dundee)

'Collaboration in the age of reinvention'
Adam Lawrence (WorkPlayExperience) & Kate Okrasinski (MAKE Studios)


16:30 - 19:30 (parallel)

'Using design to drive organisational change'
Joyce Yee (Northumbria University)


'Co-designing sustainable cities'
Erik Roscam Abbing & Sanne Pelgröm (Livework)


19:30 - 21:30

'Designing for inclusive experiences'
Hunter Sunrise (Modernist Studio) & Jen Ng (Jen Ng, Design)



Detailed information about all masterclasses can be found here.

 

DAY 2, Friday, September 11

09:30 - 10:15         Welcome & recap

10:15 - 11:45        Keynotes

10:15 - 10:45
'Redesigning fundamentals'
Fabio Sergio (Fjord)

10:45 - 11:15
'Building user-centred organisations at scale'
Lou Downe (UK Government)


11:15 - 11:45
'Innovation: the design way'
Kees Dorst (University of Technology Sydney)

 

11:45 - 12:30         Reflect & refuel

12:30 - 13:15        Case studies

(parallel)

'Accelerating services' time to market'
Alex Conconi (frog)

'Transforming a tech-driven company with human-centered design'
Tiago Cabaço (OLX Group) & Boris Jockin (Koos Service Design)

'Scaling the Customer Experience'
Tim Riley (Warby Parker)

'How we used human centred design to create ASEANs most engaging digital bank'
Stuart Smith (TMRW digital bank)

 

13:15 - 14:00         Reflect & refuel

14:00 - 16:30        Lectures & round tables

14:00 - 14:50
Lecture 'Designing technologies for people's empowerment'
Peter Gall Krogh (Aarhus University)

14:50 - 15:40
Lecture 'The goods of design: towards professional ethics for designers'
Ariel Guersenzvaig (ELISAVA)

15:40 - 16:30
Round table 'Ethical Design'


Detailed information about the lectures can be found here.

 

14:00 - 17:30         Special workshop (details)

14:00 - 19:30        Masterclasses

14:00 - 16:30 (parallel)

'Game jam - learning from serious game design to co-create service solutions'
Oscar García Pañella (Cookie Box)

'Jobs to be done in practice: creating value strategically'
Jim Kalbach (Mural)

'The art of frame creation'
Kees Dorst (University of Technology Sydney)

16:30 - 19:30 
(parallel)


'How to design services that work'
Lou Downe (UK Government)

'Customer-centric transformation, the game'
Jules Prick & Nynke Schrakamp (Koos Service Design)

'(Re)designing society's digital transformation'
Marco van Hout & Olina Terzi (Digital Society School)


Detailed information about all masterclasses can be found here.

 

DAY 3, Saturday, September 12

09:30 - 10:00         Welcome & recap

10:00 - 15:30        Masterclasses

10:00 - 12:30 (parallel)

'The art of frame creation'
Kees Dorst (University of Technology Sydney)

'Using design to drive organisational change'
Joyce Yee (Northumbria University)


13:00 - 15:30 (parallel)

'Customer-centric transformation, the game'
Jules Prick & Nynke Schrakamp (Koos Service Design)

'Services of the future. Do we want them all?'
Simona Maschi (Copenhagen Institute of Interaction Design), Filippo Cuttica (BBC) & Maja Grakalic (BBC)

'How to design services that work'
Lou Downe (UK Government)


Detailed information about all masterclasses can be found here.

 

15:30 - 16:00         Interlude

16:00 - 17:30        Case studies

16:00 - 16:45 (parallel)

'When governments need to nudge people towards new behaviours'
Tomás Domínguez Vidal (Buenos Aires City Lab)

'Fighting ocean plastic and poverty with blockchain'
Shaun Frankson (Plastic Bank)

'How to bring human centered design in the heart of an airline's innovation strategy'
Simone van Neerven (Vueling)


16:45 - 17:30 (parallel)

'Collaboration across boundaries'
Gabriel Mugar (IDEO)


'Designing for behaviour change at scale - Combining human and technological approaches'
Brennan Browne (Fitbit)

'Leading design at scale'
Jesús Gorriti (Royal Bank of Canada)

17:30 - 19:30         Futurespective

19:30 - 20:00         Wrap-up