This year we will celebrate the 5th anniversary of the Service Design Days from September 10 to 13 in our beloved city Barcelona. With two additional days, that will include numerous activities spread across the city and a kick-off party, SDD2020 will even be more special than previous editions!


Expanding design horizons
with technology

SDD2020's theme is ‘A blended tomorrow - expanding design horizons with technology’. Integration of technology 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. Technology provides a myriad of opportunities to design new services, and improve existing ones.

Our challenge is to redevelop and blend existing services into holistic, integrated and responsible offerings by co-designing with our clients and our staff. Looking at challenges in a systemic way, and using technology wisely.

Are you looking for ways to apply technology responsibly? To develop design strategies to humanise technology and contribute to an inclusive digital society? Then join our 5th anniversary conference!


A diverse group of experts will join us on 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-centered innovation and service design, such as: social design, business design, systems thinking, (user) experience design, and design thinking.


This conference features 4 days of inspiration, with Friday, September 11 and Saturday, September 12 being the main conference days. At the heart of these days lie interactive masterclasses and lectures complemented by case studies and keynotes. The main conference days will take place in one of the most iconic buildings of Barcelona: Disseny Hub Barcelona (Design Hub Barcelona), a melting pot of design in the heart of innovative and creative Barcelona, District 22@.

On Thursday, September 10, you are invited to join the Service Design Tour. Hop on and visit organisations that open their doors for you, sharing knowledge, methodologies and cases. You'll take back a suitcase filled with inspiration! And if you like to practice a framework and tools for service innovation at a modern pace, then join the full-day workshop on lean service design (PLUS ticket required).

The official kick-off will take place on Thursday evening, September 10. During this interactive opening session, you’ll not only meet your awesome fellow participants but also get valuable insights in the meaning of empathy and inclusiveness and how this could inspire your interactions during the conference.

After three days of practicing, co-creating and talking about all kinds of topics and methodologies everything will come together in the closing morning session on Sunday, September 13. In this rounding-up activity all insights will be shared and discussed in small groups. Each discussion group is moderated by one of the speakers. You’ll have intimate debates with speakers during several discussion rounds. And together we’ll come up with a new service design manifesto for this new decade!


DAY 1, Thursday, September 10

10:30 - 18:00        Service Design Tour

Get an intimate peek behind the curtain of Barcelona’s design scene. A unique set of innovative design brands, human-centered design teams, and small and large design agencies will open their doors especially for you. Get a welcome tour at their office, listen to their stories, dive into their projects and methodologies and have a drink with them.

These forward-looking companies and studios are: clothing company Mango's Digital Innovation Centre, design and innovation consultancy Fjord, Telefónica Alpha’s Innovation Lab, strategic design firm Designit, data-storytelling information design studio Domestic Data Streamers, the secondhand goods marketplace letgo, planet-centric design collective Holon, strategic design agency Nacar, Schibsted’s digital marketplace specialist Adevinta, leading mobile game developer King and Europe's first mobile bank N26.

Detailed information about the Service Design Tour can be found here.


09:00 - 17:00         Special workshop (details)

19:00 - 22:00        Official kick-off party

During this interactive opening session you’ll not only meet your awesome fellow participants but also get valuable insights in the meaning of empathy and inclusiveness and how this could inspire your interactions during the conference. Share your stories while enjoying drinks and bites in one of Barcelona's coolest hidden gems; an old industrial warehouse in an old part of the city.


DAY 2, Friday, September 11

08:15 - 09:00         Entrance, registration & coffee

09:00 - 09:15         Welcome

09:15 - 10:45        Keynotes

'Critical engagement with technology'
Rosana Ardila (Mozilla)

'Innovation: the design way'
Kees Dorst (University of Technology Sydney)

'Redesigning fundamentals'
Fabio Sergio (Fjord)


10:45 - 11:00         Case pitches

11:00 - 11:30         Coffee break

11:30 - 13:00        Case studies

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

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

'Transforming a tech-driven company with human-centered design'
Tiago Cabaço (OLX Group)

'Driving innovation through player-centric, diverse and inclusive teams'
Alvaro Duarte (King)

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

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


13:00 - 14:30         Lunch

14:30 - 17:30        Masterclasses & lectures

Masterclass 1 'Using design to drive organisational change'
Joyce Yee (Northumbria University)

Masterclass 2 '(Re)designing society's digital transformation'
Marco van Hout & Olina Terzi (Digital Society School)

Masterclass 3 'Game jam - learning from serious game design to co-create service solutions'
Oscar García Pañella (Cookie Box)

Masterclass 4 'Design, AI and the changing nature of services'
Cat Drew (Design Council) & Phillippa Rose (Current Works)

Masterclass 5 'The art of frame creation'
Kees Dorst (University of Technology Sydney)


Lecture 1 'Future forecasting for an uncertain future: how to prepare for a new decade'
Helen Job (TCOLab)

Lecture 2 'Smart citizens: subservient technology in people-centric cities'
Erik Roscam Abbing (Livework)

Detailed information about all masterclasses & lectures can be found here.


17:30 - 20:30         Drinks & networking

DAY 3, Saturday, September 12

08:15 - 09:00         Entrance, registration & coffee

09:00 - 09:15         Welcome

09:15 - 10:45        Keynotes

'Building user-centred organisations at scale'
Lou Down (UK Government)

'Navigating an inclusive digital economy'
Ayush Chauhan (Quicksand)

'Welcome to the future'
Simona Maschi (Copenhagen Institute of Interaction Design)


10:45 - 11:00         Case pitches

11:00 - 11:30         Coffee break

11:30 - 13:00        Case studies

'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)

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

'Human-centered design in a tech-obsessed world'
Hannah Rosenfeld (IDEO)

More case studies will follow shortly.


13:00 - 14:30         Lunch

14:30 - 17:30        Masterclasses & lectures

Masterclass 1 'Reimagining our bodies as data'
Babitha George (Quicksand) & Jon Rogers (University of Dundee)

Masterclass 2 'Jobs to be done in practice: creating value strategically'
Jim Kalbach (Mural)

Masterclass 3 'Customer-centric transformation, the game'
Jules Prick & Nynke Schrakamp (Koos Service Design)

Masterclass 4 'How to design services that work'
Lou Downe (UK Government)

Masterclass 5 'Services of the future. Do we want them all?'
Simona Maschi (Copenhagen Institute of Interaction Design) & Martina Pagura (Alpha)


Lecture 1 'The goods of design: towards professional ethics for designers'
Ariel Guersenzvaig (ELISAVA)

Lecture 2 'Designing technologies for people's empowerment'
Peter Gall Krogh (Aarhus University)

Detailed information about all masterclasses & lectures can be found here.


17:30 - 18:00         Wrap-up

18:00 - 20:30         Drinks & networking

DAY 4, Sunday, September 13

10:00 - 14:00        Futurespective

After three days of inspiration and learning, everything will come together in this closing Sunday morning session. We will focus on sharing, discussing and combining our new perspectives into one collective vision for the future of service design. In a participant-driven format, speakers and attendees will hold intimate round-table reflections on human centricity, value-driven design, social innovation, positive change, inclusion, participation, and all other topics present at SDD2020.

With the presence of so many experts we can build on the power of our community and the tremendous potential of our design capability to visualise the future. Together, we will playfully yet powerfully, interact to discover what's next.