At the 6th edition of the Service Design Days, a mixed group of international experts will invite you to actively join them in their journey to challenge the status quo. This year’s speakers and workshop leaders aren’t the usual onstage experts. As you know from us, we firmly believe that you’ll learn the most from professionals who roll up their sleeves day in, day out and get their hands dirty, so to speak. Who put their knowledge to the test on a daily basis, struggling with real-life issues, inside their organisation’s or their client’s, towards building a better society.


At SDD2021, more than ever, these types of professionals will take the stage. From fintech scale-ups to global players with a proven track record, from innovation labs to platform companies. Their fields of expertise span from AI and ethical hacking to ethnography, from organisational design and DesignOps to transformation design and change management, from anthropology and psychology to design for wellbeing. And they are in various stages of their careers. We believe it’s time to let young talent share their modern view on the role of design and creative leadership. Let’s listen in to their perspectives.

So, be prepared! The conference setting is totally different. Not for nothing; the theme of this year is breaking out of the design bubble, both literally and metaphorically. Which means that you won’t be the average audience, and the line-up won’t be the ordinary speakers. Be prepared to dive into an upside-down set-up. Open up to be your own guinea pig, experiment and prototype, and step out of your comfort zone. Up to the challenge? Ready to be shaken out of your routines? To look at things from a different point of view? Have a look at the growing list of speakers and their interactive learning activities!


SDD2021 offers a fully interactive, two-day program with expert talks, case talks and 14 workshops/masterclasses. From start to finish, this year’s edition is more multidisciplinary and participatory than ever. And due to COVID-19 related health and safety measures, many conference sessions are in a smaller, more intimate setting than usual. The advantage of this is that you will have even more opportunities to engage, discuss, ask questions and share ideas with both speakers and fellow participants.

The informal kick-off will take place on Thursday evening, September 16. During this opening session, you will not only meet your wonderful fellow participants and our speakers, but you will also gain valuable insights into the meaning of empathy and inclusivity and how they can influence your interactions during the conference. Have a drink, enjoy the Catalan hospitality and - if you wish - take a dip from Barcelona's beach in the Mediterranean Sea.


Thursday, September 16

16:00 - 18:00         Company visits

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

DAY 1 - Friday, September 17

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

09:00 - 09:15         Welcome

09:15 - 11:00        Opening talks

'Working on the edge in transformation and paradigm shifts'
Anna Kirah (Halogen)

'Beyond the dogmas of service design'
Erik Roscam Abbing (Livework)


11:00 - 11:30         Coffee break

11:30 - 13:30        Case talks & expert talks

11:30 - 12:30 (round 1)

'Pausing, reflecting and correcting course'
Binit Vasa (SPACE10)

'Building a support system that helps and delivers'
Stefanus Sunarja (N26)

'The six-step challenge approach'
Russell Effio & Marc Roca (frog)

12:30 - 13:30 (round 2)

'The playfield between products and services'
Inga Kiskyte (Volvo Group)

'Enabling innovation with circular design'
Elodie Rousselot (Ellen MacArthur Foundation)

'Observability: data-driven service operations'
Rafael Rebolleda (New Relic)

'We are all vulnerable customers: designing for our hardest days'
Katherine Vaughan (Monzo)


13:30 - 15:00         Lunch

15:00 - 18:00        Masterclasses

'Systemic design – combining design with systems thinking'
Kristel van Ael & Koen Peters (Namahn)

'Prototyping new organisational dynamics'
Joumana Mattar (Adecco Group)

'Designing for social innovation – Value Design Framework'
Pelin Gültekin (Philips)

'Measuring what matters'
Silvia Calvet (King) & Itziar Pobes (IED)

'Embracing reflective practice'
Grace Ascuasiasti (Eventbrite) & Marcela Machuca (Nordea)

'Using speculative design in service design projects'
David de Prado & Nicola Vittori (BBVA)

'Designing for a better world - the Positive Impact Framework'
Emma SchalkersHidde Burgmans & Chris Lueb (Koos Service Design)

Detailed information about all masterclasses can be found here.


18:00 - 20:30         Drinks & networking

DAY 2 - Saturday, September 18

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

09:00 - 09:15         Welcome

09:15 - 11:00         New perspectives clinic

11:00 - 11:30         Coffee break

11:30 - 13:00        Case talks & expert talks

11:30 - 12:30 (round 1)

'Three dilemmas facing the future of conscious consumption'
Silvia Lleras (Wallapop)

'Making design more than just a process'
Juhani Haaparanta (Nordkapp)

'AI-by-design approach for radical innovation'
Heitor Pagliari (OLX Group) & Serena Westra (Koos Service Design)

12:30 - 13:30 (round 2)

'Designing for uncertainty'
Naman Mathur (Uber)

'Design for fundamental needs'
Pieter Desmet (Delft University of Technology)

'User engagement and the human factors of cyber security'
Alex Scherphof (SecureIT)


13:30 - 15:00         Lunch

15:00 - 17:00        Masterclasses

'Forging resilient designers'
Rebecca Price (Delft University of Technology)

'Shaping the future'
Jorge Hernandez, Adam Walker & Kate McElroy (Manyone)

'Designing for transformation'
Puja Parekh (Just Eat Takeaway)

'Sense making with visual thinking: Draw it out!'
Cornelia Brezing (Everis)

'Designing shared urban experiences'
Filippo Lodi & Beata Giermasinska (UNStudio)

'Make the impossible seem possible'
Blaise Galinier, Sarah McColl & Alice Gregory (BBC)

'Design for fairness in AI'
Dasha Simons & Rossy Nhung Nguyen (IBM)

Detailed information about all masterclasses can be found here.


17:00 - 18:00         Interactive wrap-up

18:00 - 20:30         Drinks & networking