Bulgarian economy consists of 67% services, followed by 28% industry and 5% agriculture.

Service sectors are mainly banking, insurance, tech, outsourcing, consulting, tourism many of whom have their R&D capabilities. 

All those layers of economy and types of companies have their needs of service and business design in order to be successful to build a culture of attracting and keeping talents, innovating, adapting quickly and prospering.

We have a few good examples coming from international corporations that have a service design culture, however the majority of the Bulgarian businesses don’t realize that now more than ever they need to develop service design capabilities to help them adapt, transform, and innovate. One of the ways to get there is to develop design leaders who can empower their business teams.


Goals of the Bulgarian Chapter


  • Communicate the value of service design principles & methods to the market with understanding of the needs in economy sectors and real implementation of service design tools and methodology for innovation
  • Create a platform for knowledge sharing and networking among service design communities, and businesses from different industries, entrepreneurs, innovation hubs, VC, spin off corporations and government services. 
  • Service Design Trainings, Master Classes, company trainings for knowledge sharing and connecting the people
  • Business consulting. From customer research through ideation and concept creation to prototyping, storytelling and implementation. 
  • Showcase case studies and role models from the rest of the SDN chapters and the SDN Network. 
  • Networking of leading experts and practitioners, knowledge sharing, developing, inspiring and motivating the market.
Service desiner
Service desiner - and Founder of Fabrica360

Eleonora Carnasa is a service designer with over 20 successful projects across different geographies and industries. With experience in multimillion transformation and acceleration programs and over 2000 hours of guiding multidisciplinary teams. Experienced trainer with author programs in service design, design thinking, creative leadership, storytelling, busness modelling. With over 12 years experience in business and innovation management consulting as a Head of the “Enterprise Europe Network” department with the Bulgarian Chamber of Commerce and Industry and as a founder of Fabrica 360 . Eleonora is a speaker, startup mentor and service designer, leading and mentoring in accelerators programs and social entrepreneurship challenges such as ING Bank's PACE Frankfurt and Bucharest, Global Service Jam, Climate-KIC, ChivasThe Venture, Get in the ring, TOM and Ideinik. Eleonora teaches service design and social innovations within an executive masters degree “Innovation dialogue” by the University of Finance, Business and Entrepreneurship in Sofia, Bulgaria. Eleonora has MBA from Ecole Supérieurede la Francophonie pour l'Administrationet le Management (former IFAG) and specialized “Service Design” at Central Saint Martin, University of the Arts,London.

Service Designer
Service Designer - and Customer Experience Director SDN

Desislava Sarbinovska is a Service Designer focused on Strategy Design & Innovation and creating business value through design as architecture and thinking. Having more than 7 years working experience on a Strategic Business level in financial sector she was leading teams for creating financial products and services for SME, corporate clients and individual clients in companies like Groups Credit Agricole. Being part of Leo Burnett Ad Agency team she has also 4 years working experience in brand design and business model generation. She also has 10 years experience in IT product development as currently, she owns a IT company and leads the team as a Product owner of a SaaS food ordering. Desi likes to work in projects leading change by design using design-driven innovation as key ingredients for value driven organisations, Service Design and Impact Investment as driving forces for implementing also Sustainable Goals in the companies DNA. Desi has a Bachelor's degree of Business Administration from University of Portsmouth, Executive MBA from IEDC Bled School of Management, Slovenia and specialized Service Design at IED Barcelona (Escola Superior de Disseny) Co-founder of Service Design Network, Chapter in Bulgaria.

Inclusive design specialist
Inclusive design specialist - and Founder Design for all Bulgaria Foundation

Ivelina Gadzheva is a designer, focused on creating effective mechanisms for the transfer of knowledge between universities, businesses, and local authorities advocating for the benefits of inclusive design and in particular a socio-inclusive approach. With an experience in the private, public and non-governmental sectors, worked on various projects related to the practical implementation of a Convention on the Rights of Persons with Disabilities. Currently, she works as a consultant on accessible architecture and is an initiator ofa legislative change on a European level which will lead to an improved access toinformation in healthcare. Ivelina is one of the people behindA-hub-the first co-shared space in Sofia, dedicated to social innovation and aiming to connect academia, non-governmental sector and business. Graduated in Industrial Design at the National Academy of Arts and holds MA in "Design for All" from Mid Sweden University. Founder of the "Design for All Bulgaria" foundation.