Hotwire is a global communications agency that helps CMOs to better engage and connect with their customers. They're also one of the sponsors for this year's Service Design Global Conference. We asked them a few questions about SDGC and service design in general. Let's hear what they have to say!

Organizing an event such as the Service Design Global Conference is definitely not a one-man job. In the past, SDN has received fantastic support from many volunteers and local chapters, resulting in great events full of service design knowledge, networking possibilities and great fun. This year’s global conference takes place in Madrid, supported by our Spanish local team.

In November 2017, the global service design community will come together in Madrid for the annual SDN Global Conference. This year, the conference marks a significant milestone: It’s the tenth event that the SDN has hosted. In anticipation of the occasion, SDN President Birgit Mager, and Event Board principals Jamin Hegeman and Alex Nisbett looked back through the years at the milestones that have brought us to this point.

Since service design still may sound exotic, this article will help you explain what it is in a simple language.