In October 2025, the SDN brought the international Service Design community to the USA to gather in Dallas, Texas and online. The event was organised together with the SDN Dallas chapter and in cooperation with other North American chapters.

The conference continued with its 3-day format, starting on October 15 with workshops, followed by two full days of a brilliant program around the theme: “Business Transformation by Design: Leading Modern Organizations through Service Design”.

The SDGC25 theme emphasized the active role service design plays in driving holistic, cross-functional transformation and cross-disciplinary design across various types of organizations. The theme celebrated service design's potential to influence strategy, operations, and customer experience while addressing the need to integrate its principles into the broader business and organizational landscape.

The SDGC25 Dallas conference provided actionable insights into how service design can transform organizations by aligning design outcomes with tangible goals such as revenue growth, improved efficiency, and enhanced customer, employee, and citizen satisfaction. The conference also offered practical tools, inspiring keynote sessions, and collaborative workshops to empower attendees to act as catalysts for transformation within their domains.

Our in-person attendees met at The Pavilion, one of the most legendary venues in the Dallas/Las Colinas area. 

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Check out the SDGC25 highlights on the video below.