We’ll explore the evolution of Service Design—from its product-driven beginnings to its current role as a catalyst for organizational change—and show what it takes to bridge the gap between hands-on practice and executive strategy. You’ll gain insights into how to communicate the value of Service Design in terms that resonate with leaders, and how to position yourself as a strategic partner in shaping business transformation.

Join us to connect with peers, learn from the global Service Design Network, and leave with practical strategies to elevate your influence in the boardroom.

The webinar is hosted by

Prof. Birgit Mager
Prof. Birgit Mager is co-founder and president of the International Service Design Network and editor-in-chief of Touchpoint, the international journal of service design. Since 1995, Birgit Mager has held the first European professorship for Service Design at the University of Applied Sciences in Cologne, Germany, and since then has continuously developed the field of Service Design in theory, methodology and practice. Her numerous lectures, publications and projects have strongly supported the implementation of a new
understanding of the economic, ecological and social function of design in
the field of services.

In 2020 she received the Sir Misha Black Award for outstanding contributions to design education. Since 2024 she is a visiting professor and member of the advisory board at the Sapienza University of Rome in the PhD program Service Design and Public Sector. In June 2025 she was honored with the Prestigious Lifetime Achievement Award by ISSIP.

Dr. Andy Polaine
Dr. Andy Polaine is a design leadership coach, educator, speaker and writer who helps clients transform their organisations and themselves. For several years he worked at Fjord where he was global Group Design Director of Client Evolution. He is co-author of the book, Service Design: From Insight to Implementation. Andy has three decades of experience in design and innovation with clients across a broad range of industries. He holds a PhD from the University of Technology, Sydney and teaches on the MA Service Design at the Hochschule
Luzern, Switzerland. He writes a popular newsletter called  Doctor’s Note , hosts the Power of Ten podcast and shares his design leadership tips on his YouTube channel.