SDGC is the acronym used for the Service Design Global Conference, an industry-leading event we, at SDN, host on an annual basis. SDGC is pleased to welcome over 800 thinkers, doers and leaders working in, or passionate about, the practice of service design to an occasion committed to discovery, growth and connecting. Held in a different global city each year, our two-day conference (plus one pre-conference day dedicated to our members) is designed to explore the latest news, trends and insights shaping the industry, all while exploring the potential impact service design has on the way the public and private sectors operate.  Offering an assortment of compelling keynote addresses, thought-provoking presentations, hands-on workshops and genuine opportunities to network make SDGC the most critical event service design practitioners will attend all year.

To find out more about SDGC, how to partner, or to purchase a ticket, please read our SDGC FAQ.





In 2007, SDGC was launched to raise awareness around service design, which, at the time, was still considered a new and unexplored design practice. The initial concept around the conference was to connect the pioneers of service design with new practitioners and interested shareholders to further service design's understanding and reach. Welcoming attendees from around the world, SDGC began to evolve as our practice began to flourish. Now SDGC is as much a learning occasion as it is a networking platform designed to help professionals and businesses alike grow and ready themselves for a future economy driven by the demand for well-designed services.

SDGC 2008

Connect. Enable. Share.

»We were all overwhelmed by the number of members and conference participants that joined in such a short time since we had launched. It gave me energy that lasts until today!«  – Birgit Mager


SDGC 2009

Connect. Enable. Share.

»Madeira was small and beautiful.  The conversations were intimate. It was still early days. We were still figuring out what the network and the conference was all about.« – Jamin Hegeman


SDGC 2010

Beyond Basics

»Berlin was when we realised how popular meeting face-to-face was going to become, and how important it was for the conference to move around from city to city each year, embracing the network.« Alex Nisbett



SDGC 2011

From Sketchbook to spreadsheet

»The setting was grand. The workshops were packed. Adam Lawrence flew a shark over the audience during his talk while singing a parody of ‘We Didn’t Start the Fire’.« Jamin Hegeman



SDGC 2012

Cultural change by design

»It was a relief that the service design crowd was so open-minded, flexible and good-humoured! And even up until today, every year anew, this spirit just seems to be getting stronger!« – Birgit Mager



SDGC 2013

Transformation through Service Design

»Creatively and organisationally this event really stepped up a gear. The theme of ‘Transformation through Service Design’ gave huge scope to a number of really inspirational speakers.« – Alex Nisbett



SDGC 2014

Creating value for Quality of Life

»I remember when a lucky group of attendees were invited to the Nobel Prize Ceremony room at City Hall! It was evident that the government and the public sector were perceiving the strong relevance of service design.« – Birgit Mager

Discover more about SDGC 2014 here.


SDGC 2015

A Journey to Value

»Looking at the attendees and speakers, I was struck by just how international the SDN had become. We literally had every continent and every major country represented in New York.« – Alex Nisbett

Discover more about SDGC 2015 here.


SDGC 2016

Business as Unusual

»We were back to where it all began! But bigger. Better. All grown up. There was so much great content. Like the talk about how we need more service design but don’t have enough service designers.« – Jamin Hegeman

Discover more about SDGC 2016 here.


SDGC 2017

Service Design at Scale

»One decade of global SDN conferences! Madrid was not only reflecting on Service Design at Scale but it was also scaling our conferences. Bigger, better and breathtaking.« – Birgit Mager

Discover more about SDGC 2017 here.


SDGC 2018

Designing to Deliver

»Great minds say ideas are easy, it’s implementation that’s the real challenge. For service design, it is no different. But how do we ensure the design of the service is what gets delivered and makes a real impact in the world?« – Jamin Hegeman

Discover more about SDGC 2018 here.