Applications for SDGC17 Call for Speakers/Workshop Facilitators are now closed. Submissions are under review and a feedback will be provided before mid August 2017. Thank you for your interest and patience. Stay tuned for updates!

SDGC17 Speakers / Workshop Facilitators' benefits





  • Share your experiences in a presentation or workshop (workshop duration 75-90 minutes; for 25-30 attendees)
  • Get up to 2 free tickets based on the number of hosts of your presentation or workshop
  • Get promoted as SDGC speaker in all SDN channels
  • Receive a SDN Speaker profile 
  • Receive a Speaker certification



Figure image

SDGC17 will address the following topics as well as other interesting content we are preparing for you. We look forward to seeing you in Madrid!

In these past years, we’ve witnessed how design has been driving a revolution at scale. Now we want to zoom in and zoom out on the impact of Service Design and its implications for individuals, companies, communities, cities and governments. We are asking ourselves:


Figure image
  • What are the implications of and opportunities for growing design, either in-house or as a result of mergers and acquisitions?
  • What are the implications of scale for a human-centric discipline like design?
  • How are you building design capabilities within your organisation? How do you keep coherence in Service Design practices when scaling design?
  • ­­­­­How are non-designers contributing to the Service Design process?
  • What are the barriers and drivers that you’ve experienced in your attempts to scale Service Design?
  • How might we adapt design in the new environments of big data, IoT and machine-to-machine communications?
  • How might we adapt design to new disciplines and activities?
  • How might we integrate feedback loops into pre-existing services?
Figure image
  • What are the different narratives to sell Service Design and how do they fit into different organisations?
  • How does the narrative change depending on the target audience?
  • Whether internal or external, how have you been able to articulate the value and build relationships to get Service Design done?
  • How are you piloting larger programmes of work to gain traction and prove the value of Service Design?
  • How has Service Design contributed to changing the culture of your organisation or the organisations you work for?
  • How have aesthetics and beauty contributed to the success of your Service Design solutions?
  • How might we scale the impact of design beyond the most commonly expected outputs?
Figure image
  • How might we strive for desired results of scale and anticipate undesired consequences?
  • How are you measuring results? How has your design work influenced the business model?
  • How has your work challenged, changed, or influenced the creation of service systems?
  • Do you have any experience of failure at scaling design?
  • How are you aligning and fitting design (sub) goals, processes, activities, tools, etc. to expected business impact?
  • How are you filling the gap between the project deliverable and providing the real service?
Figure image
  • How has Service Design contributed to changing the culture of your organisation or the organisations you work for? 
  • How might we impact corporate strategy and organisational structure with and by design?
  • How might we fit customer centricity with business when scaling design?
  • How might we better communicate the relationship with other design functions and roles within the organisation?
  • Is Service Design breaking silos and creating new organisational structures at scale?
Figure image


  • How has Service Design improved the lives of those you serve?
  • How might we co-create a city ecosystem of services for citizens?
  • How might we influence the largest scale issues through design?
  • How has your work led to innovation and differentiation?
  • How much have we moved from a role of problem solving to one of problem exploration?
Figure image




  • What have we learnt in these last 10–15 years?
  • What kind of evolution should we drive for the future?
  • How might we deliver services based on agile methodologies?



Figure image

Xènia Viladàs
SCAD Service Design Professor and Associate Chair

Economist and MBA by training, Professor Viladas has been teaching Service Design at the Savannah College of Art and Design since 2014. She has several publications in the market, as well as an extensive curriculum of international lecturing. As a consultant, she specialises in strategy and management for small and medium sized companies and design agencies. Furthermore, Xenia is the author of the first Service Design book in Spanish which has also been translated into English, "Design at Your Service: How to improve Your Business with the Help of Designer".

Figure image

Larry Keeley
President, Co-founder at Doblin Group; Managing Director of Deloitte Consulting, LLP

Larry Keeley is a strategist who has worked for over three decades to develop more effective innovation methods. He is the President and co-founder of Doblin Inc, innovation strategy firm that is now a unit of DeloitteConsulting LLP, where Keeley serves as a Managing Director. Since 1979 he has worked with many global companies on innovation effectiveness and also shaped innovation strategies in the philanthropic sector plus governments around the world. Keeley lectures and publishes frequently on strategic aspects of innovation; he also lectures at many design and business schools worldwide. Bloomberg Businessweek named Keeley one of seven Innovation Gurus that are changing the field and separately selected him as one of the 27 most influential designers in the world.

Figure image

Joe Macleod                                                                                                  
Designer/Founder/Leader; Author of Ends

Joe Macleod has been working on the issue of appropriate endings and closure experiences for fifteen years. Through his work in design, technology and services, he has detected a common pattern of denial at the end of the customer lifecycle. In the last couple of years this interest has led him to establish a research project based on sharing this insight and new approach with people via conferences, articles, teaching, projects and now a book. His 20-year professional career has been based in the leading web, telecoms and carrier companies, where he led teams and built a variety of successful products. Most recently as Head of Design at the award-winning digital product studio Ustwo, he built a globally recognised team, working with the world’s favourite brands on the most pioneering of products. He is also a regular speaker and commentator of design and design education, founder of the IncludeDesign campaign that brought the UK’s leading designers together to defend creative education. Joe now works on the Closure Experiences project researching endings, where he talks, consults and writes about this important, yet overlooked issue. 


Figure image

Louise Downe                                                                                                
Head of Design for the UK Governement

Louise Downe leads a community of designers working accross government to reform the relationship between the citizen and the state.

With a background in Art, Linguistics and Economics, Louise started her career as a journalist and producer at Tate.

Before joining government she worked at Seren and Engine, looking at the design of large, recently privatised utilities like health, telecommunications, energy and finance.