Service Design Day 2025 focuses on the importance of authenticity in customer experience and the role of artificial intelligence in creating memorable experiences. But how can we maintain a customer-centric approach? How can we deliver an exceptional experience, even to customers who are already "spoiled"? And most importantly – does investing in customer experience pay off?
Service Design Day 2025 is entirely led by practitioners, with international experts sharing their experiences and highlighting the challenges of their daily work. Let's explore how organizations adapt to this changing world—beyond the hype, beyond the challenges, and always with the customer in mind.
Welcome to Service Design Day 2025
Gain diverse perspectives from international experts
Connect with specialists in your industry to forge lasting connections
Attend an event with a proven track record spanning 7 years
Enjoy highlights from 2024
Speakers
Speakers this year
Program
8:30
Doors open
Welcome coffee and networking
Registration area
9:00
Opening words
Authentic Experience or Artificial Intelligence?
Jana Kukk, Co-founder at Rethink and Senior Lecturer at Taltech & Margus Veimann, Service Designer at National Library of Estonia
9:15
Driving customer centricity at scale
- Learnings from establishing design operations at H&M
Heidi Ettanen
H&M, Head of Design
10:00
How to create an unforgettable experience for customers that are hard to impress?
Salla Seppä
Nordic Business Forum, Chief Customer Experience Officer
10:45
Summary of the session
Jana Kukk
Rethink, Co-founder & Taltech, Senior Lecturer
10:50
Coffee break
Coffee and snacks
At the registration area
11:20
When will the investment into experience pay off?
Panel discussion
Marit Valge, Service Designer at Telia, Andero Laur, CEO at Liven, Keit Ein, Head of Product Design at Eesti Energia
11:50
Beyond the Hype: Navigating GenAI Implementation in a Highly Regulated Industry
Pervin Celik
ING Netherlands, Product Manager
12:20
AI and customer experience
Helen Bentley
EY Seren London, Partner
13:05
Closing words
Closing words from the organisers
Jana Kukk, Co-founder at Rethink and Senior Lecturer at Taltech
13:15
Lunch
Lunch & networking
At the registration area
Service Design Day is brought to you by
Tallinn University of Technology (TalTech) is the flagship in engineering and IT science and education in Estonia, providing higher education at all levels in engineering and technology, information technology, economics, science, and maritime.
The National Library is an information and competence center for all of Estonia, which ensures access to both digital and physical information and cultural heritage for all Estonian residents.
EY Estonia purpose is to build a better working world. The insights and quality services EY provides help build trust and confidence in the capital markets and in economies the world over.
Telia Eesti is the leading telecommunications and IT service provider in Estonia, offering innovative digital solutions in mobile and broadband services, IT infrastructure, cloud solutions, and entertainment.
Rethink is one of the leading strategic design agencies in Estonia, founded in 2019. Rethink's mission is to find simple solutions to complex problems. Rethink specializes in developing research-based, customer-centric digital solutions.
Come and celebrate International
Service Design Day!
Did you know that International Service Design Day has been celebrated since 2016, and in Estonia, we began celebrating in 2019? It is a day dedicated to service design enthusiasts—a worldwide event that brings together people from various backgrounds and disciplines.
Together, we will celebrate service design, raise awareness, and create impact in the world around us.