Service Design Day 2026

Service Design Day 2026 focuses on the impact that AI has had on Service Design. Once aiming to reduce the cost of mistakes and help mitigate business risks from wrong decisions through exploratory research, it is now shifting towards rapid experimentation and live validation to accelerate time-to-revenue. 

But can organisations and customers keep up? AI-powered prototyping, synthetic research, predictive analytics, and automation allow us to build concepts in days instead of months. In theory.

Humans on both ends of the Double Diamond have not caught up with the pace: organisational decisions and processes still take time, and users are as reluctant to change their habits as always. 

During this Service Design Day 2026, we will discuss how we should navigate innovation in a world where the product can be built faster than humans can figure out what they want. 

This year’s international lineup includes:

• Klara Leander, Nordic Managing Partner at EY Doberman
• Sofia Strömmer, Behavioral Science Manager at Oura
• Ville Immonen, Vice President of Service Design at DBS Bank
• Maria Uhari-Pakklin, Director of Design at SOK Group
• Peter Fagerström, Founder at Educraftor

Service Design Day is brought to you by

The TalTech service design laboratory d.Lab
National Library of Estonia (RaRa)
Consulting company EY Estonia
Strategic design agency Rethink.

Read more: www.servicedesignday.ee

The event will be filmed and photographed.

Welcome to Service Design Day 2026!