The National Library of Estonia
National Library of Estonia
Buying 10+ tickets? Contact us for a group discount.
Come and celebrate International
Service Design Day!
AI has changed everything, Service Design being no exception. 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 the world, where the product can be built faster than humans can figure out what they want.
Speakers
Speakers this year
Program
8:30
Doors open
Welcome coffee and networking
Registration area
9:15
Opening Words
Humans: The Last Bottleneck of Innovation?
Moderators
9:30
Beyond Nudges: How AI and Behavioral Science Shape Everyday Health at Oura
Sofia Strömmer
Oura, Head of Insights, PhD
10:00
Designing systemic change. From ad hoc innovation projects to innovation infrastructure and the role of learning ecosystems
Peter Fagerström
Educraftor, Founder
10:30
Levelling up design maturity in a complex corporate structure
Maria Uhari-Pakklin
SOK Group, Director of Design
11:00
Coffee Break
Coffee and snacks
At the registration area
11:45
Intro to the Session
Moderators
11:50
Responsibility Beyond Transactions: Designing Banking Services That Connect
Ville Immonen
DBS Bank, VP of Service Design
12:20
Panel Discussion: Humans, the Last Bottleneck of Innovation?
Coming soon
...
12.40
Creativity in the Age of AI
Klara Leander
EY Doberman, Nordic Managing Partner
13:20
Closing Words
Closing words from the organisers
Jana Kukk, Co-founder at Rethink and Senior Lecturer at Taltech & Margus Veimann, Service Designer at National Library of Estonia
13:30
Lunch
Lunch & networking
At the terrace
14:30
Suprise at the terrace
Live Band Performance
At the terrace
*The organizer reserves the right to make changes to the program.
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.
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.
This is a public event, and a photographer and videographer will be present.