Service Design Day 2025
Save the date:
May 30th
Enjoy highlights from 2024
Lisa Lindström
EY Global
Global Innovation and Experience Design Leader & Partner EY Doberman
Lisa Lindström is the co-founder of the design and innovation firm EY Doberman, and the Global Innovation and Experience Design Leader & Partner at EY. Under her leadership, EY Doberman has been appointed Sweden’s best firm in the industry, Sweden’s best workplace and one of Sweden’s most innovative companies. Known for unorthodox innovation methodologies and unique perspectives on both employee empowerment and customer experience, Lisa has become one of Sweden’s strongest voices for the power of innovative business and leadership to impact society.
Ulla Jones
Posti Group Oyj
Program Director: Posti Caring Leadership program
Ulla Jones (MSc in Consumer Economics, IDBM) is the Program Director at Posti Group Oyj. With over 15 years of experience in customer-centric development, she has been a pioneering figure in service design and customer experience in Finland, having worked with companies such as DNA, OP, and Arla Finland. Ulla is also a co-producer and co-host of the Lähtijät career podcast, which is the #1 career podcast in Finland.
Sayali Bharambe
Deutsche Telekom
Experience Designer
Sayali, an Experience Designer at Deutsche Telekom, a lecturer at ReDi School of Integration, and a mentor at ADPList, is most importantly a change strategist. She specializes in research, design operations, and accessibility projects with a passion for problem-solving. In the past, she has taught Service Design at Politecnico di Milano, and worked with organizations like Unilever, Frog, Deesha Education Foundation, and Kirloskar. A published illustrator and comics creator, her expertise in service design and strategic leadership has helped her drive positive change globally.
Margus Simson
Komerční banka
Chief Digital Officer, Member of the Board
Margus has been working on digitalization of services for almost 25 years, including many years in building the service design competence in large organizations. A large part of his career has been dedicated to innovating in a complex industry – financial services. Over the last 5 years, Margus has been conducting a digital transformation of Komerční banka, a leading bank in Czechia. In his talk, Margus will look back at the journey that has led to the embedment of customer-centric mindset and service design practices into the DNA of a 6500-people organization.
Jakub Legat
EY Poland
EY wavespace™ Warsaw Senior Manager
Moderator in panel
Jakub co-founded wavespace™ Warsaw and manages its capabilities development. As the EY EMEIA wavespace Operations Lead, he drives implementation of modern management and collaboration methods across the network of EY growth and innovation centers.
Jakub is seasoned in business and technology transformation projects. He has significant experience in digital strategy development and implementation, building innovative capabilities and service design. He combines human-centered design with an analytical approach and entrepreneurship.
Before EY wavespace, Jakub led IT strategy and digital transformation services in IT Advisory at Ernst & Young Sp. z o.o. Business Advisory sp.k. in Poland, and worked in customer advisory in Switzerland, serving international clients in various sectors.
Jana Kukk
Rethink / TalTech
Strategic Designer, Cofounder
Moderator of the day
Jana Kukk, PhD, co-founded Rethink and is a Senior Lecturer at TalTech. Jana specializes in building up and scaling corporate innovation capabilities, as well as in hands-on problem-solving concerning internal and customer-facing processes. In a career spanning more than 15 years, Jana has developed a track record as a consultant and in-house service designer. Jana has worked with organizations such as SEB, Luminor, Telia, Daimler, G4S, Volvo Trucks, Santander Totta, and others. She holds a PhD in Service Design and is continuing her research in the field at TalTech University. Jana is also the co-author of the book “Managing Complexity and Creating Innovation Through Design”.
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8:45
Doors open
Welcome coffee and networking
9:15
Opening words
In a complex world, simplicity matters
Jana Kukk (Co-founder at Rethink and Senior Lecturer at Taltech), Margus Veimann (Service Designer at National Library of Estonia)
9:30
From Zero to Czech's leading digital bank: growing 2000 new customers daily
Komerční banka, Chief Digital Officer, Member of the Board
10:10
Making the invisible visible: How to become Europe's leading telco provider
Deutsche Telekom, Experience Designer
11:15
Customer experience and service design thrive in a culture of caring - How to build a company culture where employee experience fuels customer satisfaction
Posti Group, Program Director
11:45
Friction, feelings and fiction
Keynote speaker Lisa Lindström
EY Global, Global Innovation and Experience Design Leader & Partner EY Doberman
12:30
Panel discussion
Lisa Lindström, Ulla Jones, Margus Simson and moderated by Jakub Legat
12:50
Closing words
Co-founder at Rethink and Senior Lecturer at Taltech
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!
Come celebrate International Service Design Day. It’s for everyone seeking to expand their knowledge and learn how to apply service design principles to develop sustainable services and products.
Become a part of an inspiring and practical experience.
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