Service Design Day 2025
Authentic Experience
or
Artificial Intelligence?
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
Pervin Celik
ING Netherlands
Product Manager
Pervin Celik is a Product Manager at ING Netherlands, thriving to shape seamless and meaningful customer experiences within digital channels. She bridges strategy, innovation, and customer-centricity to create frictionless experiences. Previously in ING she worked on GenAI strategy, governance and ran a proof of value to enhance employee productivity and experience with GenAI. Before ING, she was a Senior Strategic Service Designer at frog, helping global brands craft innovative services across industries like finance, manufacturing, and public services.
Heidi Ettanen
H&M
Global Head of Design Operations
Heidi Ettanen has set up and is leading the Design Operations team within Customer Experience at H&M - capturing, maturing and evangelising customer-centric design practices, scalable design processes and empowering career structures, serving an international design community of 80 designers and researchers. Heidi has close to 20 years of professional experience working in both in-house and in agencies across different industries, from gaming to NGOs and fashion retail. She started her career in branding, moved to product design, gravitated towards service design and has worked with innovation management and product leadership before combining it all in DesignOps. Heidi gets inspired by seeing people succeed and shaping the future of work.
Salla Seppä
Nordic Business Forum
Chief Customer Experience Officer
"Salla Seppä is Chief Customer Experience Officer at Nordic Business Forum (NBF), an annual, international large-scale business and leadership conference organized in Helsinki. NBF is known and awarded for its outstanding customer experience. Salla Seppä is responsible for leading, developing, executing and measuring NBF's customer experience together with her team.
Before joining NBF, Salla worked for 15 years at Nokia and Microsoft in various roles (corporate responsibility, brand, marketing and events).
Salla has co-authored a book on customer experience (Menestys syntyy asiakaskokemuksesta - B2B johtajan opas, Alma Talent, 2021) and co-hosted a related podcast series. She is a sought-after speaker on topics related to CX and leadership and also serves on the Board of Directors of the Mortgage Society of Finland (Suomen hypoteekkiyhdistys, Hypo) and the Helsinki Events Foundation (Helsingin tapahtumasäätiö).
Salla does commercial partnerships for NBF business events and advises NBF's sister companies and events (Oslo Business Forum, Amsterdam Business Forum, Thinkers50) on their CX development and execution."
Helen Bentley
EY Seren
Partner
"Helen Bentley leads more than 250 designers to create new business models, products, services, and communications that elevate customer experience. She specialises in helping businesses transition from product-centric to service-led operations through digital innovation. Having spent over a decade in Tokyo, supporting organisations through transformation. Helen has won multiple awards for innovation and transformation.
Helen has a BA and MA from Oxford University and is starting a PhD in addition to her role, she is also a partner sponsor of EY's neurodiversity community, helping to drive inclusive design within the organisation."
Anni Ojajärvi
Social Insurance Institution of Finland (Kela)
Innovation & Growth Unit
Senior Lead – Human, Foresight & Strategy
Anni is a human-centric developer and ethnographer with a Ph.D. in sociology and extensive experience across research and business contexts. Currently working in the Social Insurance Institution of Finland (Kela)'s Innovation & Growth Unit, she applies strategic customer insights and foresight to help develop human-centered innovations in Finland's public sector. Her professional journey includes leadership positions in business and strategy consultancy, where she developed methodologies for understanding future customer needs across different sectors. Her passion for driving applied social science inspired her to found Humans – Human Sciences in Strategy – an association dedicated to advancing the use of human sciences in strategy work and fostering a professional community.
Keit Ein
Eesti Energia
Head of Product Design
Keit is a designer with more than 25 years of experience, currently leading Product Design at Eesti Energia. He is also the co-founder of the Interaction Design master’s program (IxD.ma) at the Estonian Academy of Arts. Passionate about design’s role in product development, he is dedicated to helping designers and organizations better understand and apply design in meaningful ways.
Marit Valge
Telia
Service Designer
Marit Valge brings over 15 years of experience in communications and a successful career shift to service design, where she has been working at Telia Estonia for more than three years. During this time, she has contributed to a variety of projects aimed at enhancing the customer-centricity of services. Marit's work is marked by a strategic mindset and a strong focus on human-centered design. Her passion lies in deeply understanding user needs, which inspires her to develop thoughtful, innovative solutions.
Marit holds an MBA in Service Design and Management from Tartu University. She is also the founder of the Service Design Practitioners community in Estonia and serves as a trainer and mentor for several innovative incubators, including Telia VUNK and NULA.
Andero Laur
Liven
CEO
"Andero has been working in construction and project management since 2007. Over the years, he has built more than 100,000 m² of buildings and designed over 1,000 apartments.
He is known for being easy to work with and rarely engages in conflict. While discussions with him can sometimes become intense, he remains rational and pragmatic. His focus is on creating long-term value that shapes people's lifestyles and living environments. Andero has the confidence to make decisions and a strong understanding of their long-term impact.
Before founding Liven, Andero spent seven years at the international construction and development company Skanska. He started as a site manager and worked his way up to business director and management team member.
He holds an MSc in Industrial and Civil Engineering from Tallinn University of Technology (TTÜ) and, since the summer of 2022, has been studying in Harvard University's AMDP (Advanced Management Development Program in Real Estate)."
8:30
Doors open
Welcome coffee and networking
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
H&M, Global Head of Design Operations
9:45
How to Create an Unforgettable Experience for Customers Who Are Hard to Impress
Nordic Business Forum, Chief Customer Experience Officer
10:15
Panel Discussion: When Will the Investment into Experience Pay Off?
Marit Valge, Service Designer at Telia, Andero Laur, CEO at Liven, Keit Ein, Head of Product Design at Eesti Energia
10:45
Summary of the Session
Jana Kukk & Margus Veimann
Jana Kukk, Co-founder at Rethink and Senior Lecturer at Taltech & Margus Veimann, Service Designer at National Library of Estonia
11:20
Intro to the Session
Jana Kukk & Margus Veimann
Jana Kukk, Co-founder at Rethink and Senior Lecturer at Taltech & Margus Veimann, Service Designer at National Library of Estonia
11:25
How to Build the AI Future We Actually Want: Human-Centred Approaches in the Public Sector
Social Insurance Institution of Finland (Kela), Senior Lead - Human, Foresight, Strategy
11:55
Beyond the Hype: Navigating GenAI Implementation in a Highly Regulated Industry
ING Netherlands, Product Manager
12:25
A New Paradigm for Human-Centred Design
13:05
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
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.
This is a public event, and a photographer and videographer will be present.
Say hello & ask questions
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