Barcelona
8-10 October 2025
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Speakers
Meet the first of many.
We’re bringing together a mix of leading academics, bold practitioners, and hands-on facilitators — each offering a fresh take on the future of service design. Expect honest conversations, live experiments, and practical insights you can act on.
We’ll announce new speakers every week as we get ready to welcome you back to Barcelona.
Confirm your place today and stay close as the program unfolds.
Lucy Kimbell
Professor of Contemporary Design Practices at Central Saint Martins, University of the Arts London
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Natalia Argüello
Head of Service Design at Zurich Insurance
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Grace de Athayde Câmara
Customer Journey Operations Lead at Pfizer
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Marga Barrera
Global Head of Design at BBVA
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Stella van den Berg
Director waste valorisation at The Ocean Cleanup
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Geert Christiaansen
Founder at Specto Consulting
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Marc Fonteijn
Founder at Service Design Show
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Colette Forma
Director of Radical Innovation at KLM Royal Dutch Airlines
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Birgit Geiberger
Global Head of Product UX Design at IKEA
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Qin Han
Senior Design Researcher at Stby / Quicksand
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Sabine Junginger
Professor of Design at Northumbria University
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Paulien Kreutzer
Senior Design Researcher at Stby / Quicksand
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Jasper van Kuijk
Assistant Professor Designing for Responsible Digital Transitions at Karlstad University
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Maya Van Leemput
UNESCO Chair on Images of the Futures and Co-creation at Erasmus Brussels University
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Søren Lethin
Senior Design Manager at LEGO Group
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Natalia Marmolejo
Design Strategy Lead at Rabobank
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Manjari Sahu
Senior Designer at Rabobank
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Ovetta Sampson
Founder at Right AI
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Carol Tang
Futurology Manager at LEGO Group
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Patrick Quattlebaum
CEO at Harmonic Design
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Sander Viegers
Head of Design at Rabobank
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Natalia Villamizar Duarte
Lecturer in Urban Design & Programme Director at Newcastle University
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Florian Vollmer
Director of Insights at Autodesk
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Mushon Zer-Aviv
Senior Faculty Member at Shenkar College of Engineering, Design and Art
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Martina Francella
Senior Service Designer at Zurich Insurance
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Brian Reed
VP Experience Design at CHG Healthcare
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Memie Huang
Design Lead at TheyDo
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Dan Sullivan
Director of Journey Management at CHG Healthcare
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Daniel Hoffmann
Service Design & User Research at Lufthansa Group
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Melanie Völkle
Chapter Lead for User Research at Lufthansa Group
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Lucy Stuyfzand
Journey Management Lead at Essense
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Gitta Mors
Manager Customer Centricity B2B at KPN
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Jens Scharnetzki
Chief Product Owner and Head of Experience Design & Journey Management at EnBW
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Harald Lamberts
Founder at Essense
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Aki Sirawongprasert
Service Design Practice Lead at Lloyds Banking Group
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Themes
Beyond the Map is the first journey management conference—born from a decade of Service Design Days. It’s a space for real conversations and lasting transformation, uniting today’s changemakers to connect design with business outcomes.
This intimate, action-driven gathering is for those linking past journeys to future impact. We’ll explore how journey management integrates insights, data, and experience to shape meaningful change.
Design leadership
Exploring the evolving role of leadership in service design, this track focuses on leading interdisciplinary teams, building design-informed strategies, and navigating complexity—examining how leadership mindsets, behaviors, and structures enable or hinder service innovation across sectors.
Futures & foresight
Focused on long-term thinking, foresight, and future scenarios, this track explores how speculative design helps organizations anticipate change, build resilience, and shape services and systems that align with their preferred futures amid uncertainty.
Technology & AI
The intersection of design and emerging technologies, with a focus on AI, is explored—discussing human-centered approaches, ethical considerations, and the challenges of designing services where machines and people collaborate, supported by case studies and practical frameworks.
Experience & empathy
Exploring the lived experiences of users, employees, and customers, we’ll examine tools and approaches for understanding needs, behaviors, and emotions—and how to turn empathy into action, driving customer-centered change in complex service environments.
Evidence & insight
This track explores how data—both quantitative and qualitative—drives strategy. We’ll cover measurement frameworks, aligning metrics with user outcomes, integrating analytics into design workflows, and using data to model and manage service performance at scale.
Journeys & ecosystems
Journey management, experience intelligence, and design unite to drive real impact—linking strategy to execution, bridging silos, and turning fragmented data into action. Together, we create services that deliver value, foster alignment, and shape meaningful outcomes.
Agenda
October 8th
18:00 - 21:00
Welcome Party
Join us on the beach as the sun sets over Barcelona. Pick up your pass, meet the speakers and your fellow delegates, and kick off Beyond the Map with drinks, conversation, and a shared sense of purpose. This isn’t just a check-in — it’s where the journey begins
October 9th
9:00
Doors open
Join us at the Design Hub for a relaxed start to the day. Grab a coffee, reconnect with fellow attendees, and get ready for what’s ahead.
9:15 - 11:00
Keynotes
We kick off with a look at the key trends shaping design thinking today — featuring cameos from the brands turning insight into action and leading the change.
11:00 - 11:30
Coffee break
Take a moment to refuel with a warm drink and light refreshments. Catch up with fellow attendees before diving into the next round of sessions.
11:30 - 13:30
Case study presentations
Follow your own path through a mix of talks, panels, and workshops — from brands in the field and academics pushing the boundaries of theory. Real stories, tested ideas, and honest lessons.
13:30 - 15:00
Lunch (terrace)
Refuel with lunch on the terrace and take the chance to connect with others in a more informal setting.
15:00 - 17:30
Case studies and workshops
The afternoon brings more case studies, deeper dives, and collaborative sessions. Join conversations where research meets practice and roll up your sleeves to explore what’s possible.
17:30 - 18:00
Day one closing keynote
End the day with a keynote that zooms out — offering sharp insight and fresh perspective from outside the service design bubble. A moment to reflect, reset, and recharge.
18:00 - 21:00
Networking evening
Join us after the last session on the terrace for drinks, bites, and great conversation. Connect with sponsors, speakers, and fellow attendees as we close out the first full day of the conference
October 10th
9:00
Doors open
Join us at the Design Hub for a relaxed start to the day. Grab a coffee, reconnect with fellow attendees, and get ready for what’s ahead.
9:15 - 11:00
Keynotes
We start the day with a forward-looking keynote exploring where design is headed next — fresh thinking to challenge assumptions and spark new ideas for the road ahead.
11:00 - 11:30
Coffee break
Take a moment to refuel with a warm drink and light refreshments. Catch up with fellow attendees before diving into the next round of sessions.
11:30 - 13:30
Case study presentations
The morning opens up with focused sessions designed to stretch your thinking. Join expert-led discussions, peer exchanges, and hands-on formats that bring bold ideas into practical focus.
13:30 - 15:00
Lunch (terrace)
Refuel with lunch on the terrace and take the chance to connect with others in a more informal setting.
15:00 - 17:30
Case studies and workshops
Afternoon sessions invite you to go deeper — whether you’re prototyping new approaches, debating real-world tensions, or drawing fresh links between strategy and experience.
17:30 - 18:00
Day two closing keynote and farewell
Wrap up Beyond the Map with shared reflections, and good company. A moment to celebrate what we’ve learned and the connections we’ve made.
17:30 - 21:00
Networking event
Join us after the last session on the terrace for drinks, bites, and great conversation. Connect with sponsors, speakers, and fellow attendees as we close out Beynd the Map 2025
FAQs
Beyond the Map is a new kind of event — created with Service Design Days — that brings together the thinkers and doers shaping the future of service design. It’s where ideas meet action, where past experience connects to live insight, and where people come to learn, collaborate, and spark lasting change.
Beyond the Map is designed for journey managers, service designers, CX leads, and anyone shaping customer experience in their organization. Whether you’re deep in the journey operations or just getting started, you’ll find value here.
Your ticket includes access to all sessions, workshops, keynotes, and networking events. You’ll also get meals and refreshments throughout the day, plus entry to the evening social events. Some sessions may have limited space—check the agenda to plan ahead.
The event takes place at the Design Hub in Barcelona. It’s easy to reach by metro, taxi, or walking from central hotels. We recommend staying nearby—look out for accommodation tips in your welcome email.
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