Beyond the Map 2025

Barcelona
8-10 October 2025

Go Further

More than an event — it’s a shared evolution. Beyond the Map builds on the rich legacy of Service Design Days to bring together the changemakers of today — and tomorrow. Rooted in a decade of thoughtful dialogue and bold experimentation, this gathering challenges service design to step beyond what we already know. Here, we connect the dots — between past journeys and future insight, between deep expertise and live action. Intimate by design and provocative by nature, Beyond the Map creates space for real conversations, real-time thinking, and lasting transformation — for people, teams, and brands alike.

Watch

Big ideas take the stage. Case studies, panels, and keynotes spark momentum and set the tone for what’s possible.

Learn

Fresh insights meet open minds. Hear from experts who challenge your thinking and deepen your perspective.

Do

Roll up your sleeves. Join workshops designed to turn ideas into action — together, in real time.

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.

Natalia Argüello

Head of CX & Service Design at ZURICH

Read bio »

Birgit Geiberger

Global Head of Product UX Design at IKEA

Read bio »

Maya Van Leemput

UNESCO Chair on Images of the Futures and Co-creation at Erasmus Brussels University

Read bio »

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

18:30 - 19:30

In partnership with Barcelona Design Week

We’ll step into the wider design conversation with a special session co-hosted with BDW — connecting global trends with local energy. It’s your chance to zoom out, get inspired, and see how service design fits into the bigger picture.

October 9th

8:00

Registration opens (coffee)

Registration continues with coffee and pastries in the main foyer and out on the terrace. Ease into the day, reconnect, and get ready for what’s ahead. Sessions begin shortly after.

9:00

Keynote(s)

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 - 13:00

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.

13:00 - 14:00

Lunch (terrace)

Refuel with lunch on the terrace and take the chance to connect with others in a more informal setting.

14:00 - 17:00

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.

17:00

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 - 22:00

Networking event

Join us on the terrace for drinks, bites, and great conversation. Connect with sponsors, speakers, and fellow attendees as we wind down a full day of ideas and inspiration.

October 10th

8:00

Registration opens (coffee)

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.

9:00

Keynote(s)

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 - 13:00

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.

13:00 - 14:00

Lunch (terrace)

Refuel with lunch on the terrace and take the chance to connect with others in a more informal setting.

14:00 - 17:00

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.

17:00

Day two closing keynote and farewell

Wrap up Beyond the Map with a final drink, shared reflections, and good company. A moment to celebrate what we’ve learned and the connections we’ve made.

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.