Veryday is one of the co-organisers of the Global Service Design Conference to be held in Stockholm 7-8 October. Through our involvement, we want to raise the importance of Service Design and showcase how societal challenges are important drivers for business innovation.

Many companies and public sector organisations tend to see societal challenges as obstacles that will cost money. We argue that service design thinking provides a framework which turns these challenges into tangible business opportunities in the entire value chain.

Malin Orebäck, Director of Design Strategy at Veryday

One recent example is the Patient Journey Project, which aims to help the Swedish national health service drive innovation through creating people-centered and technology-enabled service solutions. Commissioned by ExperioLab, the Swedish National Center for Patient-oriented Service Innovation, Veryday initiated a service design lab to help regions in Sweden leverage best practices for improving the patient’s healthcare experience. Nurses and physicians, department heads and senior officials who participated in the project acted out real patient journeys. Each person took a different patient and staff scenario and documented their experience. The project highlights how a participatory format can build engagement that leads to powerful opportunities for improvement, both on a personal and organizational level.

The project has generated a positive response from the Swedish national healthcare service and we have initiated several projects to develop services that span across different healthcare organisations and public policies.

Malin Orebäck, Director of Design Strategy at Veryday

About the Service Design Global conference

The Service Design Global Conference will attract over 500 thought leaders, practitioners, academic representatives and media to Stockholm during 7-8 October. There will be more than 20 speakers, workshops and educational courses in service design.  Some of the renowned speakers include Kigge Mai Hvid, CEO of Index: Design to improve life, Mark Levy. Global Head of Employee Experience at Airbnb and Tenzin Shenyen, a Tibetan Buddhist monk.

For conference website please visit and follow #SDGC14, @sdnconference and #Veryday or @byveryday on twitter