Service design and designing for service experience is both young and yet already quite a mature field that holds much potential and opportunity. During her 20 years as a professor and researcher in service design, Birgit Mager has had the opportunity to see the field grow and help create the trends that are shaping service design today. In this closing keynote, Birgit will highlight the emerging issues and trends from a global perspective that every service designer needs to know. She will also reflect on the topics and discussions raised during the conference, and provide her view on the future direction of service design and why it matters to you.