Speakers were: Martin Bontoft: design strategist and researcher on user needs in design. Has previously worked for, ideo (Head of Human Factors), Design Council, National Health Service (NHS) and has long experience of service design. Alastair Donald: Urban planner, researcher and writer with experience in public and private sectors, including as an advisor to Commission for Architecture and the Built Environment (CABE) in the development of master plans. Lavrans Løvlie: pioneer in service design since the start of live|work 2001 and director of the Nordic office in Oslo. Lavrans has developed solutions for the Orange, ONE North East and Sony Ericsson is a driving force to make use of service design in the public service development. John-Arne Røttingen: Head of Knowledge Center, Norwegian Knowledge Centre for Health Services, a government health agency, measuring the quality of health services and helps to develop and improve the quality of health care.