IN SESSION: Leading Service Design for Impact

Dr Nicolás Rebolledo

Nicolás Rebolledo is a strategic service designer and educator based in London. He is a Tutor in Service Design and Design Futures at the Royal College of Art, where he leads the Service Futures Studio and co-directs Wicked Acceleration Labs, a joint research partnership between the RCA and Imperial College Business School. He is co-founder of UNIT, an innovation and strategic service design consultancy, where he works as a consultant for various start-ups, private companies, charities, public institutions and international organisations. He is a Fellow of States of Change and a Design Advisor at the MIT GovLab.

An architect from the Catholic University of Chile, he holds an MSc in Technology Entrepreneurship from the University College London (UCL) and a PhD in Service Design from the Royal College of Art. He has been a teaching fellow at UCL School of Management, a tutor at London Business School and a visiting lecturer at Imperial College Business School.

Eva Guerra, Partner at Hidden Strategy

Eva is a recovering architect and seasoned design leader with 25 years of experience, fluent in diverse design disciplines and expert in Service Design. She helps organisations to design and deliver great service experiences, realise the value of customer centricity and shape their ways of working.

Her strength lies in connecting the dots across complex challenges that organisations face in becoming more service-oriented, from reimagining global digital services to developing service innovations for startups and the public sector She expertly weaves together human experiences, organisational dynamics and objectives to create new sources of advantage and growth.

Before becoming a partner at Hidden, Eva was the co-MD of the Global Strategic Design and Innovation agencies, Designit, and Idea Couture. She's regularly invited as a guest speaker at prestigious design universities, service design conferences, as well as events such as the Index Awards.

Peter Neufeld

Peter Neufeld is a Partner at EY leading Customer, Innovation and Experience Design for EMEIA in Financial Services. He is a distinguished leader and sought after speaker in Human-Centred Design, Innovation, and Digital Transformation, co-author of thought leadership, including a groundbreaking study with the RCA Service Design leadership on the role of design in regulated sectors, Leading Design Works, (https://www.leadingdesign.works/).

With a strong belief in the pivotal role of design and engineering in the forthcoming era of experience-led AI and digital transformation, he is dedicated to fostering sustainable, human futures and enhancing financial wellbeing across markets, communities, and businesses. Peter advocates for a Human-Centred approach to Design, grounded in insight, creativity, and empathy, and enhanced by advanced technology, data, and AI. He believes transformation must remain human-centric, driven by ethical considerations aimed at delivering tangible benefits to society.

Throughout his career, Peter has provided strategic insights, creative solutions, and reliable technology to some of the world's most successful businesses. He has built digital agencies through both organic growth and strategic acquisitions, developed global Human-Centred Design capabilities, and established innovation centres that have reached maturity and scale. His teams have successfully delivered award-winning solutions and digital transformations for startups, SMEs, and FTSE & Fortune 100 companies, generating new customer bases and measurable efficiencies in highly regulated financial services environments and other sectors.