Adam B Cochrane is a Senior strategic designer at Lufthansa Innovation hub where he facilitates meaning, purpose and future visions through service design. Throughout his career - with previous employers such as Zalando, Taxfix, IXDS and Telekom - he developed a keen interested in ritual design and guiding new business ventures. Now, he ‘s also the co-director for the 2024 Service Design Global Conference in Helsinki - having been already a driving force for the 2023 conference in Berlin.