In industries from banking to dining to retail, Continuum has helped companies revamp and refine their service experiences across the globe. Service designers are on the front lines of the backstage – choreographing the consumer interaction and crafting the environment to ensure the brand's message gets across.

Continuum and the AIGA convened a group of top business leaders and innovators from a variety of backgrounds and industries, including Disney, Facebook and Zipcar, to discuss how designing a service experience with purpose can transform a company's image and make people's lives better.