April 16 - 18, 2019
JW Marriott Austin, Austin, FL

Agenda Day 2

8:00 am - 8:15 am Chair Opening Remarks

8:15 am - 8:45 am THE FUTURE OF DESIGN: How Design Can Save Lives

Michael Brown - Chief Design Officer, Dick's Sporting Goods
In a world full of disruption, not all changes lead to the betterment of our community. At Dick’s sporting goods, the mission is to give every child and adult excitement and activity, but looking into the current school systems, you find 40% of kids dropping out of sports. Inactivity leads to high levels of obesity, diabetes, depression and more. How can a company’s good design change this outcome through customer experience, storytelling, and effective omni channel? Michael will address:
  • Designing for sustainability and social responsibility
  • Utilizing the art of storytelling to drive your message
  • Evolving design beyond a skill and worksheet to a culture and mindset
  • Understanding the complete customer journey to find pain points

Michael Brown

Chief Design Officer
Dick's Sporting Goods

8:45 am - 9:15 am ACTIVATING DESIGN THINKING: ROI-Focused Initiatives You Should Be Leading Right Now

Dan Kraemer - Founder & Chief Design Officer , IA Collaborative
Using the design process to realize new business opportunities demands a balance between addressing human needs and developing a sound business strategy. Dan Kraemer will take you behind the scenes of his work with Fortune 100 companies and open the playbook on what it takes to work at the intersection of human-centered design and business strategy. Through the lens of real-world case studies, you’ll leave this talk armed with the knowledge, tools and inspiration to:

  • Activate design thinking in your organization;
  • Work smarter and collaborate effectively across departments/functions;
  • Create sustainable and measurable business impact.

Dan Kraemer

Founder & Chief Design Officer
IA Collaborative

9:15 am - 9:45 am DESIGN FOR TRUST: Creating Delightful Experiences Designed for User Safety

Catherine Courage - VP Ads & Commerce UX, Google
As designers we have traditionally focused on delight, efficiency and an overall great user experience. In today’s world our roles are much more complex. As designers it is our responsibility to think about  an experience that includes user trust, control and preventing harm. Catherine will discuss strategies to deliver an experience that is both delightful and safe for our users. 
·         Understanding the evolution of consumer trust
·         Creating accountability and responsibility for user safety
·         Driving experiences that delight and protect 

Catherine Courage

VP Ads & Commerce UX

10:50 am - 11:20 am Networking Break & Innovation Drive

Maturity Tracks


10:55 am - 11:25 am Design Thinking 101
Welcome to Design Thinking! You’ve heard of design thinking, you may even know the first steps, but what does this really mean for your organization and how can you start to practice within your teams?Understanding fundamentals of design thinkingTeam buy-in needed for successful implementationMethods of starting within your organization


11:25 am - 11:55 am Translating Design Thinking into effective Project Management
Bruce Gay - Senior Program Manager, UPMC
Design Thinking is a catalyst for innovation through collaboration and customer empathy—but how do you begin to engage your team across functional teams in creation of specific experiences, products and/or services? Creating a baseline to connect designers, CX professionals, researchers and other members of your team requires the project owner to speak many languages to create unity. Bruce will address:
  • Benefits of incorporating design to build cultural buy-in
  • Translating business to design to create unity in vision
  • Addressing obstacles for design thinking deployment

Bruce Gay

Senior Program Manager


12:05 pm - 12:35 pm Facilitating Effective Design Thinking Workshops: Growing Human Centric Leaders
Andy Vitale - Director, UX -Whole Sale Banking, Sun Trust
When beginning your design thinking journey, workshops, sprints and immersions can be a powerful tool to gain cultural buy-in. Understanding effective skills to execute these sessions can determine long standing success and cultural buy-in. We will address:
  • Best practices for workshop facilitation
  • How to empower yourself and others to lead workshops
  • Essential skills and tools to driving organization wide success

Andy Vitale

Director, UX -Whole Sale Banking
Sun Trust


10:55 am - 11:25 am War Stories—An Open Discussion of Design Thinking Activation
Bryan Taylor - Founder and Creative Director, Drawn
Your organization has started to understand design thinking, but you may not have buy-in across the entirety. How are you managing, proving value, and facilitating a design led culture?
  • Facilitating Design Thinking throughout teams
  • Gathering management buy-in to implement cross functionally
  • Moving from beginner to advanced

Bryan Taylor

Founder and Creative Director


11:25 am - 11:55 am Integrated Design-Breaking Silos between Teams, Customers, and Experiences
Megan Wimmer - Design Thinking Lead-Global Design, GE Healthcare
Facilitating design thinking throughout an organization requires cross-functional collaboration and breaking down siloed divisions to create full pictures of customer experience. However, can we take this a step further moving to co-create with the customers our products are designed with. Megan will address:
  • Building Design Thinking principles at scale
  • Designing organizational structure based on experiences
  • Collaborating with customers to drive product success

Megan Wimmer

Design Thinking Lead-Global Design
GE Healthcare


12:05 pm - 12:35 pm Scaling Design Culture: Growing a Design Team to Transform Culture
Maggie McKosky - Head of Design, Shutterstock
There is more to design than the often uttered "can you make it pretty?" request made by colleagues of designers all over the world In this talk, Maggie McKosky draws on her experience both as a freelance designer and as an in-house design leader to address ways design teams and leaders can better inform, influence and scale design culture throughout organizations.
·         Employ design as a powerful collaboration tool
·         Prove value in generating business
·         Build foundation for growth and scale

Maggie McKosky

Head of Design

5 practical tactics to make innovation a viable part of your culture. Explore an in-depth case study of the 5 key tactics that drove successful digital innovation at BungaloHomes.com. Experienced innovation team leads Deanna and Ryan will discuss:
  • How these 5 tactics drive actionable value for stakeholders
  • Real-world examples of each tactic in action
  • Practical tips and tricks to avoid fear-based pitfalls and successfully build an innovation culture

Deanna Dial

Principle, Product Design


Ryan Spanswick

Director, Product Design


11:25 am - 11:55 am Designing for Customer Lifestyle: Proactively Engaging Customers in Hyper Personalized Experiences
Monte Gibbs - Former VP Of Fan Engagement, LiveNation
Holistic customer empathy expands beyond a singular interaction or channel and dives into the customer lifetime value. Monte’s experience at LiveNation specifically addresses delivering experience through use of:
  • Holistic Human Centered Design to Drive Customer Satisfaction and Conversion
  • Data driven insights and analytics to the customer’s lifestyle
  • Proactive engagement based on interests, location, and network
  • First contact conversion through hyper personalized connections

Monte Gibbs

Former VP Of Fan Engagement


11:45 am - 12:15 pm Digital Trust-Designing for the Generation that Doesn’t Trust Big Business
The news is littered with scandal and privacy violations. The younger generations no longer carry the same loyalty and dedication,  but instead will move business at the first moment of distrust. Because of this, companies must design with the basis of building customer trust across all products and services. This session will address:
  • Understanding the skepticism of today’s customer base
  • Creating a factor of trust integrated into the design process
  • Understanding the digital landscape and implications of hyper personalized experiences

12:35 pm - 1:35 pm Lunch

1:30 pm - 2:00 pm Product by Design—Navigating Meaningful Innovation in Today’s Digital Economy

Shawn Johnson - VP Experience Design & Innovation, NBC Universal
With expectations rapidly transforming, understanding design and design operations through a product lens is essential to drive products supported by customers. Specifically in entertainment, methods customers consume media are dramatically shifting. Focused on creating a culture immersed in human-centered design, Shawn will address his journey navigating the ever-changing digital landscape with Discovery through customer empathy, meaningful product innovation, and design thinking.
  • Designing Experiences and Products that Integrate into Your Customer’s  Lifestyle
  • Creating a Design Led Culture Sustainable in Today’s Experience Economy
  • Adjusting Journeys to Accommodate External Digital Disruptions
  • Utilizing AI & Machine Learning to Drive Customer Analytics

Shawn Johnson

VP Experience Design & Innovation
NBC Universal

2:00 pm - 2:30 pm Beyond the Product: Creating a Brand Ecosystem to Create Lifelong Customers

Customers no longer consume products and services the same; you no longer see folks hailing a cab or printing a boarding pass. Instead customers are consumed with  digital services, with information, media, and experiences at their fingertips. Organizations have taken advantage of this trend by utilizing content, acquisitions, and media to meet customers at all aspects of their journey, creating an ecosystem for brand loyalty in today’s experience economy. He will discuss:
  • Creating future customers through brand immersion
  • Focusing on lifetime value  over single transactions
  • Tying brand and business goals into one strategy
  • Strategic Acquisitions to build out product offering

2:30 pm - 3:00 pm Networking Break

Activating Design

3:00 pm - 4:00 pm Building your UX Playbook: Core Principles of Effective Design Thinking

Ben Judy - Head of UX, 7-Eleven
Lily Bather - Interaction Designer, 7-Eleven
Designing digital experiences is essential to remain competitive in today’s experience economy, however to create viable product and user experience, requires a steady pulse on the customer’s needs as well as cross-functional collaboration. Ben and Lily address their journey building user experience team from the ground up, creating a framework for purpose, practice, and product. They will address:
  • Core Principles of effective Design Thinking
  • Collaborating across functional, product, and siloed teams
  • Creating a framework for rapid scale and growth

Ben Judy

Head of UX


Lily Bather

Interaction Designer

3:00 pm - 4:30 pm Jumpstarting Innovation: Brainstorming terrible, awful, no good, very bad ideas.

Krista Siniscarco - Principal Designer, Cantina
Shaun Gummere - VP Service Design, Cantina
Do you ever feel stuck when trying to solve a problem? Have you ever been in a brainstorming session that felt uninspired? Are you looking for a team-building activity or professional development that is actually fun? Bad-idea brainstorming may be just what you are looking for. During this workshop we will introduce a concept that flips traditional ideation session on their head. Participants will work individually, and in small teams, to prototype the worst ideas they can think of. This workshop is the perfect session for anyone who wants to laugh, have fun, get their creative juices flowing, or unleash their inner evil genius.
·         Transform terrible ideas to inspired ones
·         Push boundaries of individual and team creativity
·         Understand facilitation to drive meaningful ideation

Krista Siniscarco

Principal Designer


Shaun Gummere

VP Service Design

3:00 pm - 4:00 pm Materializing Innovations—Moving from Insights to Actualization

Chris Finlay - Senior Director of Member Experience, UnitedHealthcare Medicare & Retirement,
Marrying experience across in depth data insights and analytics to human centered design, Chris utilizes design thinking as the translation between data and action. Facilitating ideation, brainstorming, customer journey mapping, and data analysis create a baseline for product and service innovation, but what techniques move the needle from pen on paper to actualization.
  • Understanding the customer through data insights and journey mapping
  • Operationalizing insights utilizing service design
  • Driving practical value through materializing tools and ideas

Chris Finlay

Senior Director of Member Experience
UnitedHealthcare Medicare & Retirement,

Digital transformation is all about people and Charles Schwab is using Design Thinking to innovate new ways of developing solutions to get to better outcomes faster. Through this three-year transformation, Charles Schwab embraced a people-first approach of radical collaboration across the company. This led to established new ways of working bringing all disciplines together to: Prioritize user needs, work iteratively, act quickly, make to learn, and test with users every step of the way.
  •  Demystify and democratize the design process
  •  Understand the journey from a user’s perspective
  •  Think differently about how to approach problems


Kathy Emsoff

Managing Director, UX
Charles Schwab


Pankaj Jain

VP, Technology Owner, Digital Accelerator
Charles Schwab


Drew Deal

Digital Product Owner
Charles Schwab


Mariano Suarez-Battan

Chief Executive Officer

3:00 pm - 4:30 pm Cultural Activation-Driving Design Buy-In Across The Organization

Agnete Oernsholt - Group Design Director, Disney Yellow Shoes
Fostering cultural buy-in throughout your organization can be difficult, especially with teams not necessarily native to design. However, design can be a piece of your business that lasts forever, and once the buy-in of design and design thinking is established, your organization can start to see longstanding transformation. She
  • State of Design in Today’s Experience Economy
  • Articulating the value of design in a non-design environment
  • Creating a brand story that lasts forever
  • Demonstrating design value through success stories

Agnete Oernsholt

Group Design Director
Disney Yellow Shoes

Customer Empathy

4:05 pm - 5:05 pm Voice of the Customer—How to hear your customer beyond a survey

The first step to design thinking is empathy, requiring a pulse on the voice of your customer. VoC tools and techniques help bridge the gap between product development and customer feedback. We will address:
  • Defining goals and success metrics for your VoC program
  • Road mapping customer journey through feedback
  • Predicting engagement and experience drivers

4:05 pm - 5:05 pm Human Centered Design: The Study of People, Behavior and Environments

Paul Strike - VP, Head of Design, Prudential
Truly empathizing with customers challenges typical systems of feedback collection, and challenges design thinkers to understand organic customer behavior.  Paul will address using ethnography and anthropology to challenge leaders to view product, service, and experience through customer perception. He will address:
  • Best practices of ethnographic and anthropological research
  • Understanding the end to end brand experience
  • Developing customer personas based on lifestyle
  • Pulling insights from disruptive and sporadic customer behaviors

Paul Strike

VP, Head of Design

4:05 pm - 5:05 pm The ROI of Customer Empathy

Lisanne Norman - Director of Design Thinking, Visa
While empathy is a soft skill, hard metrics in both the organization at large and on a per-project basis also proves tangible value. However, in organizations typically rigid, analytical, and risk adverse, how can you really prove the value of empathy in a way that resonates? Lisanne addresses her journey building the value and implications of effective empathy, addressing:
•             Involve diverse teams into the research process
•             Present team and skillset as a known as a organizational resource
•             Put dollars and cents around impacts of empathy

Lisanne Norman

Director of Design Thinking

4:05 pm - 5:05 pm Empathize Now: Creating Personas from Existing Data

Stefania Mereu - Director, User Experience & Design, HID
One of the biggest pain points of design thinking can be tackling the first step of empathy. However, there are initial steps you can take using existing data to jumpstart the process:
  • Understanding the customer personas
  • Utilizing analytics to drive personas
  • Addressing the fringe personas that create pain points

Stefania Mereu

Director, User Experience & Design

4:05 pm - 5:05 pm Building the Empathy Skillset: Tools and techniques for facilitation of human-centric research

Hasan Elkomey - Chairman, Design Thinking Board, Rutgers
Empathy drastically effects business outcomes, however creating this skillset organization wide presents a cumbersome task laced with questions on effective learning formats, examples that engage, and best practices.  Barriers to entry surround employees, management, and practioners with an education gap on the impact, meaning, and application. Addressing the facilitation of empathy skillsets, Hasan will address: 
·        Build the foundation of empathy with best practices, tools and techniques
·        Identify critical customer interactions and emotions across multi-channels.
·        Create insightful stories that empower employees to advocate and take action.

Hasan Elkomey

Chairman, Design Thinking Board

5:10 pm - 5:40 pm BUILDING THE DESIGN A-TEAM: Driving Employee Engagement, and Talent to Transform Customer Experience

In an innovation and human-centered transformation,  employees are your biggest advocates and toughest clients. Many organizations face the roadblock of cultural buy-in, but also need to realize this stems from an employee experience built without a foundation of trust, innovation, ideation, and client co-creation. In Suzanne’s role, she explores building an organization with employee experience in it’s DNA and sourcing talent to drive the vision into reality.  
·         Avoiding tunnel vision when hiring designers & innovators
·         Building the cross-functional team capable of withstanding disruption
·         Creating a revolution through excellent proof of concept and ROI

5:40 pm - 6:00 pm Awards Announcement

6:00 pm - 6:30 pm Awards After Party