DRIVING SUSTAINABLE GROWTH AND COMPETITIVE ADVANTAGE THROUGH HUMAN-CENTERED DESIGN
 

April 14-17, 2020
Hilton Austin, TX

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
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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
David Holyoke - Global Head of Airbnb for Work, Airbnb
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.
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Dan Kraemer

Founder & Chief Design Officer
IA Collaborative

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David Holyoke

Global Head of Airbnb for Work
Airbnb

9:15 am - 9:45 am INSTITUTIONALIZING DESIGN: A Fringe Activity or Core to Your Organization?

Bryan Jacquot - Chief Design Officer, Hewlett-Packard Enterprise
Have you ever found yourself watching an organization invest time, resources, and talent into products or services that fail to hit the mark?  While design has become “in vogue”, many organizations continue to treat design as fringe activity and have not transformed to embrace design as core to their operational model.  At Hewlett Packard Enterprise, we are in the midst of this transformation.  In this session, Bryan will:
  • Share insights to get your organization moving
  • Reveal battle scars from lessons learned through past failures
  • Provide strategic and tactical ideas to kick start your transformation
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Bryan Jacquot

Chief Design Officer
Hewlett-Packard Enterprise

9:45 am - 10:00 am DESIGN DRIVE KICK-OFF: Creating A Design Thinking Comfort Zone

Tyson Weinert - Senior Program Director, LUMA Institute
When you’re comfortable and confident with design, others will follow. For many people, getting comfortable with design thinking involves a journey of seeing it evolve from something new and different to a tried-and-true way of working. Creating a design thinking comfort zone for yourself and others is key to fostering conditions that will help power a design thinking movement across your organization.
 
In his talk, LUMA’s Tyson Weinert will:
·      Offer a fun and practical fireside chat on how you can get comfortable with design
·      Share insights from his “my house to the White House” design thinking journey via the U.S. Coast Guard
·      Suggest ways to help everyone get comfortable with design across your entire organization
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Tyson Weinert

Senior Program Director
LUMA Institute

10:00 am - 10:55 am Networking Break & Design Drive

Maturity Tracks

Beginners

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

Beginners

11:30 am - 12:00 pm 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
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Bruce Gay

Senior Program Manager
UPMC

Beginners

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
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Andy Vitale

Director, UX -Whole Sale Banking
Sun Trust

Veterans

10:55 am - 11:25 am Brand Stories — Finding rhythm in your brand ecosystem
Bryan Taylor - Founder and Creative Director, Drawn
Organizations defined by design thinking tend to establish a certain cultural rhythm — from their overall philosophy on a macro level, to designing every detail on a micro level. Learn how rhythm can be seen at all levels as you look to further emphasize design thinking in your organization.
  • Design thinking for brand ecosystems
  • How curiosity fuels design thinking brands
  • Why alignment of every detail matters
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Bryan Taylor

Founder and Creative Director
Drawn

Veterans

11:30 am - 12:00 pm 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
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Megan Wimmer

Design Thinking Lead-Global Design
GE Healthcare

Veterans

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
 
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Maggie McKosky

Head of Design
Shutterstock

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
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Deanna Dial

Principal, Product Strategy
Praxent

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Ryan Spanswick

Director, Product Design
Praxent

Advanced

11:30 am - 12:00 pm Designing for Customer Lifestyle: Proactively Engaging Customers in Hyper Personalized Experiences
Monte Gibbs - SVP Product, Spokeo
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
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Monte Gibbs

SVP Product
Spokeo

Advanced

12:05 pm - 12:35 pm Accelerating Organizational Transformation with Human Centered Design
Elizabeth Rutherfurd - Client Portfolio Director, Future State
Diana Simmons - Senior Director Product + Process, Clif Bar & Company
 The transformation journey for an organization is a long road that winds and bumps, containing both expected and unanticipated twists and potholes. With clarity of purpose and empathy it is possible to successfully adapt and navigate that road from concept to implementation. Putting people at the core of the journey to design the future and adopt new ways of working is critical to success and requires balancing a local grassroots effort with a global enterprise perspective.  Clif Bar & Company and Future State have partnered on this product lifecycle transformation journey for the last three years and have some hard-earned wisdom and success stories to share that will make a difference in your transformation journey, wherever you are along the way. Just a few of the lessons learned we will share:

o Consider thoughtfully the approach and tools you use in light of your desired outcome
o All people in a transformation benefit from perspective, and
  • Engage leaders through immersion
  • Empower teams
  • Build capabilities at the grassroots level across the broader organization
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Elizabeth Rutherfurd

Client Portfolio Director
Future State

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Diana Simmons

Senior Director Product + Process
Clif Bar & Company

12:35 pm - 1:35 pm Networking Lunch

1:30 pm - 2:00 pm PRODUCT BY DESIGN: Navigating Meaningful Innovation in Today’s Digital Economy

Shawn Johnson - Group VP Product & Design, Discovery Inc.
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
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Shawn Johnson

Group VP Product & Design
Discovery Inc.

2:00 pm - 2:30 pm SHOW ME THE DATA: Driving CX Through Meaningful Analytics

Kristin Youngling - Senior VP of Data Strategy, Ogilvy

Customer experience matters more than ever, yet designing experiences that meet customer expectations and deliver on business outcomes continues to be a challenge. In this presentation, we’ll talk about how data can be used to drive more impactful human-centered design thinking. We’ll also share examples of how real enterprise companies are using data to better understand their customers, shape design, and quantify the impact of these efforts on their business.

  • Creating empathy through data-driven insights
  • Using diverse datasets to connect customer pain points with value for business 
  • Measuring the impact of human-centered experiences with advanced analytics 
  • Showcasing case examples of enterprise data-driven design thinking

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Kristin Youngling

Senior VP of Data Strategy
Ogilvy

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
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Ben Judy

Head of UX
7-Eleven

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Lily Bather

Interaction Designer
7-Eleven

3:00 pm - 4:00 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
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Krista Siniscarco

Principal Designer
Cantina

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Shaun Gummere

VP Service Design
Cantina

3:00 pm - 4:00 pm Deeply Human: Applying Design Thinking at Scale

Chris Finlay - Senior Director of Member Experience, UnitedHealthcare Medicare & Retirement,
Ideation, brainstorming, customer journey mapping, and data analysis create the baseline for product and service design, but what really moves ideas into action at scale? Making ideas real in a complex environment requires designers to connect core competencies and strategy to customer experience through deep collaboration and a systematic approach. This session will focus on framing your opportunity to drive impact using design thinking.
  • Framing the business with a human centered lens
  • Identifying where to put design to work
  • Create a point of view that fits your unique needs
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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
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Kathy Emsoff

Managing Director, UX
Charles Schwab

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Pankaj Jain

VP, Technology Owner, Digital Accelerator
Charles Schwab

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Drew Deal

Digital Product Owner
Charles Schwab

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Mariano Suarez-Battan

Chief Executive Officer
MURAL

3:00 pm - 4:00 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
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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
Prabhas Pokharel - CEO, Reduct Video
Truly empathizing with customers challenges traditional systems of feedback collection, as well as designers, marketers and product strategists to understand organic customer behavior. Paul & Prabhas will address this through the lens of digital anthropology, video storytelling, and human centered design that challenges leaders to view product and service experiences through customer perception in context to the environments they live in. Paul & Prabhas will address:
·  Best practices of anthropological research and human centered design
·  Pulling insights from disruptive and sporadic customer behaviors
·  Enabling design insights to travel throughout your organization and into the boardroom 
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Paul Strike

VP, Head of Design
Prudential

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Prabhas Pokharel

CEO
Reduct Video

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

Lisanne Norman - Director of Design Thinking, Visa
Because empathy is a soft skill, it can be difficult to measure its impact in terms of tangible outcomes. Therefore, in organizations that are typically more rigid, analytical, and risk adverse, there can be a need to prove the value of empathy in ways that resonate, especially when other factors such as safety or cost savings are considered more important. Let’s look at ways to measure and elevate the importance of effective ROE, the Return-on-Empathy.
 
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Lisanne Norman

Director of Design Thinking
Visa

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

Stefania Mereu - Senior Director, User Experience, 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
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Stefania Mereu

Senior Director, User Experience
HID

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.
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Hasan Elkomey

Chairman, Design Thinking Board
Rutgers

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Alex Betancourt Buzás

Latin America Associate Brand Director
P&G

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Emily Lirag

VP Client & Prospect Engagement
Morgan Stanley

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Joe Ford

COO
Hill & Smith

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 Design & Innovation Awards Announcement

6:00 pm - 6:30 pm Design & Innovation Awards After Party