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

Agenda Day 2

8:15 am - 8:30 am Chair Opening Remarks

Brian Burke - Chief Executive Officer, Smashing Ideas

Brian Burke

Chief Executive Officer
Smashing Ideas

8:15 am - 8:45 am MORNING KEYNOTE ADDRESS: Design Transformation: The True Power of Design Thinking

Mauro Porcini - Chief Design Officer, PepsiCo
Design thinking has dramatically transformed over the last few years. Specifically, an emerging use case of design thinking that is transformative in nature. Spanning from digital, cultural, organization, and brand transformation, the design thinking process brings collaboration across siloes, stakeholder buy-in, and an emphasis on customer centricity that drives holistic change.

Mauro Porcini

Chief Design Officer

8:45 am - 9:15 am Activating Design Thinking: ROI-Focused Initiatives You Should Be Leading Right Now

Dan Kraemer - 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

Chief Design Officer
IA Collaborative

9:15 am - 10:15 am Networking Break & Innovation Drive

Maturity Tracks


10:45 am - 11:15 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


11:15 am - 11:45 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


11:45 am - 12:15 pm Facilitating Effective Design Thinking Workshops: Growing Human Centric Leaders
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


10:45 am - 11:15 am War Stories—An Open Discussion of Design Thinking Activation
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


11:15 am - 11:45 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


11:45 am - 12:15 pm Lean, Agile, and Human Centered Design: How Design Thinking Integrates with Other Methodologies
Design thinking is known as a facilitator of customer empathy and innovation; however it is not the first or only process that incorporates human centricity. How do you integrate design thinking into methodologies are already in place or help on other aspects of product/service implementation? This session will address;
  • Best use cases and strengths of Design Thinking
  • Integrating methodologies to fit your organization’s way of work
  • Core principles necessary and native to design thinking


10:45 am - 11:15 am What Next? Top Trends
Design is your way of work and ingrained throughout the culture—how are you maintaining momentum. What’s Next?
  • Is design thinking a trend or sustainable?
  • How to not lose traction within the organization
  • Building internal design talent


11:15 am - 11:45 am Designing for Customer Lifestyle: Proactively Engaging Customers in Hyper Personalized Experiences
Monte Gibbs - 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

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

12:15 pm - 1:15 pm Lunch

1:15 pm - 1:45 pm Product by Design—Navigating Meaningful Innovation in Today’s Digital Economy

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

1:45 pm - 2:15 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

2:15 pm - 2:45 pm Networking Break

Activating Design

2:30 pm - 3:00 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

2:30 pm - 3:30 pm Design Metrics—Building the Proof of Value

With more and more buy-in of design within business, more cases are emerging defining the value and impact on an organization's success. What does this mean for your organization and how can you begin to measure success within initiatives:
  • Macro impact of design on an organization’s ROI
  • Discussion on merits of measuring design and methods to do so
  • Quantifying success in your own design initiatives

2:30 pm - 3:30 pm Materializing Innovations—Moving from Insights to Actualization

Chris Finlay - Director of Member Experience, United Health
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

Director of Member Experience
United Health

2:30 pm - 3:30 pm Design Done Now-Approaching Design Thinking with a Design Doing Mindset

So many times, we are held back by financial, cultural, and time constraints when tasked with implementing human-centered design in our organizations. However, quick wins can activate organizational buy-in alongside creating tangible ideas and prototypes to develop customer centric initiatives. Learn how to jump start design thinking through methodical processes focused on creating results.
  • Design Thinking a solution in 48 hours
  • Activating innovation leaders across an enterprise
  • Designing tangible tools to abstract steps
  • Fostering a community to drive continued growth

2:30 pm - 3:30 pm Cultural Activation-Driving Design Buy-In Across The Organization

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

2:30 pm - 2:45 pm Networking Break

Customer Empathy

4:00 pm - 5:00 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

4:00 pm - 5:00 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

4:00 pm - 5:00 pm Empathize Now: Creating Personas from Existing Data

Stefania Mureu - Director, User Experience & Design, Pearson
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 Mureu

Director, User Experience & Design

4:00 pm - 5:00 pm Traversing Regulation— Creating connection with Customers in Highly Regulated and Sensitive Industries

Oftentimes customer empathy faces immediate roadblocks in organizations with restrictions around outreach due to privacy and sensitive data. However, some of our strongest design thinking use cases come from these industries. How can we traverse these regulations and sensitivities to offer customer personalized experiences while ensuring their trust remains?
  • Understanding action steps you can take with existing data
  • Finding ways to interact live with customers
  • Designing with compliance first to ensure proper implementation

4:00 pm - 5:00 pm Employee Engagement—Translating Customer Feedback to Front Line Employees

Your customer facing agents and internal teams can be the best internal champions for the customer. However, oftentimes there is a disconnect between customer’s emotions, experience, and motivations. This session will address bridging the gap between employee and consumer by:
  • Building interactive sessions to immerse employees in experience
  • Creating moments of conversation between employees and customers
  • Empowering employees to advocate for customers

5:00 pm - 5:30 pm MISSION INNOVATION: Innovation for an Undefined Future

The necessity for design talent is immediate given the state of the experience economy. Customer expectations evolve rapidly, and the rate of change is accelerating. With experience as the catalytic differentiator driving success at TopGolf, Erik will address preparation for the future of the experience economy, the “now factor” fueling innovation, and how to foster and agile culture.

5:30 pm - 6:30 pm Networking Cocktail Reception