Driving Sustainable Growth and Competitive Advantage through Human-Centered Design
April 14-17, 2020
Hilton Austin, TX
Agenda Day 3
7:25 am - 7:55 am Registration and Breakfast
7:50 am - 8:00 am Chair Opening Remarks
8:00 am - 8:30 am MORNING KEYNOTE ADDRESS: Design Transformation: The True Power of Design Thinking
Mauro Porcini - Chief Design Officer, PepsiCoDesign 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.
- Understanding the value of design cross-functionally
- Creating a human-centric culture obsessed with your customer
- Sustaining growth as a design led organization.
8:30 am - 9:00 am Design Culture: Design Thinking That Lasts
Meriah Garrett - Chief Design Officer, USAADesign Thinking offers a platform to facilitate incredible change, cultural transformation, and visibility across silos, in many cases introduced through design thinking bootcamps, workshops, and training. However, how do we sustain this design-led culture outside of the design practice? Meriah addresses moving the Chief Design office past education and into sustainability addressing:
- Beginning a culture of innovation and design expertise
- Researching from inside to understand employee feedback
- Analyze the internal journey to find gaps in knowledge
- Facilitate top down acceptance to create implicit permission
9:00 am - 9:30 am DIGITAL TRANSFORMATIONS AREN'T WORKING: Driving a new way of thinking so you can disrupt yourself
Jess Leitch - Design Principal, IdeanYou’ll no doubt have heard the phrase design thinking is a mindset. Well so is a disruption. Einstein was right when he said you can’t solve problems with the same thinking that created them.
In this talk, you’ll hear about:
- how you can you can use design to adopt a different mindset,
- how to supercharge your transformation efforts,
- how to disrupt your own businesses before it gets disrupted by someone else
9:30 am - 10:00 am Networking Break
10:00 am - 10:30 am The Role of the Designer: How Leadership Can Optimize Design for Innovation
Federico Casalegno - Chief Design and Innovation Officer, Samsung Design Innovation Center, Samsung ElectronicsDesign has dramatically evolved in today’s experience economy. From a classic design focused on the fundamentals of engineering, visual identity, and creative, design has evolved to be inclusive of experience, strategy and innovation. Translating this change within your organization requires the development of more holistic understanding, strategic collaboration, and focus on constant disruption in the role of the designer.
- Building classic and experience design expertise
- Driving new market and category discovery
- Creating a culture focused on human value
- Designing products that disrupt
Federico Casalegno
Chief Design and Innovation Officer, Samsung Design Innovation CenterSamsung Electronics
10:30 am - 11:00 am People, Process, and Design: Developing a Behavioral Model for Human Centered Design & Innovation
Adam Connor - VP Organizational Design & Training, Mad*PowInterest in Design Thinking, brings the promise of transformation in health organizations by uncovering opportunities, creating new and valuable ways to improve health and deliver care, and connecting with patients and populations by meeting their needs through the creation of engaging, effective experiences. But the introduction and integration of these practices often meets with challenges– resistance and obstacles to change–ranging from adoption to acceptance. Adam will share the current elements of our model, and how it came to be:
- Developing a behavior led model to facilitate human-centered design transformation
- Scaling design and innovation teams and traversing change-resistance
- Integrating design practices from establishing innovation labs to holding bootcamps/trainings
11:00 am - 11:15 am Closing Remarks & Raffle Giveaway
11:15 am - 12:45 pm “Design Thinking for…”
Sally Grisedale - Former Product Design Director, FacebookBrandon Linn - Manager, Talent Management, Accolade
Brian Barclay - Director, Digital Product Development, TrunkClub
Coonoor Behal - Founder, Mindhatch
Jeremy Bailey - Head of Experience Design, Freshbooks
Joseph Smiley - Design, Experience, and Service Principal, E*trade
Kerry Renna - Director of Consumer Insights, SharkNinja
Sacha Weinberg - Director, Digital Customer Experience, Starbucks
Mason West - Principle, Experience Design, Point B
Paulina Wojciak - VP of Product and UX, Qualaroo
Design thinking came to our attention for a variety of reasons, in these interactive sessions, explore the use case across different projects, focuses, and divisions. Each Interactive Discussion Group runs three times back to back. Pre-Select 3 of 8 sessions to attend 11:30; 12:05; 12:40
#1 Digital Transformation
- Identifying true pain points of customer’s digital touchpoints
- Designing an infrastructure capable of digital innovation
- Analyzing success based on experience versus competitors
#2 Automation
Joseph Smiley-Design, Experience, Design Principle, E*Trade
- Roadmapping experiences to define avenues for effective self service
- Creating a culture of strategic design to humanize automated interactions
- Utilizing AI to revamp employee experience
#3 Brand Experience
- Discovering why brand experience is everything
- Hearing how Point B helped Starbucks innovate
- Learning methods to amplify your design thinking skills
#4 Cultural Transformation
- Activating the frozen middle
- Garnering executive level buy-in
- Designing for sustainable buy-in
#5 Employee Engagement
- Hearing a real-world case study of an employee engagement team using design thinking
- Applying a unique methodology (improv!) to improve your team’s design thinking toolkit
- Improving your skills related to both your internal employee engagement team and how you engage with employees in the course of a design thinking project
#6 Innovation
- Identifying meaningful experiences to pursue
- Fostering an innovative mindset across all teams
- Accelerating innovation outcomes
#7 Collaboration
- Fostering cultural buy-in
- Identifying key stakeholder involvement
- Working across remote and dispersed teams
#8 Product Design
- Cross functional collaboration on product development
- Strategic ideation before implementation
- Methods of Rapid prototyping and reiteration
