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

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, 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.
  • Understanding the value of design cross-functionally
  • Creating a human-centric culture obsessed with your customer
  • Sustaining growth as a design led organization.

Mauro Porcini

Chief Design Officer

8:30 am - 9:00 am Design Culture: Design Thinking That Lasts

Meriah Garrett - Chief Design Officer, USAA
Design 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

Meriah Garrett

Chief Design Officer

9:00 am - 9:30 am Holistic Digital Transformation: Driving a Design Thinking Culture

Today’s’ experience economy is filled with digital disruption. How are we building the capacity to handle not only emerging channels and new technology, but the process, mindset, and procedure necessary for designing products and services that resonate with customers.
  • Analyze set backs of driving organizational transformation
  • Prioritize innovation to compete in the digital economy
  • Evaluate experiences across industries, not solely by competitors

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 Electronics
Design 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 Center
Samsung 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*Pow
Interest 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

Adam Connor

VP Organizational Design & Training

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
  • Designing for a holistic brand ecosystem
  • Identifying customer perception of brand
  • Creating digital products that represent brand

#4 Cultural Transformation
  • Activating the frozen middle
  • Garnering executive level buy-in
  • Designing for sustainable buy-in

#5 Employee Engagement
  • Involving HR into design thinking initiatives
  • Understanding your employees journey
  • Applying design thinking to your onboarding process

#6 Innovation
  • Identifying meaningful products to pursue
  • Fostering an innovative mindset in all teams
  • Empowering pockets of innovation across teams

#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

Sally Grisedale

Former Product Design Director


Brandon Linn

Manager, Talent Management


Brian Barclay

Director, Digital Product Development


Coonoor Behal



Jeremy Bailey

Head of Experience Design


Joseph Smiley

Design, Experience, and Service Principal


Kerry Renna

Director of Consumer Insights


Sacha Weinberg

Director, Digital Customer Experience


Mason West

Principle, Experience Design
Point B

1:00 pm - 1:30 pm Lunch