Beyond Design: Moving from Practice to Transformation 
April 14-17, 2020
Hilton Austin, TX

Main Conference Day 1: Thursday April 16

7:25 am - 7:55 am Registration and Breakfast

8:30 am - 9:00 am Chair Opening Remarks

9:00 am - 9:30 am Beyond Design: The Moment of True Transformation


 
Design Thinking is more than a workshop, than a sprint, than an innovation lab, and more than a Chief Design Officer. The impact of Design Thinking appears when one observes the transformation of mindset, break-down of silos, advancement of the way-of-work, and holistic C-Suite buy to a design-led strategy.

9:30 am - 10:00 am Innovation Scaled: Embracing a Culture of Design and a Platform for Growth

 
Can everyone become a Design Thinker? It’s imperative that every organization innovates, and if we believe design is the tool in which to create meaningful innovation, then everyone must have access to design as a problem-solving approach. Accepting the foundation of design as a solution development tool in service to people necessitates a platform built for adoption across industry, department, and design literacy.

10:30 am - 11:30 am Networking Break


Maturity Tracks

101: Best Practices

11:15 am - 11:45 am Design in Action: Inciting Curiosity to Drive Innovation
Achieving holistic, top-down organizational buy-in of design thinking is easier said than done. Activating true transformation in a traditional, silo environment demands curiosity for change and enthusiasm to embark on such a journey. Stephanie will discuss how to:
-Apply best practices to get your team engaged and excited
-Initiate effective, hands-on learning experiences 
-Connect your C-suite to the customer to accelerate transformation

101: Best Practices

11:50 am - 12:20 pm Emerging Tech: Utilizing the Power of Prototyping for Growth
Donn Ogilvie - VP Product Strategy and Experience Design, Citi
Nowadays, competition is stronger and more accessible than ever. Customer centricity must be in the center of this disrupt-or-be-disrupted environment. Donn explores:
• Identifying & building new revenue streams before the competition
• Enshrining customer values at the core of new business innovation
• Driving creativity in risk adverse environments
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Donn Ogilvie

VP Product Strategy and Experience Design
Citi

101: Best Practices

12:25 pm - 12:55 pm Designing to Inspire:Developing the Why to Install Movement

Design Thinking is all about bringing a fresh perspective to long-standing problems within a team or organization. It’s all about finding a new and creative way to formulate questions, research and discover ideas, and work to understand the “why?” behind everything in order to reach a collaborative, innovative, and user-centric solution.
-          Begin your process with provoking a culture of empathy toward the consumer
-          Create a meaningful story amongst teams and the organization at large to incite recognition and understanding
-          Remember that cross-collaboration means appealing to a variety of different skillsets, mindsets, and objectives

101: The Catalyst

11:15 am - 11:45 am The Driving Force: Leading Strategic Change from Within
 
A true design-led organization incorporates design within all processes, objectives, and decisions. Embedding design and design thinking into the entirety of any well-established corporate environment is no simple task, but when done right can transform all aspects of how an organization operates and succeeds. Alastair will discuss:
 
-How to disrupt previously accepted solutions with innovative ideas, all grounded in creating the optimal consumer experience
-Add measurable value and impact to your organization through design strategy
-Implement organization-wide change through fundamental design principles rooted in powerful, meaningful ideas

101: The Catalyst

11:15 am - 11:45 am Concept Design: Building the Story that Incites Transformation
To catalyze Design in your organization requires a compelling message and story to drive buy-in. Taking lessons from building some of the most exciting concepts within film, Matt will address how to: 
 
-Understand the impact of a great story
-Build a message that compels and drives action
-Balance the message with the metrics

101: The Catalyst

12:25 pm - 12:55 pm Design Champions: Spurring Lasting Design Transformation
As a team member or decision-maker, how are you acting as a motivator of and champion for design thinking within your organization at large? Fueling design transformation at any level requires certain ingredients to be effective. Whether that missing piece is C-suite buy-in, cultural recognition of the design thinking approach, data or intelligence silos, etc., there are first steps you can take to implement the change you’re seeking.
-   Engage and excite your collaborative team or organization in the process
-    Reflect on what needs to change and what can remain the same in order to achieve that holistic, human-centered change 
- Understand and appreciate that real change, especially when changing longstanding rules and methods, takes time

201: DesignOps

11:15 am - 11:45 am Tools Over Rules: Operationalizing Design Systems to Scale
As teams grow, how are you guaranteeing the playbook doesn’t surpass the technology being utilized? The responsibility of a designer has become critical. Leveraging design tools at scale streamline workflows and promote efficient design. Greg will address how to:
-Safeguard the design thinking process through process standardization
-Prioritize customized tools to drive efficiency and protect value
-Build principals at both team and organization levels 

201: DesignOps

11:15 am - 11:45 am Speak the Same: Building Common Language for Design Growth
The first pain point people encounter is terminology clash. It may feel trite to discuss labels when there are bigger issues to tackle, except that words matter. Words represent processes, methodologies, philosophies, and our values.
• Uniting two multi-disciplinary design teams merging into one
• Break down barriers and create a new team framework for talking with each other
• Learn how to lead your team from affinity diagram to building a bespoke skills wheel self-assessment

201: DesignOps

12:25 pm - 12:55 pm Design Operations: Streamlining to Deliver Value
Design Operations is all about establishing measures and methods that will improve the quality and impact of any one design product or solution. Creating speedy, scaled, and standardized workflows is essential to the design process. In essence, Design Ops provides designers, or those utilizing user-centered design processes, with the ability to focus on researching, designing, and creating innovative solutions.
• Break down barriers and become a catalyst for dynamic change toward a more streamlined design team or organization
• Deliver speedy and consistent solutions and outcomes across a variety of different teams, skillsets, and timelines
• Create and identify measurable strategies to prove the long-term value behind the Design Ops process

201: Case Studies

11:15 am - 11:45 am Designing for Tomorrow: Staying Ahead of the Curve
The process behind developing valuable consumer products and experiences lies in continuous innovation, and tapping into future insights and trends. Designing cutting edge solutions that successfully meet the needs of the customer can be challenging, but design thinking provides an exceptional tool kit to help organizations maneuver the rapidly evolving world of technology. How can your company use design thinking to its fullest potential to keep competing with and disrupting the norm?
-          Develop a mindset of thinking about or designing for beyond today’s needs
-          Ensure your company not only designs and creates products or solutions that satisfy today’s consumers, but is inspired to think bigger
Understand where the threshold or potential for innovation is for your company, and working backwards to achieve those opportunities

201: Case Studies

11:50 am - 12:20 pm Immersive Experiences: Seamless Design for A Voice- Activated Future
Overcoming issues surrounding digital transformation is crucial to succeed in such a fast-paced world. A culture of digital innovation and constant disruption means providing speedy and seamless solutions that deliver real insights. Being able to share data and intelligence across an organization through integrated systems, machine learning and AI provides not just enhanced insights but strategic foresight to continue to innovate and remain competitive

201: Case Studies

12:25 pm - 12:55 pm The Key to Success: Harmonizing Innovation with Real Results
Deanna Dial - Principle, Product Design, Praxent
Ryan Spanswick - Director, Product Design, Praxent
How can your organization effectively walk the line of incorporating deep empathy and customer understanding, while still delivering on key business goals and objectives? Design strategy is most sustainable when it is grounded in attaining both enhanced customer experiences and quantifiable objectives.
• Balance creativity with feasible returns on solutions to stay ahead of the curve
• Design for meaning and simplicity while providing consistent results and collaborating across teams
• Build momentum and excitement around a design-driven, customer-centric culture
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Deanna Dial

Principle, Product Design
Praxent

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Ryan Spanswick

Director, Product Design
Praxent

301: Future Insights

11:15 am - 11:45 am Designing for Tomorrow: Staying Ahead of the Curve
Brian Roderman - President, Chief Innovation Officer, IN2 Innovation
The process behind developing valuable consumer products and experiences lies in continuous innovation, and tapping into future insights and trends. Design thinking provides an exceptional tool kit to help organizations maneuver the rapidly evolving world of technology. How can your company use design thinking to its fullest potential to keep competing with and disrupting the norm?

• Develop a mindset of thinking about or designing for beyond today’s needs
• Ensure your company not only designs and creates products or solutions that satisfy today’s consumers, but is inspired to think bigger
• Understand where the threshold or potential for innovation is for your company, and working backwards to achieve those opportunities
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Brian Roderman

President, Chief Innovation Officer
IN2 Innovation

301: Future Insights

11:15 am - 11:45 am Moving from Creative to Delivery: How to Uphold Brand Promises
With so many unique customer touchpoints, how can your organization ensure that brand awareness is upheld from start to finish? Closing that gap between the initial consumer perception and maintain physical delivery of that impression can be difficult, but utilizing design strategies can help in better navigating that journey. Rapha will address how to:
-Ensure experiences harmonize across all customer encounters
-Apply gut feelings pushing ideas through to fruition

301: Future Insights

12:25 pm - 12:55 pm Immersive Experiences: Seamless Design for A Voice- Activated Future
Overcoming issues surrounding digital transformation is crucial to succeed in
such a fast-paced world. A culture of digital innovation and constant disruption
means providing speedy and seamless solutions that deliver real insights. Being
able to share data and intelligence across an organization through integrated
systems, machine learning and AI provides not just enhanced insights but
strategic foresight to continue to innovate and remain competitive

301: Design Consortium

8:00 am - 8:30 am The Design Consortium
Invitation Only Sessions for VP+ Leaders

Afternoon Keynotes

1:00 pm - 2:30 pm Lunch

2:30 pm - 2:45 pm Scalable Framework: Tying Individual Contribution to Organization Impact


At the end of the day, Design Thinking will only transcend the organization when it impacts the bottom line. This may provide a series of challenges as the initial implementation may not lead to immediate cost savings and revenue increases—or can it? Dr. Iris Ware works through her model of organizational design that not only transformed the structure of a series of departments but also is driving change across industries.

2:00 pm - 2:30 pm The Disruptor’s Oath: Committing to Empathy, Passion and Changing the System

Moving from institutional paralysis to implementing solutions requires disruption, but it is often faced with fear of destruction. Embracing good ideas may be exciting, but becoming obsessed with the problem is far more important than a singular solution. It is not okay to accept lack of action. Instead the organization must accept and embrace the disruptors and build the pathway to design and launch game-changing ideas. 
 

3:00 pm - 3:30 pm Networking Break

Interactive Discussion Groups

The Essentials

3:30 pm - 5:00 pm Interactive Discussion Groups
1. Metrics & Measurements
2. Roadmaps & Blue Prints
3. Change Management
4. Co-Creation & Collaboration
5. Storytelling to Scale
6. Tools for Success

Team, Talent, and Recruitment

3:30 pm - 5:00 pm Interactive Discussion Groups
Anthony D. Paul - Global Product Strategy and Foresight - Applied Innovation, GE Transportation, a Wabtec Company
1. Becoming Sexy
2. Balancing Native and Non-Native Designers
3. Scale at Speed
4. Where is the Talent?
5. The A-Team
6. Career Pathing HIPO employees
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Anthony D. Paul

Global Product Strategy and Foresight - Applied Innovation
GE Transportation, a Wabtec Company

Learning & Growth

3:30 pm - 5:00 pm Interactive Discussion Groups
1. E-Learning & Learning Management Systems
2. From Manager to Designer
3. Developing Facilitators
4. Program Development
5. Communication and Motivation
6. Onboarding

Track Sessions

Design Transformation

3:30 pm - 5:00 pm Track Presentations

Fail Forward

3:30 pm - 5:00 pm Track Presentations
Brian Shyu - Sr. Manager, UX Design and Development, Eaton

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Brian Shyu

Sr. Manager, UX Design and Development
Eaton

From 10 to 10,000

3:30 pm - 5:00 pm Track Presentations

Closing Feature Keynote

5:00 pm - 5:30 pm Meaningful Digital Innovation: Driving Digital-First through a Human-First Vision

Tarang Sethia - Chief Digital Officer, 7-Eleven
Digital transformation has been the driving force of design thinking in many organizations, however we are in an age where developing the latest technology is not enough. Instead, it is about creating the most impactful experience. Digital infrastructure must be created with engagement across platforms and customer, employee, and brand-driven engagement at the core of all innovation. 
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Tarang Sethia

Chief Digital Officer
7-Eleven

5:30 pm - 7:00 pm Happy Hour!