Driving Sustainable Growth and Competitive Advantage through Human-Centered Design

April 14-17, 2020

Hilton Austin, TX

Mason West

Principle, Experience Design Point B

Why Mason?

Mason is a passionate brand experience designer dedicated to crafting engaging user experiences that inspire customers, build relationships and drive business results. In 12+ years working in the digital design space, he’s done just that for brands including Google, Jenny Craig, Kodak, Xerox, ABC, Intel, Microsoft, Cisco, and Dell.

As a journalist in another life, Mason uses design thinking through facilitation and visual communication to channel other people’s creativity and help people envision the story of the experiences they are trying to create. A core tenet of his design philosophy is that we all experience the world in the moment and in our memories as stories.

As part of the Point B Studio leadership team at Point B, Mason’s role is focused on leading our Experience Design team across strategy and creative to bring a unified, forward-looking approach to every engagement.

Agenda Day 3

Thursday, April 18th, 2019

11:15 AM “Design Thinking for…”

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

Check out the incredible speaker line-up to see who will be joining Mason.

Download The Latest Agenda