Andrés Ospina

SVP, Head of User Centered Design City National Bank

Why Andrés?

Andrés’ mission is to help humans and organizations find their purpose in order to more effectively achieve their goals.

In his 20-year career as a design and people-oriented leader, Andrés has spearheaded Design Thinking, User Research, User Experience and Service Design, while driving design culture growth at an organizational level.

He has delivered more than a hundred digital products for a diverse portfolio of companies that include RBC, BBVA, Microsoft, Rogers Communications, JLL, Kellogg's, Toyota, Subaru Canada, Legrand, Kia Motors Canada, T.G.I Friday’s, Leo Burnett, and more.

At age 26, Andrés founded Pinxelar – an interactive agency that designed and developed a wide range of digital products for clients across the globe. Over the span of a decade, Andrés designed all shapes and sizes of applications that included design systems; mobile web, hybrid, and native apps; touchless interactive experiences and kiosks; responsive apps; enterprise websites; Intranet and Extranet portals; and SAS, B2B, B2C, CRM, and CMS products.

At RBC, he founded Xperience First. This internal design startup set out with the mission of using HCD, Business Agility and Agile Delivery to transform the way that programs, portfolios, and projects were designed and delivered. In 2016, he facilitated the development of RBC’s Design Thinking COE, which led to more than 2000 senior leaders, managers, and Agile teams becoming trained in Human-Centered Design frameworks, methods, mindsets and principles.

Today, Andrés is the Head of User Centered Design at City National Bank. His work focuses on using Design Thinking to establish new human-centered ways of working for his team and the greater organization, with the ultimate goal of delivering better digital experiences for CNB’s exclusive niche of clients.

Andrés Ospina is recognized throughout the design industry as a thought leader, instructor, mentor, advisor, and regular speaker at conferences, universities, meetups and other events.

Tues, April 13 | Workshop Day

Tuesday, April 13th, 2021

1:30 PM Design Thinking and Problem Framing for a Better Business Agility Transformation

Design Thinking is currently being used by many companies as a way of working to solve a wide range of problems that affect humans inside and outside their organization. Business Agility is an outcomes-based model that helps companies and leaders align around a common vision to cascade a culture of continuous learning by iteratively measuring the impact of key objectives, experiments, and results. In this workshop, you will learn how to implement Design Thinking into the Business Agility process to more accurately understand, scope, and frame the right problems to solve, before you “go outside of the building” and talk to the customer. Join Andrés as he uncovers practical takeaways around how to:


  • Inject Design Thinking into your Business Agility and/or Agile Delivery frameworks
  • Discover how to use a practical Design Thinking framework to define OKRs 
  • Learn the key moments and methods to frame and reframe problems in your innovation process
  • Leverage problem framing techniques to ignite the adoption of Design Thinking in any organization and team

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

Download The Latest Agenda