Beyond Design
Sept. 8-11, 2020 | Hilton Austin, TX
Main Conference Day 1: Thursday September 10
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
John Maeda -
EVP Chief Experience Officer,
Publicis Sapient
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
Chris Pacione -
Chief Executive Officer,
LUMA Institute
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.
10:00 am - 10:15 am
Part I: Business Growth Through Design & Strategy
Dan Kraemer -
Founder & Chief Design Officer ,
IA Collaborative
10:15 am - 11:15 am
Design Drive!
Maturity Tracks
101: Best Practices
11:15 am - 11:45 am Design in Action: Inciting Curiosity to Drive Innovation Stephanie Crase Moritz - Chief Communications & Marketing Officer, American Dental AssociationAchieving 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, Insights & Experience Design Strategy, CitigroupNowadays, 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
101: Best Practices
12:25 pm - 12:55 pm Designing to Inspire: Developing the Why to Install MovementDesign 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 KC Wolff-Ingham - SVP, Director of Commerial Design & Service design, TruistA 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 Matthew Cunningham - Concept Designer, Warner Bros EntertainmentTo 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 TransformationAs 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 Greg Walloch - Senior Director, User Experience Design, LinkedInAs 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 Nitasha Singh - VP Product Management & Design, The Clorox CompanyThe 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 ValueDesign 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 Truly Omni-Channel: The Unification of Physical, Digital and Everything In Between John Yesko - Head of Digital User Experience & Service Design, WalgreensTraditionally, experience design leads to focus on digital experience design, and creation of connected digital products are front of mind. How can we shift this mindset to be truly omnichannel beyond just digital? John will address how to:
- Encourage holistic buy-in to enable a more omnichannel strategy and mindset
- Provide a seamless end-to-end customer experience beyond digital integration
201: Case Studies
11:50 am - 12:20 pm Moving from Creative to Delivery: How to Uphold Brand Promises201: Case Studies
12:25 pm - 12:55 pm The Key to Success: Harmonizing Innovation with Real Results Deanna Dial - VP, Client Services, PraxentRyan 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
301: Future Insights
11:15 am - 11:45 am Designing for Tomorrow: Staying Ahead of the Curve Brian Roderman - President, Chief Innovation Officer, IN2 InnovationThe 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
301: Future Insights
11:15 am - 11:45 am Hyper-Reality: The Future of CommunicationInclusive design was not meant to address a specific group of users, and to design
special accessibility features. It is meant to see a different perspective from a
unique user group, and gather new insights to innovate for the mainstream product.
301: Future Insights
12:25 pm - 12:55 pm Immersive Experiences: Seamless Design for a Voice-Activated FutureOvercoming 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 ConsortiumInvitation Only Sessions for VP+ Leaders
Afternoon Keynotes
1:00 pm - 2:30 pm
Lunch
1:55 pm - 2:25 pm
Scalable Framework: Tying Individual Contribution to Organization Impact
Iris Ware Dr. -
Chief Learning Officer,
City of Detroit
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.
2:30 pm - 3:00 pm
The Disruptor’s Oath: Committing to Empathy, Passion and Changing the System
Shawn Nason -
CEO & Chief Ecosystem Disruptor,
MOFI
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 & Design Drive Continuation
Interactive Discussion Groups
The Essentials
3:30 pm - 5:00 pm Interactive Discussion Groups Michael Amante - Customer Experience Lead, GSAJeff Marcoux - VP of Marketing, TTEC
Kristin Newton - VP, Head of UX Design Research, U.S. Bank
Jennifer Atanasovski - Human Centered Insights and Strategy Manager, Ford Motor Company
Jonatan Saine - Lead, UX Designer, Wynn Resorts
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 - Transportation Product Strategy and Foresight, Wabtec1. 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
Learning & Growth
3:30 pm - 5:00 pm Interactive Discussion Groups Amanda Markmann - Director of User-Centered Design (Loyalty), Marriott InternationalAndy Vitale - Director, UX -Whole Sale Banking, Sun Trust
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 Raj K - Director, Product Management Digital Enablement Product Group, 7-ElevenDavid Franke - Client Experience Director, Mad*Pow
Fail Forward
3:30 pm - 5:00 pm Track Presentations Brian Shyu - Sr. Manager, UX Design and Development, Eaton
From 10 to 10,000
3:30 pm - 5:00 pm Track Presentations Nicole Licciardi - Global Design Thinking Senior Manager, MarsAndrew Joyce - SVP Business Development, Nottingham Spirk
Closing Feature Keynote
5:10 pm - 5:40 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.
