Expanding the Boundaries of Experience
February 24 - 26, 2020
Embassy Suites Denver Downtown, CO
Day 2: Tuesday, February 25, 2020
7:30 am - 9:00 am
Check In & Registration
8:30 am - 9:00 am
Host's Opening Remarks: No More Preaching to Just the Choir: Humanizing with a Big*ss Boom
Shawn Nason -
CEO, Eco-system Disruptor,
MOFI
Michael Harper - Chief of Radical Experiences, Nason Group
As X (experience) people, we get it, right? Put the people first, stay human-centric, focus on the user journey, and all of the rest of the same old stuff. If we’re serious about actually humanizing our work, though, our mission is much bigger. We have to bust out of our comfort zones and become explosive evangelists for the “C’s” and “U’s” that connect with our “X’s.” Let’s get beyond the hacks of just trying to get through another day and instead take a bold whack at disrupting our eco-systems in order to create cultures that revolve around real-life humans that breathe, hurt, celebrate, struggle, and triumph.
9:00 am - 9:30 am
Design & the Power of Nostalgia
Maggie McKosky -
VP of UX & Product Design,
Shutterstock
The craving for cultures from a bygone era is stronger than ever, particularly among millennials. Brands from all industries have tapped into this phenomenon, giving rise to a powerful trend: nostalgia marketing. The emotional connection that nostalgia sparks in consumers is almost unparalleled. Brands are taking notice and using it to shape their campaigns.
+Get a better understanding of the marketing power in nostalgia and “fauxstalgia”— yearning for a time you didn’t live through
+ Learn to tap into audience data to forecast future trends and stay one step ahead of competitors
+ Discover how to leverage the nostalgia trend but remain genuine with your audience
9:30 am - 10:00 am
Navigating the Intersection of Expectation and Reality
Stratton Cherouny -
Co Founder & Executive Design Director,
Office of Experience
While the people, processes, and systems required to manage brand experience holistically are complex, the principle is simple. It’s about seeing your brand through your customers’ eyes and being curious—about what’s really valuable, about what’s possible, and about how other brand experiences might be successfully applied to yours.
+Increase customer choice as a point of differentiation
+Utilize technology to exploit gaps between order and delivery
+Deliver a framework of balancing expectation & reality
10:00 am - 10:55 am
Mid-Morning Break & Demo Drive
Morning Break-Out Sessions
Choose to attend Track Sessions OR XD Therapy Sessions
Track: Data & Technology
11:00 am - 11:30 am The Confluence of Needfinding via. Ethnography, Behavioral Psychology, and Machine Learning Sohit Karol - Staff User Researcher, SpotifyDeveloping customized experiences for customers evolves brand beyond stationary to experiential. Spotify utilizes advanced analytics to do just this, customizing daily playlists to customers desires. Sohit explores:
+Optimize outcomes through rapid experimentation
+Align human tendencies with product creation
+Acknowledge the balance between behavior and data
Track: Data & Technology
11:35 am - 12:05 pm Creating an Experience Stronger Than What’s in Your Hand Chuck Gladney - Senior Creative Director, Experience Design, CVSEveryone is competing against the iPhone. When creating digital products, it either is in line your customer’s mobile app or it must be more convenient—particularly in retail and physical products.
+Service Blueprint inclusive of mobile experiences
+Optimize the customer journey through utilization of the iPhone
+Critically analyze efficiencies of digital products outside of the customer’s existing products
Track: Data & Technology
12:10 pm - 12:40 pm Seat at the Table: You Can't Spell Executive Without UX Rima Campbell - Senior Director, Research Partner, UserZoomRima Campbell
Senior Director, Research PartnerUserZoom
Track: People & Process
11:00 am - 11:30 am Transform the Model of Service to Support New Products Dwayne Edwards - Director of Mobility, IDEO
Track: People & Process
11:35 am - 12:05 pm Uniting Customer and Employee Experience Through Digital Journey Maps Seema Jain - Head of Solution Design, MURALIncreasingly, experience design is emerging into a strategic priority of many organizations, and the development of effective design teams is becoming more of a priority. The role of the “designer” is not a stagnant set of tools, but can range from skill-sets to strategies, from analytical to creative and even managerial.
+Understand the full continuum of design capabilities
+Analyze the business needs and hire for purpose
+Develop diversity of thought and talent for true success
Track: People & Process
12:10 pm - 12:40 pm The Intersection of Agile and CreativityTrack: Design & Innovation
11:00 am - 11:30 am The Future of Design Michael Brown - Former Chief Design Officer, Dick's Sporting GoodsDesign extends beyond the native discipline, and instead should explore avenues of larger business impact. Moving from practice to larger strategic initiatives, Joe explores the concept of strategic design in larger transformation:
+Utilize empathy in all initiatives
+Drive design in all strategic initiatives
+Maintain design as a catalyst for innovation ideation
Track: Design & Innovation
11:35 am - 12:05 pm Designing Experiences Now: How to Become a Revolutionary in Experience Design Brian Roderman - President, Chief Innovation Officer, IN2 InnovationSo many times, we are held back by financial, cultural, and time constraints when tasked with implementing human-centered design in our organizations. However, quick wins can activate organizational buy-in alongside creating tangible ideas and prototypes to develop customer-centric initiatives.
+Design Thinking a solution in 48 hours
+Activating innovation leaders across an enterprise
+Designing tangible tools to abstract steps
Track: Design & Innovation
12:10 pm - 12:40 pm Searching for Alignment: How to Create a More Comprehensive Brand Experience Bryan Taylor - Founder, Creative Director, DrawnHow do we design experiences that naturally and seamlessly integrate into the whole brand? We do so by taking the time to better understand the context of our brand's ecosystem. Bryan Taylor of Drawn Agency will share some practical ways to integrate design into the broader brand experience.
XD Therapy
11:00 am - 12:40 pm Morning XD Therapy Sessions: Design Systems Robin Beers PhD - SVP, Customer Insights & Experience Design, Wells FargoHillel Cooperman - SVP, User Experience and Design, Oracle
Lina Stern - Head Of Employee Experience & Organizational Design, S'well
Round 1: 11:00AM - 11:30AM
Round 2: 11:35AM - 12:05PM
Round 3: 12:10PM - 12:40PM
Attend all 3 sessions in which ever order you choose!
1. Design Systems
2. Buy-In
3. Collaboration
Sometimes it’s lonely in XD! Many of the intangible challenges that prevent experiences from coming to fruition consistently plague leaders across industry. In these XD Therapy sessions, you will join a working group for 45 minutes to deliberate, discuss, brainstorm and commiserate over top challenges facing your organizations. Walk away with:
+Personalized feedback and insights into personal challenges in XD
+Best practices and tools to continue your journey
+Intimate network of peers to continue collaboration and support
XD Therapy
11:00 am - 12:40 pm Morning XD Therapy Sessions: Buy-In Hillel Cooperman - SVP, User Experience and Design, OracleRobin Beers PhD - SVP, Customer Insights & Experience Design, Wells Fargo
Lina Stern - Head Of Employee Experience & Organizational Design, S'well
Round 1: 11:00AM - 11:30AM
Round 2: 11:35AM - 12:05PM
Round 3: 12:10PM - 12:40PM
Attend all 3 sessions in which ever order you choose!
1. Design Systems
3. Buy-In
4. Collaboration
Sometimes it’s lonely in XD! Many of the intangible challenges that prevent experiences from coming to fruition consistently plague leaders across industry. In these XD Therapy sessions, you will join a working group for 45 minutes to deliberate, discuss, brainstorm and commiserate over top challenges facing your organizations. Walk away with:
+Personalized feedback and insights into personal challenges in XD
+Best practices and tools to continue your journey
+Intimate network of peers to continue collaboration and support
XD Therapy
11:00 am - 12:40 pm Morning XD Therapy Sessions: Collaboration Lina Stern - Head Of Employee Experience & Organizational Design, S'wellRobin Beers PhD - SVP, Customer Insights & Experience Design, Wells Fargo
Hillel Cooperman - SVP, User Experience and Design, Oracle
Round 1: 11:00AM - 11:30AM
Round 2: 11:35AM - 12:05PM
Round 3: 12:10PM - 12:40PM
Attend all 3 sessions in which ever order you choose!
1. Design Systems
3. Buy-In
4. Collaboration
Sometimes it’s lonely in XD! Many of the intangible challenges that prevent experiences from coming to fruition consistently plague leaders across industry. In these XD Therapy sessions, you will join a working group for 45 minutes to deliberate, discuss, brainstorm and commiserate over top challenges facing your organizations. Walk away with:
+Personalized feedback and insights into personal challenges in XD
+Best practices and tools to continue your journey
+Intimate network of peers to continue collaboration and support
12:40 pm - 1:40 pm
Networking Lunch
1:40 pm - 2:10 pm
Feet First: A Story of Rapid Growth, Scale, and Transformation
Hillel Cooperman -
SVP, User Experience and Design,
Oracle
Once you prioritize experience design, how do you begin to implement? While some folks approach the process consciously, Hillel explores his journey taking on a 42 year old enterpises’ transformation from all angles. A unique position filled with ambiguity, challenge, and opportunity, Hillel brings a case of scale to the extreme.
· Developing a roadmap to cultural transformation
· Defining the parameters of design & experience
· Evolving a legacy organization to a design led enterprise
2:10 pm - 2:40 pm
DesignxEthics: Responsible Design for Irresponsible Times
Rob Girling -
CEO,
Artefact
We live in irresponsible times. From algorithmic bias to compromised data privacy, even the most beautiful and engaging digital experiences can lead to negative outcomes for your user –and your bottom line. Good intentions alone won’t cut it. We need techniques for identifying product impact and the confidence to flag problems when we see them. We need responsible design. In this session, Rob will explore what responsible design means, why it matters, and four principles for applying it to work. Learn how to:
+Think in systems, not individual products or experiences
+Align the interests of people, business and society
+Anticipate externalities, and identify and design for outcomes.
2:40 pm - 3:10 pm
Mid-Afternoon Break
Afternoon Sessions
Choose to attend Track Sessions OR XD Therapy Sessions
Track: Data & Technology
3:10 pm - 3:40 pm Pathway to Digital Rob Clark - Director of Experience Design, Pearson Education North AmericaTrack: Data & Technology
3:45 pm - 4:15 pm The Cost of Dark Patterns: Creating UX that Sustains David Bortnowski - User Experience Designer, DaVita HealthCare Partners Inc.Track: Data & Technology
4:20 pm - 4:50 pm Building Harmony Between Humans and Bots Tariq El Khatab - Lead Product Manager - Member Experience, VisibleCustomers expect to be met where they are, when they want, with what they want to see. With the power of AI and machine learning at our finger tips, the possibilities for personalization are endless.
+Develop the infrastructure to gather personalized insights
+Expand the current marketing initiatives for opportunities of customization
+Drive deeper insights and journeys per the impactful personas
Tariq El Khatab
Lead Product Manager - Member ExperienceVisible
Track: People & Process
3:10 pm - 3:40 pm Effectively Scaling Experience Design Jade Salazaar - Director, Service Design, Rogers Communication Inc.Oftentimes the thought of creating design at scale becomes daunting and intimidating. However, developing design in groups through specific playbooks allows for speed of education.
+Begin with teams that impact internal success
+Create the standard educational materials
+Personalize approach per persona of each department
Track: People & Process
3:45 pm - 4:15 pm Beyond Design Systems: Experience Systems to Scale Digital CX Goncalo Veiga - Director of Product Experience, OutSystemsDesign Systems have helped companies ensure the consistency of their brand language and scale their digital product creation. But customers expect to interact with brands where they are, when it’s most convenient to them, which means companies need a presence in an ever-increasing set of digital channels and touchpoints. And these interactions also need to be consistent and to allow customers to transition seamlessly between touchpoints - regardless of form factor or engagement interaction method. In this session, Goncalo Veiga explains:
+ Why you need to go beyond Design Systems into “Experience Systems” +Standardize key experience components
+Include not only design and visual elements, but also logic, context, and state
Track: People & Process
4:20 pm - 4:50 pm Connecting t he Dots for Next Gen Products Jules Monza - Lead Digital Product Designer, Transamerica Truly innovative products present a new set of processes around support, service, and creation, particularly in the ever changing digital landscape. This requires an evaluation of current business models surrounding innovation—can we design this proactively?
+Evaluate the change in business model to support digital innovation
+Focus holistically on changes in people, process, architecture and routines
+Reverse engineer the service infrastructure from the ideal outcome
Jules Monza
Lead Digital Product DesignerTransamerica
Track: Design & Innovation
3:10 pm - 3:40 pm The Art of Impossible: Why Design Thinking Fails and How to Change It Jason Rome - Executive Director, Digital Strategy and CX, SkookumDesign thinking has seen rapid adoption by leading brands and is being taught by prestigious universities across the globe. Jason Rome, Director of Digital Strategy and CX at Skookum, will examine how bad ideas get launched and what breakdowns may be happening in your design thinking process. In this presentation you’ll learn how to reexamine traditional design thinking principles to help:
- Improve the quality of concepts
- Successfully implement solutions
- Drive results for your business
Track: Design & Innovation
3:45 pm - 4:15 pm Scaling Distributed Design Teams
Track: Design & Innovation
4:20 pm - 4:50 pm The Intersection of Agile and Creativity Beau Bergman - Labs Manager, WeWorkXD Therapy-Afternooon Session
3:10 pm - 4:50 pm Afternoon XD Therapy Sessions: Design Systems Sean Coleman - Executive Creative Director, MonigleBrian Roderman - President, Chief Innovation Officer, IN2 Innovation
Hailey Temple - Services Lead, MURAL
Round 1: 3:10PM - 3:40PM
Round 2: 3:45PM - 4:15PM
Round 3: 4:20PM - 4:50PM
Attend all 3 sessions in which ever order you choose!
1. Design Systems
3. Buy-In
4. Collaboration
Sometimes it’s lonely in XD! Many of the intangible challenges that prevent experiences from coming to fruition consistently plague leaders across industry. In these XD Therapy sessions, you will join a working group for 45 minutes to deliberate, discuss, brainstorm and commiserate over top challenges facing your organizations. Walk away with:
+Personalized feedback and insights into personal challenges in XD
+Best practices and tools to continue your journey
+Intimate network of peers to continue collaboration and support
Hailey Temple
Services LeadMURAL
XD Therapy-Afternooon Session
3:10 pm - 4:50 pm Afternoon XD Therapy Sessions: Buy-In Sean Coleman - Executive Creative Director, MonigleBrian Roderman - President, Chief Innovation Officer, IN2 Innovation
Hailey Temple - Services Lead, MURAL
Round 1: 3:10PM - 3:40PM
Round 2: 3:45PM - 4:15PM
Round 3: 4:20PM - 4:50PM
Attend all 3 sessions in which ever order you choose!
1. Design Systems
3. Buy-In
4. Collaboration
Sometimes it’s lonely in XD! Many of the intangible challenges that prevent experiences from coming to fruition consistently plague leaders across industry. In these XD Therapy sessions, you will join a working group for 45 minutes to deliberate, discuss, brainstorm and commiserate over top challenges facing your organizations. Walk away with:
+Personalized feedback and insights into personal challenges in XD
+Best practices and tools to continue your journey
+Intimate network of peers to continue collaboration and support
Hailey Temple
Services LeadMURAL
XD Therapy-Afternooon Session
3:10 pm - 4:50 pm Afternoon XD Therapy Sessions: Collaboration Sean Coleman - Executive Creative Director, MonigleHailey Temple - Services Lead, MURAL
Brian Roderman - President, Chief Innovation Officer, IN2 Innovation
Round 1: 3:10PM - 3:40PM
Round 2: 3:45PM - 4:15PM
Round 3: 4:20PM - 4:50PM
Attend all 3 sessions in which ever order you choose!
1. Design Systems
3. Buy-In
4. Collaboration
Sometimes it’s lonely in XD! Many of the intangible challenges that prevent experiences from coming to fruition consistently plague leaders across industry. In these XD Therapy sessions, you will join a working group for 45 minutes to deliberate, discuss, brainstorm and commiserate over top challenges facing your organizations. Walk away with:
+Personalized feedback and insights into personal challenges in XD
+Best practices and tools to continue your journey
+Intimate network of peers to continue collaboration and support
Hailey Temple
Services LeadMURAL
4:50 pm - 5:00 pm
Coffee Comfort Break
5:00 pm - 5:30 pm
How Customers Can Benefit from a Strong Brand/Agency Collaboration
Marcela Lay -
Head of ATL, VP Client Strategy,
Y Media Labs
Brittany Boyer - Product Director, State Farm
The power of how brands and agencies can come together with a bigger purpose in mind - a great customer experience.
- What are the secret ingredients necessary to build a strong partnership?
- What roles and responsibilities do the brand and agency need to share?
- How can agencies help brands shift their focus from business requirements to customer understanding?
- How do we drive together towards impactful results?
Together, Brand+Agency can deliver truly omnichannel experiences that provide value to the customers and the business.
