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. 
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Shawn Nason

CEO, Eco-system Disruptor
MOFI

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Michael Harper

Chief of Radical Experiences
Nason Group

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
 
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Maggie McKosky

VP of UX & Product Design
Shutterstock

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
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Stratton Cherouny

Co Founder & Executive Design Director
Office of Experience

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, Spotify
Developing 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
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Sohit Karol

Staff User Researcher
Spotify

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, CVS
Everyone 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
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Chuck Gladney

Senior Creative Director, Experience Design
CVS

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, UserZoom

Rima Campbell

Senior Director, Research Partner
UserZoom

Track: People & Process

11:00 am - 11:30 am Transform the Model of Service to Support New Products
Dwayne Edwards - Director of Mobility, IDEO

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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, MURAL

Increasingly, 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
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Seema Jain

Head of Solution Design
MURAL

Track: People & Process

12:10 pm - 12:40 pm The Intersection of Agile and Creativity

Track: Design & Innovation

11:00 am - 11:30 am The Future of Design
Michael Brown - Former Chief Design Officer, Dick's Sporting Goods
Design 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
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Michael Brown

Former Chief Design Officer
Dick's Sporting Goods

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 Innovation
So 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
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Brian Roderman

President, Chief Innovation Officer
IN2 Innovation

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, Drawn
How 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. 
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Bryan Taylor

Founder, Creative Director
Drawn

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
 
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Robin Beers PhD

SVP, Customer Insights & Experience Design
Wells Fargo

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Hillel Cooperman

SVP, User Experience and Design
Oracle

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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
 
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Hillel Cooperman

SVP, User Experience and Design
Oracle

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Robin Beers PhD

SVP, Customer Insights & Experience Design
Wells Fargo

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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
 
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Lina Stern

Head Of Employee Experience & Organizational Design
S'well

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Robin Beers PhD

SVP, Customer Insights & Experience Design
Wells Fargo

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Hillel Cooperman

SVP, User Experience and Design
Oracle



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
 

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Hillel Cooperman

SVP, User Experience and Design
Oracle

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. 
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Rob Girling

CEO
Artefact

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 America

Rob Clark

Director of Experience Design
Pearson Education North America

Track: 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.

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, Visible
Customers 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 Experience
Visible

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
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Jade Salazaar

Director, Service Design
Rogers Communication Inc.

Track: People & Process

3:45 pm - 4:15 pm Beyond Design Systems: Experience Systems to Scale Digital CX
Goncalo Veiga - Director of Product Experience, OutSystems
Design 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
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Goncalo Veiga

Director of Product Experience
OutSystems

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 Designer
Transamerica

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, Skookum
Design 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
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Jason Rome

Executive Director, Digital Strategy and CX
Skookum

Track: Design & Innovation

3:45 pm - 4:15 pm Scaling Distributed Design Teams

Jenny Price - DesignOps Lead, Digital Growth & Commerce, IBM

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Jenny Price

DesignOps Lead, Digital Growth & Commerce
IBM

Track: Design & Innovation

4:20 pm - 4:50 pm The Intersection of Agile and Creativity
Beau Bergman - Labs Manager, WeWork

Beau Bergman

Labs Manager
WeWork

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
 
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Sean Coleman

Executive Creative Director
Monigle

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Brian 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
 
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Sean Coleman

Executive Creative Director
Monigle

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Brian 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
 
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Sean Coleman

Executive Creative Director
Monigle

Hailey Temple

Services Lead
MURAL

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Brian Roderman

President, Chief Innovation Officer
IN2 Innovation

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. 
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Marcela Lay

Head of ATL, VP Client Strategy
Y Media Labs

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Brittany Boyer

Product Director
State Farm

5:40 pm - 7:10 pm What is Experience? Happy Hour!