We asked the speakers of our Experience Design 2020 program their perspective on the current, past and future state of Experience Design. We’ve compiled their expertise into our #ExperienceDesign2020 feature as a sneak peek into the perspective and knowledge to be shared in Denver!

2020 Speakers E-Book

By: Marisa White

We asked our speakers and they answered! Get a quick glance at some of our answers below:

Andy Vitale, Head of Strategic Design, SunTrust:  How has Experience Design evolved over the last 5 years?

Experience design has really grown over the last five years. Designers have gone from self-taught, gaining experience while doing to job to being able to get undergraduate and graduate degrees in Experience Design. The problem space has evolved from designing screens to complex enterprise applications to all touch-points across an entire product ecosystem. With all of the good that comes with growth, there is also some bad. Experience Design has become sort of an umbrella term for many design disciplines and specializations. There are more jobs available than capable experience designers to fill the roles which opens up the opportunity for inexperienced or untrained designers to be put in the wrong position. As the industry continues to mature, we have to be aware of the mistakes being made along the way and course correct as necessary.

Robin Beers, SVP Customer Insights, Wells Fargo:  How do you expect Experience Design to evolve in the next 5 years?

All designers will have to grapple with the implications of AI capabilities.  AI will allow for much more personalization but, also, many ethical concerns that designers will need to spend time thinking about holistically.  We will need to ask the design-led question, “How might we,” and, also, the ethics-led question, “And at what cost?”


Marcela Lay, VP Client Strategy, Y Media Labs:  What should all Experience Designers be thinking about now?


As Smart Experience Design will become the norm, experience designers should be getting more comfortable analyzing data and extracting the key insights to ensure that innovative and value-added solutions can be created.


Jarrod Joplin, SVP Experience Design, Bank of America:  How has Experience Design evolved over the last 5 years? 

I believe the ideal vision of UX was what we are now calling XD. However, due to the growth of design within digital product, UX became synonymous with digital product and digital experience. A few years ago, I would have refuted this, but have come to embrace it and apply it the change in the design industry to focus more on Experience Design. Which I predict will become synonymous with what many businesses call “omni-channel”. The change in the last five years has awakened designers to the fact that experience is not relegated to just digital and as designers we must respond to the challenge and intentionally apply the skill and methodology of design to an increasingly complex human experience that extends beyond digital and into the physical and analog.  

Yauri Delancour, Design Lead & Experience Design Practice Founding Team Member, Fannie Mae: How do you expect Experience Design to evolve in the next 5 years?

I expect to see even greater push for inclusive design. I also expect "inclusive" to extend, if not already, to "gender variance and nonconforming gender" when describing behavior or gender expression. I expect a clearer idea of these traits or behaviors to be more well understood, identified and known by designers. There will also be more products and experience design specific for this group and further, more experience design around immersive technologies for this groups and others.

Brittany Boyer, Technology Director of Digital Claims Experience, State Farm: What should all Experience Designers be thinking about now?

Experience Designers should be focused on not only educating others on the holistic advantages of making improvements across the entire customer journey, but also on the ROI benefits of using this practice to inspire change. It's important to articulate the expected outcomes and gains when designing a customer experience vision, strategy, and execution plan. Getting executives in front of customers immediately will help start establishing empathy, which will reinforce the need to use Experience Design across the omni-channel experience to improve the overall customer experience. 

To see the full Speaker Features including all answers from our above experts and others, download the full report here.