From Vision to Transformation:
How Service Design Disrupts Business

October 26-28, 2020 | 12PM ET / 9AM PT

Main Conference Day 1: Monday, October 26th

11:55 am - 12:00 pm EST Opening

12:00 pm - 12:30 pm EST Lessons in Evolving Online Experience and People Leadership during COVID-19

Benson Chan - Principal Design Director, Microsoft Store, Microsoft

COVID-19 disrupted nearly every industry in some way, retail in particular. It forced businesses to rethink how they both design and deliver meaningful experiences in a now radically new environment. In this session, Microsoft Store’s Benson Chan shares their story of digital experience transformation, lessons learned in launching new service experiences, and how to lead the resulting organizational transformation in unprecedented times.


Benson Chan

Principal Design Director, Microsoft Store


Emilia Åström

Learning Experience Lead

What’s the state of Product Design today? And how will it continue to change into 2021? From accelerating digital transformation to taking action on customer feedback, product design leaders must adapt to succeed.


Adam Fry-Pierce

Director, Customer Experience Programs


Andrew La Monica

Vice President of Design Leadership
Northerwestern Mutual


Linda Quarles

Director, Organizational Strategy, Practice Lead


Erica Weiss Tjader

Vice President of Product Design
Survey Monkey

1:30 pm - 2:00 pm EST Facilitated Coffee Chat Discussions

  • Animal Lovers: hosted by Ceros
  • Active Lifestyles: hosted by MOFI
  • Quarantine Cooks: hosted by Usabilla
  • World Travelers: hosted by MURAL
  • Video Gamers: hosted by InVision

2:30 pm - 3:00 pm Tips and Tricks for Collaboration with the Front-Line of Corporate Research

Jonathan Grove - Director of Design Research, Nationwide Insurance

Research is an academic, specialized discipline that largely operated in the shadows. Over the last few years there has been an explosion of interest in the discipline, which means that many researchers now need to educate, inform and influence non-specialists. Jonathan will talk about some of the challenges, the approaches that his team have tried (with success or not!) and provide some foundational tools that can help business folks and design researchers collaborate more effectively.


Jonathan Grove

Director of Design Research
Nationwide Insurance

2:30 pm - 3:00 pm The Power of Creativity in Virtual Collaboration

  • Gain a better understanding of brainstorm ideology and creative strategy
  • Transitioning from in-person to digital brainstorming with your team
  • How to utilize interdepartmental collaboration to find solution-based designs

2:30 pm - 3:00 pm Transforming Teams by Exercising Design Thinking Muscles

Jessica DeMartini - Customer Experience Strategy Consultant, Wells Fargo

All team members are capable of Design Thinking, but many business environments have taught us to fear failure and embrace perfection. There are several exercises that teams can integrate and build on over time to flex their Design Thinking muscles. Hear about some of those exercises and how I have witnessed teams evolve to treat problems like golden eggs rather than points of failure.


Jessica DeMartini

Customer Experience Strategy Consultant
Wells Fargo

3:00 pm - 3:30 pm EST Refining a Service Design Metric Framework

Giovanni Fortezza - Executive Director, Head of Service Design CIB North America, J.P. Morgan

While your organization at large may understand that service designers often utilize blueprinting as a tool, few truly recognize what those blueprints can and should accomplish. Attaching and tracking meaningful, human-centered metrics to each step of the journey can help to frame those benefits of service design relative to both the organization’s business goals and to the customer’s experience.


Giovanni Fortezza

Executive Director, Head of Service Design CIB North America
J.P. Morgan

3:30 pm - 4:00 pm EST When Priorities Change: How to Deliver a New Service Experience in a Post-COVID World

Michael Allenberg - Lead Service Designer & Design Thinking Coach, Cox Communications

Pre-COVID, Cox Communications was designing a technical support tool for junior field technicians. Post-COVID, this service experience was pivoted to a customer-facing technical support tool. Moreover, the team charged with design and delivery of this service experience post-COVID was suddenly remote. Hear from Michael Allenberg, Cox Communications Lead Service Designer, as he details the evolution of this service experience alongside the team’s design process to produce said experience.


Michael Allenberg

Lead Service Designer & Design Thinking Coach
Cox Communications

4:00 pm - 4:15 pm EST Closing