From Vision to Transformation:
How Service Design Disrupts Business

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

Main Conference Day 2: Tuesday, October 27th

11:55 am - 12:00 pm EST Opening Remarks

12:00 pm - 12:30 pm EST Building Products People Love

Laura Naylor - Head of UX Research, YouTube

A user journey is a task that a user wants to complete. A critical user journey is a really important user journey. At YouTube, and at Google, we employ a design methodology built on a deep understanding of our users, and their critical user journeys, as a way to ensure that we design for and measure the complete user experience. The use of critical user journeys become especially powerful when journeys cross over more than one surface, product or service. 


Laura Naylor

Head of UX Research

12:30 pm - 1:00 pm EST Keynote Activity: Collaborative Journey Mapping for the Native & Non-Native Service Designer

Daniela Busse - Head of Design Research, eBay

Developing a journey mapping framework that is valuable, actionable, and unique to your organization is a highly collaborative and iterative process. Design teams regularly employ journey mapping as a means to emphasize pain points and an attempt to build bridges across silos. But to gain true uptake across the greater organization, these journey maps should be effective in reducing those pain points and encouraging continuous collaboration amongst teams. Join Daniela in this interactive session on bottom-up journey mapping and creating impactful, yet practical decision points.


Daniela Busse

Head of Design Research

1:00 pm - 1:30 pm EST Reinvent Performance Strategy with a Service Design Mindset

Diana Jeffery - Area Director of Performance Improvement, Marriott International


Diana Jeffery

Area Director of Performance Improvement
Marriott International

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

  • Financial Services and Insurance: hosted by Ceros
  • Healthcare and Pharma: hosted by MOFI
  • Consumer Goods and Services: hosted by Usabilla
  • Technology and Business Services: hosted by MURAL
  • Telecom, Public Sector, Hospitality, and Other Awesome Industries: hosted by InVision

A core piece of the Service Design handbook, service blueprints provide the roadmap for success when fostering buy-in. In true workshop fashion, each of the following sessions provides a unique template for success while also opening up the conversation to varying levels of familiarity with the blueprinting process. 


2:30 pm - 3:00 pm Service Blueprinting for Silos and Secondary Stakeholders

Mike Aragon - Sr. Manager, Business Process Transformation, Charles Schwab

Large, complex organizations are prone to siloed activities that can lose sight of the user at the center of processes. Service blueprinting is a vital tool to help break down silos and refocus the organization on said user. In this session, learn case examples of how Charles Schwab has utilized the power of service blueprinting across the organization to refocus service design and delivery.


Mike Aragon

Sr. Manager, Business Process Transformation
Charles Schwab

2:30 pm - 3:30 pm The Art of Failing Forward

Brian Shyu - Sr. Manager, UX Design and Development, Eaton


Brian Shyu

Sr. Manager, UX Design and Development

2:30 pm - 3:00 pm Build Your Entrepreneur Muscle to Succeed

Bill Nottingham - VP of Growth, Nottingham Spirk
  • Corporate teams need to think like entrepreneurs
  • Corporate teams need to collaborate with outside entrepreneurs
  • How Open Innovation can fast-forward progress
  • Market Launch Gen 1 – Good is Better than Perfect


Bill Nottingham

VP of Growth
Nottingham Spirk

3:00 pm - 3:30 pm EST Interactive Activity: Incubation of Service Design Practice

Nata Abbott - Service Design Practice Director, USAA

What are the key elements of success throughout the incubation phase of development and adoption of Service Design at scale, and what are the practical tools for a successful integration of your emerging practice? In this session, we will assess your organization’s readiness to adopt and scale Service Design, unpack Lean Innovation building blocks for sustainable and scalable implementation, and engage in hands-on activities that will help you build a Service Design practice starter kit to take back to your team.


Note: This session will utilize MURAL. A link to the MURAL instance will be provided at the beginning of the event.


Nata Abbott

Service Design Practice Director

3:30 pm - 4:00 pm EST Closing