July 29 - 31, 2019
The LINE Hotel, Los Angeles, CA

Day 2: July 30, 2019

7:30 am - 8:00 am Check-In & Registration

8:00 am - 8:30 am Host's Opening Remarks

8:30 am - 9:00 am How to Become the Farmer that Disrupts the Digital Economy

+Leveraging the right ideas (seeds), resources (soil), process (plow) and culture (environment) to harvest the opportunities your competitors have yet to consider.  
Michael Brown, Former Chief Design Officer at Dick's Sporting Goods

Michael Brown

Former Chief Design Officer
Dick's Sporting Goods

9:00 am - 9:30 am How to Optimize the Economics of Design for Business Strategy Optimization

+Aligning design & economics in conjunction with strategy versus opposed to each other
+Utilizing design as a tool for solving business problems
+Turning your brand promise into digital product design decisions
Stephen Clements, Chief Creative Officer at Y Media Labs

Stephen Clements

Chief Creative Officer
Y Media Labs

9:30 am - 10:00 am How to Drive Collaboration to Optimize Internal & External Resources

+ Create singular, end to end product vision through effective collaboration
+ Build soft skills and leadership acumen as a priority for success
+ Optimize collaboration between agency and in-house teams
Vivian Sarratt, Head of UX Operations at Google

Vivian Sarratt

Head of UX Operations
Google

10:00 am - 10:55 am Networking Break + Design Drive

10:55 am - 11:00 am Transition to Next Sessions

Learn & Practice
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Track A

11:00 am - 12:15 pm HOW TO MAXIMIZE GROWTH AND VALUE WITH THE MINIMUM LOVABLE PRODUCT
+Learn the mindset for designing intelligent digital products using emotional thinking 
+Create value for customers with lovable product outcomes.
+Embrace the nature of experiments to fuel new pockets of growth 
Amish Desai, VP of Design & Experiences at Moonshot by Pactera

Amish Desai

VP of Design & Experiences
Moonshot by Pactera

Track B

11:00 am - 12:15 pm HOW TO GUERRILLA GATHER CUSTOMER INSIGHTS
+Guerilla tactics to getting immediate customer insights and research
+Optimize customer-facing business units to hear the voice of your customer
+Utilize little to no budget to achieve insights that justify larger investments
Deb Zell, Experience Design Director at Dell

Deb Zell

Experience Design Director
Dell

Track C

11:00 am - 12:15 pm HOW TO BUILD A DIGITAL INFRASTRUCTURE
+Build the talent and teams to support digital experiences
+Develop strategic insight to create purposeful products
+Coordinate agency and vendor partnerships
Mason Williams, Director, Digital Product Development at Mattel

Mason Williams

Director, Digital Product Development
Mattel


12:15 pm - 1:15 pm Lunch

1:15 pm - 1:45 pm How To Optimize Automation at Every Touchpoint

+ Craft an ‘automate everything’culture
+ Map the future of automation and self service
+ Evaluate every touchpoint’s opportunity for customer self service
Daniel Abdul, VP Data Strategic Platforms and Initiatives at United Health Group

Daniel Abdul

VP Data Strategic Platforms and Initiatives
United Health Group

1:45 pm - 2:15 pm How To Design Your Business Model to be Fit for Humans

 
Often new technologies, experiences, or offerings fail to gain traction with users. If you’re designing for human beings, you’re designing for human behavior. Design for humans, not for technology.
 
+ Hold deep reverence for the user. Start with the user to elevate the human experience
+ Go beyond product or other single dimensions of innovation. Instead, elegantly integrate several types of innovation to create more value.
+ Apply behavioral design to shift habits thereby creating greater impact and growth 
Peter Skarzynski, Managing Director at Deloitte Consulting LLP / Doblin, a Deloitte business

Peter Skarzynski

Managing Director
Deloitte Consulting LLP / Doblin, a Deloitte business

2:15 pm - 2:45 pm Networking Break


 Select 1 out of 5 sessions

Talent & Team

Group 1

2:45 pm - 3:15 pm HOW TO PREPARE FOR DIGITAL TRANSFORMATION
+ Identify pain points of customer’s digital touchpoints
+ Construct an infrastructure capable of digital innovation
+ Analyze success based on experience versus competitors
Hasan Elkomey, Chairman of the Design Thinking Board at Rutgers University

Hasan Elkomey

Chairman of the Design Thinking Board
Rutgers University

Group 2

2:45 pm - 3:15 pm HOW TO BUILD TALENT & RECRUIT BEST TEAM PLAYERS
+ Define the value and process of Peer Pairing in Digital Product
+ Create transparency against resources to optimize design
+ Differentiate the interview process to identify best collaborators

Group 3

2:45 pm - 3:15 pm HOW TO DEVELOPE EFFECTIVE CROSS-FUNCTIONAL TEAMS
+ Prioritize an employee base as diverse as your customers
+ Create a buddy system
+ Evaluate internal structures and biases in recruitment
Vikki Nowak, VP Strategic Growth at Nottingham Spirk

Vikki Nowak

VP Strategic Growth
Nottingham Spirk

Group 4

2:45 pm - 3:15 pm HOW TO UPSKILL EMPLOYEES TO CREATE NEW JOBS & AVOID DISPLACEMENT
+ Roadmap emerging job paths to increase retention
+ Design self service tools for employees to engage in their career
+ Promote transparency and support through digital displacement

Group 5

2:45 pm - 3:15 pm HOW TO ACTIVATE YOUR TEAM TO IMPACT A SCALED ENTERPRISE
+ Mobilize a team to influence ten thousand
+ Form shared resources to optimize experience cross-divisionally
+ Prioritize digital experience design from the top down for maximum impact

3:15 pm - 3:20 pm Transition to Next Sessions

Optimizing the Digital Experience

Group 1

3:20 pm - 3:50 pm HOW TO USE AI TO INCREASE CUSTOMER EMPATHY
+ Identify key touchpoints to create moments of empathy
+ Navigate the capabilities of current solutions
+ Outline the potential impact to employee performance
Aarde Cosseboom, Director, GMS Technology at Techstyle

Aarde Cosseboom

Director, GMS Technology
Techstyle

Group 2

3:20 pm - 3:50 pm HOW TO UTILIZE VIDEO & SOCIAL TO ENHANCE EXPERIENCE
+ Understand the impact of video versus text
+ Improve messages to fit the attention span of customers
+ Captivate audience with effective storytelling both externally and internally

Group 3

3:20 pm - 3:50 pm HOW TO RECRUIT USERS & FORM BRAND LOYALTY
+ Assemble and optimize personas from existing data
+ Analyze search patterns to capture customer data
+ Launch, test, and experiment to find channels of choice
James Vinh, President at SDXD

James Vinh

President
SDXD

Group 4

3:20 pm - 3:50 pm HOW TO PREPARE INFRASTRUCTURE FOR THE IMPACT OF BLOCK CHAIN
+ Inject humanized voice within automated channels
+ Continuously update, improve, and optimize your bots
+ Drive customer understanding through data gathering

Group 5

3:20 pm - 3:50 pm HOW TO SERVICE CUSTOMERS ON AN IMMEDIATE AND ONGOING BASIS
+ Redesign customer service, AND YOUR TEAMS, to continuously address needs
+ Evaluate self-service opportunities for customers
+ Balance efficiency and personalization
Vikki Nowak, VP Strategic Growth at Nottingham Spirk

Vikki Nowak

VP Strategic Growth
Nottingham Spirk

3:45 pm - 3:50 pm Transition to Next Sessions

Infrastructure & Organizational Structure

Group 1

3:55 pm - 4:25 pm HOW TO DEFINE & VALIDATE THE ROLE OF DESIGN WITHIN YOUR ORGANIZATION
+ Identify the gaps in product creation to be addressed with design
+ Mandate precision and excellence in design to differentiate and maintain products
+ Define the relationship of design and UX to optimize experiences
Jonathan Walton, Director, Web & Mobile Solutions & Project Delivery at Redbull

Jonathan Walton

Director, Web & Mobile Solutions & Project Delivery
Redbull

Group 2

3:55 pm - 4:25 pm HOW TO TRANSFORM THE MODEL OF SERVICE TO SUPPORT NEW DIGITAL PRODUCTS
+ 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
Dwayne Edwards, Product Owner, Care by Volvo at Volvo

Dwayne Edwards

Product Owner, Care by Volvo
Volvo

Group 3

3:55 pm - 4:25 pm HOW TO SCALE UP & DOWN QUICKLY IN CONJUNCTION WITH BUSINESS REQUIREMENTS
+ Prepare and predict behaviors with machine learning
+ Maintain singular voice with additional employees
+ Build infrastructure capable of withstanding customer influxes

Group 4

3:55 pm - 4:25 pm HOW TO UNCOVER OPPORTUNITIES THROUGH JOURNEY MAPPING
+Take time to step back
+Use templates provided
+Map new pathways of closing the user gap
 
Vikki Nowak, VP Strategic Growth at Nottingham Spirk

Vikki Nowak

VP Strategic Growth
Nottingham Spirk

Group 5

3:55 pm - 4:25 pm HOW TO CREATE A CULTURALLY ADAPTABLE SERVICE DESIGN PLAYBOOK FOR CROSS-FUNCTIONAL TEAMS
  • Using Design Thinking methodologies to break down silos, align teams and assess skills sets
  • Audit and evaluate current process to make recommendations for change
  • Heuristic analysis of design artifacts, style guides, templates and deliverable 
Jenine Lurie, Founder at Humans in Service Design

Jenine Lurie

Founder
Humans in Service Design

4:25 pm - 4:30 pm Transition to Next Sessions


Tools & Techniques

4:30 pm - 5:30 pm HOW TO UTILIZE VERSION CONTROL TO CREATE EFFICIENT TEAMS

+ Craft a test-first mentality to driving effective digital product creation
+ Drive transparency and collaboration through hands on creation
+ Optimize experiences to initiate increased creativity
 
Jordan Staniscia, Senior Product Designer at Abstract

Jordan Staniscia

Senior Product Designer
Abstract

4:30 pm - 5:30 pm HOW TO UTILIZE CUSTOMER ACCOUNTING TO INFLUENCE BEHAVIORS & DRIVE BETTER OUTCOMES


+ Identify key customer touch points and behaviors
+ Develop lightweight models to understand relationships between behaviors and business impact
+ Design hypotheses focused on behavior over outcome
Laura Hahn, Head of Design at Priceline

Laura Hahn

Head of Design
Priceline

4:30 pm - 6:00 pm HOW TO ESTABLISH A HOLISTIC BRAND STRATEGY TO MOVE FROM PRODUCT TO ECOSYSTEM

+ Understand the holistic picture of what the brand means to consumers
+ Measure data driven insights and analytics to the customer’s lifestyle
+ Investigate  Customer Lifetime Value over singular interaction
Shawn Johnson, Group VP Product & Design at Discovery Inc.

Shawn Johnson

Group VP Product & Design
Discovery Inc.

5:45 pm - 7:15 pm Cocktail Reception