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October 15 - 17, 2019 | Chicago

October 16: Main Conference Day

7:30 am - 8:00 am Registration & Breakfast

8:00 am - 8:30 am Chairman Opening Remarks

MORNING KEYNOTES

8:30 am - 9:00 am 2020 VISION: THE EXPERIENCE ECONOMY IS HERE

Named the Disney of the Experience Economy, Meow Wolf provides immersive experiences through experiential retail to challenge the status quo of customer experience. With a non-native designer perspective, Kadlubek explores the impact of the experience economy on how we approach strategy, design, and customer centricity to thrive in modern business.. 
Vince Kadlubek, CEO at MEOW WOLF

Vince Kadlubek

CEO
MEOW WOLF

9:00 am - 9:30 am What is Service Design Anyways?

"To understand something is not to be able to define it or describe it. Instead, taking something that we think we already know and making it unknown thrills us afresh with its reality and deepens our understanding of it."While certain native principles impact the service design delivery and definition, in an environment where prioritizing human-centered design is compulsory—what aspects really impact Service Design Delivery? 
Majid Iqbal, Special Advisor & Author of Thinking in Services at MINDEF (NL)

Majid Iqbal

Special Advisor & Author of Thinking in Services
MINDEF (NL)

9:30 am - 10:00 am Where Expectation Meets Reality: A New Model for Keeping Brand and Service in Harmony

However strong a brand may be, thoughtful service is an essential ingredient for delivering value in moments that matter. But doing it well requires a far more holistic view than most companies take today. By using a new model that takes multiple dimensions into account—before and after, thinking and doing, big picture and small—service designers can ensure that when expectation and reality collide, brand and service work together in perfect harmony.
Matt Herlihy, Executive Director of Strategy at Office of Experience

Matt Herlihy

Executive Director of Strategy
Office of Experience

10:00 am - 11:00 am DESIGN DRIVE

GET THE CHANCE TO MEET YOUR OUR PARTNERS THROUGH GAMIFIED NETWORKING.

Choose Your Track: SCALE & BUY-IN

Beginner

11:00 am - 11:30 am Creating the Case: Small Wins to Activate a Larger Movement
BEGINNER
To begin to drive real and effective change, the illustration of wins—particularly to internal structure and process—garner buy-in and demonstrate the impact of Human-Centered Design. How do we find identify and maximize these moments of impact? 

Beginner

11:35 am - 12:05 pm Leveraging Key Players to Motivate Teams at Scale
BEGINNER
When building up a Service Design practice in a holistic manner, Service Design demands allocating responsibilities and understanding across key stakeholders. How can you leverage and empower cross-functional teams to move your Service Design initiatives forward? 
Michael Brown, Chief Design Officer at Dick's Sporting Goods

Michael Brown

Chief Design Officer
Dick's Sporting Goods

Intermediate

11:00 am - 11:30 am Be Your Own CXO: Manage Up to Drive Your Service Design Agenda
BEGINNER
Without buy-in, you cannot influence real change. Period. As a practitioner, manager, director, and executive, you must take ownership of your role to drive Service Design initiatives forward. What is the best way to take control and manage your leadership? 
Deb Zell, Director Experience Strategy at Dell

Deb Zell

Director Experience Strategy
Dell

Intermediate

11:35 am - 12:05 pm People+Function+Design: Encouraging a Design Culture Across the Enterprise

For many organizations there is a limited supply of design capability primarily focused on products and marketing. Is that where design stops, or can other people successfully participate and engage? How do you leverage the power of design across the enterprise when there are no ‘Designers’ available?
Oliver Sykes, Senior Lead, Global Talent Strategy at Boeing

Oliver Sykes

Senior Lead, Global Talent Strategy
Boeing

Advanced

11:00 am - 11:30 am Building Principles for True and Meaningful Transformation
BEGINNER
Oftentimes with design methodology, we get bogged down with the definitions of the practice over the definition of the organization’s core values. What principles truly drive effective, long lasting, and sustainable transformation organization wide?
Viraj Patwardhan, Vice President, Digital Design & Consumer Experience at Thomas Jefferson University & Jefferson Health

Viraj Patwardhan

Vice President, Digital Design & Consumer Experience
Thomas Jefferson University & Jefferson Health

Advanced

11:35 am - 12:05 pm Who Owns Design?
BEGINNER
The idea that design is solely centered in the design department is a misnomer, especially when design is so expansive in terms of organizational impact. Is the owner of design from product? From visual? From branding? And does Service Design fall into this category?
David Beath, Founder at What Now?

David Beath

Founder
What Now?

12:05 pm - 1:05 pm Lunch & Networking

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. 

Choose Your Track: TACTICAL SERVICE BLUEPRINTING

Beginner

1:00 pm - 2:00 pm Service Blueprinting 101
To truly optimize the Service Design process, you must gather a baseline of the service, translate that experience to your internal teams, and follow the service as closely as possible, end-to-end. How better to accomplish this than through a Service Blueprint?  
Katrina Glover, Senior Director, Customer Experience Design at Freddie Mac

Katrina Glover

Senior Director, Customer Experience Design
Freddie Mac

Intermediate

1:00 pm - 2:00 pm Blueprinting for Secondary Stakeholders
 
Services become more complex in environments that no longer cater to a single customer. B2B organizations not only serve their business, but more often than not, the direct consumer. The creation of a new service needs buy-in from customers, but also the many stakeholders.  Who else is involved and in turn affects the optimization of your current solution?
Jessica Barnes, Service Design Lead at Walgreens

Jessica Barnes

Service Design Lead
Walgreens

Advanced

1:00 pm - 2:00 pm Service Blueprinting for the Undesired Service
 There is a largely appreciated understanding that your customer doesn’t always know what they want, but how do you design for these services? Approaching a solution that may not be intuitive, or even wanted, offers a challenge incorporating larger strategy and business model innovation. 
Santosh Basapur, Design Director, Business Process at Rush Medical

Santosh Basapur

Design Director, Business Process
Rush Medical

here are universally accepted principles of Service Design, and through three case examples, we look to highlight each principle in practice. 

Choose Your Track: : PRINCIPLES OF SERVICE DESIGN

Customer Centricity

2:00 pm - 2:40 pm CUSTOMER CENTRICITY
Design your services based with customers at the core
Nis Frome, Co-founder and Head of Experimentation at Alpha

Nis Frome

Co-founder and Head of Experimentation
Alpha

Co-Creation

2:00 pm - 2:40 pm CO-CREATION
All stakeholders should be included in the service design process.
West Stringfellow, Founder at HowDo.com

West Stringfellow

Founder
HowDo.com

Holistic

2:00 pm - 2:40 pm HOLISTIC APPROACH
The entire ecosystem in which the service exists should be considered, inclusive of backstage, frontstage and peripheral factors
Jessica Gatto, Director, Consumer Experience at Humana

Jessica Gatto

Director, Consumer Experience
Humana

Developing a culture of experimentation is the tipping point for organizations to drive a human-centered transformation. How does this culture permeate through the organization? This must be paired with an acceptance and acknowledgement that failure is part of the process. In these quickfire presentations, you will hear stories of how failure led to success.

Choose Your Track: FAIL FORWARD

2:45 pm - 3:30 pm DRIVE SUCCESS THROUGH TRIAL AND ERROR

Best intentions are at the root of all innovations, but without trial & error, there is no possibility of predicting customer behavior and acceptance. How can we balance prototyping and testing, with successfully scaled launches of new services? 
John Yesko, Head of User Experience & Design at Walgreens

John Yesko

Head of User Experience & Design
Walgreens

2:45 pm - 3:30 pm ALIGN STAKEHOLDER DESIRES WITH CUSTOMER NEEDS

Working with dual expectations from both donors and the end communities they seek to impact, Pact must balance the perceived expectations and good intentions with the reality of the situation. What happens when these points conflict with each other? 
Michelle Risinger, Innovation Director & Human-Centered Design Technical Expert at Pact

Michelle Risinger

Innovation Director & Human-Centered Design Technical Expert
Pact

2:45 pm - 3:30 pm CREATE THE CORE VALUES TO TAKE FAILURE TO SUCCESS

In designing for future generations, the Museum of Science & Industry has experimented with many learning formats and innovative ideas—but with experimentation comes increased risk. How do you ensure that even through failure, the core values, principles, and vision allows for redirection and success in moments of failure?  
Anthony Vitaliano, VP Engagements & Exhibits at Museum of Science & Industry

Anthony Vitaliano

VP Engagements & Exhibits
Museum of Science & Industry

AFTERNOON KEYNOTES

3:30 pm - 4:15 pm Networking Break

4:15 pm - 4:45 pm Searching for Alignment: How to use service design to create a more comprehensive brand experience.

How do we design services that naturally and seamlessly integrate into the larger brand experience? We do so by taking time to better understand the broader context of our brand's ecosystem. Bryan Taylor of Drawn Agency will share some practical ways to integrate service design into the broader brand experience. 
Bryan Taylor, Founder/Creative Director at Drawn

Bryan Taylor

Founder/Creative Director
Drawn

4:45 pm - 5:15 pm SECRET INGREDIENT: C-SUITE BUY IN

There are clear indications of organizations that are design-led vs. new to design as measured by many indexes. In cases such as PepsiCo, Honeywell, Apple and Amazon, the relentless commitment from the C-Suite to user-centric design drives transformation. How did this come about? Why did the C-Suite jump onboard? And, perhaps most importantly, how can you secure real commitment over lip service in your own organization?
Yauri Delancour, Design Lead & Experience Design Practice Founding Team Member at Fannie Mae

Yauri Delancour

Design Lead & Experience Design Practice Founding Team Member
Fannie Mae