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October 15-18, 2018 | Boston, MA

Main Conference Day 1

7:45 am - 8:00 am Registration & Breakfast

8:00 am - 8:15 am Chairman Opening Remarks

8:15 am - 8:45 am CASE KEYNOTE: Scrappy & Fearless: Making Strategic Design a Critical Competency for the Large Scale Enterprise

Elizabeth Trudeau - Founder and Head of Strategic Design WellsFargo
In large scale enterprises disparate silos struggle to restructure and collaborate around their customer’s experience. Often, design’s perspective isn’t included until late in the game—far after strategic direction has been set. How can Strategic Design help incorporate the customer perspective early and foster enterprise wide collaboration critical for service design success? In this session, Wells Fargo’s Founder and Head of Strategic Design, Elizabeth Trudeau, will share her story on the needs assessment and process behind the formation of a strategic design function:
o    What is Strategic Design? Why is it important?
o    Making the business case behind a strategic design function
o    Becoming the advocate for cross-functional collaboration
o    How to position strategic design as THE resource to navigate the Fuzzy-Front-End

Elizabeth Trudeau

Founder and Head of Strategic Design

8:50 am - 9:20 am CASE KEYNOTE: Making Magic in the Connected Era

Joanna Peña-Bickley - Head Of Design, Internet of Things Amazon
Many don’t realize how much of today’s technology monitors what we’re doing on a daily basis—what we click on, where we go, who we follow. But until now, technology doesn’t know much about how we feel. That’s changing with Artificial Intelligence.  In the search to identify and mitigate the pain points in customer’s journeys, we must leverage the potential AI holds to transform the narrative:
o    What is AI and how can it support customer experience and service design?
o    How does AI impact technology design and our tech stack?
o How do we design AI that also captures empathy?

Joanna Peña-Bickley

Head Of Design, Internet of Things

9:25 am - 9:55 am CASE STUDY: Sharing is Caring: Why Evangelizing Design Thinking is the only way to Succeed

Amanda Chavez - Vice President of Design Cognosante
Kelly Grigg - Lead Experience Designer Cognosante
Is your organization trying to integrate a design thinking capability, but doesn’t have enough expert resources to ensure the methodology is properly followed? Are you nervous that if you share design thinking with too many people who aren’t experts it may become diluted? Are you afraid that if others are successful in practicing design thinking your practice will become obsolete?
During this session, learn how a two-woman team organically grew design thinking throughout their organization in one year, and how their success in sharing it actually keeps them relevant.
o    It is OK to ‘give it away’ when it comes to design thinking
o    Your job won’t become obsolete once others know how to utilize design thinking
o    People don’t forget the experts

Amanda Chavez

Vice President of Design


Kelly Grigg

Lead Experience Designer

9:55 am - 10:55 am Networking Break

The Service Design Circuit leverages the power of focused, small group discussions for leading benchmarking opportunities on the main aspects of Service Design. Attendees will experience three Service Design elements, rotating between each element every 30 minutes. 
Pick Three:
11:25am – 11:55am
12:00pm – 12:30pm
12:35pm – 1:05pm

Fuzzy Front-End Innovation & Strategy
Through interactive learning and provocative discussion, we will explore best practices and strategies to help you and your organization navigate the complexities of the fuzzy front end in service design initiatives.

Physical Experience Design
This group examines benchmarks for curating face-to-face interactions, tangible materials, in-store experiences or live interactions.

Digital Experience Design
This group unpacks the curation of digital touch points through digital customer experience strategy and technology inclusive of all digital channels:  web, tablets, mobile, apps.

Organizational Design & Change Management
Training and change management is key, especially in cases involving redesigning pieces of the organization.  This group tackles management skill sets required for service designers.

Business Systems Optimization 
Process improvements will be made cross-functionally as part of service design. This can include new investments or savings utilizing more holistic, business-facing systems and technologies. This group approaches the process of managing transformation associated with holistic service design.

Samantha Starmer

Vice President, Global Digital Experiences
Ralph Lauren


Patrick Bach

Practice Lead, Human-Centred Design


Liz Brown

Senior Experience Designer


Dr. Joel Mier

Professor at University of Richmond
Former Head of Customer Experience at Netflix

12:30 pm - 1:30 pm Lunch & Networking

Service design principles support the development of services which deliver high quality experiences to users and customers. Many of these principles are similar to principles already employed in UX design and it should be relatively easy for an experienced UX designer in products to transition to UX design for services.
These roundtables generate the best principles to organize and optimize these complex interactions.

First Pick:
Second Pick:
2:10pm- 2:40pm

Employee Empowerment Design:
Brand Experience Design: 
Information Design:
Technology Design:

Markus Grupp

Senior Director, Product and Service Design
Kira Systems


Xavi Cortadellas

Head of Innovation and Design


Abhijit Thosar

Vice President - Customer Journeys, Design Thinking and Innovation
BNP Paribas

2:40 pm - 3:10 pm Networking Break

3:15 pm - 3:45 pm KEYNOTE: C-Suite Centricity: The CX Impact on Enterprise Performance

Dennis Wakabayashi - VP Digital Marketing, Commerce Integration The Integer Group
The CX revolution is underway. Transformation is happening everywhere, and service design finds itself at the center of this storm. 
This keynote address will inspire attendees to find new success by looking at CX strategy from an entirely different perspective, using “Time” as a unifying principal to deliver profitable CX across your organization.
Dennis will unpack practical tools and methods to reveal the most important connections between CX, operations, and annual financial success

Dennis Wakabayashi

VP Digital Marketing, Commerce Integration
The Integer Group

3:50 pm - 4:20 pm The “Now-Wow-How” to Service Design

Xavi Cortadellas - Head of Innovation and Design Gatorade
Once an ideation session has finished, it’s time to collect, categorize, refine and narrow down the best idea, solution or strategy. The “Now-Wow-How” method provides an easy-to-follow formula for evaluating the viability of ideas as well as their innovations and helps you apply the idea criteria ideal for your current design challenge.
Now: ideas that can be implemented immediately but which lack novelty.
Wow: ideas that can be implemented and are innovative.
How: ideas that could possibly be implemented in the future.
Here, you’ll learn how to work in the best way through the pile of ideas which you’ve generated and select the best ones.

Xavi Cortadellas

Head of Innovation and Design

4:25 pm - 4:55 pm CASE KEYNOTE: StockX’s Road to a Successful User Experience

Russ Amidon - Director of Customer Experience StockX
Russ entered the organization as an individual contributor and scaled the customer experience team to 50+ team members. Today, Russ’s role is focused on improving the user experience for StockX’s biggest clients and VIP customers.

In this session, Russ will share how StockX scaled from a platform focused on single transactions to helping power users move hundreds of items, leading StockX users to buy and sell thousands of authentic items per day. Included will be the history of StockX, case studies with individual sellers, and the thought behind the seller dashboards and power seller tools.

Russ Amidon

Director of Customer Experience

5:00 pm - 6:00 pm Conclusion of Day 1 & Reception