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October 15-18, 2018 | Boston, MA

Main Conference Day 1

7:30 am - 7:45 am Registration & Breakfast

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

8:15 am - 9:00 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
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Elizabeth Trudeau

Founder and Head of Strategic Design
WellsFargo

9:00 am - 9:45 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
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Amanda Chavez

Vice President of Design
Cognosante

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Kelly Grigg

Lead Experience Designer
Cognosante

9:45 am - 10:45 am Networking Break

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:
10:50am-11:20am
Second Pick:
11:25am-11:55am

Employee Empowerment Design:
Brand Experience Design: 
Technology Design:
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Markus Grupp

Senior Director, Product and Service Design
Kira Systems

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Xavi Cortadellas

Head of Innovation and Design
Gatorade

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Kelly Grigg

Lead Experience Designer
Cognosante

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Amanda Chavez

Vice President of Design
Cognosante

12:00 pm - 1:00 pm Lunch & Networking

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:
1:15pm- 1:45pm
1:45pm-2:15pm
2:15pm-2:45pm

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
Engage in a rapid-fire workshop on designing unique physical (and digital) engagements to elevate your products and services, and define your brand for generations to come.

How to Use Data to Inform Digital Experience Design
Engage your left and right brain in this group discussion about techniques for leveraging data to drive smarter experience design strategies across digital touch points. Learn how to harness the transformative power of data by contextualizing it within your customer’s journey. 

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.
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Dr. Joel Mier

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

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Kristin Youngling

Senior Director of Data Strategy
Ogilvy

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Heidi Hillenbrand

Lead Experience Designer
Ogilvy

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Brian Roderman

President, Chief Innovation Officer
IN2 INNOVATION

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Patrick Bach

Practice Lead, Human-Centred Design
TD

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Dennis Wakabayashi

VP Digital Marketing, Commerce Integration
The Integer Group

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Jason Goodwin

Director of Global Innovation Practice & Enablement
LOFT: Lab of Forward Thinking at Manulife/John Hancock

2:45 pm - 3:30 pm Networking Break

3:30 pm - 4:00 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
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Dennis Wakabayashi

VP Digital Marketing, Commerce Integration
The Integer Group

4:00 pm - 4:30 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.
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Xavi Cortadellas

Head of Innovation and Design
Gatorade

4:30 pm - 5:00 pm CASE KEYNOTE: StockX’s Road to a Successful User Experience

Josh Luber - Chief Executive Officer, Co-Founder, StockX

In this session, Josh 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.
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Josh Luber

Chief Executive Officer, Co-Founder
StockX

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