October 16: Main Conference Day
7:30 am - 7:45 am Registration & Breakfast
8:00 am - 8:15 am Chairman Opening Remarks
8:30 am - 9:00 am 2020 VISION: THE EXPERIENCE ECONOMY IS HERE
Vince Kadlubek CEO MEOW WOLF
Vince Kadlubek CEO MEOW WOLF
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..
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 IqbalSpecial Advisor & Author of Thinking in Services
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 HerlihyExecutive Director of Strategy
Office of Experience
9:45 am - 10:40 am DESIGN DRIVE
GET THE CHANCE TO MEET YOUR OUR PARTNERS THROUGH GAMIFIED NETWORKING.
Choose Your Track: SCALE & BUY-IN
Beginner11:00 am - 11:30 am Creating the Case: Small Wins to Activate a Larger Movement
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?
Beginner11:35 am - 12:05 pm Leveraging Key Players to Motivate Teams at Scale
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?
Intermediate11:00 am - 11:30 am Be Your Own CXO: Manage Up to Drive Your Service Design Agenda
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 ZellDirector Experience Strategy
Intermediate11:35 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 SykesSenior Lead, Global Talent Strategy
Advanced11:00 am - 11:30 am Building Principles for True and Meaningful Transformation
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 PatwardhanVice President, Digital Design & Consumer Experience
Thomas Jefferson University & Jefferson Health
Advanced11:35 am - 12:05 pm Who Owns Design?
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 BeathVP Product Management, Associate Facing Digital
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
Beginner1:00 pm - 2:30 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 GloverSenior Director, Customer Experience Design
Intermediate1:00 pm - 2:30 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?
Advanced1:00 pm - 2:30 pm Conway’s Law and the Design of Communication
Conway’s law presents an idea: Your communication is reflected in the outcome of your product. While initially notioned as an idea directly related to code, the larger implications become reflected in culture, organizational structure, and the collaborative nature across an organization. How must and can communication be directed?
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 Centricity2:00 pm - 2:30 pm CUSTOMER CENTRICITY
Design your services based with customers at the core
Co-Creation2:00 pm - 2:30 pm CO-CREATION
All stakeholders should be included in the service design process.
Holistic2:00 pm - 2:30 pm HOLISTIC APPROACH
The entire ecosystem in which the service exists should be considered, inclusive of backstage, frontstage and peripheral factors
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 - 3:15 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 YeskoHead of User Experience & Design
2:45 pm - 3:15 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 RisingerInnovation Director & Human-Centered Design Technical Expert
2:45 pm - 3:15 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 VitalianoVP Engagements & Exhibits
Museum of Science & Industry
3:30 pm - 4:15 pm Networking Break
4:00 pm - 4:30 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?
4:30 pm - 5:00 pm THEORY IN PRACTICE: SERVICE IS A VALUE ADD
While buy-in, scale, and definition adds to the development of your Service Design Practice, a true tactical approach drives real value for the business. Shifting from the fluffy front end to a true evaluation of the defined value of a new service, Tabrize illustrates the impact of services as a value proposition, driving true competitive advantage from effective Service Design.
Mehdi TabriziChief Marketing Officer | MD Innovation & Brand