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October 15-18, 2018 | Boston, MA

Main Conference Day 2

8:30 am - 9:00 am Registration & Breakfast

9:00 am - 9:15 am Chairman Opening Remarks

Service design has increasingly been involved in the integration of physical and digital service offerings. User experience design increasingly involves the design of digital services through a more holistic view of the customer journey. There is an overlap between the two design practices; however the goals, methods and underlying concerns remain quite distinct.
This session dives into the increasing overlap between service and CX/UX design and charts a course for more effective integration between these two design disciplines:
o    Discuss the similarities and differences between these two design practices
o    Share successes and failures when blending service and experience design
o    Identify key issues that the service design and experience design research communities must address
Form connections with a global group of designers and design researchers working at the intersection of these two practices

Donna McNeill

Chief Operation Officer
GreenPath Financial Wellness


Nicole Bladzik

Director of Innovation
GreenPath Financial Wellness

8:00 am - 8:30 am CASE STUDY: The Surprising Gains of Human Centered Design

Bryan Taylor - Founder/Creative Director Drawn
Every human centered design solution is just the beginning of a series of solutions — solutions that should be flexible, adaptable, ready for surprise, and for an evolution that can only come with time spent in the real world. Creating human-centered solutions that have room for maturation after launch allows space for the most meaningful and surprising results.  Drawn Agency will share its experience working with brands beyond their initial scope by following the HCD opportunities that organically present themselves.

Bryan Taylor

Founder/Creative Director

These roundtables generate a best practices dialogue around the challenging benchmarks of service design organizational adoption.

Pick One:

New to Service Design: 
Fostering Small Wins to Gain Momentum
Service Design Veteran:
Developing Stakeholders Organization-Wide
Service Design Leader:
Service Design as Your Way of Working

Harlan Kennedy

Founder, Director of Strategy


Peter Antonelli

Design Director


Marvin L. Hamiton

VP Human Resources
Conde Nast

11:45 am - 12:15 pm Networking Break

These sessions focus on the key skills, tools and techniques required to build service design capabilities throughout your organization. 

Pick One:
12:15pm – 1:15pm

Focus on UX:
Designing Services for the Digital Experience
Evolving by Project: 
Building Customer Co-creativity: Brick-by-brick Lessons from the LEGO Ideas Product innovation Community
Exploring Other Methods: 
How to Run Effective Design Sprints for Distributed Teams

JC Grubbs

Founder & CEO


David Gardner

Head of Marketing


Barbra Gago

Chief Marketing Officer


Chris Bernard

Head of Customer & User Experience
CDK Global

1:15 pm - 2:15 pm Lunch

Technology has allowed services to have a more impactful role in people's lives by influencing their everyday behaviors. We are in the depths of academic insights on how people make decisions and what levers influence their behavior. But what does it mean to apply these insights virtually in the design of products and services? How do we leverage new behavior change methods into our existing design workflow? Whether prompting a single action, or designing a whole behavior change system, what are the methods and techniques that help us design for behavior change?
o    The importance of engaging with users at the behavioral level
o    Defining a Behavior Value Proposition
o    How to identify measurable behavior-based outcomes, and key behaviors
o    Matching the factors that define behavior and decision making with the design techniques that influence behavior
o    Designing experiments, touch-points, and whole services that promote behavior change

Benjamin Earl Evans

Inclusive Design Lead, Anti-Discrimination and Belonging

3:10 pm - 3:40 pm A Different Approach to Problems

Kate Hanisian - Co-founder, Executive Director Design Impact
"If I had an hour to solve a problem I’d spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.” - Albert Einstein

When we're faced with a challenge, we often jump straight to solutions. The ability to re-frame a problem, or to see it from a different perspective from our own, is a powerful way to see new connections and possibilities. In this session, learn how to re-frame problems and flip them into opportunities for innovation and action.

Kate Hanisian

Co-founder, Executive Director
Design Impact

3:40 pm - 4:00 pm Networking Break

4:10 pm - 4:40 pm Service Resiliency: How to Handle the Unexpected

Markus Grupp - Senior Director, Product and Service Design Kira Systems
Service design staples like journeys, blueprints and principles are imperative for creating a shared vision and a common direction. But you have to face the real world when you finally deliver a new service. What looked great in a blueprint might not work so well when tested.To often our tools are linear, only showing the typical path, and lose power in the homestretch of implementation:
o    How to make our prototypes more robust with details, annotations, patterns, and branches, and with key insights from systemic resiliency and adaptive enterprise research
o    How to use service resiliency to evaluate how robust a service is, and how it can improve to handle the unexpected, the weird, and the everyday surprises of real world service delivery
o Tools for bulletproofing service designs so that they are more resilient

Markus Grupp

Senior Director, Product and Service Design
Kira Systems

As we wrap up the conference, let’s discuss some of the key lingering questions from throughout the conference. In this session, we will pose the audience’s leading questions to top speakers.

Joanna Peña-Bickley

Head Of Design, Internet of Things


Patrick Bach

Practice Lead, Human-Centred Design


Elizabeth Trudeau

Founder and Head of Strategic Design

5:20 pm - 5:25 pm Conclusion of Conference