Main Conference Day 2

Plenary Sessions

Plenary Sessions

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

Plenary Sessions

9:00 AM - 9:15 AM Chair Opening Remarks

Plenary Sessions

9:15 AM - 10:00 AM Design Challenge - Service Design for Good

PSI takes a business approach to saving lives by addressing HIV/AIDS, malaria, sanitation and access to contraception in the developing world. They believe it’s time to put health care directly into the hands of consumers. When benefi ciaries are treated more like consumers, when they are deeply engaged in program design and when care is brought as close to them as possible, greater health outcomes are achieved, faster.

Attendees will participate in a “Design for Good” challenge hosted by our philanthropic partner, PSI, as we innovate around some of PSI’s biggest challenges.

Sponsored by: PSI

Plenary Sessions

10:00 AM - 10:30 AM Co-operative Keynote - Opening the Experience Aperture: Easy Service Design Techniques to Design Customer Ecosystems Beyond the CX/UX Vertical

Marshall Sitten, Vice President of Communications, Policy & Research, Citi Community Development Peter March, Director, User Experience, FCB Health
We live in a world where users and customers can engage with products and services through multiple means and in multiple contexts. However, CX/UX approaches that focus purely on interfaces and touchpoints – to the exclusion of underlying systems affecting the production of those services – are not sufficient to design solutions that meet the needs of all stakeholders.

Leveraging case studies and anecdotes, this co-keynote will introduce attendees to the tested tools and techniques from the field of service design that they can start using immediately to help approach the design of services in a more holistic and comprehensive way.


Marshall Sitten

Vice President of Communications, Policy & Research
Citi Community Development

Peter March

Director, User Experience
FCB Health

Plenary Sessions

10:30 AM - 11:00 AM Co-operative Keynote – Design as a Gateway Drug: How Design Leads to Organizational Transformation

Organizations of all kinds know they need to transform to be more customer-centric and more digital. But change is hard. Really hard. To get the ball rolling, a catalyst is required. Something that can serve as a spark to align the organization and give them something concrete to rally around. Design is this spark. Whether it is a website refresh, a new concept store or updating enterprise software, the design process can serve as the gateway to creating a larger vision for transformation and provide the tools for rapid execution.

Sponsored by: frog

Plenary Sessions

11:00 AM - 11:45 AM Networking Break & Design Drive

Plenary Sessions

11:45 AM - 12:15 PM Keynote Address - FJORD

Sponsored by: Fjord

Plenary Sessions

12:15 PM - 12:45 PM Case Keynote - Service Design From the Ground Up: AmEx Global Business Travel’s Service Design Journey

Vinod Varma, Vice President, Global Head of Service Design, American Express Global Business Travel
Most of us leverage service design in longstanding organizations, re-engineering and re-inventing rather than starting anew. How would you approach service design differently if given a blank slate? Vinod Varma was tasked with the responsibility of design and delivery of a new customer experience for business travelers from mid-sized companies. Now, this is beginning to be the future design standard for Amex GBT globally. Emerging from a customer care background with AmEx, hear the story of how a non-designer learned and leveraged service design methodology to great success.


Vinod Varma

Vice President, Global Head of Service Design
American Express Global Business Travel

Plenary Sessions

12:45 PM - 1:30 PM Co-operative Keynote - Supporting Service Experiences: Reinventing Organizations with Journeys at the Heart

Amelia Sizemore, Customer Experience Leader, Kerry Bodine & Co. Kerry Bodine, Co-Author of Outside In, Kerry Bodine & Co.
Today’s organizational structures are based on a framework constructed more than a century ago. With the dual tenets of specialization and efficiency at their core, these structures have enabled the production of goods at mass scale and the development of global service organizations. Unfortunately, they’ve also resulted in disastrous customer experiences.

CX and service design teams regularly employ journey mapping to build bridges across silos and reduce customer pain points. But to realize the true business benefits of customer experience, we need to start thinking less about journeys as things we map—and more as the organizing principle for how we do business every day. We can only excel when we realize the limitations of our siloed organizations and start to organize our people, our resources, and our work around journeys.

This co-operative keynote brings to you the cutting edge research of Kerry Bodine and Amelia Sizemore, co-authors of a highly anticipated 2018 book on the power of the journey to change the fundamental nature of how we work. Kerry and Amelia bring to you the key catalysts for service design success through a reinvention of the way your organization does business every day.


Amelia Sizemore

Customer Experience Leader
Kerry Bodine & Co.

Kerry Bodine

Co-Author of Outside In
Kerry Bodine & Co.

Plenary Sessions

1:30 PM - 2:30 PM Networking Luncheon

Interactive Discussion Groups: The Flavors of Service Design

Interactive Discussion Groups leverage the power of focused, small group discussion for leading benchmarking opportunities. Attendees preregister for a select three of the below topics focused on the various flavors of service design, rotating between each of their choices every 30 minutes. Each group is limited to a maximum of 20 attendees per group.

2:30 PM - 4:45 PM Fuzzy Front-End Innovation & Strategy

Monica Weiler, Director, Design Research and Experience Strategy, Stratos Innovation Group
Join us as we explore the biggest challenges and benefits of digging deeper in the fuzzy front end of innovation. You will learn how it sets you up for success in the later stages of design and development. 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.
We’ll address questions like:
  • How does spending time in the fuzzy front-end help achieve the goals of service design?
  • What are the biggest barriers to overcome when you are in the fuzzy front end?
  • How do you go about identifying latent customer needs to drive decision-making?
  • How do you inform strategies for future concepts that support differentiated and meaningful service experiences?


Monica Weiler

Director, Design Research and Experience Strategy
Stratos Innovation Group

Sponsored by: Stratos

2:30 PM - 4:45 PM Physical Experience Design

This group examines benchmarks for curating face-to-face interactions, tangible materials, in-store experiences or live interaction within a contact center environment.

2:30 PM - 4:45 PM 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.

Sponsored by: DevMynd

2:30 PM - 4:45 PM Organizational Design & Change Management

To optimize customer interactions, many internal stakeholders are affected as they support the service experience. Training and change management is key, especially in cases involving redesigning pieces of the organization. This group tackles management skillsets required for service designers.

2:30 PM - 4:45 PM 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 internal digital and systems transformation associated with holistic service design.

Afternoon Break


4:45 PM - 5:15 PM Networking Break

Plenary Sessions

Plenary Sessions

5:15 PM - 5:45 PM Knowledge Wrap-Up – Swirling Service Design Flavors

Facilitated by the conference chairperson, this wrap up exercise culminates your Service Design Week experience into the key skills, tools, techniques and takeaways. This new expertise will help you bring the leading best practices back to your organization and empower you to evangelize service design as your new way of working.



5:45 PM - 5:45 PM Main Conference Concludes