EXPANDING THE BOUNDARIES OF EXPERIENCE

February 24 - 26, 2020
Embassy Suites Denver Downtown, CO

Day 2: Tuesday, February 26, 2019

8:00 am - 8:30 am Check In & Registration


8:30 am - 9:00 am Host's Opening Remarks & Disruptor's Pledge

9:00 am - 9:30 am The Failure Experience: The Catalyst for True Transformation

John Coyle - Design Thinking Expert, Innovation Leadership Development
Failure is often lay the groundwork for the emergence of future innovation, however nobody likes to talk about it! However, the acknowledgement and acceptance often leads to the identification of strengths, collaboration, and experimentation. John explores a personal failure that led to the discovery of the future insights that would make his career. We’ll discuss:
 
+Embrace failure as a path to discovery and personal growth
+Identify, understand, and accept unique strengths (and weaknesses) to identify moments of improvement
+Design around individual weakness to heighten engagement, delegation, and collaboration across team
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John Coyle

Design Thinking Expert
Innovation Leadership Development

9:00 am - 9:30 am The Experience Continuum: Uniting Digital, Physical and Mobile to the Customer POV

Your customer does not interact with channels in silos, instead experiences a holistic omnichannel experience. Therefore, experience design cannot survive in these siloed channels as well. Design must be curated and executed through the point of view of the customer creating delightful moments to retain today’s loyalty.
 
+Create products with purpose and integration
+ Speak with a consistent brand language across channels
+Coordinate a seamless vision of the complete customer experience

9:30 am - 10:00 am Design & the Power of Nostalgia

 
The craving for cultures from a bygone era is stronger than ever, particularly among millennials. Brands from all industries have tapped into this phenomenon, giving rise to a powerful trend: nostalgia marketing. The emotional connection that nostalgia sparks in consumers is almost unparalleled. Brands are taking notice and using it to shape their campaigns. 
 
+Get a better understanding of the marketing power in nostalgia and “fauxstalgia”— yearning for a time you didn’t live through 
+ Learn to tap into audience data to forecast future trends and stay one step ahead of competitors 
+ Discover how to leverage the nostalgia trend but remain genuine with your audience
 

10:00 am - 10:55 am Networking Break + Design Drive

Morning Break-Out Sessions
Choose to attend Track Sessions OR XD Therapy Sessions

Track: Data & Technology

11:00 am - 11:30 am The Confluence of Needfinding via. Ethnography, Behavioral Psychology, and Machine Learning
Sohit Karol - Staff User Researcher, Spotify
Developing customized experiences for customers evolves brand beyond stationary to experiential. Spotify utilizes advanced analytics to do just this, customizing daily playlists to customers desires. Sohit explores:
 
+Optimize outcomes through rapid experimentation
+Align  human tendencies with product creation
+Acknowledge the balance between behavior and data
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Sohit Karol

Staff User Researcher
Spotify

Track: Data & Technology

11:35 am - 12:05 pm Creating an Experience Stronger than What’s in Your Hand
Sohit Karol - Staff User Researcher, Spotify
Everyone is competing against the iphone. When creating digital products, it either is in line your customer’s mobile app or it must be more convenient—particularly in retail and physical products.
 
+Service Blueprint inclusive of mobile experiences
+Optimize the customer journey through utilization of the iphone
+Critically analyze efficiencies of digital products outside of the customer’s existing products
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Sohit Karol

Staff User Researcher
Spotify

Track: People & Process

10:45 am - 12:20 pm Driving Design Diversity for Excellent CX
Diversity in Design must be prioritized in order to meet customer needs. Reflecting the demographic of your customers enables better experience design, but also in employee satisfaction and comfort.
 
+ Prioritize an employee base as diverse as your customers
+ Methods of promoting digital expertise in low impact
+ Evaluate internal structures and biases in recruitment

Track: People & Process

11:35 am - 12:05 pm Developing Enterprise Design Thinking
Working across enterprise wide siloes and organization wide requirements presents a complex task of change management. To optimize design in such a complex environment, the playbook must be created for culture of an enterprise.
 
+Design a framework aligned for multi-disciplinary teams
+Unify team objectives in a singular mission
+Develop metrics to measure efficiencies of successful implementation

Track: People & Process

12:10 pm - 12:40 pm Developing Enterprise Design Thinking
Working across enterprise wide siloes and organization wide requirements presents a complex task of change management. To optimize design in such a complex environment, the playbook must be created for culture of an enterprise.
 
+Design a framework aligned for multi-disciplinary teams
+Unify team objectives in a singular mission
+Develop metrics to measure efficiencies of successful implementation

Track: Design & Innovation

10:45 am - 12:20 pm Strategic Design as the Future of Design
Joe Smiley - Experience Design Director, E*Trade
Design extends beyond the native discipline, and instead should explore avenues of larger business impact. Moving from practice to larger strategic initiatives, Joe explores the concept of strategic design in larger transformation:
 
+Utilize empathy in all initiatives
+Drive design in all strategic initiatives
+Maintain design as a catalyst for innovation Ideation
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Joe Smiley

Experience Design Director
E*Trade

Track: Design & Innovation

12:10 pm - 12:40 pm Design Done Now-Approaching Design Thinking with a Design Doing Mindset
So many times, we are held back by financial, cultural, and time constraints when tasked with implementing human-centered design in our organizations.
However, quick wins can activate organizational buy-in alongside creating tangible ideas and prototypes to develop customer centric initiatives.
 
+Design Thinking a solution in 48 hours
+Activating innovation leaders across an enterprise
+Designing tangible tools to abstract steps

Track: Design & Innovation

11:35 am - 12:05 pm Design within the Expectation Boundaries
When prioritizing customer experience, it’s easy to strive to exceed expectations, however is this sustainable to your business? Does exceptional experience drive enough loyalty to balance the cost?
 
+Design the experience that drives loyalty and maintains cost
+Analyze the impact of each service touchpoint
+Audit experiences for inefficiencies and redundancies

XD Therapy

11:00 am - 12:40 pm XD Therapy
Rotation 1: 11:00AM
Rotation 2: 11:50AM
 
Select two out of four sessions to attend.
 
1.        Design Systems
 
2.       Scalability
 
3.       Buy-In
 
4.       Collaboration
 
Sometimes it’s lonely in XD! Many of the intangible challenges that prevent experiences from coming to fruition consistently plague leaders across industry. In these XD Therapy sessions, you will join a working group for 45 minutes to deliberate, discuss, brainstorm and commiserate over top challenges facing your organizations. Walk away with:
 
+Personalized feedback and insights into personal challenges in XD
+Best practices and tools to continue your journey
+Intimate network of peers to continue collaboration and support
 


12:25 pm - 2:15 pm Lunch


1:20 pm - 1:50 pm The Impact of Content: Creating Messaging to Drive Loyalty

Content strategy is an integral part of your digital product strategy and delivery. The avenue of communication to your customer, content provides engagement and loyalty from today’s market. This remains true of the consumers in the NFL, and creating content and delivery for the sheer size of the audience alongside the passionate personas provides a challenge of customization, usability, and hypertargeting. Dane evaluates the journey moving from being a firehose of mass content, to creating context, demographically relevant, hyper-targeted content in the channel of preferred consumption.
 
+Evaluate the shifting behaviors of today’s new generation of fans
+Tighten content delivery via demographics, context, persona, and delivery
+Develop new channels that disrupt the current business model

1:50 pm - 2:20 pm There Goes the Neighborhood: The Gentrification of Experience Design

Today’s Experience Economy has driven the priority of design and experience within organizations. Suddenly, the priority to be an experience designers has become everyone’s—but what has this led to a generalized message on what is experience design? Has the practice lost its meaning and place, and therefore losing its impact? Similar to the gentrification we see in our communities, experience design has been undergoing a gentrification of the practice. With this—we also see avenues of solution. Andy explores:
 
+The current status of the Experience Economy and the Why factor
+Defining the principals and core values of meaningful design
+Developing a solution to manage the rate of gentrification and impact
 

2:20 pm - 2:50 pm Break

Afternoon Sessions
Choose to attend Track Sessions OR XD Therapy Sessions

Track: Data & Technology

2:50 pm - 3:20 pm Creating Personas from Existing Data
One of the biggest pain points of design thinking can be tackling the first step: empathy. However,
there are initial steps you can take using existing data to jumpstart the process:
 
+Understand the customer personas
+ Utilize analytics to drive personas
+ Address the fringe personas that create pain points

Track: Data & Technology

3:25 pm - 3:55 pm The Age of Hyper Personalization
Customers expect to be met where they are, when they want, with what they want to see. With the power of AI and machine learning at our finger tips, the possibilities for personalization are endless. 

+Develop the infrastructure to gather personalized insights
+Expand the current marketing initiatives for opportunities of customization
+Drive deeper insights and journeys per the impactful personas

Track: Data & Technology

3:55 pm - 4:25 pm The Age of Hyper Personalization
Customers expect to be met where they are, when they want, with what they want to see. With the power of AI and machine learning at our finger tips, the possibilities for personalization are endless. 

+Develop the infrastructure to gather personalized insights
+Expand the current marketing initiatives for opportunities of customization
+Drive deeper insights and journeys per the impactful personas

Track: People & Process

2:50 pm - 3:20 pm Service Blueprinting
Oftentimes the thought of creating design at scale becomes daunting and intimidating. However, developing design in groups through specific playbooks allows for speed of education.
 
+Begin with teams that impact internal success
+Create the standard educational materials
+Personalize approach per persona of each department

Track: People & Process

3:25 pm - 3:55 pm Recruiting the Best of UX
UX skillsets within organizations are not optional, and many organizations need to scale at a tremendous rate. How do you ensure talent, team, culture, and ability with a mandate of growth? Russ explores:
+Deliver growth of 700%
+Prioritize right leadership + right talent
+Embed cultural principals within talent pool
 

Track: People & Process

3:55 pm - 4:25 pm Transform the Model of Service to Support New Products
 Truly innovative products present a new set of processes around support, service, and creation, particularly in the ever changing digital landscape. This requires an evaluation of current business models surrounding innovation—can we design this proactively?
 
+Evaluate the change in business model to support digital innovation
+Focus holistically on changes in people, process, architecture and routines
+Reverse engineer the service infrastructure from the ideal outcome

Track: Design & Innovation

2:50 pm - 3:20 pm Maximizing the Consumption of Media
Across industry, media and knowledge is consumed differently. Attention spans are short, free is expected, and options are customized. How do organizations optimize this consumption?
 
+Target consumers directly versus broadly
+Create customer personas through advanced analytics
+ Innovate and test quickly to gather better insights

Track: Design & Innovation

3:25 pm - 3:55 pm The Impact of Social Wellness on the Bottom Line

We have innate responsibility to the community around us, however there is a larger impact when we evaluate the impact of social responsibility on the growth of an organization.
 
+Creating trust and loyalty with the community
+Evaluating moments of true impact through design
+Offer a pathway of sustainability through good

Track: Design & Innovation

3:55 pm - 4:25 pm The ROI Of Design
In today’s experience economy it’s more important than ever to understand your customer’s motivations and behaviors. When you run every day campaigns, based on ethnography, understanding brand perception can be driven from careful consideration of customer analytics. Tied specifically to revenue management, the customer’s behavior through analytics and the direct tie to bottom line:
 
+Filtering meaningful insights through existing data
+Utilizing ethnography and qualitative user data to drive insights
+Painting the picture of customer behavior and impulse through data
 

XD Therapy-Afternooon Session

3:30 pm - 5:15 pm XD Therapy
Rotation 1: 2:50
Rotation 2: 3:40
 
Select two out of four sessions to attend.
 
1.        Design Systems
 
2.       Scalability
 
3.       Buy-In
 
4.       Collaboration
 
Sometimes it’s lonely in XD! Many of the intangible challenges that prevent experiences from coming to fruition consistently plague leaders across industry. In these XD Therapy sessions, you will join a working group for 45 minutes to deliberate, discuss, brainstorm and commiserate over top challenges facing your organizations. Walk away with:
 
+Personalized feedback and insights into personal challenges in XD
+Best practices and tools to continue your journey
+Intimate network of peers to continue collaboration and support

4:40 pm - 5:10 pm Pathway to Digital: Creating the Steps to Drive Digital First Behaviors

Neil Shah - Former Head of Design, Verizon
In an increasingly digital environment, the focus on expanding the digital experience continues to be a priority. However, in organizations traditionally analog, transforming customers at the same rate of change drives a dichotomy within organizations innovating for the future. David explores the stepping stones to onboarding customers in the digital environment.
 
+Develop an understanding of current customer behaviors
+Introduce purpose behind digital products introduced
+Influence behavior through avenues of efficiency
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Neil Shah

Former Head of Design
Verizon

5:10 pm - 5:40 pm The Ecosystem: Moving Your Brand from Touchpoint to Community

Bianka McGovern - VP, User Experience, Goldman Sachs
Customers no longer consume products and services the same; you no longer see folks hailing a cab or printing a boarding pass. Instead customers are consumed with digital services, with information, media, and experiences at their fingertips. Teams must take advantage of this trend by utilizing content, acquisitions, and media to meet customers at all aspects of their journey, creating an ecosystem for brand loyalty in today’s experience economy.
+Creating future customers through brand immersion
+Focusing on lifetime value  over single transactions
+Tying brand and business goals into one strategy
 
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Bianka McGovern

VP, User Experience
Goldman Sachs

5:40 pm - 6:10 pm Networking Reception