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UX / CX / Product / Service Design






UX STRAT Europe 2015 Program

Thursday, June 4th: Tobacco Theater

8:00

Registration

9:00 – 9:15

Paul Bryan

Paul Bryan

UX STRAT Organizer

Paul Bryan is a user experience strategist and researcher who started designing e-commerce web sites in 1995. He consults with large organizations on the strategy, direction, and design of their e-commerce web sites and mobile apps. Paul organizes UX STRAT Europe and USA conferences, and manages the UX Strategy and Planning group on LinkedIn. He teaches user experience to graduate business students at the University of Georgia."

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9:15 – 10:15

I will cover three broad topics during my talk. First, I will look at the impact of digital transformations on businesses, products and individuals and how it is causing a dislocation in value across a broad range of industries - what I will refer to as the shift from 'Widget to Digit Winners'. I will share insights from leading business executives about the impact this is having on their businesses.

I will then present a framework for thinking about the evolution of computing from the mainframe to ubiquitous computing experiences that we are beginning to see emerging today. Based on this framework, I will look at the future of service design as companies move beyond delivering multi-channel and omni-channel experiences towards a realization of a 'My Channel' experience that incorporates contextual awareness with activity and behavioral based insights.Close
Theo Forbath

Theo Forbath

Global Vice President of Digital Transformation for Cognizant Technology Solutions

Theo is the Global VP of Digital Transformation at Cognizant where he is launching and building its Digital Works Practice. Digital Works is an interdisciplinary team of designers, digital strategists, data scientists and technologists who partner with clients on imagining, designing, building and managing comprehensive digital ""code"" solutions.

Theo is an expert in managing product innovation, business strategy and global collaboration. For the last 20 years, Theo has assisted leading technology vendors, service providers, multi-national corporations, early stage startups and NGOs in developing successful product and service strategies, transformative business models, and innovative go-to-market plans. Currently, much of Theo's work focuses on designing human-centric solutions for the third wave of computing, along with co-innovating with clients to identify and capitalize on new revenue opportunities in the post-PC, post-TV world of the Internet of Everything."

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10:15 – 10:45

Abby Godee

Abby Godee

VP of Design, Philips Personal Health and Healthcare Informatics

Abby is Philips' head of design for Healthcare Informatics Solutions & Services and the Head of Design for Personal Health Solutions. She leads a team of passionate and talented interaction, service, communication and product designers that are dedicated to bridging the worlds of clinical and consumer healthcare. "

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10:45 – 11:15

Breakout Discussion

11:15 – 11:30

Coffee Break

11:30 – 12:15

Volkswagen has taken a new approach to how they design experiences with Blended Retailing. This formula of combining Bricks (And) Clicks (And) People uses data to guide design decisions and provide prioritisation across requirements to plan product releases _ even when stakeholders are not aligned.

This case study looks at the tools and methodologies used to design these experiences. By providing a deep understanding how to use these processes within your own organisation using this approach at enterprise level, where Lean and Agile methods just don't cut it to deliver measurable business results.Close
Jonathan Lovatt-Young

Jonathan Lovatt-Young

Head of Service & Experience Design, Tribal Worldwide

Jonathan combines 20 years experience of digital design, brand strategy with user experience. He has been lead within a number of high profile agencies and consultancies including Accenture Digital, LBI and Fortune Cookie for a range of high profile clients including Asda, Argos, BT, UEFA and National Rail. He is analytical, strategic and creative with a full understanding of the user-centred design process for digital transformation projects. Jonathan holds a 1st BA(Hons) Interactive Systems Design from Staffordshire University and holds awards from Creative Review to Gartner for his work. He currently manages the Service and UX team at Tribal Worldwide London, part of Adam&EveDDB leading the service design for Volkswagen Passenger Cars UK."

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12:15 – 12:30

Q&A

12:30 – 2:00

Lunch

2:00 – 2:45

Simon's presentation will cover the development of a corporate UX strategy for Liberty Global (the world's largest cable company) applying Nomensa's proprietary UX Maturity Methodology. One key theme touched upon in the presentation will address the important concept of being 'Digital First'. It will also clearly demonstrate how a carefully formulated research programme allowed the embedding of UX strategically across the entire Liberty Global business.Close
Simon Norris

Simon Norris

Nomensa CEO & Founder

Simon has over 20 years' experience running a successful and thought-leading digital businesses. After his first 6 years working at the digital cutting edge for brands and corporations he quickly released the future of the web should be focused on the intelligent crafting of the experience that technology and businesses provide to their customers. In 2001 Simon founded Nomensa a user experience design company. He coined the phrase 'Humanising Technology' to reinforce Nomensa's belief that digital technology should be both usable, accessible and engaging. With an academic background in Human Psychology, Human Biology and Cognitive Science, he has turned the traditional view of web design on its head, focussing on people's emotions and their experiences to reshape how organisations can engage with their customers more deeply, meaningfully and ultimately more profitably. As CEO, Simon is responsible for the growth and strategic development of Nomensa. He also leads the corporate UX strategy and vision, integrating and refining human-centred design techniques for many Nomensa clients. This is why some of the world's largest companies ask him to create their corporate UX strategy and digital transformation programmes."

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2:45 – 3:30

Forty million users per month, 400+ independently-managed websites, 42 departments, and a team of 30 designers, editors and researchers tasked with creating a unified user experience for the European Commission.

The Digital Transformation team faced monumental challenges from the start: institutional obscurity, no mandate for their work, small and disparate communication and web teams in the departments, no corporate governance, no comms or brand strategy, almost no analytics data, etc.

Annie will walk you through some key decisions made for the programme approach and methodology that, in just over a year, has achieved collaboration and buy-in from all 42 departments and a strategic position with the cabinet of the President of the Commission.Close
Annie Stewart

Annie Stewart

European Commission, Lead UX Strategist

Annie is a user experience strategist with a background in project management and design. Originally hailing from Portland, Oregon, she's spent the last five years making Antwerp her home at Internet Architects, a digital service agency who can claim to be one of the first agencies specialising in information architecture and UX in Belgium.

Currently she's part of the leadership of the European's Commission's Digital Transformation programme, which aims to consolidate more than 400 independently-managed websites into a single platform. She's responsible for the overall UX strategy, design and content strategy for the programme, and contributes to the overall implementation strategy and change management. Their first public beta launches this summer."

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3:30 – 4:00

Breakout Discussion

4:00 – 4:15

Coffee Break

4:15 – 5:00

How can enterprises organize their own C/UX design activities more effectively? And how can UX leaders help organizations to do so? At Informaat, we have developed a strategic CX framework which outlines the C/UX playing field, provides shared understanding and supports organizational analysis and design. In addition to a brief explanation of the framework itself, our first experiences applying the framework with clients will be shared. These experiences have lead us to believe that our framework is a perfect starting point for UX leaders to help organizations lift-off from the UX plateau and aim for CX excellence.Close
Susanne van Mulken

Susanne van Mulken

Managing Director Strategy & Delivery, Informaat

Susanne van Mulken is Managing Director Strategy & Delivery at Informaat. In this role, she is responsible for developing and applying experience design methodologies and expertise.

With a strong background in cognitive science and adaptive user interfaces, she has led the design of digital services in industries such as retail banking, insurance, telecom, public utilities, and government for over 15 years.

Susanne gets most enthusiastic when organizations stop talking 'customer central' and start designing 'customer central' instead. Since 2006, she has advised and helped enterprises in the creation and professionalization of their own experience design capabilities."

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5:00 – 5:15

On 2015, we all know the business value of user experience. But still, in so many companies and organizations UX is not in the center of attention. In order to get it to where it should be, UX needs a leader. Someone who will take the flag of UX and hang it on the top of the building. Every company needs its UX Hero. How are heroes born? And what are the 7 rules that will make you become that hero?Close
Tal Florentin

Tal Florentin

CEO, UXVision

Tal Florentin is an award winning UX specialist, entrepreneur, author and speaker, and the creator and chief editor of The Adventures of UX Hero - the world's first UX comics series. Florentin is the CEO of UXVision - a leading boutique UX design agency. Through UXVision he has helped dozens of companies and organizations achieve effective products using strategic UX methods.

Florentin is the author of the first UX book in Hebrew - ""The User Experience"" - and the founder and director of the Israeli UX Certification Program, UXV, considered one of the top 5 academic programs worldwide by UX Magazine. In 2014 he won the international UX award for a UX project which redefined the communication between bloggers and readers."

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5:15 – 5:30

Paul Bryan

Paul Bryan

UX STRAT Organizer

Paul Bryan is a user experience strategist and researcher who started designing e-commerce web sites in 1995. He consults with large organizations on the strategy, direction, and design of their e-commerce web sites and mobile apps. Paul organizes UX STRAT Europe and USA conferences, and manages the UX Strategy and Planning group on LinkedIn. He teaches user experience to graduate business students at the University of Georgia."

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5:30 – 6:30

Happy Hour

Friday, June 5th: Tobacco Theater

9:00 – 9:15

Paul Bryan

Paul Bryan

UX STRAT Organizer

Paul Bryan is a user experience strategist and researcher who started designing e-commerce web sites in 1995. He consults with large organizations on the strategy, direction, and design of their e-commerce web sites and mobile apps. Paul organizes UX STRAT Europe and USA conferences, and manages the UX Strategy and Planning group on LinkedIn. He teaches user experience to graduate business students at the University of Georgia."

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9:15 – 10:15

What is it about the rise of the empowered customer and the online world that makes us have to think differently about strategy? How does a UX strategy look different from traditional strategy, and how do we make sure it aligns with the overall mission and goals of the organization?

UX strategy is about putting the customer at the center of the universe. That's a challenge for many organizations, but Gerry McGovern will show many examples of the win-win situation that can be created when the organization makes the cultural shift to become truly customer-centric.Close
Gerry McGovern

Gerry McGovern

CEO, Customer Carewords

Gerry helps large organizations become more customer centric on the Web. His clients include Microsoft, Cisco, NetApp, VMware, and IBM. He has consulted with the European Commission, the US, UK, Dutch, Canadian, Norwegian and Irish governments.

He is the founder and CEO of Customer Carewords, a company that has developed a set of tools and methods to help large organizations identify and optimize their customers' top online tasks.

He has written five books on how the Web has facilitated the rise of customer power. The Irish Times described Gerry as one of five visionaries who have had a major impact on the development of the Web."

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10:15 – 10:45

Digital Leadership led the User Experience Strategy on one of Europe's largest Digital Transformation programmes in 2013 / 2014. The client was a globally leading Financial Services firm that has come to understand that moving on as-is will not be enough to maintain it's market leading position. The case study will introduce the challenges that led this client to change it's way of operating and working with customers and take the audience through the User Experience Strategy that was applied to make the new vision a reality. Close
Stefan Dieffenbacher

Stefan Dieffenbacher

CEO, Digital Leadership

For his past clients - top 5 firms across almost all sectors in Europe - Stefan Dieffenbacher is a synonym for a game changer, business leader and digital strategist. He has led numerous Digital Channels Transformation Programmes and realized business cases in excess of 100M euro with his work being recognized through several awards. He further developed the first holistic framework and approach for Digital Strategy and -Transformation. He is the founder and Managing Director of Digital Leadership that supports large customers to get (back) to the top in the Digital World. As the companies Chief Evangelist, he is also a frequent speaker across Europe both on company events as well as on general forums."

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10:45 – 11:15

Breakout Discussion

11:15 – 11:30

Coffee Break

11:30 – 12:15

Increasingly, IT organizations around the world are realizing that being successful requires more than an efficient software implementation: they need to understand their end users. But how can you convince IT and business leaders to value design? It is pretty simple, you need to show the business value of design. You will hear about customer examples and best practices how to influence the organization and processes to include design methods, how to establish design skills and a design mindset throughout the organization and learn about tools and the required infrastructure to make it happen.Close
Andreas Hauser

Andreas Hauser

Senior Vice President, Design & Co-Innovation Center, SAP SE

Andreas is Senior Vice President of the Design and Co-Innovation Center at SAP SE. His passion is about humanizing business software through design and elevate the importance of design at customers, users and in the market. Before he was Vice President of User Experience at SAP SE for Cloud Solutions. He has more than 15 years' experience as UX leader. During this time he gained a lot of experience in building up global user experience teams and establishing an innovation culture in large organizations. He studied Business Information Technology at the University of Cooperative Education in Mannheim and is working at SAP in various roles since 1991."

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12:15 – 12:30

Q&A

12:30 – 2:00

Lunch

2:00 – 2:45

This presentation will show how UX strategists contribute to the way SDL helps the world's best brands deliver exceptional customer experiences. Using several of our enterprise software product releases as examples, Peter will show how he and his fellow strategists are promoting service design and design thinking, how they develop visions and roadmaps for products and cross-product capabilities, and how they collect user and usage data. He will also talk about the link between UX Strategy and Business Strategy, and the future of UX Strategists at SDL.Close
Peter Boersma

Peter Boersma

User Experience Strategist, SDL

After working as an experience designer at interactive agencies for almost 20 years, Peter has recently moved in-house and is now one of the UX Strategists at SDL. His job is to make sure there is 'enough' UX on the roadmaps of products in the Customer Experience software suites that the company develops. Peter has spoken at conferences and taught workshops on many topics, including design patterns, non-design deliverables, faceted navigation, sketching, but mostly about processes in design organizations."

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2:45 – 3:30

Pick a big fight. What does it take to attack a market leader? Is the use of Design Thinking and Agile methods enough? What strategic approaches can be used for a successful attack? How to become or to stay relevant in your market?

In this case study I look at a concrete case in which I advised a product organization of a company attacking a superior competitor in a digital market. Starting with the different analysis at the very beginning over defining and implementing a strategic approach to concrete actions and outcomes including organizational changes, team set-up, roadmaps, measurable business results etc. . I would like to share with you what worked, what failed and even more important the reason why it failed.Close
Daniel Neuberger

Daniel Neuberger

Lead Consultant, Product Strategist, ThoughtWorks

Daniel is a disruptive thinker and is dedicated to bring great products to market customers love. He is working as a Lead Consultant for Product Management and User Experience Design at ThoughtWorks and loves outstanding digital and nondigital products. He bears battle scars from holding various positions as a Product Manager throughout different domains and also senior management positions as Head Of Product Management and User Experience Design Lead. Daniel is likewise an expert for digital transformation and creating a culture of innovation. He is also founder and author of the foremost German-language blog on Product Management and User Experience Design http://www.produktbezogen.de/."

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3:30 – 4:00

Breakout Discussion

4:00 – 4:15

Coffee Break

4:15 – 4:30

There is an area where innovation is striving. Some people call it 'sharing economy', as it allows people to give and get access to property, resources, time and skills across online platforms. Other people call it the 'cleanweb', the connected IT solutions in response to resource and sustainability challenges. In my presentation, I will argue that this area is striving because it captures the zeitgeist and talks directly to deep human concerns about climate change, belongingness and financial security. At the same time, it also raises some fundamental questions for experience design: how to build trust and accountability to make sharing work among strangers; how to create concurrently social, environmental and monetary value, and how to ensure that value is fairly distributed among all parties. Examples from a range of startups will illustrate different strategies.Close
Francesco Cara

Francesco Cara

Director, <2°C

Francesco Cara is a designer and strategist. Until recently he was Director of Strategy atSapient in London, where he led the experience practice to unlock new value for clients and customers through research, co-creation and prototyping. Prior to Sapient, Francesco led Nokia Design Strategy and Innovation to deliver value to customers by bringing hardware, software and services to work closer together. Francesco is currently exploring ways to use the web to encourage and enable new and more sustainable behaviours. Francesco came to design and strategy from fundamental research on human and cultural cognition. He holds a PhD in Cognitive Science from Edinburgh University, and tweets @frakara"

Close
4:30 – 5:15

It's been an exciting time for UX professionals working in the area of experience strategy. Increasing demand for experience design thinking at the top level and overarching vision at organizational level has propelled our emerging discipline into the forefront.

So where has this all gotten us to? How successful have we been in getting our strategies to deliver real change to the plans and cultural behaviours of organisations and better outcomes for their customers. And where do we turn to for the wider skills and inspiration to lead user centered change. What is the future for the UX strategist?Close
Tim Loo

Tim Loo

Strategy Director, Foolproof

Tim is a Partner at Foolproof, one of Europe's largest experience design companies. He leads their Strategy & Planning practice, developing and deploying their experience strategy framework, methodologies and expertise across a range of global clients. As a UX strategist, he currently works with global brands such as Intercontinental Hotels Group, Shell, Lloyds Bank and Eli Lilly. Tim is based in London, and is a regular speaker on UX strategy in the US, Europe and Asia."

Close
5:15 – 5:30

Paul Bryan

Paul Bryan

UX STRAT Organizer

Paul Bryan is a user experience strategist and researcher who started designing e-commerce web sites in 1995. He consults with large organizations on the strategy, direction, and design of their e-commerce web sites and mobile apps. Paul organizes UX STRAT Europe and USA conferences, and manages the UX Strategy and Planning group on LinkedIn. He teaches user experience to graduate business students at the University of Georgia."

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5:30 – 6:30

Happy Hour

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