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Experience Design Conferences and Workshops


UX STRAT Europe 2016 Program


Presentations from UX STRAT 2016 are now available on Slideshare



THURSDAY, JUNE 9TH: TOBACCO THEATER

9:00

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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9:30

The next generation of user experience is about driving value through radical simplicity - such as Uber which takes the simple process of ordering a taxi and reduces it to a single click. These surprising, magical experiences will be powered by smart algorithms and machine learning. With firms like Google and Facebook investing big to win big, this talk will explain how to identify opportunities for smart experiences, why they require a shift in thinking, survey the landscape of tools and software that powers them, and explain how to create a roadmap to build the skills and capability to deliver at scale.Close
Giles Colborne

Giles Colborne

Managing Director, cxpartners

Giles Colborne co-founded cxpartners in 2004. Since then, it has grown to one of the world's leading independent experience design consultancies working on next generation experience design and generating hundreds of millions of dollars of revenue for companies such as Marriott, eBay and AXA. His book, 'Simple and Usable', has sold tens of thousands of copies in Europe and North America and has been translated into Chinese and Korean. Giles is former president of the UPA, co-chair of IA Summit, and UX Awards judge. Additionally, he has worked with the British Standards Institute in developing standards for web accessibility.

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10:35

Many UX leaders struggle in their communications with counterparts in Marketing, Sales and other business-side strategic functions. Customer Journey Maps (CJMs) are in many ways the perfect vehicle for bridging the gap between the business-side and the UX and product side. The holistic view of the customer experience enables UX to demonstrate a broader, more strategic perception of the value UX brings to an organisation. This is more than simply presenting CJMs to colleagues or hanging CJMs on walls throughout the organisation. Bridging the gap requires connecting CJMs to business-side functions, artifacts and vocabulary. Using real examples from Telefonica's digital solutions, I'll present a framework for deepening the impact of CJMs and driving strategic conversations throughout the company.Close
Michael Thompson

Michael Thompson

Director, Global UX, Innovation, Télefonica

Michael began as a designer/tester at Apple way back in 1992. Finding the UX impact too limited, he naively left Apple to pursue an MBA, after which he spent the next 4 years at a series of European startups in Product Marketing roles. In 2002 he landed at Business Objects (later acquired by SAP) where he managed several Business Intelligence products and teams and became enamoured with the persuasive power of data and analytics. In 2012, Michael took the leap back into UX where he built up the UX function at a cloud-based, marketing solutions company. Since 2015, Michael leads Telefonica's global UX team and evangelizes UX as an essential component of corporate strategy.

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11:25

Coffee Break

11:45

Understanding your user, the market and business goals should be the starting point for the development of any UX strategy. However, if you're aiming at designing a new service that will be a total game changer - altering existing business models and established practices- this can be easier said than done.

Sofia will share a case study showing how an interdisciplinary team worked with developing an entirely new service. She will explain how they crafted both a UX and business strategy through continuous experimentation and iterations, and walk you through the entire design process to share key learning.

It is often assumed that there is a dichotomy between development through opportunistic, rapid, lean experiments and 'old-fashioned', thoughtful planning before launch. Nevertheless, the case study shows how failing fast and detailed analyses and planning should go hand in hand if you want to be disruptive.

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Dr Sofia Hussain

Dr Sofia Hussain

Interaction Designer, FINN (Schibsted)

Sofia holds a Masters in product design and a PhD in user research. She has done research within health services and medical technology for the International Red Cross Committee and the Oslo University Hospital - both in Norway and in emerging markets. It was through her work within health, she discovered the need for applying systems thinking when designing new products and services. Sofia explores ecosystem design both in her research and when developing concepts for FINN.no.

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12:30

Lunch

2:00

Traditional financial institutions are facing a huge challenge. A lot of competition is coming from already established companies like Apple, Google and Facebook, but also from fintechs, disruptive technologies like blockchain and regulatory changes like PSD2. Therefore, ING Bank is transforming into a modern agile organisation with a strong emphasis on innovation.

This presentation draws a quick outline of the new organisation. The UX discipline at ING changed from a centralised team into a guild of distributed UX professionals. Although the official change to Agile was done in a day, the actual transformation is happening as we speak. We apply UX strategy to add customer value and focus to all levels of the new organisation and to make the transformation as successful as possible.

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Kees Moens

Kees Moens

UX Chapter Lead, ING

Kees Moens is Chapter Lead UX at ING Bank in the Netherlands. As an early adopter of the internet and interactive media in the mid nineties he has 20 years of experience in digital media in both UX and general internet management.

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2:50

Coffee Break

3:20

While conducting UX research, we make several conclusions that will in turn provide the foundation for our UX strategy. But what if these inferences happen to be wrong, based on invalid findings and false beliefs? How critically would this impact your organization and projects? How can you safeguard a UX strategy by ensuring the quality of research conclusions?

There might be numerous threats to validity in UX research, some of which might depend on the method used or the way it is used. A method is only a guide to action that needs to be configured, adapted, and complemented to match specific project requirements. To be successful, it is essential to ensure validity in strategic UX research methods. Failing to do so is taking the risk to base strategic decisions on false beliefs. In this talk, we will therefore see how to tackle validity issues and make the most out of UX research to stand out from the crowd by delivering value and differentiation. Through the presentation of validated cutting edge UX methods and business cases, you will be able to spot opportunities for improvement in your UX strategy!Close
Dr Carine Lallemand

Dr Carine Lallemand

UX Research Scientist, University of Luxembourg

Carine is a research scientist in Psychology and Human-Computer Interaction at the University of Luxembourg. Her research work is mainly focused on UX design and evaluation methods. She is a former Vice-President and current council member of FLUPA, the French local chapter of the UX Professionals' Association (UXPA). Carine recently wrote a handbook titled ''UX Design Methods'' (co-authored with Guillaume Gronier) and is a co-organizer of FLUPA UX-Days, a premier event for French-speaking UX practitioners. She authors UXMind.eu, a blog dedicated to building bridges between UX research and design practice. When she's not fully immersed in the world of UX, Carine is living out her passion for hot air ballooning.

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4:05

Bio Break

4:15

Shell's Commercial Fleet business serves and supports millions of businesscustomers around the globe with fuel cards, fleet products and services across its fuels retail network - the world's largest.

Sarah Oey, Shell and Tim Loo, Strategy Director at Foolproof, will share their experience in creating the global customer experience strategy at Shell Commercial Fleet and the ongoing challenges, breakthroughs and pitfalls of making that strategy a valuable customer reality at one of the world's biggest companies.

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Tim Loo

Tim Loo

Strategy and Planning Practice Lead, 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.

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FRIDAY, JUNE 10TH: TOBACCO THEATER

9:00

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

UX Design and Service Design tools and methodologies provide a solid framework for organisations to not only understand customer needs and develop relevant solutions, but also to change how they work, facilitating internal cross-functional collaboration and activating structured processes of customer-centred transformation. In this way, design toolkits help organisations meet their innovation goals in the short term, while they deliver and spread competencies that will enrich and shape the internal innovation culture in the long-run.

In this talk we will discuss a framework for ''customer experience transformation by design,'' providing specific insights and examples drawn from frog's work with leading European financial institutions.

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Gianluca Brugnoli

Gianluca Brugnoli

Executive Creative Director, UX frog

For two decades Gianluca has inspired design teams to deliver smart, intuitive products, services and experiences. In his time with frog, he has worked with clients such as GE, Orange, SAP, UBS, Intesa Sanpaolo, Sony, Al Jazeera and others. Gianluca holds a master's degree ''cum laude'' in architecture and a Ph.D. in Design from the Politecnico di Milano. Professor and researcher at the Design School of the Politecnico di Milano, Gianluca also is lecturer in various postgraduate courses about innovation and business, such as Domus Academy, CIID and more.

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10:05

In their transformation from one of the oldest financial services providers in the Netherlands to a digital, customer-centric organisation; Aegon is changing the way their experience strategy is defined. Where traditionally this was done top-down, Aegon is moving towards a model where autonomous teams are each responsible for parts of the Aegon customer experience. But how do these teams arrive at a vision for that experience and guide their decisions? In this talk, I'll show how strategic experience design is helping Aegon find the sweet spot between business and customer value and focus on the right things for a consistent customer experience.Close
Michel Jansen

Michel Jansen

Service Design Lead, cXstudio

Michel has been creating digital experiences for over 10 years. With a history in technology, design and strategy; he seamlessly moves between being analytical and being creative in order to deliver pleasurable and successful products and services. Before joining HCL to lead the service design for Aegon Netherlands at cXstudio, Michel helped brands improve their customer experience at Tribal Worldwide London and Syzygy. Outside of the agency world, he headed up the UX at real estate startup Lokku and designed cutting edge medical interfaces at Siemens Corporate Research. Michel loves finding the sweet spot where business, customer and technology align in order to create delightful results. You can experience his work at Volkswagen, Morrisons and Mondelez, among other places.

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10:55

Coffee Break

11:15

Today in Sweden, there is little support from society when you lose a loved one. In an already difficult situation, you are left on your own to coordinate several administrative authorities.

Using a service design approach, Antrop has developed innovative solutions and new collaboration formats for three of Sweden's largest administrative authorities. By deeply understanding those who lost a loved one and their journey through grief, the project team has challenged how authorities currently work and defined how society can provide the best possible support through joint authority services.

In this strategic project, our method has proven to be very successful and will now be implemented by one of the involved authorities. In our presentation, we will show new digital and physical solutions as well as success factors.

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Erik Hammarström

Erik Hammarström

Service Design Lead, Antrop

Erik Hammarström is a senior experience and service designer at Antrop, Sweden's silver winner in ''Agency of the year.'' He is one of the founders of Antrop, which started in 2001 as the first User Experience Agency in Sweden. Erik has successfully helped global leading brands as well as the Swedish public sector to better meet their customer needs and expectations for the last 15 years. Erik is frequently hired as an senior adviser when it comes to design management in big organisations.

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12:00

Sometimes we can deliver the greatest value by getting our clients to broaden their horizons - steering the conversation from technology and functionality to the human values that underlie them.

Simon will talk through Nomensa's ethos and approach, and their meaning for a recent project which exemplifies strategic, human-centred experience thinking.

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Simon Norris

Simon Norris

Founder, Nomensa

Simon founded Nomensa in 2001 with the strong belief that the internet should be more inclusive and work more effectively. He coined the phrase 'Humanising Technology' to reinforce Nomensa's belief that digital technology should be both usable and accessible.
With degrees 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 the way they interact with technology rather than the way technology can change their behaviour. This comes from a detailed understanding of how we make choices and the factors that influence us.

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12:45

Lunch

2:00

The competition brought about by fintech startups and the use of new technologies in regulated markets is threatening the stability of financial institutions and forcing them to develop new strategies, especially when it comes to their retail offer and services that are traditionally high-tough, such as investment and asset management.

Through examples drawn from two 'robo-advisor' projects, Alberta will demonstrate how strategically acknowledged 'goodbye moments' and the intentional use of language contribute to supporting the long-term strategies of financial institutions and facilitate positive outcomes for their clients.

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Alberta Soranzo

Alberta Soranzo

Tobias & Tobias, Head of Experience Design and Innovation

A firm believer that there's always another way to look at a challenge, Alberta has been hacking things to make them work better for humans since she was a child.

An incorrigible nomad, she's lived in Italy, California and is now based in London. As head of experience design and innovation at Tobias & Tobias, she gets to look at the big picture as well as to focus on the very small things that, she says, 'matter a lot'.

Unafraid of challenging conventions, Alberta puts people at the heart of her design process, and contends that you should always under promise and then over deliver.

In her natural habitat she's sitting on the floor surrounded by bits of paper and post-its or standing in front of a whiteboard with a handful of markers. If she's not there, you can find her on Twitter or playing ice hockey at a rink nearby.

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2:45

We live in a world whose structures, even those in physical space, are increasingly relying on software handshakes and digital whispers: as we keep digitizing reality, the architecture of the information spaces we traverse to shop, exercise our rights, educate or take care of ourselves is becoming more and more integral to the fabric of society itself.

Through examples taken from case studies dealing with art galleries, education, public transport and business alignment, Andrea discusses how the focus is moving away from products and services towards experiences, how these experiences structure cross-channel ecosystems that radically alter and thoroughly challenge the role of organizations, and what it takes to design a successful strategy and thrive in this new infospace.

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Dr Andrea Resmini

Dr Andrea Resmini

Jönköping University, Senior Lecturer

Andrea Resmini is a senior lecturer at Jönköping International Business School, in Jönköping, Sweden. Architect, information architect, compulsive reader, pensive writer, videogamer, piano player, Andrea is the Editor-in-chief of the Journal of Information Architecture, and the author of ''Pervasive Information Architecture'' and ''Reframing Information Architecture''. He tweets at @resmini and his personal website is andrearesmini.com.

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3:35

Coffee Break

3:55

Hot Topics in UX / CX / Product / Service Design Strategy

5:15

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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5:30

Happy Hour

Sponsors & Partners