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Experience Design Conferences and Workshops


UX STRAT USA Program



Below is the working program for UX STRAT USA.

Check-in will start at about 8 am on Monday Sept 18 at Boulder Theater, which is just 1 block from Hotel Boulderado. The program will start each day at 9 am and end at 5:30 pm. There will be an interactive thinktank at the end of the program on Tuesday, to give attendees a chance to discuss the issues and topics that have been raised during the presentations.




PRESENTATIONS: MONDAY MORNING, SEPTEMBER 18, 2017

9:00

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

It’s 2017 and we’ve reached an inflection point. Digital behaviors are changing rapidly -- modulating across an ever-expanding array of surfaces, powered by computing engines that turn sci-fi into sci-fact. UX is critical to these evolving new paradigms, in which differentiation and success depend on emotion, trust, and relevance as much or more than on pure technical capability. The big question at conferences like UX Strat: How might we build next generation UX teams to ensure that we deliver next generation product experiences?

Miles Orkin will share his perspective on this challenge, from his vantage point as Chief of Staff for SUMux -- the UX group that shapes experience for the products that made Google a verb. How do you structure a next-gen org? Which big questions do you tackle first? What thorny issues are most likely to keep you up at night? Why are some decisions really hard, even if they're totally obvious? Join Miles as he tackles these kinds of questions and provide a snapshot of UX leadership from the eye of the information hurricane.

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Miles Orkin

Miles Orkin

Chief of Staff, SUMux / Google

Miles Orkin is Chief of Staff for SUMux, a full-stack UX group of over 450 people, driving all aspects of user experience research, strategy, and design for Search, User, and Maps -- the products that made Google a verb.

He has an extensive background shaping experience, innovation, communications, and engagement for companies and organizations including Google, Wells Fargo, McKesson, American Cancer Society, San Francisco State, IconMedialab, ThirdAge Media, CNet, Ziff Davis, and Thrasher Skateboard Magazine.

Miles has a degree in creative writing, a brown belt in judo, once ran a cafe in the Ecuadorian cloud-forest, and was lead singer for MCM and the Monster -- possibly the only group to ever open for Ice-T, and Ice-T's heavy metal band Body Count.

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10:15

Inventing and design at speed can be challenging, especially inside large organizations. At Amazon, we have found a way to continually operate in a Day One mode, rapidly getting new experiences to customers. This talk focuses on how Amazon’s human centered design team helped support the launch of a new startup within the company, Amazon Prime Now, in a matter of months inside a very large core business. Specifically, we will dive into three strategies that were key to success.Close
Ryan Russell

Ryan Russell

Director, Human Centered Design, Amazon

Ryan Russell is currently the Director of Human Centered Design at Amazon. He is responsible for all design and branding across Amazon Operations including Prime Now, Amazon Flex, Amazon Locker, Transportation, Global Fulfillment, Customer Service and more. His group has studios in Seattle, Sunnyvale, Minneapolis, Austin and Portland. He loves creating something from nothing and bringing talented people together around a shared vision.

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11:40

How do you scale designs across 3 offices, 5 destinations and 10+ languages? How do you deliver on the idea that if you’ve designed it once, you don’t have to redesign it again? How can you deliver a rich, immersive experience on a small screen that works in every situation?

When tasked with creating a suite of apps for Disney Parks & Resorts Digital, it became clear that while shipping great apps is important, it’s even more important to ship a framework for designing great apps.

In this talk, we will share where to even start when building a design framework. We’ll show how to get involved earlier in the process with product and technology to transform digital products from transactions to interactions.

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Priyanka Kakar

Priyanka Kakar

Director, Interaction Design & User Experience, Disney

Priyanka leads the interaction design and user experience practices at Disney Parks & Resorts Digital, where her talented team is challenged to blend form and function into magical experiences for Disney’s guests.

At Disney, her teams shape the physical-digital experiences for multiple lines of business, and design the e-commerce and content user experiences across multiple brands including Walt Disney World Resort, Disneyland Resort, Disney Cruise Line, Disney Vacation Club, Disney Parks, Adventures by Disney, Disneyland Paris, Hong Kong Disneyland and Shanghai Disney Resort.

With more than 15 years’ experience helping organizations to create better human experiences, she is an active member of local and international user experience communities, and has organized and spoken at several UX conferences. Priyanka enjoys learning new languages, glass painting, consumes comic books at an alarming pace, is stoked about the new Game of Thrones season, and has a deep affinity for whiteboards.

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Troy Parke

Troy Parke

Product Design Manager, Alaska Airlines

A designer who loves comic books, Hello Kitty charms, brush pens and donuts, Troy Parke is passionate about creating compelling, usable and high performing experiences that delight.

He serves as Product Design Manager for Alaska Airlines' guest-facing digital experiences: websites, native mobile applications, self-service kiosks, airport displays and whatever is next.

A former Associate UX Director at Disney Parks and Resorts Digital, Troy led the Interaction Designers responsible in creating native app experiences for Disneyland Resort and Walt Disney World.

Troy shares insights from his nearly 20-year career at UX How and his past project clients include Rolling Stone, Microsoft, Nickelodeon, Big Fish Games and Marvel.

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PRESENTATIONS: MONDAY AFTERNOON, SEPTEMBER 18, 2017

2:00

Personas. Over the years, UX discipline has revered, celebrated, dismissed, maligned, despised, trivialized, transformed and simply renamed them. In this presentation, I share Salesforce's experience of developing and implementing data-driven personas that are robust, stable, and mostly successfully used within the company. In particular, I focus on our strategy of focusing on organization needs, as we scope, build, release and manage our personas.Close
Nalini Kotamraju

Nalini Kotamraju

Vice President of User Research & Analytics, Salesforce

Nalini Panchita Kotamraju is Vice President of User Research & Analytics at Salesforce, the world's #1 customer relationship management (CRM) platform, where she leads a team that drives research and insights for product design and development.

Nalini has also led UX research teams at Microsoft Dynamics, Sun Microsystems Inc., and assorted dot.coms. Previously, as an Associate Professor at the IT University of Copenhagen, she taught, researched and published about people's relationship with technology.

Nalini earned her B.A. in Social Studies and her B.A. in Women's Studies from Harvard College and her Ph.D. in Sociology from the University of California at Berkeley.

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2:45

We all know the importance of getting close to our customers. It’s the only way to understand how we can improve our product. But how do we move beyond optimizing for the current state? How do we make the leap from iterative problem-solving to producing breakthrough innovative work?

In this presentation, Jake will share the similar challenges his team faced at CarMax. Then, through the application of the “Jobs to be Done” theory, they began discovering what made their product valuable to customers. Finally, Jake will share the “Jobs to be Done toolkit” that is used by product teams across the company.

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Jake Mitchell

Jake Mitchell

Senior Product Designer, CarMax

Jake Mitchell is an experience designer with a career that has spanned from designing theme park attractions to crafting digital experiences for companies such as Facebook, Volkswagen, and Walmart.

In his current role as a senior product designer at CarMax, Jake focuses on leading the transformation of one of the world’s most dreaded transactions – car buying – into a delightful and productive experience. Jake holds a B.F.A from the California Institute of the Arts, and an M.S. in Experience Design from the VCU Brandcenter.

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4:10

Smart technologies make possible new innovative services but also facilitate an unprecedented visibility into the mundane and not so mundane activities of our daily lives.  Addressing potential privacy concerns will be critical to making these technologies mainstream, but designing for privacy in a smart world is not simple. Today I am going to share some of what I learned about privacy while working in the Internet-of- Things and by the end of this talk, you will walk out of here with 4 strategies that you can use to design smart privacy-mindful experiences that people will want.Close
Faith McCreary PhD

Faith McCreary PhD

Principal Engineer, Intel Corporation

Faith McCreary is a principal user experience researcher and strategist at Intel Corporation.  She has a passion for using data of all shapes and sizes to transform complex systems in ways that work for humans. For the last two years, her focus has been the Internet-of-Things, otherwise known as IOT.  In the world of IOT where smart + connected is becoming the new ordinary, her job is to understand how people will experience these technologies and how these new technologies will shift experiences of daily life.  While her companion technologists focus on can we, she asks should we?  What will be the future experience? How do we create a future ordinary that empowers all of us physically and digitally?

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4:55

Product development usually starts with identifying needs, creating possible solutions, and then asking customers to evaluate what we’ve created. At Dropbox, we’ve been inviting customers into the process at the beginning and throughout the design process, to give them the tools to show and tell us what matters to them – even create their own solutions.

During this talk, I’ll share how we’re using participatory design and co-design practices with our customers, and how it’s helped us define and prioritize what to build as well as how to build it. I’ll also discuss how we’ve used some of the outputs of this research to shape design strategy for a few major initiatives.

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Ruth Buchanan

Ruth Buchanan

Design Research Lead, Dropbox

Ruth is a design research lead at Dropbox in New York City. She cares deeply about creating experiences that fit peoples' lives, generating ideas based on business needs, and is delighted she gets to interview people as part of her job.

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PRESENTATIONS: TUESDAY MORNING, SEPTEMBER 19, 2017

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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Ben Judy

Ben Judy

Senior Manager, XD, Saxony Partners

Ben Judy is passionate about designing emotionally meaningful digital experiences. Currently he brings veteran XD skills and thought leadership to clients via Saxony Partners, a consulting firm based in Dallas, Texas. Previously, Ben designed and strategized with innovative design teams at Intuit, Novation, CBRE, and Sabre. Ben has presented at such venues as SXSW, Big (D)esign, UX STRAT (2015), and also talks to himself a lot. His not-so-secret superhero identity Captain Clarity (the 'Ambiguity Assassin') helps organizations prioritize design opportunities collaboratively in the midst of complexity and chaos. Ben is a happily converted Texan, but only says ''y'all'' ironically.

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9:20

Why would a major Las Vegas hotel consistently have a room service waiting time of 1.5 hours? Why would a major airline consistently have delays that torment a well-known design and usability consultant based in Boston? Why would a major financial services company try and cross-sell a credit card when a customer is in the middle of the highway reporting a car accident?

"What we've got here is a failure to communicate". Businesses are complex, with thousands of people, processes, business rules, systems, and products all impacting thousands of touchpoints that millions of customers interact with. If left unmanaged this complexity can be disastrous for the customer.

An organization's biggest asset is its employees, the way they work, communicate, and collaborate. This system needs designing just as much, if not more so, than the customer-facing experiences we spend most of our time on. It's time we turned our talents inward and designed ourselves.

In this example-filled, thought-provoking session the audience will be challenged to think about their organizations differently, introduced to the missing component, and given a framework and language for effecting a cultural change amongst their business and technology partners.

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Richard Dalton

Richard Dalton

VP, Head of Design, Capital One

Richard has been leading design since graduating from the University of Newcastle upon Tyne, UK in 1994 with a degree in Software Engineering that he didn't know what to do with. In 1999, two web-design start-ups in the UK later, he moved to the US. He's been leading design teams in large organizations ever since, first with Vanguard, then at USAA and now in New York City as VP, Head of Design for Capital One’s Commercial Bank.

Richard is active in the design community, having spoken at conferences across the country on the topics of design leadership, measurement, and the importance of experience management systems. He chaired the 2008 IA Summit in Miami which gave him a new appreciation for conference organizers everywhere.

He has an unhealthy obsession for Mental Model diagrams. His table tennis and juggling are good, his guitar playing is not and he gets very uncomfortable writing third-person bios of himself. Oh, and he rarely passes by an opportunity to have fun - usually at his own expense.

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10:05

Gender bias is pervasive and persistent.  Sexism goes well beyond the “bad” companies that get lots of press.  Across the board, in many industries, women are less likely to be promoted, frequently paid less, and often taken less seriously than their male counterparts.  A lot of us care about fairness and want to change these dynamics.  What can a strong, action-oriented UX leader do?  Kaaren will walk through various situations she’s encountered, what she’s tried, and what has (and has not) worked. Adopt a few of the ideas, and together we’ll make the world a better place!Close
Kaaren Hanson

Kaaren Hanson

Product Design Director, Facebook

Kaaren is obsessed with emotion and how companies can exceed customers’ expectations. She builds robust design teams and customer-centered environments.  Currently, Kaaren leads a design team at Facebook. Previously, Kaaren led design at Medallia where she re-imagined the core products, improving user experience by over 500%. Before that, she drove Intuit’s transformation to become a design-driven company with dramatic improvements in the customer experience and innovation culture. While at Intuit, Kaaren was recognized with two CEO leadership awards, and her success was noted in various media such as Bloomberg Businessweek, Harvard Business Review, Creative Confidence (Kelly & Kelly), and Scaling Excellence (Sutton & Rao). Kaaren holds a BA from Clark University and a PhD from Stanford University.

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11:15

Amidst sweeping business transformation and technological change, Pitney Bowes turbocharged its UX strategy to support a brand-new, make-or- break business strategy. Through deep business/UX collaboration, client validation & input, and unflagging focus on both business strategy and client needs, PB sports a new product platform with outstanding UX, poised to bring business transformation to fruition.Close
Sara Conklin

Sara Conklin

Principal UX Architect, Pitney Bowes

As Principal UX Architect for Small and Medium Business Solutions at Pitney Bowes, Sara leads UX strategy for the company's core product line, SendPro. Since 2014 she's been positioning UX as a key driver of digital transformation, working with business and technology leaders to make client focus a critical tenet of the evolving business. Prior to this role, Sara held similar roles in the healthcare field and at Pitney Bowes. Sara serendipitously entered the world of UX in 2006; before that she spent some years teaching algebra and geometry to Massachusetts boarding school students.

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11:45

What if product experimentation were led by cross-functional teams who worked in the open? That is, what if experiments were made available to millions of consumers around the world? What if the successes and failures of those experiments were made available to anyone?

These are some of the questions that Mozilla has tried to answer by bringing experimental features to the release population of the Firefox browser. Using a Mozilla case study, I will talk about how experimenting in the open— with all of its joys and pains—has helped move teams from an agile-driven product strategy to a focus on UX strategy.

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Sharon Bautista

Sharon Bautista

UX Researcher, Mozilla

Sharon Bautista is a Chicago-based UX researcher and designer. She is currently on the Firefox team at Mozilla and has previously led UX teams both agency-side and in-house. Sharon speaks regularly and teaches courses on topics related to human-centered design and organizational change. In her free time, she volunteers with organizations that promote inclusion in STEM including the Girl Scouts and i.c.stars.

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PRESENTATIONS: TUESDAY AFTERNOON, SEPTEMBER 19, 2017

2:00

The battle of innovation is now become a war of ecosystems, where ecosystems include not only the product but the entire customer experience. Ecosystem is not limited to the products and services provided by a company. Services and products don’t exist in isolation so improving one single touchpoint in a large ecosystem cannot deliver true innovation. The users are already part of an ecosystem of information, people, products, services and channels. Therefore, we need to design products and services that users will accept into their own ecosystem.

I will share how 3M is applying “Ecosystem Strategy” to transform products and services through understanding the current ecosystem beyond users and products, then identifying the biggest pain point to design the desired user experience that creates a new pathway across traditional offerings.

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Judy Ma

Judy Ma

Creative Director, UX, 3M

Judy has pioneered the role of design within global healthcare and telecommunication corporations, evolving them from traditional functional design approach to a user centered approach. Judy current holds the role of Creative Director, heading up UX design at 3M Health Care. She creates medical products that help prevent infection and promote healing. Oral care solutions that simplify procedures and improve outcomes. Automated intelligence solutions that get the right people the right information right when they need it focusing on B2B and B2C.

Prior to joining 3M, Judy led UX team at Motorola, delivering over 90 products in production for more than 100 million users worldwide. She holds the title of “Distinguished Innovator” which represents the top 2% of technology leaders across Motorola. Judy is recognized as a woman holding the most number of patents in Motorola.

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2:20

In order to transform our client experience, we first must transform the way UX is done inside our organizations. I will share a case study of a project that turned Vanguard's typical UX methods upside down to answer a very broad business question about improving our client experience. We used design thinking to enable us to find problems that we didn’t even know we had. I will describe the hybrid design thinking and design sprint process we used to talk to clients and turn their feedback into business solutions within our organization.Close
Julie Mon

Julie Mon

Senior UX Researcher, Vanguard

Julie Mon is a Senior User Experience Researcher in Vanguard’s Center for Analytics and Insights. She has led UX research activities for Vanguard’s personal investor and retirement plan businesses and is currently supporting the human-centered design efforts of Vanguard’s new Innovation Studio located in Philadelphia. Julie is responsible for helping design and business teams achieve UX success by fostering a deep understanding of their audiences. She specializes in helping teams articulate strategies which combine traditional UX research with innovative methods. Julie holds a Master’s degree in Future Interaction Technologies from Swansea University in Wales and is an active member in the Philadelphia chapter of CHI.

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2:50

Just as the Internet fundamentally changed business, artificial intelligence is poised to reframe the relationships between people and organizations. As professionals who aim to drive strategy for great user experiences, we have to be thinking ahead of the curve. But just as AI is changing how business works, it also stands to transform what we mean by “user experience” in the first place. We’ll explore some challenging questions and potential answers to consider as we plunge into this exciting, but transformative future.Close
Andrew Hinton

Andrew Hinton

Senior Digital Experience Architect, State Farm

Andrew Hinton is the author of 'Understanding Context: Environment, Language, and Information Architecture.' In his day job he works as Senior Digital Experience Architect at State Farm's UX Center of Excellence in Atlanta, and previously served as a senior consultant at The Understanding Group. Andrew is a co-founding member of the Information Architecture Institute, and has worked for twenty-odd-years helping organizations using information to make better places for humans.

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WORKSHOPS: HALF-DAY, SEPTEMBER 20, 2017

Workshops will take place at Hotel Boulderado on September 20, 2017. Check-in is at 8:30 am. We will attempt to give everyone their first preferences, in the order in which they registered for the conference. This won't always be possible, but we will do our best.

If you did not purchase workshops but would like to at this time, it’s not too late: https://www.uxstrat.com/usa

9:00 - 12:30

Morning Workshops


PRACTICAL JOBS TO BE DONE: A WAY OF SEEING

The concept of jobs to be done provides a lens through which we can understand value creation. The term was made popular by business leader Clayton Christensen in The Innovator’s Solution, the follow-up to his landmark book The Innovator’s Dilemma.

It’s a straightforward principle: people “hire” products and services to get a job done. Although companies like Strategyn and The Rewired Group have been using the JTBD for many years, the approach has gotten a lot of attention recently. Still, practical ways to applying the concept of JTBD in real-world settings is largely missing.

This workshop is designed to give you concrete, practical skills use can use to apply JTBD to create high-value products and services. We’ll work in groups to get hands-on experience and have lively conversations.

Here’s what we’ll cover:
  • Brief background on core concepts of JTBD
  • Using JTBD to structure user research and find opportunities
  • How to apply JTBD to product design and development
  • Extended uses of JTBD
After this session you’ll be able to:
  • Understand core concepts of JTBD
  • Apply JTBD to current projects and efforts at work
  • Extend the ways in which you view customers

This session is geared for advanced designers and strategists looking to further understand the concept of JTBD and being able to work with the approach in a practical way.

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Jim Kalbach

Jim Kalbach

Author, Head of Customer Success, MURAL

Jim Kalbach is a noted author, speaker, and instructor in user experience design, information architecture, and strategy. He is currently Head of Customer Success at MURAL, the leading online whiteboard. Jim has worked with large companies, such as eBay, Audi, SONY, Elsevier Science, Lexis Nexis, and Citrix. Before returning to the US in 2013 after living for fifteen years in Germany, Jim was the co-founder of the European Information Architecture conferences. He also co-founded the IA Konferenz series in Germany. Jim plays jazz bass in jam sessions and combos in Jersey City, where his currently lives.

In 2007 Jim published his first full-length book, Designing Web Navigation (O’Reilly, 2007). His second book, Mapping Experiences (O’Reilly, 2016), focuses on the role of visualizations in strategy and innovation. He blogs at experiencinginformation.com and tweets under @jimkalbach.

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In response to a manager’s query about how to plan products, Alan Kay famously remarked “the best way to predict the future is to invent it.” His answer invokes a paradox at the heart of design: we can’t know the future, yet it’s what we design for. If we hope to practice design successfully in an era of rapid change, we must get better at planning.

To start, we must let go of “the plan” and embrace a dynamic way of planning that’s social, tangible, agile, and reflective. We must engage our colleagues in business and technology to align use cases, prototypes, and roadmaps with culture, governance, and process. In order to design sustainable products, services, and experiences, we must also design the context.

In this workshop, we’ll mix presentation and conversation with “planning together” exercises that invite us all to share stories, solve problems, and invent better tools for strategic design.

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Peter Morville

Peter Morville

President, Semantic Studios

Peter Morville is a pioneer of the fields of information architecture and user experience. His bestselling books include Information Architecture for the World Wide Web, Intertwingled, Search Patterns, and Ambient Findability. He advises such clients as AT&T, Cisco, Harvard, IBM, Macy’s, Vodafone, the Library of Congress, and the National Cancer Institute. He has delivered conference keynotes and workshops in North America, South America, Europe, Asia, and Australia. His work has been covered by Business Week, NPR, The Economist, The Washington Post, and The Wall Street Journal. He is currently working on a new book about planning. Peter lives in Ann Arbor with his wife, two daughters, and a dog named Knowsy. He blogs at intertwingled.org.

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2:00 - 5:30

Afternoon Workshops


In today's world, we’re dealing with ever expanding multi-device multi-screen multi-service ecosystems across multiple channels. Most of these ecosystem profiles have their own user behaviours, user needs, interaction models and design patterns. As design leaders, is there something we can do to better understand the big picture? In this half day workshop you’ll learn about the importance of initially focusing your design practice on the overall service ecosystem rather than the small design details that are a byproduct of the constant switching of products and channels. Understanding an ecosystem is not (just) about visualizing and diagramming it. Being able to identify and apply the right lenses to the visual representation can become a key sensemaking tool in identifying the overall business and customer experience strategy. You'll also learn that alongside solid research, facilitation and collaboration are the other key ingredients to the success of an ecosystems mapping exercise.

What topics will be covered?

Core concepts of systems thinking and how it differs from our traditional ways of representing and understanding complexity.
High-level framing, and its importance in identifying the initial scope of an ecosystem.
The most common types of ecosystems and a methodology for ecosystems mapping.
You'll also learn that alongside solid research, facilitation and collaboration are the other key ingredients to the success of an ecosystems mapping exercise.

What exercises will be done?

Throughout the workshop, a combination of presentation, discussion, and hands on work will be used to tackle an ecosystem you're involved with. Participants will work in groups (6-8 per table) towards conceptualizing a service ecosystem map. Specific exercises include:

Identifying primary and secondary ecosystem actors
Drawing rich pictures of the ecosystem
Grouping primary service clusters
Expanding and diagraming the ecosystem
Identifying and applying ecosystem lenses

What will the audience take away from this workshop?

At the end of this workshop you should have a better grasp of systems thinking, and how ecosystems fit in your overall customer experience strategy. You'll also have the the basics required to facilitate an ecosystems mapping exercise in your organization.

Any requirements for attending?

This material is best suited for design, product and business leaders looking to add new techniques derived from systems thinking to their method toolbox. The workshop assumes some prior exposure to visual design thinking and a basic understanding of service design, though neither of those is a prerequisite.

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Cornelius Rachieru Jr.

Cornelius Rachieru Jr.

Managing Director, Ampli2de Inc. & Co-chair, CanUX

Cornelius is the founder of Canadian UX consultancy Ampli2de Inc., where he explores his fascination with the politics of design while leading enterprise-scale experience and service design projects. Over the past 15 years, he managed a number of large UX teams as UX practice leader at Deloitte Canada and Shaw Communications, and has consulted in a wide range of industries, from technology to financial services, healthcare, enterprise risk management and law.

Cornelius is also the Founder, Co-chair and Creative Director of the popular CanUX conference, Canada’s largest and longest running annual UX event. A self proclaimed night owl (he is originally from Transylvania), Cornelius loves red eye flights and is a nomad at heart. You can reach him on twitter @corneliux.

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“Oh I think we already have a CX strategy. The marketing guys just haven’t shared it with us”
“No more visions. We’ve got visions coming out of our ears”
“We don’t need a strategy, we just need a [insert website/mobile/Alexa skill/IoT thingie]”
“We’re doing agile so the strategy should come out of what we’re doing”

As experience design projects become more and more embedded into the thinking and doing of organisations, how do we as strategists take the next step in getting companies to engage in experience strategy?

Tim Loo and Phil Morton, strategists at experience design company Foolproof, have over 25 years of selling and delivering strategy engagements under their belts with global brands such as Sony, Sage, Shell and Eli Lilly. In this workshop they will take you step by step through the process of turning a conversation about design into an XD strategy engagement and the tools and techniques for selling, getting paid and embedding their work in client organisations.

Who the workshop is for
  • Agency side consultants and experience strategists
  • Client side agents of change (Managers/Head ofs: UX, Experience Strategy, eCommerce, Multichannel) looking to kick off experience strategy initiatives
What you will learn from the workshop
  • How to find, create and win opportunities to do experience strategy work
  • You’ll be given the opportunity to apply learnings through some real life scenarios in working groups and Tim and Phil will share what they actually did and what happened
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Tim Loo

Tim Loo

Executive Director (Strategy), 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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Phil Morton

Phil Morton

Head of Strategy, Foolproof

Phil is a principal consultant at Foolproof, one of Europe’s largest experience design companies. As a Principal Consultant he helps clients create a long-term plan to align every customer touchpoint with their brand and business strategy. In his seven years with Foolproof he has worked with brands such as Sony PlayStation, Adobe, HSBC, Tesco and Virgin Money.

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Past Programs

UX STRAT USA 2017 PROGRAM

UX STRAT USA 2016 PROGRAM

UX STRAT USA 2015 PROGRAM

UX STRAT USA 2014 PROGRAM

UX STRAT USA 2013 PROGRAM