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UX / CX / Product / Service Design



UX STRAT Europe 2017 Program


(Presentations from UX STRAT 2016 are now available on Slideshare)


The Program-in-Progress for UX STRAT Europe 2017 is listed below. When the program is finalized, we will add dates and times. Select a speaker’s name to view the corresponding biography, and select the presentation title to see the corresponding abstract.



PRESENTATIONS JUNE 15 - 16, 2017: TOBACCO THEATER


This presentation combines a strategic business oriented approach with practical tips from Thomas’ practice in LEGO. How is value created for our organization’s customers? And how do we contribute to this value creation? Four and a half concrete tips are presented on how to promote UX, engage your stakeholders and set up informal meetings between your organization and your customers. Tips that you can apply in your organization, whether you work with kids or another picky audience.Close
Thomas Snitker

Thomas Snitker

Senior User Research Manager, LEGO

Thomas Snitker is a Senior Research Manager at LEGO in the Consumer Marketing Agency where he manages global research across digital platforms and age groups. He has worked in user research since 1997 with a focus on qualitative studies of digital media. He has written two books on usability and contributed two chapters to the Handbook of Global User Research (Morgan Kaufmann, 2011). Thomas has founded several consultancies within the area, such as FatDUX and UserTribe, and is very passionate about customer centricity.

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Beyond the basic requirements of an already highly localized product, many e-commerce companies are trying to capture market-specific user behavior and needs to determine how their product can be optimized further. In this session, we discuss the complexities of designing for local markets, the use and usefulness of cultural dimension and how experimentation is used at Booking.com to scale insights that are generated through data analysis, explorative studies and user testing.Close
Judith Yaaquobi

Judith Yaaquobi

Senior Product Owner, Booking.com

Judith is a Senior Product Owner at Booking.com, the world's leading accommodation website, where she guides the product strategy for Booking Home Partner Tooling. Prior to this, she was responsible for localizing the e-commerce experience for visitors for the Americas. Having spent several years at Microsoft Corporation, USA in the Windows Engineering team, Judith's was managing user design experience across websites and large projects, including the localization of the flagship Windows 10 intelligent personal assistant, Cortana. Judith holds a Masters Degree in Human Centered Design at the University of Washington and is working on her doctoral research, focused on the usefulness of cultural dimensions in International Product Development.

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This presentation will explore:
  • Investing in building a practice defining an experiential trajectory based on a profound understanding of consumer culture, attitude and behavior interacting with the brand.
  • Meaningful ways for creator consumers to engage beyond marketing new product launches, enabled by digitization of the business of making sporting goods.
  • Providing insights from a practitioner’s narrative, approaches and instruments developed and applied. Systemic frameworks and structures to help navigate change, stay on course and investing in areas where we strategically want to WIN.
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Willem Boijens

Willem Boijens

Senior Director Experience Design, adidas

Willem has built an international career in marketing, innovation and design with over 20 years of experience in both the for profit and not-for-profit worlds, on both local and global levels. His work has spanned a variety of business functions - business development, brand, product, service, R&D and technology - and touched upon many industries - telecom, consumer electronics, FMCG, media and entertainment, financial services, automotive, printing and sustainable energy.

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With several major trends and new technologies changing the rules of the game, BMW is looking beyond the 1:1 relationship of driver and car. The NOW Mobility Services are a big step in that direction. The competition is no longer just the other OEMs but agile mobility services start-ups that live and breathe customer orientation. These companies are continuously changing – raising – the expectations of the customer. In reply, the NOW Mobility Services set out to do things differently and defined a plan on how to transform into a customer oriented mobility services provider. The presentation will give you an overview of the achievements to date.Close
Martin Kulessa

Martin Kulessa

Chief Customer Officer, NOW Mobility Services, BMW

Martin is a user experience manager working in the automotive field, IT & marketing, with a background that is both creative and technical. For the last four years, he’s been working as the Chief Customer Officer for BMW AG’s NOW Mobility Services, which include the DriveNow & ReachNow on demand mobility services as well as the ParkNow & ChargeNow digital parking & charging solutions worldwide. He has a strong focus on all facets of User Experience, from UX Strategy to UX Research and UX Design. Martin loves to work at the interface of disciplines and cultures, may it be within a company or across a company’s boundaries. When not representing the customer, he enjoys to explore the underwater worlds of the Red Sea and the Caribbean.

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In her talk Raffaela will discuss how implementing a UX-first approach across all areas of small and medium software companies will not only improve conversion, but will also increase employee engagement and satisfaction, and of course, customer satisfaction and retention. Raffaela will discuss findings from her research with 60+ UX experts and will share the steps companies should take today to embed UX across all operations seamlessly, how best to information-share and activate user research in sales and marketing, and will also share learnings and advice about avoiding common costly mistakes when adopting this approach.Close
Raffaela Rein

Raffaela Rein

CEO, CareerFoundry

Raffaela Rein is the CEO and Co-Founder of CareerFoundry, one of the leading online schools for UX Training, and The UX School, an online movement in human-first design. Raffaela is dedicated to educating the next generation of digital talent, and to helping companies become category winners by creating a world-class user experience. Prior to CareerFoundry, Raffaela built companies for Rocket Internet and Axel Springer, and worked as an investment strategist for BlackRock.

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David Ruiz Martínez

David Ruiz Martínez

Head of Design and CX, Orange Bank

David Ruiz is Head of Design and CX at Orange Bank tasked for conceiving meaninful customer experiences and designing innovative services for banking. He has a wide international experience spanning telecommunications engineering, large customer account management, innovative project leadership and experience design. Optimistic, passionate and challenging, David strives to make business, strategic and technical stakeholders aware of the benefits of an early adoption of a User-Centric design methodology within the innovative chain and the customer experience definition.

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The adoption of design thinking has been widely debated inside the design and business community, but very few groups had approached the process with a human-centric approach that is able to consider both cognitive and social psychological requirements.

This session addresses the issue of defining an empirical framework and a strategy, supported by psychology findings and corroborated by direct experiences, that is able to catalyse and measure the adoption of design thinking emphasising the human and organisational implications that a change of this magnitude implies.

We will also argue that promoting and supporting organisational change is an adaptive challenge that requires counter-intuitive timings in order to support both designers, and non-designers' minds through an inevitable state of disequilibrium.Close
Andrea Picchi

Andrea Picchi

Lead Experience Designer, Sony Mobile

Andrea Picchi is an experience designer with a hybrid background in cognitive psychology, computer science, and human-computer interaction. With more than 20 years of experience in UX-UI, product and service design field, in the past 10 years, he has been leading teams and personally contributing to the creation of integrated omnichannel experiences. He had worked with, and for, companies like Apple, Google, Samsung, Nokia, but also Virgin Media, Ryanair and currently Sony Mobile. While remaining focused on the human-centered craft of experience design, in the past years Andrea dedicates himself to the challenge of adopting, nurturing, and scaling the design thinking mindset inside an organisation.

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This presentation will explore the contextual factors that shaped our team’s design, research, and prototyping processes as we designed a new-to-the-world service that enables clients of Jordan’s National Microfinance Bank to more easily repay their monthly microloan installments. The presentation will also share how our team converted a home in historic Amman into our temporary design studio, and how we used “cultural affordances” to leverage Jordanians’ already-familiar habits and objects to design for behavior change in a context of diverse devices (from Nokia “brick” feature phones to brand-new Samsungs) and various levels of literacy.Close
Zach Hyman

Zach Hyman

Design Strategist, Continuum

Zach is a design strategist whose past work has included projects across China, Myanmar/Burma, Jordan, Italy, Viet Nam, Thailand, Denmark, England, and the US. He has been on teams supporting the design of both products and services around mobile, healthcare, transportation, and education. His work has appeared in The Atlantic, Fast Company, and Touchpoint: the Journal of Service Design, and he received a Fulbright to research how people hack their tractors across urbanizing China. He recently completed his first book, Yangonomics, documenting the informal economy of Yangon, Myanmar through lenses of design, business, and policy. Since 2011 he's blogged at Square Inch Anthropology, where he shares glimpses of how and where he's worked. See more at SquareInchAnthro.com

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The ‘internet of things’ moves technology out of our hands and into the environments we inhabit. Rather than devices that constantly demand our attention, technology can be embedded everywhere; invisible until called upon. This creates a new relationship between us, the environments we inhabit, and the technology in those environments. In this session, Paul-Jervis Heath will present two case studies of designing smart environments: the product design of a suite of kitchen appliances that work together to create ambient intelligence; and a concept for the retail store of the future. To conclude he will share a framework for designing intelligent environments.Close
Paul-Jervis Heath

Paul-Jervis Heath

Principal, Modern Human

Paul-Jervis Heath is the founding principal of Modern Human, a design practice and innovation consultancy that helps clients to imagine what's next. At Modern Human, he inspires design teams to create truly meaningful products, services and experiences that enrich the human experience by empowering and liberating those who use them. He takes clients into the lives of real people to uncover their latent needs in order to reimagine and reinvent modern life. His diverse portfolio of projects includes dashboards for autonomous vehicles, smart home appliances, intelligent environments, digitally integrated retail store concepts and countless other multichannel services and digital products.

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