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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 for UX STRAT Europe 2017 is listed below. Select a speaker’s name to view the corresponding bio, and select the presentation title to see the corresponding abstract.



THURSDAY JUNE 15, MORNING PRESENTATIONS

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

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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10:20

From now on, Orange is also a bank. A bank that places Customer Experience at the heart of its business model. Orange Bank is built on the professional skills of its banking experts, the disruptive capability of its partnerships and the traditional strengths of Orange: 30 million customers, its distribution network and its expertise in digital mobile services. This session will go through the way Orange Bank has been designed right from the outset for being a 100% mobile bank focused on customer needs and its continuous evolution. We will describe how the Design and CX team has been created and its role in the organisation by setting-up User Experience as a key asset for the Agile development processes, the multi-channel experience definition and the banking operational model change.Close
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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11:10

~ Coffee Break ~

11:45

It is an understatement to say that chat based experience already seriously modified relationship between companies and their customers. If today it is normal for anyone to contact a company with a chat applications, tomorrow it will be normal to chat with machines representing a company as if they were human. While you can see already a proliferation of chat bots performing different services in various domains, only a hand full are providing a satisfactory experience. At ING we wanted to understand how to design a meaningful conversation and integrate it in our digital banking strategy so that it would genuinely reflects our values.Close
Gregory Ek

Gregory Ek

UX Design Chapter Lead, ING

Gregory is a UX Design leader, with a 16 years track record of delivering exceptional results. Gregory believes great solutions are the result of hard work and collaboration between like-minded people. He is currently leading a UX Design chapter delivering digital banking experiences for ING retail customers. Gregory started his career in the mobile industry with Nokia, Samsung and Microsoft where he contributed to key domains currently shaping several industries such as the convergence of connected products, wearable technology, augmented reality and e-health. Yet it is not technology that excites him, it is the thought of impacting millions of users with empowering experiences. To learn more about Gregory Ek, look him up on LinkedIn.

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12:30

~ Lunch ~

THURSDAY JUNE 15, AFTERNOON PRESENTATIONS

2:00

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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2:45

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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3:35

~ Coffee Break ~

4:10

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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4:30

What if we could measure UX like we can measure revenue? Everyone working in the field comes across the problem of having too little ammo in this type of discussion. Will UX always be the ‘softer side’? Imagine you could measure and predict soft outcomes like loyalty and brand perception, prove the impact of UX strategy, and be able to measure your company’s succes in terms of  customer relationships. That’s the topic of this presentation.Close
Barbara Koop

Barbara Koop

Head of User Experience, Funda

Being a cognitive psychologist, Barbara is driven to understand and map the mind of the customer, and to turn those insights into the magic (or rather, science) of a great and seemless online experience. She is always looking for new and creative ways to get answers and be the user’s advocate. Barbara has been working in the UX field for 18 years as a consultant, trainer, researcher and manager.

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4:50

Long live Rock and Roll!  That crazy, beautiful, noisy, moving and evolving sonic force. Maker of babies, hippies, hairdos and social change.  Rock and roll is more than just a genre of music; it entered the music scene to become a globally transformative power, forever changing the cultural landscape.  Our UXSTRAT tribe (aka “Rock Band”) is in the midst of doing the same to business, and in similarly interesting ways.  Having already tickled the taboos of Sex (“Big Love”) and Drugs (“Getting High on Journey Mapping”) in previous talks, Ronnie rounds out the revered triumvirate with a rocking talk on rolling with UX Strategy.  Get your earplugs out, flick on your BIC lighters on (or your smartphones), and warm up your vocals for a fun pre-Happy Hour Rock n’ Roll jam sessionClose
Ronnie Battista

Ronnie Battista

Practice Lead, Experience Design, Slalom

Ronnie is the Practice Lead for Experience Design at Slalom Consulting, and has work with over 150 clients from C-suite strategic and team tactical level. Ronnie served on the Board of UXPA as Director of Certification from 2010 - 2012 and was past-President of NJ UXPA. Ronnie co-created and is Program Director and Lead Adjunct Professor for the Rutgers Mini-Masters in User Experience Design, and teaches both core course and bespoke corporate CX training with the Rutgers School of Business Executive Education and Rutgers Executive MBA program.  In his past life, Ronnie was the lead singer of Lucy Fur, a British punk band in the early 90s.  His vocal talents have been described as sounding like a ''violent lounge singer''.

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5:20

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 ~

FRIDAY JUNE 16, MORNING PRESENTATIONS

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 strategy and Brand strategy are often treated as two distinctive aspects, although every User Experience is an experience with the brand. As a plan for how services and products on all touchpoints can be connected into a seamless experience using the best data available, the UX Strategy contributes to the overall business goal of the organization. Also the brand is a strategic business asset. By summarizing and representing the business in a vision- and value-based purpose, brands give businesses a symbolic meaning, that goes far beyond selling products or services based on functional advantages. By aligning brand and UX, companies can create new opportunities for them and eventually trends instead of adapting to them. They can efficiently create change in the organization’s identity and employee’s orientation to build the necessary relations with customers and turn their aspirations into reality. The talk discusses these relations between Brand and UX logics, the potentials of a stronger alignment of Brand and UX as well as the methods and processes to do so based on case-study examples.Close
Friederike Schultz

Friederike Schultz

Senior Digital Manager, McKinsey

Friederike is a digital strategist with a hybrid international career both in industry and science, currently working as Manager at McKinsey and as Visiting Professor at Copenhagen Business School. Since 2000, she been driving the digital change of leading (media) companies and start-ups in Germany by developing their UX strategies in strong alignment with the brand strategy and data. She loves to enfold the transformative potentials of new user experiences as communicative vehicles to dynamically change brand and hereby organizations identities.

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10:20

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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11:10

~ Coffee Break ~

11:45

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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12:30

~ Lunch ~

FRIDAY JUNE 16, AFTERNOON PRESENTATIONS

2:00

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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2:45

Product portfolios of large corporations often reflect internal structures, how an organization has evolved. Even though customer-centric product conception has become standard in most organizations, product silos still impede convergent product ecosystems.

Strategic design conception can enable cross-functional teams to strive for best customer experience. This ultimately means to empower an organization to leverage its full potential across the entire product and service portfolio – while considering both the user and the business perspective. Providing an experience framework that defines a consistent appearance, applicable experience principles, as well as technological enablers is one part of the job. This keynote will share insights into which ingredients are needed to vitalize your product ecosystem. It will also highlight various approaches to ensure acceptance and thorough understanding for autonomous adaption.

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Nico Weckerle

Nico Weckerle

Vice President Experience Strategy, Deutsche Telekom

Nico has spent the last 16 years combining his expertise in user-centered design and experience strategy to deliver what values most: to connect people and to simplify their lives. In his current position as Vice President Experience Strategy at Deutsche Telekom he focuses on improving the customer experience for the entire consumer product ecosystem along the customer journey. Within the Telekom Design department, he and his team are also working on product innovation. Always on the lookout for new business areas and uncovered opportunities, they strive to maintain and strengthen Deutsche Telekom’s position as leading European Telco. Prior to his current position, Nico has worked for clients such as Herman Miller, Motorola, British Gas and Ibbotson Associates (Morningstar) in the UK and US.

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3:35

~ Coffee Break ~

4:15

~ Interactive Thinktanks ~

5:20

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.

Close
5:30

~ Happy Hour ~



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