SERVICE DESIGN FOR FINANCIAL SERVICES FOCUS DAY Monday, October 15, 2018

8:00AM Check-In

8:30AM Chair Opening Remarks

Shaun Gummere Vice President, Service Design Cantina

8:45AM How Can a Strategic Design Function Impact a Financial Services Organization?

Elizabeth Trudeau Founder and Head of Strategic Design Wells Fargo

Service Design is relatively new. Most FinServ organization are not. What does it take to build out a design practice in the context of a long-standing company? What are the mindsets and ways of working needed at scale? Hear from Elizabeth Trudeau, Wells Fargo’s Strategic Design leader, as to best practices in gaining clarity and incorporating Service Design organization-wide.

9:30AM CONTAINED CREATIVITY: How to Design through Regulatory Compliance

Financial regulatory environment is costly and complex however compliance is crucial. How then do we design within those boundaries? The size and scope of most financial organizations adds additional complexity to the design conundrum.

In this session explore some simple tips to remain creative while upholding compliance

10:15AM Networking Break

10:35AM Transform Customer Data into Meaningful Insights for Design

Donna McNeill Chief Operation Officer GreenPath Financial Wellness

Companies are eager to understand the link between culture and organizational performance. Culture is not just about space, open floor plans and fuse ball tables. Creating a culture where people feel connected drives powerful results and requires intentional effort.

Learn how to transform your culture by creating a powerful vision, engaging your team, and bringing the client to the center of the work to drive game-changing results. Gain practical insights that can be applied to your company.

11:20AM DESIGNING AROUND CULTURE: Mobilize the Frozen Middle

Abhijit Thosar Vice President - Customer Journeys, Design Thinking and Innovation BNP Paribas

Large traditional financial institutions have never been known as “Design Led,: this stigma and the nature of the organization makes the adoption of design principles particularly challenging resulting in the “Frozen Middle of Cultural Adoption”

In this session we practice the best methods to defrost middle management and activate design organization wide.

12:05PM BLOCKCHAIN: “The Internet of Money”

Nick Emmons Blockchain Engineer John Hancock

The newest innovation, blockchain, offers a potential new era in financial services. With its global-scale, technology-driven business transformation, some believe it will eventually have an impact equivalent to that of the World Wide Web. However, blockchain has potential pitfalls and is still far from mainstream financial services. Specifically from the perspective of the financial services profession, the opportunities, changes, and implications possible with blockchain are extensive.

This session addresses both the opportunities presented and some key items to consider as your financial services organizations explore blockchain.

12:50PM Lunch

1:50PM CYBER-SECURITY: FinServ’s Leading Challenge

Executives are already familiar with the impact that cyber threats have in the industry: the use of third-party vendors, rapidly evolving and complex technologies, cross-border data exchanges and heightened cross-border information security threats. How are executives designing around the leading risk in financial services, keeping in mind their customers’ fear and staying up-to-date with new threats?

In this session: We set out to capture the real world implications of these technological advances on the financial services industry and those who must supervise and use it.

2:35PM Designing for Financial Services in 2020 and Beyond

By 2020, any operating model you are currently using is probably going to look quite outdated, even if it is serving you well today. The overriding principle is that financial institutions and their IT organizations must be prepared for a world where change is constant and where digital comes first. If the existing platform could be replicated at half the cost, would the logic still apply? This session explores some thought provoking considerations for the future of design in financial services and how to position your organization to be the FinServ disruptor of the future.

Brought to you by:

www.asdevents.com - www.asdevents.com/event.asp?id=18928

SERVICE DESIGN FOR FINANCIAL SERVICES FOCUS DAY Monday, October 15, 2018

3:20PM Networking Break

3:45PM Finding your Champion for Overcoming Innovation Barriers

Ennis Olson Senior Director- Product Innovation Visa

So often innovation is crushed because of the nay-sayers. Finding one legal expert in the organization that doesn’t see everything in black and white makes a world of difference on any team. Having them join from conception on any project will make for a successful project. In a traditional model, the legal team would be brought in at the very end where it usually ends up falling through the cracks of importance. The lack of communication between teams can cause major bumps in the road. This session addresses why this needs to change:

· Why having an opened minded thinker will lead to success

· How to bring people together and break the Silo

· Creating the right environment and team

4:30PM DESIGN FOR GOOD: What’s the Role of Service Design in Financial Inclusion?

Marshall Sitten Vice President of Communications & Service Design Citi

Financial inclusion has become a leading concern for the financial services industry, because it’s in the long term interest of financial institutions. Less inequality and more access is the focus, all within the operational constraints being faced. Why service design? An approach that’s holistic and is systems focused? Because it’s the ideal way to develop better services for people who have been left behind.

In this session, Marshall will address what’s being done leveraging Service Design to overcome the struggles involving the ones being “left behind” and how to design with empathy.

5:15PM Focus Day Concludes

5:20PM Welcome Reception

Brought to you by:

www.asdevents.com - www.asdevents.com/event.asp?id=18928

WORKSHOP DAY Monday, October 15, 2018

8:00AM Check-In for Workshop A

8:15AM WORKSHOP A Soup to Nuts: Where to Begin with Service Design

Joanna Peña-Bickley Head of Design, Internet of Things Amazon

This introduction to service design will give you the practical tools and a solid understanding of core concepts to help you start applying service design across your organization. This is a crash course, starting at the most basic level, and boiling down the often esoteric and abstract concepts of service design into tangible skills. At the end of this workshop, you’ll feel confident in your understanding of service design and armed with a new toolkit to take action in your organization.

10:45AM Check-In for Workshop B

11:00AM WORKSHOP B How to Pivot Organizational Culture toward Customer Centricity

Dr. Joel Mier Professor at University of Richmond Former Head of Customer Experience at Netflix

· Effective service design initiatives require going beyond just end-users to include front line staff and design for cultural change. Positive customer experience starts with every employeewithin your company. Develop a customer-centric strategy to drive repeat business and customer loyalty. Build a roadmap to:

· Hire and train new employees with your customers in mind

· Strengthen customer-centric behaviors among your company’s leaders

1:30PM Check-In for Workshop C

1:45PM WORKSHOP C Service Blueprinting: Take Customer Journey Mapping to the Next Level

Service blueprinting helps you see the experience a customer has with your service from a holistic viewpoint. It exposes the “behind-the-scenes” work that goes into as you create before you deliver. From the surface to core information, the underlying actors, systems touchpoints and policies are critical in understanding and improving our services:

· What is Service Blueprinting?

· When does Blueprinting work?

· Uncover insights that relate to both the end-to-end user and surface-to-core.

4:15PM Workshop Day Concludes

5:30PM Welcome Reception

www.asdevents.com - www.asdevents.com/event.asp?id=18928

MAIN CONFERENCE DAY 1 Tuesday, October 16, 2018

7:45AM Check-In & Breakfast

8:00AM Chair Opening Remarks

8:15AM CASE KEYNOTE: Scrappy & Fearless: Making Strategic Design a Critical Competency for the Large Scale Enterprise

Elizabeth Trudeau Founder and Head of Strategic Design Wells Fargo

In large scale enterprises disparate silos struggle to restructure and collaborate around their customer’s experience. Often, design’s perspective isn’t included until late in the game—far after strategic direction has been set. How can Strategic Design help incorporate the customer perspective early and foster enterprise wide collaboration critical for service design success? In this session, Wells Fargo’s Founder and Head of Strategic Design, Elizabeth Trudeau, will share her story on the needs assessment and process behind the formation of a strategic design function:

· What is Strategic Design? Why is it important?

· Making the business case behind a strategic design function

· Becoming the advocate for cross-functional collaboration

· How to position strategic design as THE resource to navigate the Fuzzy-Front-End

8:50AM CASE KEYNOTE: Curating a Customer Journey with Artificial Intelligence in Mind

Joanna Peña-Bickley Head of Design & Internet of Things Amazon

Many don’t realize how much of today’s technology monitors what we’re doing on a daily basis—what we click on, where we go, who we follow. But until now, technology doesn’t know much about how we feel. That’s changing with Artificial Intelligence. In the search to identify and mitigate the pain points in customer’s journeys, we must leverage the potential AI holds to transform the narrative:

· What is AI and how can it support customer experience and service design?

· How does AI impact technology design and our tech stack?

· How do we design AI that also captures empathy?

9:25AM SHARING IS CARING: Why Evangelizing Design Thinking is the only way to Succeed

Amanda Chavez Vice President, Learning & Development Cognosante

Kelly Trautz Project Management Specialist Cognosante

Is your organization trying to integrate a design thinking capability, but doesn’t have enough expert resources to ensure the methodology is properly followed? Are you nervous that if you share design thinking with too many people who aren’t experts it may become diluted? Are you afraid that if others are successful in practicing design thinking your practice will become obsolete?

During this session, learn how a two-woman team organically grew design thinking throughout their organization in one year, and how their success in sharing it actually keeps them relevant.

· It is OK to ‘give it away’ when it comes to design thinking

· Your job won’t become obsolete once others know how to utilize design thinking

· People don’t forget the experts

9:55AM Networking Break & Innovation Drive

www.asdevents.com - www.asdevents.com/event.asp?id=18928

MAIN CONFERENCE DAY 1 Tuesday, October 16, 2018

SERVICE DESIGN CIRCUIT

The Service Design Circuit leverages the power of focused, small group discussions for leading benchmarking opportunities on the main aspects of Service Design. Attendees will experience three Service Design elements, rotating between each element every 30 minutes.

Pick Three: 11:00AM-11:30AM | 11:30AM-12:00PM | 12:00PM-12:30PM

Fuzzy Front-End Innovation & Strategy

Dr. Joel Mier Professor at University of Richmond, Former Head of Customer Experience Netflix

Through interactive learning and provocative discussion, we will explore best practices and strategies to help you and your organization navigate the complexities of the fuzzy front end in service design initiatives.

Physical Experience Design

Tim Gilligan Design Practice Manager Capital One

This group examines benchmarks for curating face-to-face interactions, tangible materials, in-store experiences or live interactions.

Digital Experience Design

Liz Brown Senior UX Designer Ancestry

This group unpacks the curation of digital touch points through digital customer experience strategy and technology inclusive of all digital channels: web, tablets, mobile, apps.

Organizational Design & Change Management

Patrick Bach Senior Manager, Human Centered Design TD

Training and change management is key, especially in cases involving redesigning pieces of the organization. This group tackles management skill sets required for service designers.

Business Systems Optimization

Samantha Starmer Vice President, Global Digital Experiences Ralph Lauren

Process improvements will be made cross-functionally as part of service design. This can include new investments or savings utilizing more holistic, business-facing systems and technologies. This group approaches the process of managing transformation associated with holistic service design.

12:30PM Lunch & Networking Break

1 2 3 4 5

www.asdevents.com - www.asdevents.com/event.asp?id=18928

MAIN CONFERENCE DAY 1 Tuesday, October 16, 2018

THE DESIGN PRINCIPLES ROUNDTABLES

Service design principles support the development of services which deliver high quality experiences to users and customers. Many of these principles are similar to principles already employed in UX design and it should be relatively easy for an experienced UX designer in products to transition to UX design for services. These roundtables generate the best principles to organize and

optimize these complex interactions.

First Pick: 1:35PM-2:05PM | Second Pick: 2:10PM-2:40PM

Employee Empowerment Design

Markus Grupp Head of Product & Service Design Kira Systems

Resistance to change can be the biggest roadblock to successfully integrating human centered design within your organization. How can we make the change easier? This session will focus on how to empower your employees to take ownership of design within each of their practices, evaluating how to facilitate the value of service design, how management can empower teams to take initiative, and what tools & technologies are stopping your team’s progress and need to be in place to empower employees to be user centric and innovate.

Brand Experience Design

Xavi Cortadellas Head of Innovation Gatorade

Your brand message impacts customer loyalty and with so much visibility all channels need to be in line & meaningful. Brand experience does not lie within one avenue, but instead must be portrayed across every channel and every customer touch point including social, employees interactions, physical, and digital experiences. This session will take a look at the holistic approach in every touchpoint, your brand’s ecosystem and story, and the impact in today’s society of broken and kept brand promises.

Information Design

Information flow is essential to delivering high quality services; if people don’t know what they’re supposed to and when they’re supposed to know it – service suffers. This roundtable addresses why data management should be normalized between the organization and its customers and within the organization itself.

Technology Design

Abhijit Thosar Vice President - Customer Journeys, Design Thinking and Innovation BNP Paribas

Technology design principles are used to support the delivery of service. Technology design should be flexible enough and agile enough to allow fast modification in the face of changing customer requirements. This roundtable addresses why technology should always be used to enable a service versus the driver of a service and should be pulled into a service rather than pushed into it.

1 2 3 4

www.asdevents.com - www.asdevents.com/event.asp?id=18928

MAIN CONFERENCE DAY 1 Tuesday, October 16, 2018

2:40PM Networking Break

3:15PM CASESTUDY: C-Suite Centricity: The CX Impact on Enterprise Performance

Dennis Wakabayashi VP Digital Marketing + Commerce Integration The Integer Group

The CX revolution is underway. Transformation is happening everywhere, and service design finds itself at the center of this storm. This keynote address will inspire attendees to reach for higher results with their current CX programs by looking at CX at the strategy from an entirely different perspective. Dennis will unpack practical tools and methods and reveal the true connection between customer experience and your organization’s financial success.

3:50PM The “NOW-WOW-HOW” to Service Design

Xavi Cortadellas Head of Innovation Gatorade

Once an ideation session has finished, it’s time to collect, categorize, refine and narrow down the best idea, solution or strategy. The “Now-Wow-How” method provides an easy-to-follow formula for evaluating the viability of ideas as well as their innovations and helps you apply the idea criteria ideal for your current design challenge. · Now: ideas that can be implemented immediately but which lack novelty.

· Wow: ideas that can be implemented and are innovative.

· How: ideas that could possibly be implemented in the future.

Here, you’ll learn how to work in the best way through the pile of ideas which you’ve generated and select the best ones.

4:25PM CASE KEYNOTE: StockX’s Road to a Successful User Experience

Russ Amidon Director of VIP Relations StockX

Russ entered the organization as an individual contributor and scaled the customer experience team to 50+ team members. Today, Russ’s role is focused on improving the user experience for StockX’s biggest clients and VIP customers.

In this session, Russ will share how StockX scaled from a platform focused on single transactions to helping power users move hundreds of items, leading StockX users to buy and sell thousands of authentic items per day. Included will be the history of StockX, case studies with individual sellers, and the thought behind the seller dashboards and power seller tools.

5:00PM Networking Reception

www.asdevents.com - www.asdevents.com/event.asp?id=18928

MAIN CONFERENCE DAY 2 Wednesday, October 17, 2018

8:30AM Check-In & Breakfast

9:00AM Chair Opening Remarks

9:15AM Experience Design Meets Service Design – FRIENDS OR FOES?

Donna McNeill Chief Operation Officer GreenPath Financial Wellness

Service design has increasingly been involved in the integration of physical and digital service offerings. User experience design increasingly involves the design of digital services through a more holistic view of the customer journey. There is an overlap between the two design practices; however the goals, methods and underlying concerns remain quite distinct.

This session dives into the increasing overlap between service and CX/UX design and charts a course for more effective integration between these two design disciplines:

· Discuss the similarities and differences between these two design practices

· Share successes and failures when blending service and experience design

· Identify key issues that the service design and experience design researchcommunities must address

· Form connections with a global group of designers and design researchers workingat the intersection of these two practices

10:00AM CASE STUDY: The Surprising Gains of Human Centered Design

Bryan Taylor Founder, Creative Director Drawn

Hosted by:

Every human centered design solution is just the beginning of a series of solutions — solutions that should be flexible, adaptable, ready for surprise, and for an evolution that can only come with time spent in the real world. Creating human-centered solutions that have room for maturation after launch allows space for the most meaningful and surprising results. Drawn Agency will share its experience working with brands beyond their initial scope by following the HCD opportunities that organically present themselves.

ADOPTION MATURITY ROUNDTABLES

These roundtables generate a best practices dialogue around the challenging benchmarks of service design organizational adoption.

Pick One: 10:45AM-11:45AM

NEW TO SERVICE DESIGN: Fostering Small Wins to Gain Momentum

Hosted By:

Marvin L. Hamilton Vice President, People Condé Nast

Small wins in service design build the foundation, allowing for the methods to become more holistic over time. This roundtable discusses strategies to showcase service design wins at the project level to advocate for larger organizational commitment to the process.

SERVICE DESIGN VETERAN: Developing Stakeholders Organization-Wide:

Harlan Kennedy Founder, Director of Strategy Orange

Hosted By:

Once company leaders have bought into service design, roadblocks persist as each product owner and silo leader must willingly share ownership of service design. This roundtable addresses strategies you can leverage to enhance buy-in and overcome implementation challenges on the ground associated with the “frozen middle”.

SERVICE DESIGN LEADER: Service Design as Your Way of Working

Hosted By:

Your company evangelizes service design as its way of working. Now is the time to think about the future. How will you maintain momentum amidst real business challenges? How will you avoid the pitfalls that come with leading service design at scale? This session tackles these questions, pulling anecdotes and insights across companies.

Peter Antonelli Design Director Orange

1 2 3www.asdevents.com - www.asdevents.com/event.asp?id=18928

MAIN CONFERENCE DAY 2 Wednesday, October 17, 2018

TOOLS & TECHNIQUES WORKING GROUPS

These sessions focus on the key skills, tools and techniques required to build service design capabilities throughout your organization.

Pick One: 12:15PM-1:15PM

FOCUS ON UX: Designing Services for the Digital Experience

Hosted by:

As expectations for experience are increasingly digital and brands no longer just compete in their industries, but rather to be the best experience on your phone, tablet, laptop, etc. Moving forward, brands will need to take a critical look into their products & innovations to define the challenges they are trying to solve, launching digital products grounded in user need and designed for seamless experience. This working group addresses specific tools & techniques when designing for the digital world.

EVOLVING BY PROJECT: Building Customer Co-creativity: Brick-by-brick lessons from the LEGO Ideas product innovation community

Hosted by:

Learn how an online customer community designs and prioritizes best-selling products for LEGO including TRON: Legacy, The Beatles Yellow Submarine, and the Women of NASA kits. While LEGO Ideas has been called the world’s largest and most successful co-creation community -- the same Chaordix technologies, methodologies and lessons learned have also powered highly-engaging customer innovation communities for brands including Rust-Oleum, Ford, Virgin Money, American Airlines and IBM. This working group shares practical tips on how it’s done leveraging Chaordix’s methodology for customer co-creation, inspired by design thinking and creative problem solving.

EXPLORING OTHER METHODS: Understanding How Lean and Agile Play within Service Design

Hosted by:

Since service design serves as the umbrella discipline for delivering service experiences, there are many sub methods to address different types of problems. For example, Design Thinking is helpful on the front end to empathize and identify customer needs where Agile is helpful in software development and digital experience design. This working group explores well-known methods and how they play a role in the service design universe.

11:45AM Networking Break

1 2 3

www.asdevents.com - www.asdevents.com/event.asp?id=18928

1:15PM Lunch

2:30PM Shaping Behavior by Design

Benjamin Earl Evans Design Lead, Anti-Discrimination and Belonging AirBnB

Technology has allowed services to have a more impactful role in people’s lives by influencing their everyday behaviors. We are in the depths of academic insights on how people make decisions and what levers influence their behavior. But what does it mean to apply these insights virtually in the design of products and services? How do we leverage new behavior change methods into our existing design workflow? Whether prompting a single action, or designing a whole behavior change system, what are the methods and techniques that help us design for behavior change?

· The importance of engaging with users at the behavioral level

· Defining a Behavior Value Proposition

· How to identify measurable behavior-based outcomes, and key behaviors

· Matching the factors that define behavior and decision making with the designtechniques that influence behavior

· Designing experiments, touchpoints, and whole services that promote behaviorchange

3:10PM A Different Approach to Problems

Daniella Vollmer Social Innovation Associate Design Impact

Michelle Stawicki Sucher Social Innovation Associate Design Impact

“If I had an hour to solve a problem I’d spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.” - Albert Einstein

When we’re faced with a challenge, we often jump straight to solutions. The ability to reframe a problem, or to see it from a different perspective from our own, is a powerful way to see new connections and possibilities. In this session, learn how to reframe problems and flip them into opportunities for innovation and action.

3:40PM Networking Break

4:10PM SERVICE RESILIENCY: How to Handle the Unexpected

Markus Grupp Head of Product & Service Design Kira Systems

Service design staples like journeys, blueprints and principles are imperative for creating a shared vision and a common direction. But you have to face the real world when you finally deliver a new service. What looked great in a blueprint might not work so well when tested. To often our tools are linear, only showing the typical path, and lose power in the homestretch of implementation:

· How to make our prototypes more robust with details, annotations, patterns, andbranches, and with key insights from systemic resiliency and adaptive enterprise research

· How to use service resiliency to evaluate how robust a service is, and how it canimprove to handle the unexpected, the weird, and the everyday surprises of real world service delivery

· Tools for bulletproofing service designs so that they are more resilient

4:50PM Advisory Board’s Interactive Q&A Wrap-Up

As we wrap up the conference, let’s discuss some of the key lingering questions from throughout the conference. In this session, we will pose the audience’s leading questions to top speakers.

5:20PM Main Conference Concludes

MAIN CONFERENCE DAY 2 Wednesday, October 17, 2018

www.asdevents.com - www.asdevents.com/event.asp?id=18928

SITE TOUR EXPERIENCE DAY Thursday, October 18, 2018

Experience Service Design approaches with cutting edge companies in Boston.

9:00 AM 1:00 PM

SITE TOUR A SITE TOUR B

SCHEDULE: 8:00AM Check-In & Breakfast

8:30AM Depart for Site Tour A: Cantina

11:00AM Return to Hotel

11:30AM Check-In & Lunch

12:30PM Depart for Site Tour B: Fidelity Labs (Limited to 25 Attendees)

3:00PM Return to Hotel

3:30PM Site Tours Conclude

www.asdevents.com - www.asdevents.com/event.asp?id=18928