25 - 27 June, 2019
Mercure Sydney Central, Sydney, NSW

Conference Day Two: Wednesday, 26 June 2019

8:30 am - 9:00 am Coffee And Registration


Selena Griffith

Senior Lecturer Design Thinking, Innovation and Entrepreneurship

9:10 am - 9:50 am DESIGN THINKING IN ACTION: How Microsoft Introduced Design Thinking to Scale Their Creation and Shipping of Products

(USA) Margaret Price - Principal Design Strategist, Microsoft
Often, experience creators can jump to solving problems without taking the necessary time and process to ask ourselves: are we building the right thing? How do we frame an opportunity? How do we impact every layer of the organisation to truly impact change? Learn how Microsoft’s approach to design thinking has radically transformed their delivery strategies which has led to improvements in their sales, customer experience, as well as employee fulfilment and satisfaction.

Participants will walk away:
• With a practical understanding of how to listen, synthesize and frame problems- and, where that fits within the design thinking process
• Having awareness of resources available that can be leveraged moving forward
• Understanding how Microsoft enabled prioritisation of the functionality that’s important to customers rather than spending time creating
undesired and unused features

(USA) Margaret Price

Principal Design Strategist

9:50 am - 10:30 am ROI ON DESIGN THINKING PANEL: Measuring Value Beyond the Figures: How Organisations Perceive the Value of Design Thinking and Define its Role in Sustaining Future Growth

Gabrielle Dracopoulos - Head of Experience Transformation, Guide Dogs ACT/ NSW
Van Le - Founder, Xinja
While Design Thinking can solve short term challenges and bring qualitative value to the business, measuring the return on its investment to justify tangible outcomes for stakeholders remains an on-going challenge for most organisations. How far can we paint the picture of the future with an inherent risk-averse mindset coupled with uncertainty? The reality is that embedding design thinking into the organisational make-up is difficult to measure with changing team dynamics and market demands.

With this in mind, this session will focus on:
  • How design can be adapted to the organisational structure to minimise friction between teams
  • Harnessing the opportunities of design thinking once organisations understand how design thinking is perceived to bring value to their business
  • Designing future-forecasting tools, business modelling and embracing uncertainty to bring more visibility to the future state


Gabrielle Dracopoulos

Head of Experience Transformation
Guide Dogs ACT/ NSW


Van Le


10:30 am - 11:00 am Morning Tea


The conference will break into two tracks to give you the opportunity to select your level of maturity on the Design Thinking spectrum. Take advantage of the flexibility to switch between streams and discuss with peers who are at similar stages of their design journey!


11:00 am - 11:40 am Fostering a Human-Centred Culture from the Inside-Out to Drive Product Innovation at Tabcorp
Paras Aggarwal - Senior Manager (Head of) UX, Tabcorp
Although Design Thinking is a great way to solve problems in a creative human-centric way, influencing an organisation’s culture and its ways of working to adopt Design Thinking is not easy. Many large organisations are still struggling to adopt Agile effectively, throwing another new buzzword can be overwhelming for the stakeholders.

In this session, Paras will draw from his experiences leading Tabcorp’s Design Team and share insights on how product and design teams have come together to adopt design thinking and human-centred design to understand their customers better and enrich their entertainment experience.

The journey comprises of:
  • Changing the culture inside-out to adopt human-centred design
  • Building customer empathy by diving deep into user problems through qualitative and quantitative methods
  • Fostering the culture of rapid product development and innovation through Design Thinking

Paras Aggarwal

Senior Manager (Head of) UX


11:40 am - 12:20 pm Developing an Organisational Appetite to Adopt Design Thinking in the IT Space at NBN Australia
Ulla Yip - Practice Lead, Experience Design Practice
Two years ago, design thinking was embraced across the entire organisation at NBN Australia with a view to adopt a user-focused mindset towards IT innovation. They ran effective workshops and training to build capabilities within their IT team which led to a deeper understanding of user needs before building the right solution.

In this session, Ulla will share her insights leading a team of UX designers to influence culture and mindset within the IT space.

  • Optimising collaboration across teams at NBN Australia to improve customer experience
  • Developing key capabilities within the IT teams to drive team satisfaction and organisational growth
  • Adopting design thinking as an organisational mindset as opposed to a tool for product innovation

Ulla Yip

Practice Lead
Experience Design Practice


11:00 am - 11:40 am How Boral Enhanced Their Designer-Client Relationship Using a Co-Design Approach to Speed Up Process Timing
Lenaig Musson - Head of Customer Experience Design, Boral
Innovation and customer engagement are the forefront of Boral’s service design and under Lenaig’s leadership; the design team have effectively applied design thinking methods with UX techniques to redesign their end-to-end customer service experience. Previously tied down by a deep-rooted traditional model, Boral have come a long way in leveraging technology to reduce the process times within their customer journey as well as developing a 3-year roadmap to further capturing customer value propositions.

In this session:
  • Design thinking at its heart: Delivering a service solution designed “with the customer, for the customer“
  • Blending design thinking with agile practices to up-skill the design team to work effectively with their clients
  • Digital solutions that were designed to cut down customer process timing

Lenaig Musson

Head of Customer Experience Design


11:40 am - 12:20 pm How to Manage Distributed Design Teams to Enhance Cross Functional Collaboration in the Age of Disruption at the Australian Broadcasting Corporation (ABC)
Mary-Claire Monsalve - Product Design Manager, Australian Broadcasting Corporation
Previously an organisation that operated under a centralised and project-centric system, ABC has adopted new ways of working across their product teams to keep human-centred design at the forefront of their projects. With product teams distributed across Australia, communication and connectivity is key to enhacing collaboration across the entire organisation.

In this session, MC will share insights into the strategies she has implemented to manage and grow a cohesive, engaged and vibrant design team when the designers are decentralised within the organisation.

- The role of Design Ops in the age of decentralisation
  • Creating a space for designers to connect, critique and share ideas
  • Strategies to overcoming remote collaboration challenges
- Autonomy – and how that shows up for designers - Greater employee retention rates and motivated teams who are deeply invested with the growth of their product designs

Mary-Claire Monsalve

Product Design Manager
Australian Broadcasting Corporation

12:20 pm - 1:20 pm Lunch Break


Solutions clinics are designed to allow participants to brainstorm ideas around a common challenge on design thinking. The room will split into the below streams to explore the topic suited to your organisation’s level of design maturity. After 30 minutes of discussion, each table will select one member to share their ideas and potential solutions.


1:20 pm - 2:00 pm How Can We Adopt & Activate Design Thinking Practices Within The Team?
Owen Hodda - UX Design Lead, ANZ
  • Organisational readiness
  • Team composition
  • Change management plan
  • People, process and technology

Owen Hodda

UX Design Lead


1:20 pm - 2:00 pm How can we progress in the maturity stage to scale design thinking across the organisation?
Harriet Wakelem - Director Design Practice, IAG Insurance
  • Breaking siloed divisions and remote collaboration barriers
  • Maintaining stakeholder engagement through design-led projects
  • Decentralising design capabilities to drive employee inclusion

Harriet Wakelem

Director Design Practice
IAG Insurance

2:00 pm - 2:40 pm International Case Study:Building Deep Customer Empathy into Your Everyday to Drive Customer-Centric Innovation

(USA) Pamela Bailey - Head of Design and User Experience, Facebook
Organisations who have embraced Design Thinking as a way of being versus a way of working have topped the list of innovators in Silicon Valley and around the world. Empathy is at the heart of design thinking and the key to unlocking both product optimisation and transformational innovation. So why do teams wrestle with empathy? Why is it so hard to know your customers better than they know themselves? How can we possibly find the time to invest in empathy?

In this session, Pamela will share her insights accumulated over 15+ years in leading design and insight-driven innovation at companies like Intuit, CapitalOne and Facebook.

  • Bring out the “Design Thinker” in everyone and build a human-centric culture
  • Fuel new innovations through deep customer empathy
  • How Pamela’s teams at Intuit and Facebook scaled their design and measured their ROI

(USA) Pamela Bailey

Head of Design and User Experience

2:40 pm - 3:10 pm Afternoon Tea

3:10 pm - 3:50 pm DESIGN THINKING IN ACTION: Using the Process of Iteration to Define New Customer Value Propositions and Increase Customer Engagement at UBank

Peter O’Malley - Digital Product Manager - Mobile and Web Banking, UBank
Customer empathy is at the heart of digital banking and UBank have built a strong, designer-customer relationship by involving cross-functional teams in the end-to-end delivery of new and improved service offerings. This session will put design thinking into action as Peter brings a unique
perspective with 14+ years’ experience stretching across consulting, vendor solutions and product management.

Drawing from a recent initiative at UBank, Free2Spend is a forward-looking Fitness app for your Finances that aims to solve an evolving
customer problem.

Peter will share insights into:
• Starting small with a focused passionate team
• Leveraging an arsenal of design methods and tools to set a north star with clear milestones
• Looking for available opportunities within a fastmoving company to follow your passion
• Building a powerful story to gain buy-in and funding
• Applying Google design sprints to quickly build and test hypotheses, develop a shared understanding of the problem across multiple
teams and increase the speed of delivery to customers
• The importance of iteration: How Peter’s team refined the customer value proposition which resulted in an increase in customer engagement
and the usage of Free2Spend

Peter O’Malley

Digital Product Manager - Mobile and Web Banking

This session will bring together the themes discussed on Design Thinking and shed light on investment opportunities and priorities beyond growing revenue. The roadmap for innovation led by design will enable designers to influence through the art of storytelling and capture a deeper understanding to user pain points.

  • Design for people: Understanding user pain points to innovate a truly impactful product or service
  • Design for profit: Utilising storytelling to communicate your message and influence stakeholders
  • Design for the planet: Maintaining social responsibility in design and business


(USA) Ryan Rumsey

Assistant Vice President Experience Strategy


Lenaig Musson

Head of Customer Experience Design


Christy Mcleod

Senior Innovation Designer
Bank of Queensland

4:30 pm - 4:40 pm Conference Closing

4:40 pm - 4:40 pm End of Conference