28 - 30 October, 2019 | Royce Hotel Melbourne, VIC

Conference Day Two: Wednesday, 30 October 2019


9:00 am - 9:10 am Conference Opening – Remarks from the Conference Chairperson

9:10 am - 9:50 am Airbnb Case Study: Managing the Desirability of Features That Customers Don’t Want

As the pioneer of the home-sharing economy, and armed with a daring vision to create a world where anyone can ‘Belong Anywhere’, Airbnb’s culture is rooted in customer centricity. However, like many orgnanisations, the Silicon Valley giant also understands the challenge of balancing ‘perceived’ desirable features and ‘real’ needs of customers. In this session, Juca provocatively explores the importance of deep research and insights to manage trade-offs that truly reflect the customer’s needs.

Key Themes:
  • Balancing qualitative and quantitative research methodologies to generate deeper insights, which form the starting point of the design process
  • Using design frameworks that identify evolving needs and avoid negative impacts of reactive design
  • Embedding trust and safety measures into service design

9:50 am - 10:30 am USAA Case Study: Empowering Automation and Driving Higher ROI through Design

(USA) Jared Stephens - Design Director (Chief Design Office), USAA
Design thinkers often find themselves wedged between a loosely defined business objective and delivering real value to users. In this session Jared shares his expertise in using design thinking methodologies to bridge the gap between rough concepts and delivering digital experiences with human-centered outcomes that increase ROI. Join this session to learn how to elevate the outcomes of your product strategy through user-research, journey mapping, and problem-framing methodologies that can cut costs, automate manual processes, and deliver real value to your users and your business.

Key Themes:
  • How USAA achieved cost savings of hundreds of thousands of dollars and reduced manual labour to re-allocate critical resources into value-added activities which drive higher ROIs
  • Journey mapping internal processes and experiences to identify avenues for effective automation and simplifying existing tools and applications to ultimately optimise workforce productivity
  • Using problem-framing methodologies to tackle the right problems and successfully prioritise investment and divestment opportunities

(USA) Jared Stephens

Design Director (Chief Design Office)

10:30 am - 11:00 am MORNING TEA

The conference will break into two tracks to give you the opportunity to focus your engagement to key priority areas of your choice. Take advantage of the flexibility to switch between streams and listen to organisations who are at similar stages of their design journey!


11:00 am - 11:40 am BT Financial Group: The Power of Design Thinking to Prioritise Commercially Viable Initiatives That Delivers Real Value to Customers
Van Dissing - Director of Customer Journey, BT Financial Group
Realising the power of design thinking can enable your business to deliver valuable and commercially viable products to customers. In this session, Van explains the value of understanding your customer’s journey to save critical resources and prioritise investments toward products that customers will love. Moreover, she shares her insights from using design thinking principles to facilitate organisation-wide collaboration to ultimately drive a unified customer experience.

Key Themes
  • Embed design thinking as part of the organisational culture through developing the right tools and frameworks
  • Discovering and defining high priority investments that truly optimise the customer experience
  • Creating a shared understanding of customer pain points through journey mapping to uplift collaboration across divisions and enhance customer experience outcomes

Van Dissing

Director of Customer Journey
BT Financial Group


11:40 am - 12:20 pm Drive Sustainable and Measurable Business Impact Through Design that Secures Customer Loyalty
Customer expectations for socially and environmentally conscious design is requiring product and service designers to deliver experiences that are convenient, delightful and safe. This session focuses on the impact of store design improving the customer experience in the first point of contact. Further, she shares how an FMCG giant is using human centred design to innovate and transform the shopping experience whilst simplifying the process for stores.

Key Themes
  • The evolution of customer expectations and the complexities of managing different customer segments and preferences
  • Using customer-centric research and observation methods and behavioural changes prevented a potentially unprofitable million dollar investments
  • Using design sprints to showcase qualitative and quantitative drivers and metrics, e.g. uplifts in customer engagement and reductions in total transaction times


11:00 am - 11:40 am Z Energy NZ Case Study: Creating an Innovation Capability Programme that Integrates HCD with Improv to Lift Design Thinking capability and Maximise Product Outcomes and Innovation
Zoe Chamel - Senior Innovation Capability Manager, Z Energy NZ
As organisations look to enhance capabilities to create more innovative outcomes, they experience challenges in integrating design thinking and agile methodologies in practice. In this session, learn how Zoe is successfully driving cultural transformation within Z Energy to encourage innovative, human-centred design. Moreover, Zoe shares how to shape team behaviour and mindsets to strengthen lean start-up and agile capabilities and enable iterative optimisation of service and product outcomes.

Key Themes
  • How Z Energy piloted a Design Thinking Master Class and Training Program to encourage human-centred design, overcome biases and nurture creative confidence
  • Embedding agile methodologies to promote rapid experimentation and lean start-up practices
  • How Zoe is integrating training programs into real business cases to jointly drive a designled culture whilst achieving business objectives and optimising product launches

Zoe Chamel

Senior Innovation Capability Manager
Z Energy NZ


11:40 am - 12:20 pm Mastercard Case Study: Scaling Product Innovation By Aligning Design Thinking Initiatives and Commercial Enablement
With finite resources and infinite opportunities, it is critical for businesses to be responsive to the immediate opportunities that lead to scalable commercial outcomes. In this track, Tobias shares how Mastercard’s design thinking initiatives are meeting dual objectives that drive an innovative and collaborative culture, whilst also facilitating a deeper understanding of their market landscape.

Key Themes:
  • Best practices for workshop facilitation and training programs that creates awareness and engagement with existing customer pain points
  • Using hackathons and design sprints to develop problem statements that are relevant to existing customer trends and key pain points
  • Scaling design thinking capabilities through translating problem statements into commercially viable business cases

12:20 pm - 1:20 pm LUNCH


1:20 pm - 2:00 pm AGL Energy Case Study: Using Human Centred Design Principles to Support Customer Centric Product Design
Sam King - Capability & Innovation Manager, AGL Energy
Whilst organisations strive to become more innovative and agile, they often suffer from a paradoxical mindset that hinders exploration and experimentation. In this session, Sam shares his experience in leading AGL’s cultural transformation and new ways of work that recognise the value of innovation in ‘controlled failure’ environments. Moreover, Sam emphasises how design thinking capabilities and mindsets are becoming critical to solving critical customer pain points and drive change.

Key Themes
  • Beware of traditional mindsets and ways of work that stagnate innovation and force a counterproductive fear of failure or experimentation!
  • Creating a “controlled failure” environment to seed the right mindset and behaviour for innovation
  • Minimise the risk of investments and design minimum viable products more efficiently by incorporating design thinking methodology with agile and lean start up methods
  • Developing purpose-built hackathon concepts that can be translate to business cases that deliver real customer value

Sam King

Capability & Innovation Manager
AGL Energy


2:00 pm - 2:40 pm Solutions Clinic: Increasing Stakeholder Engagement to Bridge the Gap Between Design and Delivery
Carl Gribble - Member Experience Design Manager, RACQ
Faced with tight deadlines and budgetary constraints, delivery teams often overlook the crucial role of design in improving product and service outcomes. In this session, Carl shares how RACQ is significantly improving delivery outcomes through stress-testing and identifying the gaps between production and end-user experience. Moreover, Carl discusses how to gain internal stakeholder engagement to translate design into delivery outcomes and break down the mental barriers that casts design as being just a cost outlet.

Key Themes:
  • Overcome challenges of intervention by problem framing from the perspective of delivery and product teams
  • How early design intervention and usability testing enabled RACQ to uplift productivity and customer handling time by 20%
  • Facilitate collaborative knowledge sharing between frontline and development teams to validate project requirements and iterate on insights

Carl Gribble

Member Experience Design Manager


1:20 pm - 2:00 pm Latitude Financial Services: Combining Design Thinking and Agile Ways of Work to Become More Responsive to Customer Demands
Edward Mansfield - Head of UX & Design, Latitude Financial Services
Businesses need to be responsive to change and develop agile product delivery capabilities to secure customer loyalty in the rapidly evolving market. Rethinking cultural transformation, team collaboration and co-creation is imperative to this process. In this session, Edward shares key insights gained from Latitude’s movement away from the traditional, siloed and product-centric practices to target specific value creation or problem resolution objectives.

Key Themes:
  • Latitude’s amazing feat of ideating and successfully launching their mobile app in 6 months
  • Developing agile mentalities and capabilities to sustainably iterate and re-launch improved service features
  • Encouraging a culture of rapid experimentation to optimise production lead-times to achieve product delivery and problem resolution outcomes in their most critical moments
  • Building the right operating model and road-mapping capabilities to ensure new ways of working can gain traction and organisation-wide adoption

Confirmed Speaker:

Edward Mansfield

Head of UX & Design
Latitude Financial Services


2:00 pm - 2:40 pm Solutions Clinic: Building Talent and Transferrable Design Capabilities to Uplift Team Performance
Jemma Vandali - Service Design Chapter Lead, Telstra
Securing sustainable growth in today’s customer centric environment requires a robust framework to support transferrable design capabilities. In this session, hear how Jemma is creating significant impact within Telstra by leading its Talent Building initiatives and mentoring pathways. Specifically, she shares key insights on building collaborative models that uplift design capabilities and service outcomes – one team at a time.

Key Themes:
  • How Telstra is driving a 4x increase in demand for design capabilities and upskilling team performance through their unique Talent Building model
  • Co-designing capability maturity models with employees to enhance engagement
  • Building a supportive community and work ecosystem through by embedding processes for knowledge sharing and transferrable design capabilities
  • Enhancing skills across design thinking, lean start-up and agile methods

Jemma Vandali

Service Design Chapter Lead

2:40 pm - 3:10 pm AFTERNOON TEA

3:10 pm - 3:50 pm Interactive Group Discussion: Using Design to Create Impactful Strategies and Solutions to Complex Problems

Alison Livingstone - Senior Service and Strategy Designer Customer Lab, iag
Human Centred Design methodologies are seeing massive influence on service design and strategy. In this session, Alison discusses the value of HCD tools, such as journey mapping and user stress testing to embed customer insights effectively in service design. Moreover, she shares how HCD is being used to minimise the risks to sustainable growth

Key Themes:
  • Using HCD methodologies to inform changes to existing service or innovate new services
  • Journey mapping to pre-empt potential challenges and understand difficult-to-define scenarios
  • Integrating design thinking and scenario planning to stress-test for a plausible future

Alison Livingstone

Senior Service and Strategy Designer Customer Lab

Businesses are increasingly using design to disrupt and monetise. But gone are the days where innovation is simply rewarded without considering the ethical, social and environmental impacts. Join this discussion to see how design is leading innovation in ways that not only drives disruption and monetisation, but can also achieve positive social impact. Leave this session with the inspiration, insights and tools to elevate the outcomes of your Ethical Design strategy by using design thinking to deliver value to your stakeholders and making them feel valued.

Featured Themes:
  • Using participatory design and co-design methodologies to deliver service and product solutions that tackle social and environmental issues
  • Understand the complete customer journey to identify services and products that are truly valuable and beneficial for end users
  • Evidence based approach to create measurable impact and re-model of behaviour
  • Examples of applying service design to encourage more environmentally conscious customer behaviour, such as Qantas’s waste reduction challenge


Dr Oksana Zelenko

Head of Interactive and Visual Design
Queensland University of Technology


Fasahat Feroze

Strategic Service Design Lead


Lyle Crombie

Director of Digital Experience, Enterprise Culture, Change & Transformation
Australian Taxation Office

4:30 pm - 4:40 pm Conference Closing – Remarks from Conference Chairperson

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