PDMA Pittsburgh: June Innovation Workshop
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When: Wednesday, June 26, 2019
6:00 – 8:00pm (doors open at 5:30)
Where: Swartz Center for Entrepreneurship
4765 Forbes Ave
2nd floor Tepper Quad Bldg
Pittsburgh, PA  15213
United States
Contact: Andi Durkota

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Join us on June 26th for an engaging workshop where you’ll to get “back to product development basics.” This workshop focuses on  using ethnography to identify meaningful insights and is the first in a series of Product Development Fundamentals “Back to Basics” Workshops and Innovation Forums that PDMA Pittsburgh will be hosting this year.

During this workshop, seasoned product development experts will provide a brief overview of ethnographic tools and methods. Then, attendees will break out into smaller groups to work on a challenging exercise in ethnography. You’ll work together to sort through information/observations using tools that will be introduced during the workshop. You’ll collaborate to align on key insights and will prepare problem statements and value propositions.

Learning Objectives of the “Back to Basics” Workshop/Forum Series:

  • Learn the basics about a specific aspect of product development during each session, including: ethnography & organizing/sorting, concept creation/development, and prototyping for customer feedback.
  • Engage with attendees and use the tools to learn how they lead to effective solutions and ideas.
  • Experience the tools in action in a controlled, collaborative environment to learn best practices.
  • Understand approaches and methods that can be applied in your current and future product development roles.

Ethnography Workshop Facilitators:

Andreas Maihoefer - an accomplished business manager with more than 20 years of experience in product management and strategic marketing in the life sciences. His breadth of capabilities spans from the assessment of the business environment, to the development of portfolio and go-to-market strategies, to the execution of product development projects from ideation to commercial launch. Worked for Fortune 500 companies such as 3M, Bayer and Philips but also in startups and as consultant. Andreas has helped develop and introduce multi-million dollar product lines on the global market in cardiovascular surgery, diagnostic and interventional imaging, interventional therapeutics and digital pathology and he has explored expansion opportunities in the sleep and respiratory care field.

Jason Smith, Ph.D – Sr Health Innovator at Highmark Health focusing on using human-centered design to improve outcomes to both patient and provider. Prior to this, he taught human-centered design at Carnegie Mellon’s Integrated Innovation Institute with a focus on opportunity identification and understanding customer needs and desires. Jason’s product development experience includes 10+ years in medical devices and regenerative medicine.

Jim Beradone - an entrepreneurial leader with over 20 years of experience in commercializing technological innovations. Currently, he is the Chief Customer Officer at OnlyBoth, a provider of AI-driven comparative analytics software. When off-duty, he teaches his Customer-Centric Product Management course to master’s students at Carnegie Mellon University, mentors tech entrepreneurs, and helps to develop the customer success community in Pittsburgh. In all the above, he promotes using a customer-centric view of the customer’s journey, experience and desired outcomes to achieve success with products and services.

Matt Beale – President, Daedalus Design is a product designer, entrepreneur, and ethnographic researcher. As an owner and the president of Daedalus, he manages a team of researchers, designers, and engineers who develop software and physical products from initial insight to through manufacturing. Matt is a graduate of the University of Michigan and frequently shares his experiences and knowledge through conference speaking, college lectures, and corporate training.

Randy Rossi – As a Senior UX Research and Strategy Manager for an international consumer goods brand, Randy applies insights to create exceptional customer experiences and strategically advance the customer journey. Former president of Bally Design Inc. for over 14 years, he used a human-centered design approach to help develop some of the most innovative products, interfaces and experiences for some of the most recognized brands in the world including OXO, Dick’s Sporting Goods, McKesson, Bayer, and MSA. Randy is always looking to push the boundaries of what’s possible. He was one of the founding board members of the Pittsburgh Chapter of the PDMA, served as Chapter President and was a featured speaker at the PDMA international conference in Chicago. Randy holds a B.S. an MBA, an MA and is a doctoral candidate at Duquesne University.

Registration Fee

Members: $25
Non-Members: $40
Students: $10

Don’t miss this opportunity to get “back to the basics” with PDMA Pittsburgh.

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