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2019 PDMA Conference Full Schedule

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Competitive Edge: Disruption by Design Conference powered by PDMA
FULL SCHEDULE AND SESSION DESCRIPTIONS


ICON KEY

Understanding what people want, how they want it, and why they want it, and when they want it are the classic pillars of customer-centric design. This track delivers essential intelligence on the tools for gathering insights and how the best companies, big and small, not only identify opportunities but successfully execute on those ideas to drive growth.

High-performing teams and a positive organizational culture are crucial to effective and efficient growth. That means leaders are needed at every level of the organization. Whether co-located or remote, knowing what tools to employ in any team situation can make the difference between success and failure. Leaders in team building, corporate culture, and more deliver impactful and practical expertise.

Whether you're building or managing new, cutting-edge products or launching and managing more established ones, the digital transformation is upon us all. Technology is a key factor in bringing teams together, and driving efficiency in everything we do, and can make or break a product offering. Super-charge your learning with insights from today's product thought-leaders.

There are many diverse concepts, methodologies and perspectives in product innovation, development and management. Understanding where and when to prescribe them is rooted in a foundational understanding of the disciplines in these three areas. PDMA's exclusive Body of Knowledge contains those important mechanisms that you can apply to your everyday workplace challenges and is an essential part of your product toolbox to drive success.



Saturday, November 2, 2019

7:30 a.m. - 7:30 p.m.

2019 JPIM Research Forum powered by PDMA

View full JPIM Research Forum details.

Sunday, November 3, 2019

7:30 a.m. - 5:30 p.m.

Registration Desk Open

 

8:30 a.m. - 9:00 a.m.

JPIM Research Forum Networking Breakfast

 

8:30 a.m. - 5:00 p.m.

 

9:00 a.m. - 10:20 a.m.

JPIM Editorial Session

 

9:00 a.m. - 4:30 a.m.

 

10:20 a.m. - 10:30 a.m.

JPIM Research Forum Refreshment Break

 

10:30 a.m. - 12:00 p.m.

JPIM Sessions

 

12:00 p.m. - 1:00 p.m.

JPIM Research Forum Closing Remarks and Lunch

 

5:30 p.m. - 7:30 p.m.


Monday, November 4, 2019

7:30 a.m. - 5:30 p.m.

Registration Desk Open

 

7:30 - 8:00 a.m.

Networking Breakfast & View Exhibits

 

8:00 - 8:30 a.m.

Competitive Edge Conference Welcome & Introduction

 

8:30 - 9:30 a.m.

Keynote: Sundberg-Ferar's Jeevak Badve

Jim Craig, PDMA Conference Keynote Humanizing Innovation

Don’t invent problems that nobody has! Just because you can solve it doesn’t mean that it will address the most primal pain point for a statistically significant user base. The onus is on us, industrial designers, to make sure we anticipate and answer the unspoken needs, unarticulated wants, latent desires and aspirational dreams of the end users and associated stakeholders. Any good design cannot be created in isolation. A product or service will always interact with its surrounding objects and environment. We cannot just solve a problem in our own product category that will only dump the problem into an adjacent category. Meaningful design aims at annihilating the problem from the entire ecosystem. The objects we design ought to reflect to the culture around us. We need to investigate the existing ecosystem using foundational design research techniques. We owe it to ourselves to track the sociocultural mega and micro trends that mold the expectations for our industry. The value structure of any society morphs with time and hence our value proposition, squeezed into our product or service, has to align with those identified shifting patterns and behavior changes. Formed by insights gained over 85 years of experience in human-centric design, our point of view is pretty simple, albeit profound. We supremely believe that any product can be made a bit better and a bit more beautiful every time. Learn more about Jeevak Badve.


 

9:30 - 10:00 a.m.

Networking Break & View Exhibits

 

10:00 - 10:45 a.m.

Breakout Sessions

Business-to-Business Design and Development: Is the Perfect B2B Solution a Fantasy Land?

Q: Is the Perfect B2B Solution a Fantasy Land?
A: Not if You Apply Customer-Centric Principles.
Presenters: Steve Hansen, Partner and President, Phase 5 US

Steve Hansen, Phase 5 Partner and expert in Customer-Centric innovation research, will present a case study on how a creative combination of Jobs-To-Be-Done and Customer Journey Mapping approaches enabled a real estate data services company to avoid the “just-because-we-have-technology” product trap. Instead of launching a kitchen sink product that undervalued the company’s data, the JTBD/CJM approach identified customer needs at critical points in the end user’s process and enabled the company to focus product development and maximize potential revenue.


Services Design and Development: Multi-factor Experiential Services from Future World Is Now!

Session Title: TBD
Presenter: Leah Speser, Senior Advisor to the President, King Mongkut's University of Technology Thonburi

While we normally think of NDP as an industrial phenomenon, NDP also occurs in government. The Thai Government is in the process of developing a new economy, called Thailand 4.0 which requires, in the language of NPD, both disruptive and architectural innovation. Implementing Thailand 4.0 calls for developing a "balanced portfolio" of programs with an emphasis on disruptive and architectural innovation. As a senior consultant to the Thai Government, I will discuss how I am using a combined Agile/Stage Gate NDP process to help the Thai's analyze the current innovation ecosystem and development a new one. I'll conclude with some general observations on NDP applied to governmental challenges.


Software and AI Design and Development: Tomorrow Land Is Today with Software-Enabled Products and Services.

Machine Learning: When Primary Research Becomes Secondary Description
Presenter: Gerry Katz, Vice Chairman, Applied Marketing Science, Inc.

Machine Learning techniques have been widely discussed in the market research community, but so far with only limited practical results. There remain many questions about how to use machine learning techniques and for what applications. However, new research at the MIT Sloan School of Management has now shown that computers can quickly replicate some of the most laborious tasks for human beings at extracting customer needs and insights from a wide variety of textual sources such as reviews, discussion boards, and customer verbatims. This presentation will demonstrate a practical application of Machine Learning for customer needs identification.


Consumer Products Design and Development: A Better Mouse Trap for Main St. (Sorry, Mickey!)

Design Thinking in a VUCA World
Presenters: Mark Dziersk, Partner, McKinsey Design

Mark will draw on 16 years of teaching Innovation and Creativity at Northwestern University as well as serving clients at Mckinsey Design. The presentation will demonstrate state-of-the-art problem solving techniques for creating disruptive innovation and opportunity. Mark will unpack new methods Design thinkers are using to grow business, and create future states for Fortune 100 brands. The presentation closes with a top ten list of priorities for Design thinkers in 2030! In a world consisting of diversely varying consumer groups and products, the proper mindset and methods for creating innovation are needed more than ever. This speech will demonstrate real tools and methods that attendees can walk away and use immediately.


10:45 a.m. - 11:00 a.m.

Networking Break & View Exhibits


11:00 a.m. - 11:45 a.m.

JPIM - Research Powering Corporate America


11:45 a.m. - 12:30 p.m.

PDMA Body of Knowledge - BoK 2.0 Panel Discussion


12:30 p.m. - 1:30 p.m.

Lunch Break & Book Signing


1:30 p.m. - 2:30 p.m.

Breakout Sessions

Business-to-Business Design and Development: Is the Perfect B2B Solution a Fantasy Land?

Session Title: TBD


Services Design and Development: Multi-factor Experiential Services from Future World Is Now!

How To Win With Services!
Presenter: Patrick McGowan, Founder & Managing Principal, The Service Design Group

While some aspects of service design and development have matured, firms struggle to produce winning services -- services that produce revenue and drive actual business outcomes. In How to Win with Services, The Service Design Group will demonstrate critical tools and techniques necessary to cultivate a pipeline of service innovations; build, test and refine services; and launch and manage a portfolio of winning services. Attendees will learn actionable steps to create services that drive business outcomes and can be monetized as a product.


Software and AI Design and Development: Tomorrow Land Is Today with Software-Enabled Products and Services.

Envisioning the Intelligent Era - Scenarios for the Digital Future 2028
Presenter: Tom Culver, Sr Innovation Advisor, RTI International - Innovation Advisors Group

"The race to develop A.I.applications and software is on! But what other megatrends and drivers will have major impacts on the technology development of the intelligent era? Based on an exhaustive year-long futures research effort RTI will share the - social, ethical, economic, and political - drivers and trends that will directly shape the future of A.I and which product and software developers must understand and anticipate. We will also share three very different visions of where A.I. and intelligent digital products may be in 2038 so attendees can begin to envision and plan for the future - today! Attendees will be given - A.I. technology constructs, a set of 70 trend/drivers, and A.I. futures scenarios to take back to their company."


Consumer Products Design and Development: A Better Mouse Trap for Main St. (Sorry, Mickey!)

Decoding Disruption
Presenter: Isaac Rogers, CEO, 20|20

In a world that is being disrupted every day by new products and services, how does the average consumer perceive disruption and what does that mean for brands who want to gain their business? Isaac Rogers of 20|20 will share the findings and implications from a multi-phase research study exploring disruption. Attendees will learn what consumers expect from brands they work with and how they can ride the ripples of these expectations to drive growth.  Attendees will learn a process for creating a disruption plan based on the ripple disruptions that come from large disruptions.


2:45 p.m. - 3:30 p.m.

Breakout Sessions

Business-to-Business Design and Development: Is the Perfect B2B Solution a Fantasy Land?

Session Title: TBD
Presenter: Alex Byelashov, Vice President Innovations and Brewing Solutions, John I Haas / Barth Haas Gorup

As the recognized leader in refining hops to create innovative flavor solutions, Barth Haas Group approaches the market from the minds of the brewers. A key element of this approach is designing innovative hops products that not only solve brewers' issues of efficiency and cost, but also enable them to innovate their own products. Here, we will highlight some successes in product design through our recently-developed hop products - enabling the next revolution in brewing.


Services Design and Development: Multi-factor Experiential Services from Future World Is Now!

Why Digital Transformation is All About Services
Presenters: Vele Galovski, Vice President Research and Advisory, Technology Services Industry Association (TSIA)

"Digital transformation is disrupting traditional OEM business models that were designed to optimize the push of products to customers via large, up-front deals (CapEx). Unfortunately, the core technology asset is commoditizing and technological advancements are enabling customers to pursue new OpEx consumption models, without large up-front purchases. New, disruptive business models are forcing product companies to design ‘as-a-service’ offers that are built around achieving specific customer business outcomes. In this session you will learn: • How running an annual recurring revenue / “XaaS” business is different than traditional CapEx models and the implications for product / service design. • How to develop products and services to build consumption models based on shared risk, shared purpose, and shared reward. • How to use outcome engineering to consistently help your customers achieve targeted business outcomes . . . and get paid for it. "


Software and AI Design and Development: Tomorrow Land Is Today with Software-Enabled Products and Services.

The PM's Guide to Designing Enterprise Data Products and Decision Support Tools That Matter
Presenter: Brian O'Neill, Founder and Principal, Designing for Analytics

In 2019, Gartner predicted 80%+ of analytics insights won't deliver outcomes through 2022 despite sizable tech investments and previous studies on these failure rates. While machine learning, AI, and advanced analytics remain in the "hype" cycle, data teams still struggle to design engaging, valuable decision support tools that customers love. Why? Solutions are too often data-first and human-second, obfuscating the real problems begging to be solved. Here are some design strategies product managers need to know.


Consumer Products Design and Development: A Better Mouse Trap for Main St. (Sorry, Mickey!)

The Gen Z Jam Jar: Is less really more when it comes to choices?
Presenters: Mary Michael Pontzer, VP, Product, ACT, Inc.

The Gen Z Jam Jar: Is less really more when it comes to choices? Drawing on the famous Harvard Jam Jar study, this session will highlight Gen Z consumers and the impact of too many choices on their product purchases and product usage behaviors. The session, which will encourage audience participation through Slido, is compelling because it will include case studies and practical tips.


3:30 - 4:00 p.m.

Networking Break & View Exhibits


4:00 p.m. - 5:00 p.m.

Outstanding Corporate Innovator (OCI): Best Practices From an Industry Leader


5:00 p.m. - 5:30 p.m.

Outstanding Corporate Innovator (OCI): Award Presentation


7:00 p.m. - 9:15 p.m.

Offsite Reception - EPCOT® The Great Hall of China

It is not a coincidence that we have chosen China as the EPCOT destination of our Monday Night Conference Reception recognising the importance of all our global affiliates and membership around the world. Network with new contacts and old PDMA friends. Set in motion the conversations and relationships that will continue throughout the year and like many of us, perhaps a lifetime. Valuable business and career connections can be made while enjoying all the amenities of Disney’s legendary hospitality. Travel to China and back in a magical evening and do it with fun product professionals… it doesn’t get much better professionally speaking!

Included in your reception ticket is transportation to and from EPCOT and Hilton, park ticket, and access to the reception.

OFFSITE RECEPTION — EPCOT® The Great Hall of China event is included in the ALL-ACCESS CONFERENCE PASS

$$99 add-on for all other pass holders.


Tuesday, November 6, 2018

8:00 a.m. - 5:00 p.m.

Registration Desk Open

 

8:00 - 8:30 a.m.

Networking Breakfast & View Exhibits

 

8:30 a.m. - 10:00 a.m.

General Session: DISNEY INSTITUTE, Design the Magical Experience
The Disney Institute

Eyal Danon, PDMA Conference SpeakerThe Disney Institute design approach is an engaging format that will allow product professionals to understand the extreme importance of the customer experience and inspire you to a new way of thinking.

This is a unique opportunity to see how PDMA's principles, such as Design Thinking, and other overarching concepts, are seen through the Disney lens. Our goal is to engage you by fostering an awareness of how differently Disney thinks in the areas of product design and development, product leadership, customer engagement and service. As you may expect, this will be a highly engaging and dynamic session with Disney leaders who have experience using these concepts in real-world settings.


 

10:00 a.m. - 10:30 a.m.

Networking Break & View Exhibits

 

10:30 a.m. - 11:15 a.m.

Breakout Sessions

Business-to-Business Design and Development: Is the Perfect B2B Solution a Fantasy Land?

Customers Can (And Should) Transform Your Tomorrow
Presenter: Kevin Budelmann, President, Peopledesign

It’s not news that we’re moving from an industrial economy to an information economy, but the impact is not well understood. In fact, we’re just at the beginning of this change. Older paradigms and ways of working are less effective. Emerging processes offer new patterns for work, teams, and tools. While much transformation is powered by new technology, design thinking and other human-centered approaches are more important than ever. Leaders decide what problems to solve, and organizations need new priorities. Customer Meaning and Customer Experience are critical for any business to remain vital today, but too often these strategic needs are nobody’s job. Customer Meaning is about staying relevant in the mind of the customer. It’s a question involving your brand, value propositions, company purpose, and communications. How do you define your customer? What do you want them to think? Once you’re clear about a perception goal, consider what you need to do differently to fulfill on that promise. Today’s Customer Experience is about physical, digital, and personal interactions. A new set of priorities may lead to new teams, tactics, and tools. It’s about planning, measuring, learning, and adapting to create a coherent experience that delivers on a value proposition. Customers seek meaningful experiences. Products, brands, and the companies behind them need to connect the dots.


Services Design and Development: Multi-factor Experiential Services from Future World Is Now!

Final battle: Empathy vs Biases - how to design with empathy and leave your biases behind
Presenter: Alexandra Lung , Consultant Senior Product Manager, Pivotal Labs

Empathy requires us to put aside our learning, culture, knowledge, opinions, and worldview purposefully in order to understand other peoples’ experiences of things deeply and meaningfully. But most of the times, empathy is blinded by our own biases. We're trapped in assumptions and in the need to be right and it constantly hurts our view on the world around us and the impact of the products we are building.

What makes a product design great is not simply listening to the user. It is hearing the user with empathy and without biases. And acknowledging and eliminating biases is one of the hardest and most important tasks when designing today and we can all continuously get better at it.

Take part in this interactive session and become more aware of how you ask questions, you listen and interpret the information that you hear. I will also tell a series of stories on how we improved product design through empathy and I will go through the traits of an empathic observer and the tools that we can use to gain a deep understanding of the people for whom we are designing."


Software and AI Design and Development: Tomorrow Land Is Today with Software-Enabled Products and Services.

AI & Deep Web Driven Enterprise Competitive Technology Intelligence - Case Studies
Presenter: Srinivas Achanta, Managing Director; SciTech Patent Art Services Private Limited

AI Driven Innovation: Global information sources are growing exponentially. Further, enabled by technology platforms such as IoT, AI, MEMS, new competitors are entering markets at a rapid pace. This presents a unique opportunity (and challenge) for R&D scientists and their information analysis support staff. Information from disparate sources needs to be tracked and distilled in a timely and cost effective manner to identify new opportunities, innovations and threats. The speakers will share learnings from the implementation of AI/ML and Deep Web-based Technology Intelligence (CTI) programs at various global corporations in US, Europe and Japan. Benefits reaped and execution challenges will be shared based on real global case studies.


Consumer Products Design and Development: A Better Mouse Trap for Main St. (Sorry, Mickey!)

Achieving Quality and Speed...With Three Easy Hacks
Presenter: Lauren Lackey, Principal, Rewired Group

With tighter timelines and quickly changing preferences in the market. I have some tips to move product development in the right direction. You can bring back the passion for product without sacrificing time. You can create value: better, faster and cheaper So how do we stop thinking in terms of time and start thinking in terms of a system, creating successful innovation again? There are three key steps that can start us back on the right path, achieving the right product at the right cost, in the right time. 1) Understand the consumers struggle and translate it to design 2) See every opportunity as a system 3) Measure what is important to the consumer, not the internal community Introducing: GREEN LINE DEVELOPMENT


11:30 a.m. - 12:15 p.m.

PDMA Student Competition Showcase


12:30 p.m. - 1:30 p.m.

Lunch Break & Table Topics


1:45 p.m. - 2:30 p.m.

Breakout Sessions

Business-to-Business Design and Development: Is the Perfect B2B Solution a Fantasy Land?

Session Title: TBD
Presenter: Ty Hagler, Principal, Trig

How might we disrupt the experience of buying a shower door? Pat Boehnen with Liberty Hardware and Ty Hagler with Trig share practical lessons from their track record of repeatedly breaking into new consumer product categories, unseating incumbents. We learned that separate innovation teams with appropriate timelines and budgets can accelerate growth, allowing traditional product teams to focus on operations. We will provide relevant examples of categories that have been reinvented, organizational models that work, and how external partnerships can accelerate speed to market.


Services Design and Development: Multi-factor Experiential Services from Future World Is Now!

Pathways: Driving Innovation Acceptance
Presenter: Douglas Powell, Director, Innovation Practice, PDMA Carolinas Chapter President, StoneLaurel Consulting

Driving Innovation Acceptance: The path to real change is more than sticky notes and brainstorming. True experience design and implementation requires an aspirational purpose, clear phases, behavioral and emotional pathways and a great story. Learn the base techniques for developing all of these and understand the hidden secret of driving experience adoption - pathways. Pathways allow you to take control of the outcomes of your work and provide clear behavioral metrics that tell you when you've reached each milestone on the way to success.


Software and AI Design and Development: Tomorrow Land Is Today with Software-Enabled Products and Services.

Session Title: TBD
Presenter: Devin Moore, Creative Director and Founder, Big Bang

Products at the intersection of physical and digital are more than the sum of their parts, and because of the wicked complexity of integrated/connected products and services, it has become necessary to rethink the process for developing these devices. We can no longer expect hardware and software teams working in silos to produce comprehensive, cohesive, and engaging device experiences. Instead, it requires guiding different teams that can have very different timelines and processes, while trying to avoid the siloing of resources and activities. And we must do all of this while maintaining, or thoughtfully adjusting, the user storyline


Consumer Products Design and Development: A Better Mouse Trap for Main St. (Sorry, Mickey!)

WATCH OUT—Gen Z is coming! Will your new products deliver?
Presenter: Nadine Williams, Director of Marketing, Shenandoah Growers Inc.

Move over millennials, Gen We (aka Gen Z) will represent 40 percent of all consumers by 2020. How do we consider this new generation’s needs without ignoring generations of the past (the other 60 percent)? How is your brand approaching this climate change? Through the lens of a practitioner, we will explore together what every innovator should know and put into practice in their development process. From concept screen to product launch, we will share the tips and tricks to making sure that your new products of the future will appeal generations to come.


2:45 p.m. - 3:30 p.m.

Breakout Sessions

Business-to-Business Design and Development: Is the Perfect B2B Solution a Fantasy Land?

Defining Customer Needs in Complex Value Chains
Presenter: Donald Ross, President, Innovare

"Design thinking guides us to explore the customer’s problem space before creating solutions. That can be a challenge in B2B markets. Manufacturers can be several steps removed from final users, and there are many influencers and stakeholders in the value chain that make up the customer’s environment. This presentation will show how two teams in industrial markets with complex value chains conducted immersive discovery research to explore the problem space and define customer needs. Their markets included performance alloys in electronics and polymers in architectural glazing. Attendees will gain insights into methods that will allow them to start building an approach to explore their customer’s problem space."


Services Design and Development: Multi-factor Experiential Services from Future World Is Now!

Session Title: TBD
Presenter: Larry McGrath, Consultant/Researcher, Design Science Consulting, Inc.

The Mixed-Methods Minefield: Case Studies from Healthcare Research Services. New quantitative and qualitative methods for understanding the multi-factor nature of experiential worlds are flourishing. Ethnographies, focus groups, and usability studies are just a few of the tools available to service designers. But how should they strike the right balance? In this talk, we examine mixed-methods research conducted on behalf of biotechnology and life science companies. By approaching customers' worlds from multiple angles, our case studies demonstrate how to harness numerous, often conflicting methods to drive innovative solutions.


Software and AI Design and Development: Tomorrow Land Is Today with Software-Enabled Products and Services.

Delivering the Fairy Tale: near-real time cross-border wires
Presenter: Cheryl Jacobs, Global Product Manager, Wells Fargo

If you had asked, payment professionals back in 2015 if we would ever see same-day cross-border payments tracked like my Domino's pizza and transparent when it comes to fees, it seems a bit like a Cinderella story. Nevertheless, here we are in 2019 and that fairy tale is reality the glass slipper fits. Add the pumpkin to a carriage transformation to validate and support in country requirements to eliminate errors and significant pain points solved!


Consumer Products Design and Development: A Better Mouse Trap for Main St. (Sorry, Mickey!)

The Missing Link for Success in Strategic Alliances and Partnering
Presenters: Ruth Barry, Director of Electrical Engineering, bb7

Too often the qualification process for an integrated product or system element doesn't include a full cross-functional team which includes resources knowledgeable in product development, manufacturing, and product support. As a result, your company’s reputation can be damaged by a flawed product development process, inconsistent manufacturing quality, or a lack of a solid product support strategy. Designing the team and process with all key areas included will improve your success rate with strategic alliances and partnering.




3:30 p.m. - 4:00 p.m.

Networking Break & View Exhibits


4:00 p.m. - 5:00 p.m.

Panel Discussion — Topics du Jour 
A discussion of current topics from the participants.


5:00 p.m. - 5:30 p.m.

Closing Remarks: Taking Competitive Edge With You