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Schedule & Sessions

Annual Conference Schedule & Sessions

Competitive Edge: Innovation in the Connected Age

September 19–22, 2020 | Hilton New Orleans Riverside
7:30 a.m. – 6:30 p.m.
Registration Desk Open
8:00 a.m. – 8:30 a.m.
JPIM Research Forum Networking Breakfast
8:30 a.m. – 9:00 a.m.
JPIM Research Forum Welcome Remarks
9:00 a.m. – 10:20 a.m.
JPIM Competitive Papers Session 1
10:20 a.m. – 10:40 a.m.
JPIM Research Fourm Refreshment Break
10:40 a.m. – 12:00 p.m.
JPIM Competitive Papers Session 2
12:00 p.m. - 1:00 p.m.
JPIM Research Forum Networking Lunch
1:00 p.m. - 2:00 p.m.
JPIM Competitive Papers Session 3
2:20 p.m. - 2:35 p.m.
JPIM Research Fourm Refreshment Break
2:35 p.m. - 3:55 p.m.
JPIM Competitive Papers Session 4
3:55 p.m. - 4:10 p.m.
JPIM Research Fourm Refreshment Break
4:10 p.m. - 5:30 p.m.
JPIM Research Forum Keynote
5:30 p.m. - 6:40 p.m.
JPIM Research Forum Poster Presentations
6:15 p.m. - 7:30 p.m.
JPIM Research Forum Reception and Awards Ceremony
8:00 a.m. – 5:30 p.m.
Registration Desk Open
8:30 a.m. – 5:00 p.m.
Design Thinking Workshop

Workshop Details

Develop a more systematic, human-centered, results-oriented thought process.

This 1-Day Design Thinking Fundamentals course for product managers will give you a basic understanding of the Design Thinking problem solving methodology, principles, key tools & terminology. The course will provide product management professionals a fast-paced and interactive exposure to design thinking, including key moments to highlight how Design Thinking can be applied in the field of product management.


The course will start with a short and interactive introduction to Design Thinking for product management. What is it? What are its origins? Why use it? During this session you will learn about the methodology, frameworks and core principles of Design Thinking and how that can be applied to purposefully designing end-to-end customer experiences.

Learning by Doing

After the short theory session, you will dive into a hands-on approach to learning as you start tackling a realistic problem, or ‘design challenge.’ You will learn how to use a set of ‘tools’ that are fundamental to structuring the activities in the Design Thinking methodology. Of these, customer journey mapping will serve as a core activity for identifying key insights and opportunities to design improved customer experience.

You will be working in a small team and use the Design Thinking process to solve the challenge as if you were working for a specific client or on a project team inside an organization. This course is fast-paced and will demonstrate the core phases on the Design Thinking methodology: empathize, reframe, ideate, prototype and test.


In your team you will first learn the importance of exploring your customer’s lived experience through design research. Then, using tools like a stakeholder map, personas and a customer journey map, you will build up a story that depicts a current state customer experience, and use this picture to identify customer pain points, areas of delight, and opportunities for improving the customer experience.

After reframing the original design challenge, you will use several ideation techniques to generate multiple ways to address the opportunities identified before settling on a concept that creatively answers the design challenge. Your team will then filter and select an idea to ’prototype’ in order to work out key details and gain feedback from customers, just like you would do with a product or service concept within an organization.

Finally, your team will present your prototype to peers to gain feedback. Through several iterations of feedback you will learn the power of ‘making to learn’ as you adjust and iterate your solution to better meet customer needs.

Learning objectives

At the end of the day, participants will have experience with the following Design Thinking activities:

  • Stakeholder mapping
  • Developing design personas
  • Customer journey mapping
  • Reframing a design challenge
  • Ideation techniques
  • Creating service scenarios
  • Rapid prototyping

You will receive printed and digital versions of the tools that you learn during the course so you can start applying the concepts you learned immediately to your own business context.

Course Facilitators

This course will be led by expert design thinking facilitators from the global innovation agency DesignThinkers Group and training resource DT Academy.

Marc Bolick leads the US team of DesignThinkers Group and DT Academy, working to help clients find creative solutions to complex problems and to embed design thinking as a strategic advantage in their organizations. He uses his combination of technical, business and creative skills to help organizations ask the right questions and find innovative answers through the service design thinking methodology. With over 20 years of experience in various aspects of product management, product marketing and service design, Marc has worked in a variety of sectors for clients including Cartier, Bacardi, Royal Caribbean, General Electric, Michelin, SAP, Coca-Cola, Qualcomm, Bank of America, Master Card, the US Agency for International Development, the US Food and Drug Administration, and a variety of early-stage companies. Read more at Marc’s full LinkedIn profile.

Ezequiel Williams is a business strategist, service designer, ethnographer, and innovation consultant passionate about helping organizations better understand their customers and create offerings that people want and drive brand loyalty. He works with leaders to solve complex problems using a combination of design thinking, anthropology, and business tools to create value for organizations’ customers as well as their employees. Read more at Ezequiel’s full LinkedIn profile.

8:30 a.m. – 5:00 p.m.
Demistifying Open Innovation Workshop

Workshop Details


Rockdale Innovation defines Open Innovation as proactively engaging external subject matter experts in the definition of tough business challenges, identification of potential solutions, and implementation of the best solution approach. We have spent the past four years helping to introduce Open Innovation best practices to a cohort of 24 organizations in a collaborative program sponsored by the Scottish Government. This hands-on workshop will share some of the common barriers we encountered to the adoption of Open Innovation, and recommendations on how to overcome them. We will also provide practical tools and approaches for conducting an Open Innovation Challenge.

Learning Objectives

In this highly interactive, hands-on workshop, you will learn:

  • Six common approaches to implementing Open Innovation within a company’s existing innovation program, with case studies for each.
  • How to assess your organization’s readiness to implement and benefit from an Open Innovation program.
  • An end-to-end work process for conducting an Open Innovation challenge.
  • Best practices for effective problem definition prior to crafting a Technical Brief.
  • A systematic landscaping process to uncover readily available solutions and identify potential solution providers.
  • Five distinct approaches to conducting an Open Innovation challenge, and guidelines for selecting which to use on a given problem.

Key Take-Aways

  • An Open Innovation Readiness assessment tool that has been used with leadership teams across a wide range of industries.
  • A proven Open Innovation Roadmap and Workbook that has been applied to dozens of Open Innovation Challenges.
  • Participants will receive an electronic copy of the assessment tool and workbook to apply back in their organization.


Wayne Fisher

Wayne Fisher, PhD, founded Rockdale Innovation after spending 27 years as an R&D manager at Procter & Gamble. While at P&G, Wayne created a series of popular innovation workshops for all phases of new product development. During his last six years at P&G, Wayne was a full-time innovation consultant and Creative Problem-Solving facilitator at The GYM, an IDEO-inspired design studio that remains a key enabler of P&G’s innovation capability.

Wayne was an early pioneer in the use of Open Innovation at P&G, serving as the first Technology Entrepreneur for their Family Care business. He developed and championed the use of The GYM’s Effective Problem Definition process, which helps scientists and engineers describe their technical challenges in a way that makes it easy for internal and external experts to offer up novel solutions.

9:00 a.m. – 4:30 p.m.
NPDP Certification Preparation Workshop

Workshop Details

Prepare for the New Product Development Professional (NPDP) Certification exam by attending our comprehensive workshop on Sunday, Septemper 20, 9:00 AM - 4:30 PM with lunch included. The session focuses on the updated content, and study materials, for the NPD Professional Certification exam. This workshop will be led by PDMA's Registered Education Providers. The Product Development and Management Body of Knowledge, BoK, A Guidebook for Training and Certification is the perfect companion publication for this review workshop. New 2nd Edition PDMA Body of Knowledge, BoK is included when you add-on this session and is available for pickup at registration.

New Product Development Professional (NPDP) Certification supports an organization’s drive for process consistency and discipline in new product development. This workshop is designed to help prepare individuals to earn certification by covering the seven key subject areas of the NPD Professional exam.

The seven key subject areas of the NPD Professional exam include:

  • Strategy
  • Portfolio Management
  • New Products Process
  • Organizations, Teams and Culture
  • Tools and Metrics
  • Market Research
  • Life Cycle Management

5:30 p.m. - 7:30 p.m.
PDMA Competitive Edge: Big Easy Reception
7:30 a.m. – 5:30 p.m.
Registration Desk Open
7:30 a.m. – 8:00 a.m.
Networking Breakfast & View Exhibits
8:00 a.m. – 8:30 a.m.
Competitive Edge Conference Welcome & Introduction
8:30 a.m. – 9:30 a.m.
Keynote Speaker
9:30 a.m. – 10:00 a.m.
Networking Break & View Exhibits
10:00 a.m. – 10:45 a.m.
Breakout Sessions
10:45 a.m. – 11:00 a.m.
Networking Break & View Exhibits
11:00 a.m. – 12:30 p.m.
General Session and Panel Discussion
12:30 p.m. - 1:30 p.m.
Lunch Break
1:30 p.m. - 2:30 p.m.
Breakout Sessions
2:45 p.m. - 3:30 p.m.
Breakout Sessions
3:30 p.m. - 4:00 p.m.
Networking Break & View Exhibits
4:00 p.m. - 5:30 p.m.
Outstanding Corporate Innovator (OCI): Best Practices From an Industry Leader
7:00 p.m. - 9:15 p.m.
Offsite Reception
8:00 a.m. – 5:00 p.m.
Registration Desk Open
8:00 a.m. – 8:30 a.m.
Networking Breakfast & View Exhibits
8:30 a.m. – 10:00 a.m.
Keynote Speaker
10:00 a.m. – 10:30 a.m.
Networking Break & View Exhibits
10:30 a.m. – 11:15 a.m.
Breakout Sessions
11:30 a.m. – 12:15 p.m.
PDMA International Student Innovation Competition
12:30 p.m. - 1:30 p.m.
Lunch Break & Table Topics
1:45 p.m. - 2:30 p.m.
Breakout Sessions
2:45 p.m. - 3:30 p.m.
Breakout Sessions
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
5:00 p.m. - 5:30 p.m.
Closing Remarks: Taking Competitive Edge With You

1000 Westgate Drive, Suite 252
St. Paul, Minnesota 55114 USA
tel: 1-651-290-6280
fax: 1-651-290-2266

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