The potential of design is widely acknowledged, but scaling it throughout an organization is still an enormous challenge. It's time to dig into the practicalities of how better to integrate, lead, leverage, and, yes, scale design throughout an organization and beyond. How can leaders think about using design to create value beyond the design department? How can they eke out its fullest value... [read more]

The potential of design is widely acknowledged, but scaling it throughout an organization is still an enormous challenge. It's time to dig into the practicalities of how better to integrate, lead, leverage, and, yes, scale design throughout an organization and beyond. How can leaders think about using design to create value beyond the design department? How can they eke out its fullest value in terms of both thinking and doing? How can they build cultures of collaboration and co-creation and integrate a design-driven sensibility throughout every aspect of a business—from products, to interactions, to brands, to services, to social networks, to business models?

We’ll explore the challenges, implications, and solutions encountered in scaling design, including:

Collaborate and Co-create:
What does it mean to be a designer today? How do we hone the skills necessary to thrive in today’s business environment? How should designers contribute appropriately? How can designers seize and use the tools available to collaborate and co-create?

Protect and Nurture:
Who protects design within, and beyond the design department? How do they market themselves and their work within a global organization? How do they harness failure to be a useful asset rather than a crushing defeat?

Drive and Lead:
What does design mean within an organization? Who leads design? How to talk about design in the C-suite? How does the C-suite view design? Who promotes the importance and value of design within an organization?

Build and Grow:
What structures are in place to encourage and support design? How does the business at large harness the potential of design to drive growth? How is a design-driven sensibility built across the spectrum of the business?

Scale and Sustain:
How to educate the creative thinkers of the future? How to ensure that design can scale to the degree necessary to make the impact we all know it can have on the world at large?

From strategic to operational. From external to internal. Let’s get real. And by hell or high water, let’s get traction on design!

Confirmed Speakers


Jake Barton, Principal, Local Projects
Roo Rogers, President, Red Scout Ventures
Riley Gibson, Co-founder and CEO, Napkin Labs
Claudia Kotchka, Innovation Advisor; Former Vice President of Innovation, P&G
Jean-Marie Shields, Global Brand Director, Starbucks Coffee Co.
Michael Bierut, Partner, Pentagram Design
Chris Robbins, The Ghana ThinkTank
Lorna Ross, Creative Lead and Design Manager, Mayo Clinic Center for Innovation
Todd Blumenthal, Senior Vice President - Merchandising, Aéropostale, Inc.
Sarah Stein Greenberg, Managing Director, Hasso Plattner Institute of Design at Stanford University
Andrew Cogan, CEO, Knoll, Inc.
and
Bill Moggridge, Director, Cooper-Hewitt, National Design Museum
Nicola Twilley, author of Edible Geography, former food editor at GOOD, co-director of Future Plural, co-founder of the Foodprint Project
Richard Eisermann, Director, Prospect
Josh Levine, Director of Internal Branding, Liquid Agency
and
Robert Richman, Product Manager, Zappos Insights Division, Zappos.com
Melody Roberts, Director, Experience Design, Global Concept & Design, McDonald's
Tom Gosline, Director of Innovation, Design Department, Pepsico FritoLay
and
Mark Barngrover, Principal, JAZN Innovation and Design
Randy Howder, Senior Associate, Design Strategist, Gensler
Ted Booth, Interaction Design Director, Smart Design
Jason Alexander, VP Product Planning, Enterprise Growth, American Express
Judy Wert, President & Co-founder, Wert & Company
Jamer Hunt, Director,Transdisciplinary Design, Parsons School of Design
David Butler, VP Global Design, The Coca-Cola Company
and
Gerardo Garcia, Global Group Design Director, The Coca-Cola Company