The document summarizes a UX Leaders Masterclass event happening on September 20, 2016 in Manchester. The half-day event will feature a series of expert presentations and roundtable discussions from industry leaders on topics like digital experience trends, conversational interfaces, customer centric strategies, and personalized experiences. Some of the speakers include the Head of UX from Sky Betting, the Strategy Director at Foolproof, and the UX Director at The UX Agency. Attendees will include professionals from companies like Shop Direct Group, Bank of America, and Boots.

1. UX Leaders
Masterclass
Produced by Marketing Masterclass Series
#UXL16
Where: The Castlefield Rooms (Merchant Room), Manchester M3 4LZ
When: Tuesday 20th September 2016 // Time: 9.30am-1.00pm
*Registration between 9.00am-9.30am

2. The UX Leaders Masterclass will showcase a series of expert insights from industry leaders who will
share their latest thinking on the big issues, industry trends and strategies that are shaping the UX &
Design landscape.
The masterclass will provide delegates with a unique learning experience through a series of engaging
roundtable sessions that will deliver invaluable tips, strategies and industry best practice.
UX Leaders
Masterclass #UXL16

3. In association with:
Foolproof
www.foolproof.co.uk
SimpleUsability
www.simpleusability.com
The Digital Strategy Unit
www.thedigitalstrategyunit.co.uk
LION+MASON (Refreshments Sponsor)
www.lionmason.agency
Home
www.homeagency.co.uk
JV Recruitment
www.jvrecruitment.co.uk
Mando
www.mando.agency
The UX Agency
www.theuxagency.co.uk

4. Who’s
Attending?
• Head of User Experience – Shop Direct Group
• Head of Digital Services – Bank of America
• Senior Manager, User Experience – Walmart
• Head of UX – Sky Bet
• Head of Digital – JD Williams
• Head of Brand – Rentalcars.com
• Group Head of Digital – Sofology
• Senior UX Designer – BBC
• Senior Digital Transformation Manager – HSBC
• Senior User Experience Manager – Boots
• Global eCommerce Customer Development Director – Kellogg’s
• Head of European Marketing & Web Trading – Premier Farnell
• Head of eCommerce – Missguided
• Director of Online Performance – Laterooms
• Head of eCommerce – Netflights
• Senior User Experience Manager – Jet2
• eBusiness Implementation Manager – Irwin Mitchell
• Brand Director – icelolly.com
• Head of eCommerce – On the Beach
• Digital Marketing Manager – Safestyle UK
• Digital Marketing Manager – PureGym
• Digital Experience Manager – First Direct
• Senior UX Manager – Bank of America
• Senior UX Lead – Fanatics Inc
• Senior Web Designer – Mamas & Papas
• Head of Consumer Products – Zuto
• Head of eCommerce Development – JD Williams
• Digital Communications Manager – Bettys & Taylors of Harrogate
• Head of UX - Stanleybet
*Sample of #UXL16 delegates

5. Keynote Address: Shifting habits towards a user-centered
culture
Mark Shahid, Senior Experience Architect at Sky Betting & Gaming
In his talk Mark will address the ways in which the internal UX function at Sky
Betting and Gaming has embedded itself firmly into the culture of a
traditionally marketing-driven organisation in a deeply competitive industry.
Mark will discuss the methods in with which the Design/UX and Design teams
are helping to facilitate the companies’ desire to become “Customer
Obsessed” after it grew 51% in the last 12 months. From organisational
change and everyday UX “gems” to improving the delivery process, Mark will
share an in-depth insight into what worked well and what didn’t.
Digital Experience Trends: How businesses are adapting
in the age of the digital empowered customer
Tim Loo, Strategy Director at Foolproof
The rise and implications of Conversational
User Interfaces
Joanne Finch, UX Lead at Mando
Putting UX at the heart of the business: Strategies for
delivering customer centricty
Guy Redwood, Founder & CEO at SimpleUsability
Service Design: Co-creating superior end-to-end
customer experiences
Dr Louise Croft Baker, UX Director at The UX Agency
Delivering powerful personalised experiences
Lawrence Alexander, Digital Strategy Director at Home
Keynote & Roundtable Sessions

6. Lawrence Alexander
Digital Strategy Director
at Home
Lawrence is a strategist specialising
in digital and brand communications.
He’s worked with over 150 high
street brands including Microsoft,
Mashable, BMW, Sony and Unilever.
Since 1999, Lawrence has been
using a mixture of behavioural
psychology and digital brand
strategy to help businesses and
brands achieve their business
objectives.
Keynote & Roundtable Experts
Mark Shahid
Senior Experience Architect at Sky
Betting and Gaming (Official Keynote)
Mark has been working in digital for
the last 10 years, during which he
has sculpted his career around the
design and experience of digital
products from start-ups to larger
organisations, including projects for
GE, Holland & Barrett and Sky. As an
Experience Architect, he now works
alongside product owners,
designers, key stakeholders and real
users to help validate key decisions
before production.
Tim Loo
Strategy Director
at Foolproof
Tim is a Partner at Foolproof, one of
Europe’s largest experience design
companies. He leads their Strategy &
Planning practice, developing and
deploying their experience strategy
framework, methodologies and
expertise across a range of global
clients.
As a UX strategist, he currently works
with global brands such as
Intercontinental Hotels Group, Shell,
Lloyds Bank and Eli Lilly. Tim is
based in London, and is a regular
speaker on UX strategy in the US,
Europe and Asia.
Guy Redwood
Founder & CEO
at SimpleUsability
Guy is one of the early online
pioneers. Working in digital for over
20 years, he is the founder of
SimpleUsability, a leading
behavioural research consultancy
based in Leeds. SimpleUsability
clients include EE, McDonald’s,
Hermes, Skipton Building Society,
NHS, Jet2.com, icelolly.com and Sky
Betting & Gaming.
Over the last 15 years, his team has
evolved a UX research methodology
that uses trusted psychology
principles with innovative technology
to observe customers’ natural
behaviour, connecting clients with
the needs and desires of their
customers.

7. Joanne Finch
UX Lead
at Mando
Joanne Finch is Mando’s UX lead with over 20
years in the industry, 11 of those as part of the
Mando family. Joanne’s passion for UX drove her
to start-up the Liverpool NUX group, a community
group which encourages knowledge share, and
support within the UX industry.
She’s taken a leading role with some of our larger
clients, including Tata Steel, Jones Lang LaSalle
and Transport for London whilst studying to
become both a CUA and CXA certified consultant.
Dr Louise Croft Baker,
UX Director
at The UX Agency
Louise has worked in UX for over 15 years
managing award-winning UX teams in both agency
and client side roles. Her UX leadership skills
include growing and nurturing UX teams and
effectively embedding experience design practices
into organisations.
As UX Director at The UX Agency, she works with
companies including ADP, Jaguar LandRover,
Innocent Drinks, Sainsburys, Opodo, and
Wallgreens Boots Alliance.
David Crawford,
Founder at The Digital Strategy Unit
(Official #UXL16 Chair)
David is an experienced and passionate digital
marketing strategist having worked in digital for
the last 15 years, with 10 years plus before that in
traditional marketing communications.
David has held senior, board level roles in specialist
digital and integrated agencies such as McCann
Erickson, Made By Pi, BJL, twentysix and
Branded3. He has also run his own successful
consulting business working with agencies and
brands on improving their digital performance –
again, both at a business/operation levels as well
as part of the marketing communications mix.
He’s worked across a broad cross section of
businesses across pretty much most major sectors,
working with brands such as Walt Disney Parks &
Resorts, American Airlines, UPS, Bentley Motors,
Guardian News & Media, Johnson & Johnson,
Travelex and Virgin Holidays.

8. How to attend
If you’d like to attend #UXL16 or become an
‘Official Partner’ at the next planned event:
Search Leaders Masterclass on Tuesday 29th
November 2016, please contact:
John McCambley, Producer
+44 (0)7796322894
john@marketing-masterclass-series.com
Further information can also be found on
www.marketing-masterclass-series.com