1.
Pre-Conference Workshops: September 13, 2016
Workshop A: Strategies to Showcase and Educate the Institution
on the Value of the Design Thinking Mindset
Workshop B: Bridging the Gap Between Ideas and Implementation
to Transform Deep Insights from the Empathy Process into Powerful,
Tangible Representations in Design
Attending This Premier marcus evans
Conference will Enable You to:
• Cascade design thinking principles and culture to promote
innovation and collaboration across the enterprise
• Navigate through organizational resistance to acquire optimal
resources and create a common language for design thinking
• Recognize the needs and desires of the customer base by gathering
and analyzing deep insights to drive development
• Engineer and implement a design thinking framework that fails
fast and cheap and follows a non-linear development model
• Streamline essential design thinking functions such as journey
mapping and rapid-prototyping into the innovation toolbox
• Increase customer loyalty and engagement by examining cognitive
sciences and consumer behavior
• Learn from disruptive and innovative business models to develop
agile business practice
Who Should Attend:
marcus evans invites C-Level Executives, Managing Directors, Heads,
SVP’s, VP’s, Directors, and Managers from the Banking and Financial
Services Industry with responsibilities or involvement in:
• Design Thinking
• Innovation
• User Experience / Customer Experience
• Design / Design Planning
• Product Development / Management
• Research & Development
• Consumer Insights / Market Insights
• Digital Strategy
• Digital Channels / Emerging Channels
• Emerging Payments / Payment Systems
• Information Technology (IT)
• Technology
Karen Pascoe
SVP, User Experience Emerging Payments
MasterCard
Judy Cotter
Director, Design Thinking
USAA Bank
Lisha Davis
Senior Manager, Client Experience
Vanguard
Cameron Park-Hur
VP, Head of Customer Experience & Research,
Digital Channels
Bank of the West
Miranda Hill
VP, Product Management Manager, WF Labs
and Incubator
Wells Fargo
Elizabeth Spenko
Director of Northern Lab
Northern Trust
Naomi Minnich
User Experience Research Director
Allstate
Daniela Busse, Ph.D.
Director, Global Innovation
Citi Ventures (Palo Alto)
Daniela Demaria
SVP & Managing Director, Strategic Planning
& Innovation
Fifth Third Bank
Ellen Goodman
VP, Product Design & Development
American Express
Lawrence Lipkin
VP, Design Strategy
Fidelity Investments
Dennis Ganesh
Lead Architecture Manager- Platform Lead
TIAA Financial Services
Featuring Case Studies From Leading Design Thinking Experts:
Design Thinking for Banking & Financial Services
2nd Annual
Utilizing the Design Toolbox to Deliver Disruptive
Products and Achieve New Standards of Customer
Loyalty and Engagement
September 14-15, 2016
New York, NY
Capitalizing on thinking methodologies that promote sustainable innovation and growth.
Weave the Design Thinking Mentality Across
the Enterprise to Generate Human-Centered
Products and Services that Transform
the Financial Landscape
Media Partners:Silver Sponsor:

2.
Pre-Conference Workshops | Tuesday, September 13, 2016
12:30 Registration for Pre-Conference Workshops
1:00 Interactive Workshop A
Strategies to Showcase and Educate the Institution on the Value of the Design
Thinking Mindset
Legacy, regulation, and the sensitive nature of financial products and services are just
a few of the aspects which hinder change in the financial sector. Design thinking has
gained a foothold in some institutions, but still faces criticism and doubt in others due
to cultural differences, reliance on traditional strategy framework, and lack of recognition.
This workshop acts as a guide to dissolve any unconscious organizational biases to design
thinking and how to educate on the methodologies merits.
This interactive workshop will provide you with the tools and strategies to:
• Pitch human-centric design methodology in a industry where data-based strategies
such as six sigma are more commonly used
• Create a “common language” across the business to frame problems from a design
thinking point of view
• Leverage the capabilities of multiple teams within the organization to acquire
multiple insights
• Obtain personnel with creative skill-sets to promote
• Expand the design thinking toolbox and learn where the methodologies and principles
can be best applied
3:00 Networking Break
3:30 Interactive Workshop B
Bridging the Gap Between Ideas and Implementation to Transform Deep Insights
from the Empathy Process into Powerful, Tangible Representations in Design
The design thinking methodology stresses that innovation always stems from a deep
understandingofthecustomer’sneedsandwants.Thisleadstothecorechallengeofseeing
the world through the consumer’s eyes and then delivering products that solve the
dilemma’s uncovered in the empathy phase. This workshop will help tighten the procedural
gaps in the design thinking process and deliver breakthrough products that aid the
institution in acquiring a competitive advantage.
This interactive workshop will provide you with the tools and strategies to:
• Identify pain points to streamline a product that fulfills a need or solves a problem
• Evaluate customer observations, ideas, insights, and make actionable hypotheses
• Tap into human emotions and behavior to ideate concrete solutions to pain points
• Maintain customer acquisition in a changing landscape through insightful products
and services
• Act on customer feedback in order to create a healthy customer experience ecosystem
5:30 End of Pre-Conference Workshops
7:00 Registration and Morning Coffee
7:45 Chairperson’s Opening Address
CURBING ORGANIZATIONAL RESISTANCE
TO DESIGN THINKING METHODOLOGIES
8:00 Case Study
Driving Design Thinking Approaches and Techniques Deeper into the Organizations
Culture and Operational Practices
• Integrating design thinking capabilities at the individual, team, and program levels
to ingrain the design thinking mindset
• Internally developing and tailoring design thinking education to the institution
to foster recognition
• Creating the organizational context in which innovation can breathe to enhance
design thinking governance
• Acquiring the necessary funding, resources, and work environment to act
as the cornerstone for innovation
Lisha Davis, Senior Manager, Client Experience, Vanguard
8:45 Interactive Panel Discussion
Best Practices on Design Thinking; Navigating Through Institutional Pitfalls
and Widening the Scope of Design Thinking Projects
• Reevaluating structures and governance to improve design thinking effectiveness
and awareness
• Introducing, applying, and maintaining design thinking momentum at various levels
of leadership
• Balancing design thinking versus design doing by exploring the differences
and merits of each school of thought
• Analyzing instances where human-centered design has been applied beyond digital,
transactional, and product/service projects
Panelists:
Lisha Davis, Senior Manager, Client Experience, Vanguard
Ellen Goodman, VP, Product Design & Development, American Express
Judy Cotter, Director, Design Thinking, USAA Bank
9:30 Networking Break
10:00 Case Study
Achieving Sustainable Innovation By Embracing Both Lean and Design
Methodologies Across the Enterprise
• Dissolving the unconscious bias against creativity to cascade innovation throughout
the organization
• Promoting agile innovation in a highly complex, regulated, and risk adverse
financial sector
• Assessing multiple solutions to a problem by embracing design thinking as a viable
option when addressing business problems
• Transforming legacy bank systems into nimble, modern institutions by using
technology and design
• Creating organizational roles that help cut through regulatory and legacy barriers
10:45 Case Study
Benchmarking the Benefits of Design Thinking by Measuring Progress
and Delivering Quantifiable Proof Points
• Strategies to rate and categorize the ROI on design thinking projects to gauge success
• Acquiring funding when results are not as measurable as traditional business projects
• Providing output and establishing how much evidence needs to be visible to have
faith invested in the methodology
IDENTIFYING WITH THE NEEDS OF THE CONSUMER
TO IGNITE THE DESIGN THINKING PROCESS
11:30 Interactive Roundtable Discussion
Empathizing with Your Consumer to Impart Emotion into Your Product; Observing,
Interacting, and Immersing in the Customer Journey
• Identifying pain points to drive consumer-based innovation
• Shifting away from traditional research capacity to achieve fluid, real-time feedback
from the customer base
• Leveraging analytics to gather insights from the customer base
• Exaggerate and amplify practices that resonate with the consumer and isolate critical
components of success
• Consistently offering new platforms for customers to provide viable feedback
to establish optimal user engagement
Facilitator:
Naomi Minnich, User Experience Research Director
Allstate
12:15 Luncheon
1:15 Case Study
Implementing Ethnography to Update and Bolster Customer Experience Models
• Understanding demographical shifts in the customer base to better tailor products
and services
• Implementing observational science to gauge consumers financial habits and emotions
• Achieving a holistic view of the customer base before implementing products
or strategies
2:00 Case Study
Utilizing Customer Journey Mapping to Identify Key Junctures in the Design
Thinking Process
• Pinpointing experiences users are unable to articulate during the empathy process
• Paying special attention to emotional “highs” and “lows” throughout
the customer journey
• Locating gaps in the journey map to transform them into disruptive ideas
2:45 Networking Break
3:15 Case Study
Assessing How Design Thinking Can Tap into Ingrained Human Behavior
to Influence Products and Services
• Exploring human emotion, behavior, and psychology to guide product development
and design
• Empathizing the human journey by understanding the nature of consumer
relationships and communications
• Implementing an anthropological approach to the design thinking process
to achieve a human-centered experience
• Utilizing cognitive science to promote intuitive channel and interface design
4:00 Closing Remarks of the Chair & End of Day One
Day One | Wednesday, September 14, 2016
PRODUCER INFO:
I would like to thank everyone who has assisted with the research and organization
of the event, particularly the speakers for their support and commitment.
Nick Baker, nickb2@marcusevansch.com.

3.
SPONSORSHIP INFO:
Does your company have solutions or technologies that the conference delegates
would benefit from knowing? If so, you can find out more about the exhibiting,
networking and branding opportunities available by contacting: Garret Neader,
T: 312 894 6390 E: Garretn@marcusevansch.com.
7:30 Registration and Morning Coffee
7:50 Chairperson’s Opening Address
EXAMINING DISRUPTION AND INNOVATION
WITHIN THE FINANCIAL SECTOR
8:00 Case Study
Examining Innovative Business Models and Ways Consumers Interact with Currency
to Manufacture Disruptive Products and Services
• Assessing partnership trends between established financial institutions and tech
start-up’s to explore new business opportunities
• Capitalizing on mobile technologies and interface design to appease
younger demographics
• Strategies to enable more agile operations in a highly regulated financial space
• Stressing simplicity in design and functionality to increase consumer engagement
and use
8:45 Interactive Panel Discussion
Discussing Shared Challenges and Best Practices with Fintech; Regulatory Constraints,
Operational Setbacks, and Customer Loyalty
• Assessing current and future regulatory constraints to stay compliant in the age
of multi-channel engagement
• Leveraging and applying customer feedback to increase loyalty and profitability
• Weighing adaptability and longevity versus disruption and innovation to assess
the capacity for innovation
9:30 Networking Break
10:00 Case Study
Integrating the Practices of Innovation Labs and Hubs into the Fabric
of an Organization
• Strategies to achieve and measure lab scalability to demonstrate value
• Leveraging hub capabilities to support mainstream business functions
• Utilizing the hub as a “change agent” to cascade design thinking practices throughout
the organization
• Sharing strategies to change the perception of the hubs from institution
to customer focused
Karen Pascoe, SVP, User Experience Emerging Payments
MasterCard
10:45 Interactive Panel Discussion
Creating Innovative Spaces to Act as Idea Incubators and the Frontline Response
to Constant Change and Challenges
• Foregoing the classic office setting and surround innovators with an environment
spurs imagination
• Leveraging the lab for internal purposes such as achieving management buy-in,
revealing new innovations, and training
• Understanding the consumer and testing products or services that can improve their
financial lives
• Attracting new talent from the technology industry and other creative disciplines
to promote innovation
Panelists:
Miranda Hill, VP, Product Management Manager, WF Labs and Incubator
Wells Fargo
FRAMING, DEFINING, AND IMPLEMENTING
A DESIGN-BASED SOLUTION TO A PROBLEM
11:30 Case Study
Establishing an Overarching and Human-Centered Design Thinking Framework
Drive Innovation with a Fail Fast Approach
• Clearly defining the purpose of a design team to refine and scale potential impact
• Experimenting with different methodologies and choosing where to invest
and explore
• Employing methods to inspire creative collaboration across teams and departments
• Respecting the non-linear methodology of design thinking and the situational need
to return to the drawing board
Elizabeth Spenko, Director of Northern Lab
Northern Trust
12:15 Luncheon
1:15 Case Study
Clearly Defining the Problem by Processing and Synthesizing the Findings from
Empathy Work
• Keeping the needs of the user demographic at the core of concept development
• Incorporating key insights into a concise “problem statement” that has a distinct
point-of-view and inspires experimentation
• Emerging yourself within the customer journey to translate customer pain points
into defined problems
Lawrence Lipkin, VP, Design Strategy
Fidelity Investments
2:00 Interactive Panel Discussion
Employing Methods and Design Aids to Inspire Creative and Cross-Functional
Brainstorming Between Teams
• Integrating differing viewpoints from multiple teams to drive product development
and success
• Extracting insights across teams by using engagement techniques such as “role-playing”
• Implementing hybrid models such as decision trees to map out different variables
based on importance
Panelists:
Cameron Park-Hur, VP, Head of Customer Experience & Research, Digital Channels,
Bank of the West
Miranda Hill, VP, Product Management Manager, WF Labs and Incubator
Wells Fargo
2:45 Networking Break
3:15 Case Study
Focusing on Problem-Solving that Allows for Rapid Prototyping and Experimentation
to Reinforce the Fail Fast Mentality
• Transforming ideas into a physical form to jolt the prototyping process
• Adopting co-creation principles when rapid-prototyping to extract
multi-source feedback
• Maintaining a stern understanding of the core problem throughout
the prototyping phase
Dennis Ganesh, Mobile Platform Lead Architect
TIAA-CREF
4:00 Case Study
Testing Refined Products with the Customer Base to Garnish, Rework, or Revamp
the Projects
• Leveraging user feedback to learn more about the consumer or revise the original
point of view
• Utilizing focus groups, surveys, analytics, and cross-departmental collaboration
to explore multiple avenues of feedback
• Addressing the current needs while enabling the flow of future opportunities
Cameron Park-Hur, VP, Head of Customer Experience & Research, Digital Channels
Bank of the West
4:45 Closing Remarks of the Chair & End of the Conference
Day Two | Thursday, September 15, 2016
LET US BRING THE TRAINING TO YOU!
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Any Training, Anytime, Anywhere
For full information on open enrollment and in-house training go to
www.marcusevanspt.com or contact Emily Jones at emilyj@marcusevansch.com.
DISCLAIMER
Thisagendamaybesubjecttochangeforreasonsoutsideofourcontrol.MarcusEvans,Inc.
reservestherighttoreplace,substitute,orremoveanyspeakerintheeventofanemergency
or any unforeseen situation in which a confirmed speaker is unable to attend the event.
Marcus Evans, Inc. will make every effort possible to substitute a speaker in this
circumstance with an equally qualified professional for the confirmed presentation.
However, Marcus Evans, Inc. does not guarantee the possibility of replacement.

4.
SILVER SPONSOR:
As a global innovation design consultancy, Continuum designs experiences that improve people’s lives and drive business innovation. Based on in-depth consumer research, rigorous
analysis of clients' business challenges and inspired creativity, we identify opportunities for innovation, create new products and services, and design new ways to communicate brands.
Continuum has offices in Boston, Los Angeles, Milan, Seoul, and Shanghai.
The BayPay Forum, a Silicon Valley-based international network composed of over 12,000 payment and commerce executives, entrepreneurs and investors from thousands of different
companies, serves as a forum to connect members in identifying and understanding the emerging trends and innovations in the industry.
Global Banking & Finance Review is one of the world’s leading online Portal covering Global News, Videos, Analysis, Opinion, Reviews and Interviews from the world of Banking, Finance,
Wealth Management, Trading, Business, Technology and much more. Read in over 200 different countries and ranked below 15,000 globally by Alexa across billions of websites.
To find out more, visit us at www.globalbankingandfinance.com
The Fintech Times is the voice of Fintech. Each month it explores a new fintech sector, providing the readers with interviews to thought leaders and experts and articles that dig deep
into the ideas and technology. It keeps the discussion intelligent, investigative, authentic, but not too serious; informative and useful, but not too technical. The Fintech Times is the
print newspaper for all those who enjoy fintech.
ISPIM - International Society for Professional Innovation Management is a network of researchers, industrialists, consultants and public bodies who share an interest in innovation
management. Founded in 1983 by Professor Knut Holt in Norway, ISPIM is the oldest, largest and most active innovation association in Europe. ISPIM produces scientific and educational
material and events to help people understand and share thinking and experiences on how individuals, organisations and society can be better organised to create and distribute new
products, services and processes to make the world a better place.
For more information, please visit www.ispim.org
“Awesome, perfect size.”
Bank of the West
“Great conference, would come again.”
Federal Credit Union
“Overall, really great content from all of the speakers. Great audience as well.”
U.S. Bank
“Wonderful collection of experts. A great networking opportunity.”
The World Bank
“Overall, a higher quality conference than many I've attended.”
First Citizens Bank
TESTIMONIALS:
The Design thinking methodology is having a renaissance in numerous industries, and financial institutions have began to take notice, thus the sector is reevaluating the way they offer
products, services, and understand the needs and desires of the consumer. Leveraging customer insights and loyalty is so important in the age of digital disruption that many financial
institutions now consider the lack of innovation a major risk. Attendees will exchange tips and tools to strengthen the design thinking mindset, gather deep insights from the customer
base, create a common design thinking language throughout the organization, and improve the overall customer experience.
The 2nd Annual Design Thinking for Banking & Financial Services conference will address strategies to promote design thinking culture, measure the success of design thinking
projects, ways to view products and services through the eyes of the consumer, ethnographic and cognitive sciences, constructing design thinking framework, proven design thinking
processes, developing innovation hubs, digital disruptors, agile strategic planning, and much more!
WHY YOU SHOULD ATTEND:
MEDIA PARTNERS: