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Idean UX Summit 3: UX Driven Strategy


Friday, October 11, 2013 from 8:30 AM to 2:30 PM (PDT)

Idean UX Summit 3: UX Driven Strategy

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UX Fall Summit Ended $495.00 $0.00

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Idean UX Summit - Fall 2013, October 11th, 8:30am-12pm

"UX Driven Strategy"

is the third in a series of groundbreaking events where we explore the wider impact that User Experience has on your business at the strategy level.

Join us to learn from thought leaders at companies like IBM, Nook, Accenture, Samsung, Plantronics, Synaptics, Bunchball, the father of gamification and innovation pioneers Fahrenheit 212 about how User Experience can serve as the guiding principle in building company wide strategy.

Idean ux summit 3

Come discuss with us ways of involving User Experience Design processes and practices in your company strategy, and identifying value creation mechanisms in your organization through User Experience expertise.

We guarantee that you will leave inspired and with a refreshed mind!

See feedback and the summary video from our last event below.

October 11th Schedule

8:30 am
Registration & Breakfast
9:00 am
Welcoming remarks and "How to Become Awesome"
Risto Lahdesmaki, CEO, Idean and Juulia Tarma, Idean
9:15 am
Establishing a Design-First Product Culture and Strategy
Pierre-Henri Clouin, Program Director, Strategy & Operations, Design, IBM
9:45 am
How to Work with UX as a Core Company Strategy
Martin Granstrom, Head of UX, Barnes & Noble, Nook Media
10:15 am
Coffee & Rapid Fire Networking
10:30 am
Data + Motivation: The Key to Engaging Design
Rajat Paharia, Founder & Chief Product Officer, Bunchball
11:00 am
Innovation is not for Everyone
Tom Feegel, Managing Director, Fahrenheit 212
11:30 am
Panel: UX Driven Strategy in Real Life
  • How should a company organize itself to be able to utilize UX work, and engage customers in marketing or R&D functions?
  • Does UX work have more to do with generating new business, creating a competitive advantage or increasing productivity?
  • Strategy is about trade-offs, decision making and execution. Who should take responsibility for decisions on customer experience?
  • How much does customer experience affect company valuation?
  • The essential part of strategy implementation is communication. Where does the customer’s perspective fit in when communicating the strategy internally?
  • What role does UX have in the strategy creation process?

Moderator: Craig McNeil, MD, Accenture

Pierre-Henri Clouin, Program Director, Design, IBM

John Ledingham, Director of Design for UX, Plantronics

Andrew Hsu, Technology Strategist, Synaptics

Guy Bar-Nahum, VP, Mobile UX Lab, Samsung

Rajat Paharia, Chief Product Officer, Bunchball

Risto Lahdesmaki, CEO, Idean

12:15-1:15 pm
Lunch and Networking
1:15-2:30 pm
Bonus Program: UX Ideation Workshops. Work through the process of Ideation.
A hands-on, interactive deep-dive into the HOW by lead designers from Idean


Networking and Open House at Idean, Palo Alto starting at 5pm (till late!)
411 Kipling Street, Palo Alto, CA 94301
Bring your friends too :)


Pierre Henri Clouin

Pierre Henri Clouin, IBM

Pierre-Henri Clouin leads IBM Design's strategy and program - IBM's design-led transformation initiative to establish a world-class software and UX design competency at IBM. In this role, he drives the transformation program to change the way IBM's product teams develop products and manage their product portfolio with a design first approach. This includes growing IBM's design ecosystem, to expand IBM's access to world-class talent and expertise. Pierre-Henri has 15 years of experience leading product strategy and corporate development in the enterprise software space, from new ventures to half-billion dollar businesses.

Rajat Paharia

Rajat Paharia, BUNCHBALL

Widely recognized as the father of gamification, Rajat Paharia founded Bunchball in 2005. Since then, he has parlayed his unique understanding of technology and design – along with a preternatural ability to recognize patterns – into the creation of a company whose market-defining solutions have helped engage customers and motivate employees at a wide array of companies, including Toyota, Mattel, T-Mobile, Bravo, VMware, ESPN, BOX Technologies and Kimberly Clark. Before founding Bunchball, Rajat had built a technology design career at IDEO, Philips Consumer Electronics, IBM Research and ViewStar. Rajat earned a master’s degree in Computer Science (with a focus on Human Interaction) from Stanford University, and a bachelor’s degree from the University of California Berkeley. Rajat is the also the author of Loyalty 3.0 - How to Revolutionize Customer and Employee Engagement with Big Data and Gamification.

John Ledingham

John Ledingham, PLANTRONICS

John currently leads the multi-disciplinary Plantronics User Experience Design Group, which is focused on developing solutions for hardware, software and the web. John holds a Bachelor of Science in Industrial Design from The Ohio State University and has worked for a number of corporations and consultancies such as Motorola Mobility, Whirlpool Corp. and Herbst LaZar Bell in Chicago. Prior to joining Plantronics in 2008, John managed the KitchenAid Global Design Team, where one of his challenges was bringing the very American brand to the European market. He’s a motorcycle enthusiast and enjoys bicycling and playing/writing music.

Tom Feegel

Tom Feegel, FAHRENHEIT 212

Tom has 20 years' experience engaging new client partners and delivering systems and processes that provide executives with the insights they need to invent, develop and launch new products. His career focus has been exploring new markets in Innovation, Sustainability and Digital Media. With experience selling into the technology, healthcare and mobile industries, and as a successful entrepreneur, he has developed skills in understanding the problems associated with creating new, winning products and in devising the solutions to overcome the inherent risks of failure.

Guy Bar-Nahum

Guy Bar-Nahum, SAMSUNG

Guy is currently VP for Mobile UX Lab Samsung Research America-Silicon Valley (SRA-SV), developing future disruptive Mobile experiences for Samsung Mobile. Before Samsung, Guy was the Director of Software in the iPod Division at Apple, Inc. from Q4 2005 through Q1 2008. Guy joined Apple as the first member of the iPod Software engineering team in 2001, where he held key positions and was instrumental in building the team and shaping iPod technology. Prior to joining Apple, Guy was a software architect at Philips Semiconductors and Philips Electronics. At Philips Guy formulated the initial Digital Monitor Thin Client concept for Business Unit Monitors creating a new line of business. Prior to joining Philips, Guy was a software engineer at Scitex Corporation in Israel. Guy graduated with a BS degree in Mathematics and Physics from the University of Tel-Aviv in 1991.

Martin Granstrom

Martin Granstrom, NOOK

Martin has spent 14+ years in designing, managing and planning various types of consumer experiences, the last 8 years in the Mobile industry. His goal is to deliver business benefits through usage and smiles from the consumer. Simply put; to "take it from business to buttons".

Andrew Hsu


Dr. Andrew Hsu is a technology strategist for Synaptics and heads the Concept Prototyping team. Andrew has been with Synaptics for more than 15 years. He was on the design team that produced the world’s first single chip capacitive touch controller and then led the company's efforts into establishing a presence in the mobile handset market. He also developed Synaptics’ ClearPad touchscreen technology and then led the company’s marketing efforts for ClearPad, which resulted in the first production phone with a capacitive touchscreen, the LG Prada. Andrew holds a Doctorate degree in Neuroscience and a Master’s degree in Computer and Information Science, both from the University of Pennsylvania, and a Bachelor’s degree in Electrical Engineering from Caltech. Outside of work, Andrew enjoys traveling with his wife and three children and competing on his road bicycle.

Craig McNeil


Craig is the North America lead for Accenture Mobility. He has extensive experience leading technically sophisticated product and service organizations. His functional experience includes emerging technologies and strategic innovations, new product introduction and multi-market launches, strategic planning, strategic partnerships, and business process development and improvement. Before joining Accenture, Craig was the managing director and CTO and then CEO of Mozido, a financial sercices business. He also served as executive vice president and CTO of Trumpet Mobile, a financial services-based mobile virtual network operator. Craig has a Bachelor of Arts degree in neuroscience and a Master of Science degree in telecommunications.

Risto Lahdesmaki

Risto Lahdesmaki, IDEAN

CEO and founder at Idean, Risto is an entrepreneur-spirited-jack-of-all-trades-creative-director. He has a special talent for identifying business opportunities for his client companies and is somewhat water-resistant to the phrase: "this is not possible" With over ten years background in User Interface and User Experience design, he has been involved in hundreds of design projects and is shaping the future of branding through UX/UI. Currently, Risto is growing the Idean business in the US at a rapid rate and as Chairman of the company he oversees their global business development. Risto is an entrepreneur and designer at heart and has worked with start-ups as well as big enterprises his entire professional career.


Arto Viitanen

Arto Viitanen, IDEAN

With his Masters in Industrial Management and as Head of Design at Idean, Arto has an extensive and multifaceted background in development, innovation and design. Previously, as CEO of his start-up company Comeks, he created mobile apps long before the iPhone. Arto's freelance work includes industrial design of LED based architectural lights for Obelux, front-end web development for large enterprise clients, such as the Finnish National Broadcasting Company, and comic-style illustrations for the Carlsberg group. If you get the chance, ask him about Sperm Whales. He's an expert.

Sampo Jalasto

Sampo Jalasto, IDEAN

Having worked as a designer for Idean over the last 7 years, Sampo Jalasto has a comprehensive background randing from startups to healthcare, transportation, banking, finance, industrial solutions and media companies, Jalasto currently works in interaction design, concepting and feature mapping, prototyping, and oversees multiple design projects at Idean. He has worked on a variety of platforms and his detailed work has been awarded multiple times for its exceptional quality from RE: Media OY, a top Finnish design award.

Summary video from our previous summit:

Video Screenshot

Idean UX Summit 2: UX Driven Business from Idean on Vimeo.

Feedback from our previous Summits:

"These summits are some of the most inspiring gatherings that I've attended in years."


"I was blown away at the quality of both the content and production at the UX summit. I try to attend about 12-15 conferences a year and I rank yours as one of the best. It was a great venue, perfect size, excellent topic, and outstanding speakers."

–Mark Hanson, Sr. Strategist, Nuance Communications

"It was, hands down, the best summit, seminar, conference...doesn't matter what it's called, I've attended in years. Clearly your network includes some amazing folks, and not just the speakers. I really enjoyed talking with the other attendees as well. Again, thank you for allowing me to have a little glimpse into your world...it was absolutely time well spent."

–John Ledingham, UX Director at Plantronics

"Got me out of my day-to-day execution to see a big picture that opens a lot of exciting possibilities. Each person has real rigor behind what they do; it wasn't just fluff and rah-rah. Met some really interesting people outside my usual circle."

-Bob Ertl, Sr. Director, Product Management at Sentilla

For more information about the relaxing and
inspiring venue in Menlo Park, please visit...


Don't forget - our famous networking event "UX Happy Hour" starting at 5pm @ Idean House, 411 Kipling Street, Palo Alto. Join us for beer and sausages at our own Oktoberfest, and bring your friends!

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Have questions about Idean UX Summit 3: UX Driven Strategy? Contact Idean

When & Where

Allied Arts Guild
75 Arbor Rd
Menlo Park, CA 94025

Friday, October 11, 2013 from 8:30 AM to 2:30 PM (PDT)

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Idean UX Summit 3: UX Driven Strategy
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