Designing for the Rest of the World

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Adobe SF HQ

601 Townsend Street

San Francisco, CA 94103

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A common challenge for U.S. companies is providing design experiences that recognize the cultural differences of customers in other countries. A typical mistake is a form of global consistency where the rest of the world is treated like North America. The panel of international design experts will share in-depth the common processes and solutions they’ve successfully used to unlock opportunities in other geos that celebrate uniqueness of culture, language and lifestyles.

SCHEDULE:
– 6:00PM - Doors Open, Food/Drinks
– 6:45PM - Panel Begins
– 7:30PM - Q&A
– 8:15 - 8:45PM Drinks/Networking
– 9:00PM - Doors close


MODERATOR:

Lance Shields, Head of International Design at Adobe


PANELISTS:

Xiaodan Wang, Director, Product Design | Facebook

Xiaodan has worked on global markets since she began her career in London twenty years ago. She has worked for large internet companies like Yahoo! and Microsoft, where she led multiple product design lifecycles in EMEA, North & South America and APAC. She also led international design teams at unicorn start-ups such as Grab and Didi for SouthEast Asia and Latin America markets. In between, she spent a few years at the global technology company Thoughtworks and gained tremendous insights on agile software development and cross functional collaboration frameworks. Xiaodan has lived in China, England, Singapore and the US, she truly appreciates the culture diversities and different lifestyles these places have to offer.

Kenichi Nishiwaki, Principal | Global Branding Partners

Born and raised in Japan and living in the USA for over 25 years, Kenichi is an international branding and design expert who has worked for client and agency sides in both countries. Most recently as Design Manager with Clorox Company and as International Design Manager for GAP’s Old Navy, he provided design strategy and design management, supporting the Clorox’s B2B division and Old Navy’s international brand localization. Before working with these companies, Kenichi worked as Creative Director for Landor Associates’ Tokyo office, where led the office’s creative department and accelerated their global readiness. Throughout his careers, he supported international companies trying to localize or expand their brands to Japan and the global market.

Yiying Lu, Cross-Cultural Designer, Artist and Speaker

Born in Shanghai China, educated in Sydney Australia and London UK, currently based in San Francisco, Yiying Lu is an award-winning artist, entrepreneur, educator. She was named one of the Fast Company’s Most Creative People in Business 2018. Yiying speaks internationally on Cross-Cultural Design, Creativity & Innovation in both English and Chinese Mandarin. In the last decade, she has created iconic art for brands like Disney and Microsoft, and built brands for hundreds of tech startups during her time as a creative director at 500 Startups. Yiying is also the artist behind the Dumpling Emoji and the "Twitter Fail Whale". She was the first international creative collaborator at IDEO


Linda Ma, Global Design Leader

In 2015, Linda was relocated to Shanghai by CHANEL to start its China creative studio to accelerate the brand’s transition from a Paris dictated “one size fits all” design strategy to a “locally relevant adaptation and co-creation” strategy — a move to ensure better success in user experience and brand equity. Linda’s career in product design and brand campaigns has spanned from New York to Paris, Milan, Shanghai, and most recently San Francisco. In order to truly appreciate each culture and to get the best work done, Linda learned to speak the language of each county she has lived in. Besides CHANEL, she has represented other benchmark brands such as Tom Ford and NARS globally in both digital space and physical space..

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Adobe SF HQ

601 Townsend Street

San Francisco, CA 94103

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