How your team and organisation can prioritize being customer-centric (Tor)

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80 Spadina Avenue


Toronto, ON M5V 2J4


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Event description
Learn how industry leaders prioritize being customer-centric. Lessons from CX leaders at Maple Leaf Sports & Ent, Shopify, Telus, CBC

About this Event

Customer experience is at the core of the success of Maple Leaf Sports & Ent, Shopify, Telus, CBC. Learn how being customer-centric empowers them to better meet business goals and innovate. We’ll discuss why organisations struggle with becoming customer-centric and each of their personal lessons, stories, tools, and tips on how to shift your organisation. We'll hear how they use various toolkits —like, customer listening, journey mapping, user research, CX metics, and service design— to become industry-leading organisations.

On October 16 you'll gain important insights into how to build a customer experience practice within your organisation, including how to overcome common barriers. At previous events we head that teams often struggle with getting approval to spend more time listening to customers, running tests, and challenging old ways of thinking — we'll address all of these in the panel conversation.

This event is intended for:

  • Business leaders and entrepreneurs who want to understand the benefits of, and strategies to becoming more customer-centric
  • Marketers and agencies who want to better understand how to collect and act on customer data and research
  • Researchers and product managers who need a lean and effective way to listen to the needs of customers and convert them into applied strategies
  • eCommerce professionals who need to differentiate themselves by prioritizing the needs of customers

Event details

Location: Shopify (80 Spadina)

Date: Wednesday October 16, 2019

Time: Doors at 5:30pm, event from 6pm to 8:30pm

Admission: $10 then $12 (light meal is provided)

Format: Presentation, followed by a panel


Pansy Lee (Director, Product and Design — Maple Leaf Sports & Entertainment)

Pansy has worked in the tech industry for over 15 years and her diverse interests have led to a diverse career. She has held marketing, sales, product and design roles at Microsoft, IBM, Deloitte and Intuit. She is currently the Director of Product Management and Design at Maple Leaf Sports and Entertainment where she works on bringing the best digital fan experiences to Toronto Maple Leafs, Raptors, TFC, Argos and concert fans in and out of the arena. She is also passionate about diversity and inclusion and did her graduate research work on women in tech and male allies.

Her presentation: How we brought a better experience to life for our sports and concert fans and what we learned

From discovery to launch, we used a diverse toolkit of observation, customer journeys, service design and a whole lot of grit to learn, build and launch. We also learned some interesting lessons along the way.

Rubén Perez Huidobro (Senior User Experience Researcher — Shopify)

Rubén is a Senior User Experience Researcher at Shopify with over a decade of experience in the UX field. He has lived and worked in Spain, United Kingdom and Canada. Before moving to Toronto, he worked as a User Researcher for the UK, Government Digital Service (GDS) and the UK, Ministry of Justice (MoJ) among others. He has also worked in international research projects across Europe and Latin America.

His presentation: Partnering with the customer support team to impact the design process

At Shopify, our gurus (customer support team) have constant interaction with our merchants. Gurus help our merchants deal not only with difficulties in the daily use of our products but also in their business development. We implemented a process to partner with this team to get their fresh eyes on concepts and prototypes during our design process. During the presentation I will explain what we did, and the challenges and limits of this approach.

Mariam Ayyoob (Sr. Strategy & Service Design Manager — TELUS)

Mariam Ayyoob is a Senior Strategy Manager on the TELUS Service Design team. She leverages customer insights and the voice of the customer to help solve challenging business problems, design customer-friendly experiences and find innovation opportunities throughout TELUS. Previously, Mariam was a Sr. CX Consultant at IBM, supporting banking clients with their customer-centric transformations. Mariam has guest lectured and coached for design thinking courses at The University of Victoria and Ryerson University. Outside of work, she volunteers with Bridge School, a not-for-profit organization, which provides free education for women, agender, and non-binary professionals in technology.

Her presentation: How customer-centricity can help your organization prioritize, pivot and avoid assumption-based mistakes

Hira Javed (Service Design Lead — CBC)

Hira is the Service Design Lead at the Canadian Broadcasting Corporation (CBC). In her role she focuses on connecting the audience experiences across CBC’s ecosystem, and the internal engine which enables that connection. Her professional adventures have included explorations in CPG, banking, tech startups, public media and higher education. Her journey includes working as an Information Architect, User Experience Researcher, Design Strategist, and Service Designer. She also taught at the University of Waterloo for six years, where she created the curriculum for an undergraduate user experience course. She recently started her doctoral studies at the University of Toronto, where she investigates the connection between systems thinking, learning based organizations, and digital transformations.

Her presentation: Content Ecosystem: Designing the Connective Tissue

At CBC, we define service design as a human-centred approach to creating and delivering holistic, seamless audience experiences across the CBC ecosystem. As we change and adapt, we have to strategically think about the public services we provide to our current and future audiences. These need to be intentionally designed, thoughtfully structured, and systematically executed. Content is the connective tissue that makes this engine run. In order to design meaningful experiences for Canadians, understanding our content ecosystem is a prerequisite. This talk will focus on the importance of mapping a content ecosystem, understanding the complex layers, identifying points of connectivity, and informing design decisions to deliver exceptional user experiences

Event Sponsors

Qualtrics enables their clients to deliver exceptional customer, product, brand, and employee experiences on the world’s #1 XM platform.

Not just an ecommerce software, Shopify is the best ecommerce platform that has everything you need to sell online, on social media, or in person.

Next Events

Winter — Delivering an experience that improves the lives of your customers

Winter — Customer Journey Mapping workshop

Spring — Delivering an exceptional in-person customer experience

Organized by

PH1 helps organisations understand how to innovate services and products to meet the needs of customers and non-customers through mixed methods research and human-centred design. We specialize in Customer Experience, Journey Mapping, and Design Thinking.

Code of conduct

The goal of CXC is to create an inclusive space of all forms. This includes the selection of topics, list of speakers invited, benefit to attendees, background of attendees, price, and event environment. Our space is intended to be a place where we support one another, regardless of our views, socio-economic level, sex, race, age, disabilities, or orientation. Discrimination of any form will not be tolerated. If at any time you are directly-affected or are witness to discrimination, please contact

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80 Spadina Avenue


Toronto, ON M5V 2J4


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