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SoDA Session NYC: Building Great Customer Experiences

SoDA - The Digital Society

Tuesday, October 24, 2017 from 9:00 AM to 11:00 AM (EDT)

SoDA Session NYC: Building Great Customer Experiences

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SoDA Session NYC: Building Great Customer Experiences 3d 16h 8m Free  

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SoDA Session NYC: Building Great Customer Experiences

In partnership with ULTRA Testing, this SoDA Session will feature a lively discussion about what it takes to build and deliver great consumer experiences through the lens of web accessibility. Great experiences are often simple, intuitive functional and fail-safe. And, while accessibility often means designing for very unique needs, it also inspires the novel solutions that can work really well for wider audiences. We’ll talk about what it actually takes to the get work done — and not just done, but done to an extremely high standard.

We will also do a deep-dive into how web accessibility is becoming a standard design that’s not only inclusive, but leads to stronger and more intuitive web experiences for all. We will explore how creative shops are ideating and producing better experiences for all types of consumers - especially when the digital experiences we encounter on a daily basis have radically expanded beyond web browsers to include mobile, VR/AR, voice, wearables, experiential and so much more.

Key discussion points include: 

  • How brands today are responding and overcoming challenges and roadblocks of web accessibility
  • What are the best practices for designing and developing inclusive experiences and how to implement them successfully 


Featured Panelists: 

Arthur Fullerton, Chief Technology Officer, Big Spaceship 

Fullerton brings over 15 years of experience developing applications and leading technology and interactive production teams to Big Spaceship, most recently serving as Head of Technology, Americas at Lowe Profero.  Earlier he held senior positions at Critical Mass, Blast Radius, Crispin Porter + Bogusky and his own start up, RumbleFox. He’s worked with top brands including Mercedes Benz, Harley Davidson, Citibank, Hyatt Hotels, Rolex and Mattel, among others. 

Frances Crocker, Engagement Director, Doberman 

Frances Crocker, Engagement Director, works to translate client needs into actionable insights and align Doberman’s agency capabilities to build sustainable relationships. She most recently led business development for Work & Co, where she helped grow the digital product company from a team of 75 to nearly 200 globally, building partnerships with notable new clients including Nike, Marriott, and Aesop. Her past roles have included business development at Lippincott and Huge, and operations experience in the nonprofit sector with the Innocence Project. Frances holds a BA from the University of North Carolina at Chapel Hill and MBA from Baruch College.

Amanda Ford, Creative Director, Ready Set Rocket 

Amanda is a multi-disciplinary creative specializing in art direction, interactive experiences and all things digital. Her experience spans a mix of advertising and design shops like Ogilvy, Profero, and Huge as well as brand-side at places like MTV and Victoria's Secret. As a Creative Director at Ready Set Rocket in downtown NYC, Amanda leads a team of designers and art directors making connected experiences for brands like NBA, Seagram’s Gin, and Univision.

Daniel Viedma, Associate Technical Director, Firstborn

As an Associate Technical Director at Firstborn, Daniel provides technical guidance and oversight of all digital projects to create experiences that seamlessly blur the lines between design, motion and development. He also oversees and guides the technical strategy for multiple accounts including Supercell, Mountain Dew and L'Oréal. Hailing from Barcelona, Daniel brings to Firstborn over 10 years of experience developing back-end and front-end systems. Daniel joined Firstborn from R/GA where he was a Senior Software Engineer overseeing web platforms for Nike and Beats by Dre. He has also held positions at Atos Origin and ROKKAN. 

Brandi Colledge, Director, ULTRA Testing

Brandi is a seasoned technology project manager, and leads testing engagement and strategy at ULTRA across advertising agency and software development clients. She has extensive digital production experience, holds a PSM I from Scrum Alliance and has a deep understanding of Agile, Iterative and Waterfall methodologies. Prior to ULTRA, Brandi was a Sr. Project Manager at AKQA, CementBloc and Digitas Health, where she managed end-to-end builds for some of the most iconic brands in the world. Brandi has a BA in Advertising from Temple University.


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Have questions about SoDA Session NYC: Building Great Customer Experiences? Contact SoDA - The Digital Society

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When & Where

150 Broadway
20th Floor
New York, NY 10038

Tuesday, October 24, 2017 from 9:00 AM to 11:00 AM (EDT)

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SoDA - The Digital Society

SoDA serves as a network and voice for entrepreneurs and innovators around the globe who are creating the future of marketing and digital experiences. Our members (top digital agencies and elite production companies) come by invitation only and hail from over 40 countries across 6 continents.

While our core membership is made up of C-Level executives, we also have a broad range of programs for the management and staff of member companies, including SoDA's Peer Collaboration Group program that involves 1,000+ discipline leads around the globe in 14 different areas.  

SoDA provides infrastructure, processes and products to enable knowledge sharing between members around best practices, making our members’ businesses more successful and sharing portions of that output with the broader industry. Find out more at  

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SoDA Session NYC: Building Great Customer Experiences
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