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AMA Design Thinking Virtual Conference

Online

As more major brands adopt design thinking as a process to better empathize with the needs of their customers, understanding the strategy and its phases has become essential knowledge for marketers across industries.

Join us for the AMA Design Thinking Virtual Conference on April 23 and 24. We’ll look at how design thinking can enable you and your company to understand your customers, think innovatively about how to meet customer needs, test your assumptions, and implement your plan.

Plus, you’ll have chances to connect with peers, play interactive games and test out your marketing trivia knowledge.

This AMA Virtual Conference is your opportunity to explore new processes to best serve your customers.

 


Keynote Speakers

Brian Solis

Principal Analyst, Altimeter, A Prophet Company

Markus Giesler

Associate Professor of Marketing, Schulich School of Business (York University) and Director, Big Design Lab

Russ Klein

CEO, American Marketing Association

Anna Love-Mickelson

Executive Education Coach, d.school at Stanford University and Designer, Stoked

Tuesday, April 23

An Introduction to Design Thinking for Marketers

This fast-paced session introduces the core elements of design thinking (understanding users, defining a point of view, ideating, prototyping and testing) through the lens of marketing and advertising.  You’ll hear stories about how organizations like Airbnb and Coca-Cola have used design thinking tools to influence marketing and advertising strategies and put a plan in place to use the tools on your own efforts!

Takeaways: 

  • Develop an awareness of the fundaments of design thinking
  • Hear stories from organizations who’ve successfully used the tools in advertising and marketing
  • Design a plan to leverage a design thinking tool on an existing effort

Anna Love-Mickelson

Executive Education Coach, d.school at Stanford University and Designer, Stoked

A Formula for Success: How to Jump-Start Innovation with Design Thinking

Every team encounters problems that need to be solved, and everyone has a different approach to coming up with solutions. Across all teams, there is so much value and knowledge sitting in the collective, but how do you harness that knowledge in a way that proves constructive?

Design thinking is a solution-oriented approach to solving problems – a formula to help teams set goals and jump start a new way of thinking. Marissa Lyman will discuss how she and her team at Marketo used design thinking to identify gaps, prioritize goals and develop plans for success.

You’ll learn:

  • How to create a successful design thinking environment
  • How to identify problems and solve for them through collaboration
  • How to turn the solutions into actionable goals

Marissa Lyman

Head of Strategic Marketing Initiatives at Marketo, an Adobe Company

Designing Experience Culture

Designing captivating customer experiences is vital to firm success, yet few marketers would argue that this process begins and ends with their ability to both understand and actively shape culture – the system of shared beliefs, attitudes, behaviors, and artifacts that people (not only consumers) hold around a particular market object. Drawing on his research into the sociology of the customer experience, Markus Giesler will lead participants through a set of cultural cases and exercises designed to sharpen their experience design skills. Participants will walk away with their own cultural experience design toolkit, the M.I.N.T. routine and new ways for monitoring, inverting, naturalizing and transforming experience culture.

Markus Giesler

Associate Professor of Marketing, Schulich School of Business (York University) and Director, Big Design Lab

Wednesday, April 24

Experience Innovation Needs a New Generation of Design Architects

“Experience design” is all the rage and it’s touted as the future of brand, CX and product innovation. But what is experience really? Turns out, that experience is in the eye, mind and spirit of the beholder. To design experiences that truly move people takes empathy and intention. Brian Solis, leading authority on digital anthropology and experience design, best-selling author and global keynote speaker will share his insights on how to design experiences in a digital economy that matter in the real-world and online.

You will learn:

  • The core of experience and how experience design works in an era of digital Darwinism
  • About the next generation of connected customers and employees aka Generation C
  • Design secrets of his previous book: The Experience When Business Meets Design and how the same principles apply to your business
  • The effects of living a digital lifestyle and how experience design can deliver real-world relief, empowerment and value.

Brian Solis

Principal Analyst, Altimeter, A Prophet Company

7 Ways You Can Use Design Thinking to Drive Innovative Marketing Now

Design Thinking is all the rage these days and, seemingly, it can be a valuable way to transform any part of the business. But how do you use this powerful method to solve your marketing challenges and drive innovative marketing strategies? 

In this dynamic session, Melissa Rancourt will show you seven actions you can take right now to do more with design thinking. 

You will learn about:

  • What design thinking is and real-life examples of it being used to spark innovation today
  • How different marketing roles are embracing design-thinking methodologies to increase visibility within their organizations
  • How you can use some of the latest innovations in design thinking to fuel your upcoming marketing initiatives

Melissa Rancourt

Academic Director, Global Executive Masters on Strategic Design + Management

End your Addiction to Storytelling: Building Brands through Experience Design

Agencies and marketers alike are addicted to storytelling. The advent of so-called content marketing has been the equivalent of a speedball coursing through the craving veins of marketers who think that every problem can be solved by telling a better story. Soon they are going to miss a window of opportunity that will quickly end up in someone else’s portfolio. If marketers and agencies don’t come to terms in a hurry with the structural factors that have set the stage for experience-driven brand building, CEOs are going to tap other resources to do it instead. Experience design is the next frontier for brand-building.

Russ Klein

CEO, American Marketing Association

Brian Solis

Principal Analyst, Altimeter, A Prophet Company

Brian Solis is Principal Analyst and futurist at Altimeter, a Prophet Company, a keynote speaker and best-selling author. Brian studies disruptive technology and its impact on business and society.

A digital analyst, anthropologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. His research and his books help executives, and also everyday people, better understand the relationship between the evolution of technology and its impact on business and society and also the role we each play in it. As a result of his work, Solis also helps leading brands, celebrities, and startups develop new digital transformation, culture 2.0, and innovation strategies and that enable businesses to adapt to new connected markets from the inside out.

Melissa Rancourt

Academic Director, Global Executive Masters on Strategic Design + Management

Melissa Rancourt leads an innovative strategic design master’s program at Parsons School of Design – the Global Executive Master of Science in Strategic Design and Management, which takes place in Paris, New York and Shanghai. She also teaches corporate, executive, university and governmental audiences to develop business skills to create transformational experiences and growth in several subjects, including: strategic design thinking, storytelling, communication, project management and strategy building in an interactive, experiential method.
 
She is a two-time TEDx speaker for Brussels and Luxembourg, a United Nations speaker on Human Rights and a Parliament speaker on equality. She has appeared on the U.S. TV show Living Abroad, Bloomberg, Euronews and several other media. Rancourt is also a philanthropic entrepreneur who founded an international non-profit to encourage girls around the world to study math and science and is the business owner of a wellness company located in the center of Brussels.

Markus Giesler

Associate Professor of Marketing, Schulich School of Business (York University) and Director, Big Design Lab

Markus Giesler is one of the most influential consumer sociologists and ethnographers in the world. Currently, he teaches the world’s first MBA course on customer experience design and is director of the Big Design Lab, a think tank that examines market-level design questions with public and private organizations. 
 
Giesler’s groundbreaking big design approach is in high demand among business leaders, entrepreneurs, policy makers and anyone interested in learning how to create marketing outcomes that are greater than the sum of their economic parts. Giesler has been named “one of the best recognized experts studying high-technology consumer behavior” (Wired), one of “the young business school star professors on the rise” (Fortune), and one of “the 40 most outstanding business school professors under 40 in the world” (Poets & Quants). His research is frequently cited in The New York Times, BusinessWeek, The Wall Street Journal, The Washington Post, Wired, and others.

Russ Klein

CEO, American Marketing Association

Russ Klein has quarterbacked teams for many of the world’s foremost brand names—holding top marketing and advertising posts at Dr Pepper/7UP Companies, Gatorade, 7-Eleven Corporation, Burger King Corporation, and Arby’s Restaurant Group.

His Burger King body of work that was recognized by ADWEEK as “The Advertiser of the Decade” for the 2000’s…a distinction belonging to Nike and Budweiser in previous decades. Klein was again recognized as a seminal influence behind Burger King’s recognition at this year’s Cannes ad festival as Creative Marketer of the Year in 2017; referencing a few of his most popular campaigns including:

Burger King’s groundbreaking digital campaign, “Subservient Chicken

  • ranked as the 6th greatest campaign of 21st Century by Ad Age
  • and Digital Ad of the Decade by the Wall Street Journal

Klein was responsible for “Whopper Freakout” 

  • the highest recalled advertising campaign ever measured by Nielsen’s IAG Research among all advertisers

As CEO for the American Marketing Association, Russ is charged with the transformation of the AMA to become the essential community for marketers.

  • Klein was once nicknamed “Flamethrower” by an industry publication for his managerial risk-taking and provocative advertising; but he now aspires to be the torch bearer for all marketers.

Anna Love-Mickelson

Executive Education Coach, d.school at Stanford University and Designer, Stoked

Anna Love co-founded Stoked nine years ago as an experiment in embedding human-centered design into organizations. She’s been fortunate enough to lead projects ranging from reimagining the refugee experience to high tech tennis shoes to hospital experience redesign. She works both domestically and internationally on product, service, and experience innovation.  However, her real passion is using design to transform culture and build happy healthy work environments.

Marissa Lyman

Head of Strategic Marketing Initiatives at Marketo, an Adobe Company

Marissa Lyman works across the entire marketing leadership team to drive scale and growth. She previously served as Senior Manager of Corporate Communications at Marketo, focusing on the company’s corporate narrative and positioning. She has built thought leadership platforms for Marketo executives and driven cross-functional strategies that tell the stories of the company’s customers and partners. 

 

 

AMA Design Thinking Virtual Conference