CFN19 Schedule
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Customer Focus North 2019 Presenters and Facilitators - More coming!
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Alphabetically Listed by Speaker First Name
TypeSpeaker 1Speaker 2Speaker 3TitleDescriptionSpeaker(s) Bio
Day 2 - SessionAndy KruegerCX & UX Should be Friends: lessons on my journey from event design to user experienceI've been working in the crossroads of event management and user experience design for over 15 years. Planning a 3-day food & wine show for thousands of guests is not that different from designing a SaaS application for millions of users. Practitioners of CX and UX can learn from this overlap to improve at our chosen disciplines. I'll compare and contrast the two fields with case studies from my background and the industry, with tools and takeaways for attendees to put into practice. For example, I plan to do an overview of techniques like storyboarding and usability testing that can be used by anyone and provide great insight with minimal time/money investment. Also, there will be jokes.
Andy is an event manager turned UX designer who enjoys bridging the gap between live and digital experiences. He’s the cofounder of Craft’za, Nicollet Makers Market, and the Mpls Indie Xpo (MIX) comic book convention, and has managed many other events including the Minnesota Monthly Food & Wine Experience and the Midwest Home Luxury Home Tour. Andy feels that cross-functional thinking makes us stronger designers and more effective user advocates.
Day 2 - SessionBethany Klebanov, PhDThe more things change, the more they stay the sameCompanies have been chasing the full customer 360 degree view for decades. Data is more plentiful, but still not always connectable. Doubling down on fundamentals can often get you the fartherest the fastest with the best returns.I lead the Analytics group for advertising and public relations at ICF Next (formerly Olson). I bring nearly 25 years of diverse experience in Analytics having worked in a wide variety of industries through a mixture of internal and consulting positions. My work has been highly focused on understanding customer behaviors and attitudes to develop marketing strategies and measure the success of their execution.
Day 2 - SessionBruce Edward StephanTransistion from Customer Service to Customer ExperienceThis session is about my experience evolving a traditional Customer Service team (reactive) to a Customer Experience (proactive) team and how to sell the initiative to the C-suite.Director of Marketing and CX. 20+ years in BtB and BtC industries driving value based on Customer Insight
Day 2 - SessionDavid QuimbyAmplifying Experience by Resolving ConstraintsThe practice of experience design is laden with constraints. We wrestle with constraints in every dimension and we compromise between opposing factors. We even presume that compromise is a fact of life -- that it is inherent in experience design. We optimize across a set of constraints and we are grateful for an "optimal" solution.

In this session, we will envision the notion of ideal solutions as an alternative to optimal solutions. We will explore the principles and practices that enable the pursuit of ideal solutions. We will investigate the de-coupling of opposing forces that inhibit ideal solutions. We will
discover some applications in the experience domain that have achieved the ideal by diverting the optimal.

Compromise is not inherent in experience design. Every truly disruptive innovation solves a contradiction; every solved contradiction was once an un-solved contradiction. Participants will gain the ability to start seeing ideal solutions among apparent constraints.
Day 2 - SessionDiane RuckerMamie HarveyWhy Space Matters: Building a Community of Innovation Why does space matter for innovation? The physical space in which you
work can break down silos, enable creative collisions, and help you
connect with your customers in a unique way.

Join us for a joint
presentation with Alliiance Architecture and Design and University
Enterprise Laboratories (UEL) to understand:
- Why Space Matters
- Building a community of innovation
- Intentional design to engage customers
Diane Rucker is the Executive Director of University Enterprise
Laboratories, an incubator for early-stage startups in life sciences and
medical health.
Mamie Harvey is a Principal and Architect at Alliiance who heads the Science and Technology Studio.
Carey Brendalen is a Principal and Architect at Alliiance who supported the recently opened expansion at UEL.
Day 2 - SessionJamie KaspszakEnabling CX Strategy Through Cultural TransformationTrue CX Transformation requires more than just journey mapping or a CX strategy. A customer-obsessed culture helps fuel and enable firms to transform by engaging the hearts and minds of all employees in order to deliver exceptional CX. Learn about the elements of CX cultural change and the journey Best Buy is on to become more customer-obsessed to bring their CX Vision to life.
Day 2 - SessionJim TincherWhy Most CX Programs Fail (and How to Make Sure Yours Isn't One of Them)Even after ten years of CX focus, most programs fail to meaningful improve their customers' experiences. Forrester, CustomerThink, Temkin Group, Beyond Philosophy and others all agree - we're not having a significant impact. Simply put, most CX programs fail to drive meaningful improvements to the experience. They focus on quick wins, where the most effective programs don’t fix problems; they recreate the experience for an emotional outcome.
- Discover how to tie your CX programs to your organization’s most critical needs
- See how applying change management principles accelerates impact
- Identify how best-practice companies bring the customer to life for their front-line employees
- Learn how to change your focus away from fixing problems, and towards making a real impact on customers’ lives
Jim Tincher sees the world in a special way: through the eyes of customers.

With a lifelong passion for customer experiences, Jim founded Heart of the Customer to help companies of all sizes increase customer engagement. Before launching the company, Jim led customer engagement initiatives at Best Buy and UnitedHealth Group. In the process, he became an expert in using Voice of the Customer research to identify unmet needs, develop new products and improve the customer experience.
Day 2 - SessionJohn Harris Incentivizing behavior change: nudging, loss aversion, and social comparisonsCognitive biases act as comprehensible categories to understand the nuances of human behavior. Defining the behavior is easy, changing the behavior is difficult.

After analyzing the specific barriers contributing to various social sector issues, the discussion will turn to review real-world, behavior change drivers applied in the social sector. Specific tools include gamification, social comparisons, and incetivized nudges. The benefits and limitations of low-cost interventions will be discussed, along with the importance ideas42 places on understanding the actual problem.

The importance of strategic partnerships, problem diagnosis, and data validation will add additional color to successful projects.
John Harris is a Projects Director at ideas42, a New York-based non-profit behavioral design firm. A recovering attorney, the majority of his work focuses on projects in global health. John has also contributed to activities in the sustainability, charitable giving, and early-childhood education sectors.
Day 2 - SessionJonathan MannCapturing the Elusive Good Experience: How Factors Outside a Designer's Control Can Alter an Experience and What You Can Do About ItA common misperception of a User Experience Designer’s job is that we directly design an experience. External factors such as life experience, emotion, and desire can affect users' interaction with a design and their perception of an experience. To be effective designers we can increase the potential for a positive user experience by recognizing how these factors contribute to the overall experience.

So how do we maximize the potential that our designs will lead to a good experience? In this session, I’ll show how human minds can make this job harder than we think due to the often unpredictable and irrational way humans perceive and remember their experiences. People regularly misperceive qualities of events and unconsciously alter their memories which changes their judgment of an experience. You’ll learn about several of these often-surprising quirks of the mind that can affect the potential for a positive experience with suggestions for how you can make allowances for these in your designs.
Jonathan Mann is Vice President of User Experience Design for Renaissance Learning. Previously, he led UX for Target and PayPal. Jonathan and his teams have designed digital products that millions of customers use every day. He has over 25 years of experience in user experience design, behavioral economics, and instructional design. He lives in Minneapolis with his wife and son.
Day 2 - SessionKatherine DuongRashida TaskinStop Isolating Engineers: The value of involving engineers in the healthcare designInnovating in the complicated terrains of healthcare can be draining. It involves dealing with FDA approval, HIPPA and patient privacy requirements, cost concerns, safety concerns, etc. While trying to meet all these requirements, the user's needs and end-user experience is often forgotten or deprioritized. But we all know that the user experience is often what makes or breaks a solution. So how can we make sure that everybody involved is aligned with the user experience and user needs are kept top of mind? At Worrell, we have found some tools to begin to tackle this problem. The key takeaways for this talk will be as follows:
1. We've found that are two main problems: 1) Most researchers don't effectively pass on research findings to engineers in a useful way. 2) Engineers only focus on technology capabilities rather than user needs. We've found that the most effective way to address this is to develop multi-disciplinary project teams. The best way to build empathy within engineers is to involve them in the research. In this talk, we'll share some methods and tips for how we've been able to do this successfully.
2. But we know that not all engineers will have the opportunity to participate in primary research due to a variety of constraints. So we'll share some tools and examples that can be easily scalable for keeping research findings alive throughout the entire development cycle.
Katherine Duong - Sr. Research Designer, Worrell
I'm a design researcher who applies Design Thinking and human-centred design to complex problems in healthcare and beyond.

Rashida Taskin - Software Development Engineer, Worrell
My role is to develop healthcare based software solutions focused mainly on emerging technologies such as Augmented Reality, Virtual Reality, Artificial Intelligence.
Day 2 - SessionLeilani BloomquistJim WollanBridging the gap – from ideation to activation – what’s next?Often companies are challenged to find ways to active against the innovative ideas that are created during hack-a-thons, make-a-thons and design thinking workshops. Join Leilani Bloomquist & Jim Wollan for an interactive breakout session to delve into how to drive action and create value for your customers and your organization. From budget planning, executive level setting and associate resourcing to creating a mindset for success, initiative prioritization and measurement, we’ll help you understand the conversations and planning to have now, to set your company and teams up for successful activation and testing of your innovative ideas. Leilani Bloomquist, Sr. Manager, (Marketing, UX & Insights) - Innovation Lab

Leilani’s career evolved into the digital space more than a decade ago, where she found the niche that allowed for continuous improvement, experimentation and innovation. Leilani was fortunate to work under many strong and encouraging managers, where she honed her leadership and mentoring skills.

In 2016 Leilani joined Securian Financial to build their Innovation Lab, and what began as a team of four is a team of twenty-five today. The goal was to build not only a space for innovation and experimentation, but to drive change in the culture as well.

Jim Wollan, Strategic Insights Activation Consultant.

Jim has been leading change and driving towards innovation in marketing and customer experience in the financial services industry for 12 years. Jim has a passion to lead via customer centric change through; energetic empathy, strong value propositions and clear communication. Currently, Jim is leveraging human centered design to create a culture of customer empathy and innovation within Securian Financial.
Day 2 - SessionLisa HagenPerian StavrumFusion: Customer Experience meets Lean Six SigmaOver the last decade, Wolters Kluwer adopted industry standard Lean, Six Sigma and Customer Experience concepts as separate disciplines. More recently, we realized the opportunity of utilizing our subject matter experts to leverage the strengths of all methodologies together. Thus, Fusion is the integration of Lean, Six Sigma and Customer Experience concepts, methods and tools into a curriculum to revolutionize a process improvement approach for our business and our customers’ experiences. All concepts are well known and complimentary, but until now no one has suggested how they might be combined into a single process improvement methodology truly inclusive of the customer’s experience.Lisa Hagen, CCXP
Customer Experience Program Manager, Client Experience & Delivery
Wolters Kluwer

Perian N. Stavrum, MBA, CMBB
Sr. Director Program/Project Manager, Change Management Office
Wolters Kluwer
Day 2 - SessionLisa HelminiakBeyond AI & Behavior DesignWhat Nature Can Teach Us About Designing Better Service DeliveryArtificial Intelligence has the potential to unlock new information that enables companies to create satisfying personalized service interactions for customers. Behavior design has uncovered new ways of designing for behavior change. Both systems are tapping into natural human rhythms and patterns to design systems and interactions that work.

However, there is another toolset to consider when diving into the deep patterns of human behavior: biomimicry. Biomimicry helps teams understand what nature can teach us about design. In this session we will explain biomimicry, how it works, and how it can be used to improve service and experience design outcomes.

Attendees will learn about:
- Nature’s operating system—Life’s Principles - a toolset of the key overarching patterns found helping species survive and thrive on EarthHow
- Azul Seven used biomimicry to improve the service experience of non-native Minnesotans navigating interactions with their local government
Day 2 - SessionLou CarboneEmployee Experience 1st Day at John DeereThe critical nature of designing a meaningful first day. Come hear how John Deere and Lou helped design that meaningful employee first day that produces a lasting moment and sets things along the right path.Thought leader, Keynote Speaker, founder & CEO of Experience Engineering, Inc. Author of Clued-In: How to bring customers back again and again and numerous academic papers including the seminal article that launched the experience management movement.
Day 2 - SessionMelissa EaskerBeyond the Screen: Applying User Experience to IoT Internet of Things creates new challenges for the design of the user experience because the interactions between users extend beyond the virtual system to a physical one. We'll look at what design decisions should be considered when building the user experience for a connected product and how a designers view of IoT technology can influence ROI.I am a Senior UX Designer currently working with the IoT software team at i3 Product Development in the Madison, WI area. On a given day, I may go from creating a voice interaction model for an Alexa skill, to mobile app design, to an embedded industrial cooker display. Prior to joining the consultant scene, I worked as an in-house designer for a medical clinic in central Wisconsin.
Day 2 - SessionMichelle Smeby7 Skills of Successful Change AgentsDelivering a transformation takes a team. A change agent is a person who has the passion to make change happen and to ensure it lasts. Being able to act as change agents is critical to successfully deliver today's complex products and to achieve their desired business value. Transformation happens because people recognize the value and purposely decide to act. In order to convince people to change their behavior, you need to master the 7 change agent skills and to understand the pitfalls you will encounter if you or your team lacks those skills.

What will attendees learn or gain from this session?
1. People's attitudes to ensure a successful transformation outcome
2. The 7 change agent skills and worst-case scenarios if change agents lack those skills
3. Handout of the 7 change agent skills that they can use to apply the skills in their organizations
Michelle Smeby is CEO and Transformation Leader of wHolistic Change, Inc. with 20 years of experience implementing enterprise solutions at Fortune 500 companies. Michelle is an author, speaker, trainer, and consultant who specializes in helping corporations deliver transformational change.

Prior to founding wHolistic Change, Inc., Michelle held leadership positions at UnitedHealth Group, Target, and Best Buy.
Day 2 - SessionMorgan GreyMoving Beyond SEO and Into RLO (Real Life Optimization)The web is going interfaceless. Eventually, search engines as we know them will no longer be the door to discovery. The basic premise of using language to explore and find information will be the same… but on its way is a highly tedious, personal, exciting, politically incorrect and even frightening tilt away from the limits of text towards speech and language pathology in voice recognition. Behold: Real Life Optimization.

The way we experience the world around us will be digitally enhanced and it will be imperative for businesses to learn the art of RLO to thrive. So, what does this mean for you?

As we move away from words on a screen, we will be increasingly required to pay more attention to long-tail communication details like dialect, slang, accents, tone of voice, emotion, etc. This additional level of attention to how we describe our products, services and ourselves will position us to show up wherever we should be found and will govern the success potential of how we relate to and transact with our customers. It also introduces a number of opportunities for deeper data collection and a slew of Black Mirror-level privacy concerns.

This technology isn’t taking over immediately, but there is plenty that can you can begin doing now to set yourself up for future success in business and career.

● What does a shift from SEO to RLO look like?
● How will it impact me as a brand professional, experience designer, IT professional, marketing
manager, or job seeker?
● How can I be proactive RIGHT NOW?
Morgan Grey is Experience Strategy Domain Lead at Nerdery with over 15 years of experience in strategy, digital product, e-commerce and digital marketing. She has both designed and managed interactive products, teams and strategy programs for companies including Polaris, Best Buy, EMI Capitol Records and Periscope. Morgan is passionate about creative problem solving, as well as human psychology — specifically, how it factors into interactive behaviors.
Day 2 - SessionSarita ParikhHumanizing the Personalized ExperienceEverything from product recommendations to social media. At the same time, we can intentionally incorporate humanization--and remind ourselves that people are more alike than different. I'd need to spend time outlining the narrative arc, the theme could be something around finding balance between personalization and humanization. The content would include examples from different disciplines and cultures that remind us that we, as humans, have deeply shared values and preferences.Sarita Parikh spends her professional time growing businesses that do good and do well. She is General Manager of GEDWorks at Pearson she has led a business focused on helping more adults use education as a path to the middle class. She is also on the Board for the Wedge and Linden Hills Co-Ops, businesses focused on leading sustainable, healthy food systems in the competitive natural food market. When Sarita isn’t thinking about consumer behavior and analyzing cost-benefit ratios, you’ll find her training her children in the art of the pun, working on her daily step count, or unrolling her yoga mat.
Day 2 - SessionTaylor DrenttelJourney Mapping Governance: How to set yourself up for successThis session will focus on how to effectively govern journey mapping engagements. When starting a journey mapping project it can be difficult to determine who should be involved, how decisions will be made, or how roadblocks will be cleared. An effective journey mapping governance structure helps to address all these questions from the journey mapping research through implementation of journey improvements. For the last two years I've worked as a Customer Experience Consultant for Securian Financial focusing on journey mapping and customer experience measurement. Prior to that I spent 5 years in Consumer Marketing with the same company.
Day 2 - SessionTim HoulihanWith Employees, You Get What You DeserveReciprocity is a fundamental aspect of the human condition. When you treat employees poorly, you'll likely get poor performance in response. Why not enable the most expensive and most powerful tools you have in your business - your employees - with the tools to go above and beyond?
In this session, you'll learn how to apply basic tenants of behavioral science to improve employee engagement and walk away with three specific things that you can do in YOUR business to engage your employees better.
Tim Houlihan is the founder and chief strategy officer of BehaviorAlchemy, LLC. Tim's passions reside with the complexities of human behavior: we are not very good at identifying our own motivations and we view losses and gains of similar values very differently. Tim's work explores how we are subject to guilt, fairness and how our behaviors are driven by context.
Day 2 - SessionWilliam O. BeemanCall the Anthropologist--Key to Understanding CustomersAnthropology is the premier training ground for ethnographic research techniques in business and industry in marketing, advertising, design, user experience and global business. Ethnographic research tells business what their customers really want and need as opposed to what they say they want and need. In this presentation you will learn how business anthropologists work in today's commercial world, the techniques they use to maximize the "deep dive" into the lived experience of customers, and how companies use ethnographic research to their advantage. William O. Beeman is Professor of Anthropology at the University of Minnesota. He has been teaching Business Anthropology in conjunction with the Carlson School of Management and the University of Minnesota School of Design for more than a decade. He is author or editor of 14 books, more than 100 scholarly articles and 600 opinion pieces. He has worked in the Middle East, Japan and India for more than 40 years both as an academic researcher and a business consultant.
Day 1 - WorkshopAndy KruegerAnna HaugJoel LuedersWhiteboard Challenge: fast collaborative designHosted by the organizers of the Whiteboard Challenge Meetup, this is a hands-on session to practice your problem solving skills in a fun environment. No UX experience required! We aim for peer learning, support, and friendship among all skill levels. Build confidence in thinking out loud, get ready for a big meeting, or practice for interviews.

After a brief demonstration, we will break into pairs and start whiteboarding. One person will be the designer and the other the host. For 15 minutes the designer will work through the design challenge on the whiteboard. You may ask questions of the host as needed. Otherwise the host will practice the valuable but difficult skill of listening (this can be the hardest part of the challenge!).

You'll think out loud while working to show how you are exploring and tackling the challenge from your unique point of view. When time is up, the host engages in feedback/co-creation. Then you'll swap roles and do it again with a different challenge. The value of this exercise is more about the process than the solution, but we'll take time at the end and between sessions to see other people's whiteboards and share insights.

This format has been a popular Meetup and we recently hosted a session at MinneBar 2019. We look forward to bringing the experience to Customer Focus North!
Anna, Andy and Joel have hosted the Whiteboard Challenge in various incarnations since 2017. Joel is a VR Concierge & Experience Designer at REM5 Virtual Reality Laboratory. Andy works at Merrill Corporation as a User Experience Designer. Anna is a CX Architect at Blue Cross and Blue Shield of Minnesota.
Day 1 - WorkshopJen SwansonJen WilliamsManaging Up: Applying Empathy Tools to Internal AudiencesA critical component of Digital Transformation - often overlooked - is the change required of the people and culture of an organization. If there’s not alignment from the C-Suite on down (and across the organization with your stakeholders), it doesn’t matter how consumer obsessed you are: you’ll never be able to truly fulfill on the promise of better experiences to your users.

As a Product Manager, you’ve probably experienced the friction between what you know your users need, how fast and efficiently your teams can deliver on those needs, and the way executive and sales leaders need you to articulate progress, forecasting, and prioritization. As an executive, you might be wondering if your product teams are focused on the right things, if you’ve staffed teams appropriately, and if they’re equipped to move as fast and efficiently as you need them to be.

In addition to sharing some key concepts on how product managers and leaders can use the tools already in their belt to manage internal expectations (both up and across the org), we’ll use case studies and hands-on activities to generate actionable ideas to help you clear the runway for delivering great consumer experiences.
Jen Swanson is the Founder & Principal of Jen Swanson Consulting, a practice that supports organizations and executives in digital transformation, product innovation, and customer experience strategy.

Jen Williams is an independent UX design and user research consultant who helps companies apply the power of design to build digital products and tools that work for the people who use them.
Day 1 - WorkshopJonathan BanksJeffrey AguyDesigning for Customer FocusThe most effective solutions come from directly from customers. Organizations who realize that connection maintain and improve their market position by solving problems with their customers and becoming customer led. However, unresponsive internal-culture, fast-paced operating environments, and lagging data-practices often inhibit a cohesive customer focus. In this workshop, participants acquire techniques for customer-focused problem solving, data gathering, and organizational change, leading to better marketplace positioning and growth. All materials are provided.
Day 1 - WorkshopJustin RoyerApril Seifert, PhDTres TronvoldHow to create customer profiles that don’t suck.In this hands-on workshop, the creative nerds at Sprocket will teach you how to merge organizational knowledge with crafty insight tactics so that you can create customer profiles that are instantly actionable...even on a shoestring budget.

And they’re giving away beer. As usual.
Sprocket combines design, data science, and economics to help clients grow with their existing customers.
Day 1 - WorkshopSarita ParikhGlide-Nudge-Challenge: A Framework for Behavioral Product DesignThere's often a gap between what our users want and what they do. Behavioral sciences can help you close that gap. But... dipping into behavioral science can be overwhelming--there are so many ideas, it's hard to know where to start. Glide-nudge-challenge is a framework to help product teams organize ideas from behavioral science for meaningful impact.Sarita Parikh spends her professional time growing businesses that do good and do well. She is General Manager of GEDWorks at Pearson she has led a business focused on helping more adults use education as a path to the middle class. She is also on the Board for the Wedge and Linden Hills Co-Ops, businesses focused on leading sustainable, healthy food systems in the competitive natural food market. When Sarita isn’t thinking about consumer behavior and analyzing cost-benefit ratios, you’ll find her training her children in the art of the pun, working on her daily step count, or unrolling her yoga mat.
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