UX / CX / Product / Service Design

Scenic background image of conference location

Silicon Valley

May 24 - 25, 2017

SAP Conference Center

3475 Deer Creek Road, Building 8,
Palo Alto, CA 94304

Register now!

Hosted By:

XD Silicon Valley is a two-day event for UX / CX / Product / Service Designers (mid- to senior-level) who want to grow their skills in the latest experience design methodologies. This event will offer multiple workshops by industry leaders. You can mix and match workshops however you’d like when you purchase tickets.

XD Silicon Valley is organized by UX STRAT, and is being hosted by SAP at SAP's offices in Silicon Valley: 3475 Deer Creek Road, Building 8, Palo Alto, CA 94304. Morning workshops begin at 9 am, with check-in at 8:30 am. Afternoon workshops begin at 1:30 pm, with check-in at 1 pm. Lunch tickets will be provided for people who have registered for both a morning and an afternoon workshop on the same day. Coffee will be provided throughout the day.


Wednesday May 24th

May 24 Morning Workshop

Kylie Tuosto

Making the Case for Investing in First Use Experiences

No matter what you call it – user onboarding, first-time use, the out-of-box experience – a user’s first experience with your product is critical. And in a world of connected platforms and integrated networks, getting the value out of a product for the first time is essential to business success. But how do we design experiences that maximize value? How do we leverage data to personalize the new user experience? And how do we know when to invest in a wholesale redesign vs. coach-marks that instruct new users along the way? In this workshop, we’ll discuss how we approach first use at QuickBooks and provide strategies, frameworks, and examples for investing in designs that lead to business results.

Co-presenter: Shawna Kirby, Intuit


Kylie Tuosto, Intuit

I'm a design thinker and creative problem solver. I started my career at the Stanford d.school, where I studied mechanical engineering and product design. Along the way, I fell in love with digital interfaces, and am now a Design Manager at Intuit. Early in my career, I focused primarily on mobile app design, but these days I lead a team dedicated to new user acquisition and on-boarding. I'm passionate about turning digital interactions into magical and meaningful experiences. I'm a diehard Fireworks fan, and when I'm not sketching or prototyping, I like binging on Netflix with my husband or playing with my labradoodle, Milo.


May 24 Afternoon Workshop

Russell Parrish

Paper Prototyping for VR

Explore the power of persuasive patterns, nudges, and a behavioral approach to virtual reality interactions. This workshop will cover how design patterns nudge users toward specific outcomes and introduce an interaction library of nudges for new mediums.

Attendees will gain the following skills:

  • Vocabulary of persuasive pattern terminology
  • Ethics for when to nudge and when not to nudge users
  • Ability to recognize when your behavior is being nudged
  • Selecting the appropriate nudge for new mediums that are both appropriate and ethical


Russell Parrish, IBM

Russell is a UX designer at IBM who has worked on a variety of successful initiatives such as quantifying user experience across all IBM's cloud based software, introducing a new data and analytics developer platform, and most recently leading the education of 83 new designers in design thinking practices during IBM Design's Bootcamp for new hires. Previously a design consultant for McKinsey & Company for several years, Russell specializes in taking complex business problems and archaic solutions and designing new disruptive applications.


Thursday May 25th

May 25 Morning Workshop

Peter Morville

Planning for Strategic Design

In response to a manager’s query about how to plan products, Alan Kay famously remarked “the best way to predict the future is to invent it.” His answer invokes a paradox at the heart of design: we can’t know the future, yet it’s what we design for. If we hope to practice design successfully in an era of rapid change, we must get better at planning.

To start, we must let go of “the plan” and embrace a dynamic way of planning that’s social, tangible, agile, and reflective. We must engage our colleagues in business and technology to align use cases, prototypes, and roadmaps with culture, governance, and process. In order to design sustainable products, services, and experiences, we must also design the context.

In this workshop, we’ll mix presentation and conversation with “planning together”exercises that invite us all to share stories, solve problems, and invent better tools for strategic design.


Peter Morville, Semantic Studios

Peter Morville is a pioneer of the fields of information architecture and user experience. His bestselling books include Information Architecture for the World Wide Web, Intertwingled, Search Patterns, and Ambient Findability. He advises such clients as AT&T, Cisco, Harvard, IBM, Macy’s, Vodafone, the Library of Congress, and the National Cancer Institute. He has delivered conference keynotes and workshops in North America, South America, Europe, Asia, and Australia. His work has been covered by Business Week, NPR, The Economist, The Washington Post, and The Wall Street Journal. He is currently working on a new book about planning. Peter lives in Ann Arbor with his wife, two daughters, and a dog named Knowsy. He blogs at intertwingled.org.


May 25 Afternoon Workshop

Sally Lawler Kennedy

“Innovation by Design: Transform Your Organization”

How Innovative is Your Organization? The Design Management Institute released a report that shows clear positive correlation between design driven organizations and shareholder value. It shows that design-centric organizations have outperformed the S&P by 211% over the past 10 years. Such companies go beyond using design as a service, seeing it instead as a catalyst for organizational change and something that should drive business strategy and innovation.

 In this interactive workshop, participants will:

  • Assess their organization’s innovation readiness based on a framework
  • Work in teams to understand common barriers to their innovation journey
  • Brainstorm strategies to overcome these barriers

We will share with you resources that will help you in your innovation journey. Join us to create an action plan to transform your company into a design-led organization.

Co-presenters: Janaki Kumar, SAP; Susan Kuypers, SAP


Sally Lawler Kennedy, SAP

Sally has more than 15 years of experience in user experience and design. Sally loves this field because it brings together her background in engineering and nursing. Sally has led numerous SAP customers in their transformation into design led organizations. It was at SAP where she was trained and immersed in Design Thinking methodologies. Sally has taught and led Design Thinking workshops for some of the largest global companies, in a variety of industries from consumer products, to automotive, to oil and gas, to retail. Sally is passionate about Design Thinking, helping companies create a design-led culture, and people discover their creative abilities.


Register now!