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To fuel business growth in an environment of unprecedented change where unpredictable factors play havoc with traditional management theories, practices and platforms, a new tool of strategy is required – design.

Companies like Samsung, Virgin and of course Apple have long leveraged the discipline of design to shape amazing products, services and experiences, but what makes them industry leaders is their investment in design as a means to reinvent business models, inspire innovative cultures and envision strategic options.

Join us for our one-day Design as Strategy Forum, and

- hear from Samsung, Suncorp, Westpac, Telstra, SAP, Deloitte and others who are employing design thinking and methodologies to reframe the way they do business.

- learn from award winning design consultants on how they help clients in Asia, Europe and the USA transform value propositions into new levels of market success.

- meet thought leaders who are pushing the boundaries on how to integrate, embed and optimize design as a tool of strategy.

The Forum will be divided into 4 themes with 3 speakers per themed module. Each speaker will present for 20 minutes, followed by a 20 minute Q&A session with all 3 speakers hosted by Maureen Thurston, Chair Good Design Australia.

1. Reinventing Business Models
2. Inspiring Innovative Cultures
3. Making Meaningful Strategic Options
4. Reframing the Future

Come stay for the day and mix-it-up with like-minded thinkers interested in exploring how to thrive in a Creative Economy. After the Forum, come and play and marvel at the spectacular VIVID light show from the MCA balcony as we enjoy drinks, canapés and a chance to chat with old friends and new. 

Friday 31 May 2013

8:30am – 5pm followed by Networking Drinks on MCA Balcony

Museum of Contemporary Art, Sydney

Richard Seymour, Seymourpowell, UK
Dong Hoon Chang, Head of Design, Samsung, Korea


Richard Seymour
As one of Europe’s best known and most accomplished designers, Richard Seymour’s career spans more than 30 years and a huge range of creative disciplines. During this period, he has become a global champion for design-led innovation, picking up numerous awards along the way. Initially trained as a graphic designer and illustrator, Richard moved quickly through advertising and film production design, before setting up Seymourpowell with Dick Powell in 1984. Since then, the consultancy has risen to the forefront of product and innovation design, with a string of world-firsts among its achievements, including designs for the world’s first cordless kettle, pocket mobile phone and privateer spaceship for Virgin.

More and more of Richard’s time is now spent helping large international companies understand what lies before them in the future, and finding ways to ‘rewire’ them to better face these challenges. He is a formidable public speaker, creative director (a role he undertakes for several of Unilever’s global brands), futurist, foody and occasional musician.

Donghoon Chang
Mr Chang is responsible for the product and user experience design of Samsung mobile devices, and has played a critical role in the development of design strategy for the IT & Mobile Communications division. His contributions to design development have led Samsung mobile to maintain a premium quality product.

Chang established Samsung’s design vision for the future and developed mid to long-term design strategies, including ‘Design Identity 3.0’. Under the slogan: ‘Make it Meaningful’, Samsung has focused on enhancing the quality of life through considering the value of people and society. He also takes responsibilities for the global design offices to meet different needs around the world.

Chang has directed design projects for various global hit models including: TouchWIZ and Haptic UX in 2008, UltraTOUCH and Blue) Eco Package in 2009, Wave and more recently the Galaxy S series, Galaxy Tab series, Galaxy Note and TouchWiz UX. With his recent developments, Galaxy S III, Galaxy Note II and Galaxy Tab 10.1, he’s continually pursuing his passion for user-centered design.

So what’s an industrial designer like me doing in a place like this? I'm leveraging the disciplines and disposition of design to liberate creativity, enable innovation and enhance the many ways in which Deloitte is 'experienced’. 

Should anyone ask... I’ve the best job in the world.
- I’m working for an enterprising executive team committed to top-line growth, by design.
- I’m co-creating new futures with leaders interested in challenging the status quo and exploring what's possible. 

- I’m helping reframe commercial offerings from service-based transactions to experience-based relationships.
- I'm advancing a curriculum of design capabilities to foster and empower an innovative culture.

- I'm helping to prepare and position Deloitte to be a thought leader in the burgeoning Creative Economy.
- I believe leveraging Design is the new currency for growth and prosperity.

Luckily so does Deloitte.

I began my journey in May 2012 – it looks like it's going to be a VERY interesting adventure. 

Many topics coexist within the domain of design but I’m particularly interested in: experience, innovation, conversation, collaboration, co-design, strategy, organic growth, top-line growth, problem-finding, problem-solving, creativity, design for social change, public sector design and service design, design management and design leadership.

Mark Armstrong is one of the founding principles of Blue Sky and is well known in the design community. The company has grown into one of Australia's leading design companies. Mark is an Industrial Designer who has developed an international client base including both government and corporate clients.

He has received many Australian International Design Awards and European IF Design awards for lighting and consumer products. The company has changed the travel experience at Qantas with the creation of the Next Generation Check-in, re-invented the banking experience for the Commonwealth Bank and created products ranging from the Nucleus 5 for Cochlear through to the Olympic Torch for the Sydney 2000 Olympic Games.

Mark also plays an active roll in the Design Institute of Australia (DIA) and is actively involved in design education with his recent appointment to the Eva and Marc Besen International research Chair in Design at Monash University.

Cecilia's responsibilities covers Consumer, Business and Enterprise product design. Her mission is to make Telstra an experience-lead organisation. A significant milestone has already been achieved by Cecilia’s establishment of Telstra’s first ‘Experience Vision’ together with her introduction of Design Thinking into Telstra’s product development process.

Cecilia has over 12 years experience of working with businesses to create efficient and useful product designs that achieve both business strategy and customer experience expectations. Her background in computer science, business and psychology, coupled with her passion for excellence helps her drive Design into the centre of Telstra’s product strategy.

Cecilia has a passion for making products simple to use and a joy to experience. She is an admirer of Dyson design and loves coffee!

Steve has over 15 years experience as a design and strategy practitioner. He contributes to public discourse on these topics through articles and conferences.

Steve serves as President of the Interaction Design Association (IxDA) - a global organisation of 70,000+ members;  is the founder of UX Book Club – a world-wide initiative bringing together user experience practitioners in over 80 locations to read, connect and discuss books on user experience design; and is a regular contributor to Steve is co-Chair of UX Australia – Australia’s leading conference for User Experience practitioners; and served as Chair of Interaction 12 – the annual conference of the IxDA for 2012. He sits on the Good Design Council of Australia and was a judge of this year's Australian International Design Awards.

Steve has, over the past six years, led design-driven strategy and innovation projects for clients across a broad spread of industries including: financial services, tourism, travel, transport, consumer electronics, manufacturing, government, and the arts.

Steve holds post-graduate degrees in electronic commerce (M.Ec) and business administration (MBA) from the Macquarie Graduate School of Management; and a bachelor’s degree in Mathematics from UTS.

Steven’s career has spanned across North America and Australia over the last thirty years, and operates across areas of visual culture including design, visual arts, architecture, digital media and education. As the Director of Object: Australian design Centre (ADC), Steven Pozel has championed outstanding design in Australia for over ten years and has continued to develop one of Sydney’s most innovative arts organisations.

The ADC showcases outstanding design; from fashion, architecture and Indigenous sculpture through to robotics and data visualisation. Through its diverse exhibition and innovative learning programs, digital publishing and touring activities the ADC champions excellence in design and design thinking both nationally and internationally.

The ADC is in the final stages of negotiation to determine a new home at Barangaroo South to coincide with its 50th year of programming and public engagement. In 2015 the ADC will be a dramatically expanded organisation that will help create a significant platform for contemporary Australian design.

Prior to moving from Canada in 1997, Steven was the director of several contemporary art spaces including The Power Plant, Toronto – known for its significant exhibitions of contemporary art, design, new media and architecture by leading figures from around the world. In recent years Steven has been a member of the National Cultural Policy reference group as well as served on the NSW State Government’s Digital Sydney Advisory Team. He is an Industry Fellow for the UTS Business School, as well as a founding and a current Board Member of the Australian Design Alliance.

Jochen is a Senior Lecturer of Strategy and Innovation at the Business School of the University of Technology, Sydney, the Research Stream Leader for Creative, Innovative and Entrepreneurial Practices at the Center for Management and Organisation Studies (CMOS) and a Co-Founder and Director of U.lab, a multidisciplinary innovation hub.

Previously he has worked as a Teacher of Design Thinking at the Hasso Plattner Institute – School of Design Thinking at Potsdam University, as well as Management Consultant, Production-Planning Engineer and Cultural Program Coordinator. He has extensive professional experience in business planning, organisational transformation and change management.  

Jochen's recent work focuses on teaching and researching strategic management, collaboration, entrepreneurship and innovation with a special interest in design thinking and open innovation. He is a winner of the prestigious Academy of Management Dissertation Award for his work on strategic innovation capability development and is currently leading and contributing to several projects and initiatives on design led innovation in Australia and internationally.

Kirsten radiates creative vitality, an energy drawn from a deep well of diverse experience and a passion for what she loves to do — inspire people to embrace a changing world, learn to learn, understand their past and shape their future.

Kirsten returned to Australia in 2011 after working in the UK and Italy for 15 years. In Italy, she was Head of the Innovation Academy for Generali Group (world’s 2nd largest insurance firm). In that role she led global learning and leadership development and business innovation, pioneering proprietary thinking in the areas of Strategic Risk management and cultural change. Prior to that Kirsten was engaged by UniCredit to design a new Management and Banking Academy, and was a leadership development consultant with Newton Management Innovation.

In 2011 Kirsten joined Second Road as Principal, Leadership and Learning, contributing to a number of projects focused on strategy development and leadership development in the face of disruptive change. Notable amongst these was an extended project for Suncorp Personal Insurance on Strategic Risk Management. Kirsten moved to KPMG as the Head of Culture, Leadership and Learning for most of 2012 before taking up the challenge of her current role in Suncorp.

As Executive General Manager Strategic Innovation for Suncorp Personal Insurance, Kirsten is responsible for a division focused on future proofing Suncorp’s Personal Insurance business: embedding a Strategic Risk and Strategic Innovation framework in the business and honing the competitive thinking of leadership teams and the organisation as a whole.

A specialist in interdisciplinary thinking, learning and disruptive change, with years in academia in Australia, England and the United States, Kirsten has a Ph.D. in cultural history on the marriage of rhetoric and architecture in the building of Italian medieval and Renaissance cities from the University of East Anglia in Norwich, UK. and a B.A. Honours degree with the University Medal in History of Art from the University of Sydney, Australia.

Her board and other memberships to date have included the IBM European Advisory Council, Advisory Board of Credit Suisse Business School, Advisory Board of the European Union AAL-JP (Ambient Assisted Living Joint Programme) and the Scientific Committee of the University of Bicocca Learning Lab.

Kirsten speaks Italian and French in addition to her mother tongue.

Currently Head of Customer Experience with Westpac Banking Corporation, Ian Muir is responsible for Service Design and design strategy, with a focus on digital initiatives to shape the future of financial services. His track record of delivery has led to customer voted awards and recognition of industry innovations across consumer, business and corporate environments.

Ian’s 17 years in financial services was preceded by 10 years in industrial automation where his creative problem solving was applied to manufacturing and process industries in a variety of sales, marketing, product management and software development roles. Ian also does freelance work with local and international organisations consulting on service design and design strategy.

Ben Shields the national lead for the Consulting practice of Deloitte Private, a division of Deloitte Touche Tohmatsu focused on SMB and Middle Market clients. Ben has worked as an adviser to the Executive of Deloitte Australia for the last nine years, developing and implementing the growth strategy; a period of double digit profitable growth.

In June 2010 Ben was appointed to lead the Ventures division of the Australian Firm, charged with developing and nurturing the entrepreneurial, Horizon Two efforts of the Firm, representing growth targets equivalent to 30% of the Firms annual revenues. He is also a member of the firm’s Innovation Executive and an Innovation Board member.

Previously, Ben led the Deloitte Growth consulting practice in Australia and the cross-functional Mergers and Acquisitions Lifecycle practice. As a consultant, Ben has worked with corporates throughout the Asia (China, Singapore, Hong Kong, Indonesia, Korea, Japan), the US and UK, primarily in the areas of growth strategy, mergers and acquisitions strategy and commercial & operational due diligence.

Prior to joining Deloitte, Ben was a senior manager with Arthur Andersen, and held senior management positions in the private sector, including in the Office of the CEO of PB Foods, leading the strategy development and M&A programmes for the $1 billion dollar vertically integrated food manufacturer. Ben has a Master of Business Administration from the University of Western Australia and is a member of the Australian Institute of Company Directors.

As the current Head of Presales and Solution Architecture at SAP Australia and New Zealand, James is leading the world-leading enterprise software solution provider’s local Design Thinking initiatives. He is responsible for a team which is focused on creating value for its’ customers by developing innovative solutions and applying a human context to disruptive technologies such as Big Data, Mobility, Cloud Computing and Social Media.

James’ 25 years experience in IT and Business software has seen him apply his analytical and creative problem solving skills across a variety of industries in a number of roles across the Sales and Services lines of business. His customer-centric approach is now firmly tuned into driving co-innovative business strategies in some of the leading organisations across the region.

Starwood Hotels and Resorts is proud Accommodation Partner of the Australian International Design Festival, which includes the Australian International Design Awards, Australian International Design Forum and Good Design Showcase events as part of Vivid Sydney from 30 May – 10 June 2013.

Starwood Hotels and Resorts is delighted to offer guests attending these events special accommodation rates at three of its Sydney properties during the Design Festival: Sheraton on the Park, The Westin Sydney and Four Points by Sheraton Sydney, Darling Harbour.

To review these hotels, special rates and to make your online reservation, click here.

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