Cindy is SVP, Global Customer Experience and Design at Mastercard. Her team's mission is to advance the company's ability to deliver exceptional end-to-end experiences and elevate the brand through customer-centricity and great design. She led the recent relaunch of the Mastercard brand identity, including a comprehensive design system. She is focused on building scalable practices around human-centered innovation and design, including how to partner more closely with technology. And she is co-leading an effort to drive customer-centric cultural change. Before joining Mastercard, Cindy was an Executive Creative Director in the Business Transformation group at R/GA, focused on solving business problems at the intersection of brand, product innovation and CX strategy with clients, including Nike, Volvo, Verizon, and others.
Companies with a mature design culture are more likely to see cost savings, revenue gains, productivity gains, speed to market and market position improvements through their design efforts. But how do you change culture not just within teams, but across a global organization? And what does that even mean? In this talk, I will share how the introduction of a company-wide Design Guild has enabled us to strengthen our talent and cultivate a community of practice as the foundation for cultural change that extends beyond design teams.
Product managers and design leads often get asked to define the vision for a product or service, but rarely does anyone agree on what that looks like. A vision should not only connect to business strategy, it should be stable enough to withstand new learnings and pivots across the product lifecycle. The hard part is in making it tangible enough to be actionable, without falling into the trap of big Design. This talk will uncover how a collaborative partnership between product, design, and tech can help shape a tangible vision, that can empower and inspire teams.