Featured Speaker
Finding the Market's Sweet Spot through Experience Design
Lee D. Green, VP, IBM Brand and Values Experience, IBM
Design has increasingly moved to the strategy table. Now new opportunities are emerging to leverage design methods to create differentiated experiences. This can lead to understanding of both emotional and intellectual gaps in any experience—education, service, patient, client. Lee Green will share how experience design at IBM is creating new market opportunity, influencing perceptions of the brand, and changing IBM employee interactions with the company. He’ll show how you can use these methods to identify unarticulated needs for your business, university, or clients.
Biography: Lee Green
Lee Green is the Vice President, Worldwide IBM Brand and Values Experience. He has responsibility for IBM's worldwide brand and values experience initiatives, brand strategy and identity, design strategy and IBM’s Design and Experience Consulting Services offering for IBM clients. Mr. Green has played a pivotal role in IBM’s re-branding efforts over the last 15 years. His team also leads the corporation’s efforts in the area of “advanced concept design” working closely with IBM Research.
In his career with IBM Lee has held numerous marketing, communications and management positions. Recently, he has focused on the convergence of IBM’s Brand and Values as an integrated strategy. This has manifest into numerous internal culture change initiatives, and experience change initiatives. And, evolved as a client consulting service.
Mr. Green has an undergraduate degree in design from Temple University and a master's degree in communications design from Rochester Institute of Technology. He has published numerous articles and case studies on a variety of design and identity topics. He has also taught design and branding courses at Stanford University, Harvard, MIT, and RIT. In 2004 he was named Rochester Institute of Technology Distinguished Alumni of the Year. He currently serves on the Board of Directors and Advisory Board for the Design Management Institute, and on the Board of Advisors, Suffolk University Business School.
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