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How to Run and Juggle at the Same Time: The Business of Design
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Panel Speakers:


Toby Haug

Head of Design & Co-Innovation Center, Europe, SAP

Dr. Daniel Biedermann

Head of the Realization Team "Design Thinking", Daimler AG

Bart Meeuwssen

User Experience Architect, Microsoft

Lennart Hennigs

Vice President Telekom Design Lead, Telekom Design Academy, Deutsche Telekom AG

Bob Schwartz

GM Global Design & UX, GE Healthcare







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Session Description:


Join several successful companies who will share their unique experiences of unlocking design innovation and a creative culture within a running businesses. How to take the first step and how to keep the momentum going? Top down & bottom up – what works where? How to adapt design thinking to your context and business goals? Ask questions, share learnings, and hear stories that can help you start the journey in your own organization.





Over the last 16 years, Toby Haug has gathered international experience in a broad variety of fields – from zoology, consulting, software design, and management. With over 12 years experience leading design teams, he is a firm believer in the role of design management in establishing design practices within 'traditional' business environments and mentoring conditions in which design moves from tactical to strategic value. He currently leads a highly-networked international design team within SAP, a global enterprise software company, with the purpose of establishing design as an integral part of their relationship with customers and partners. He is also a passionate evangelist of modern management principles which place a high value on adaptive teams, self-driven organic structures, strategic improvisation, and creative flexibility.



Dr. Daniel Biedermann is Head of the Realization Team "Design Thinking" at Daimler AG. The team was entrusted with the company-wide scaling of Design Thinking by the Board of Management and focuses on four main pillars - Space, People, Projects and Communication.


Daniel worked with a strategy consultancy before he joined Daimler in 2015. He has a passion for interpersonal networks and communication, which have always been the focal point of his professional life. Daniel works to create added value for groups through interpersonal interaction. This experience helps to meet the needs of the employees within the Design Thinking journey at Daimler AG.



Bart Meeuwssen is a user experience architect at Microsoft, and deals with the design of digital ecosystems, services and applications for large enterprises and organisations.


His aim is to help companies and teams to understand and promote design-led innovation and maximize the quality of the solutions by implementing a user centered process.


Bart has almost twenty years of hands-on experience in digital products and services in agency, start-up, and traditional product development environments.


Prior to joining Microsoft, he worked as a consulting director of experience design at MRM/McCann.



Lennart Hennigs is Vice President at the Telekom Design Academy at Deutsche Telekom AG and is responsible implementing Design Thinking within the company.

He began his career at Deutsche Telekom in 2008. In his current position, he draws on several years of experience as a user experience consultant, creative director, and design strategist. In addition to his industry work, Lennart Hennigs is a lecturer, public speaker and author devoted to the further development of the user experience design field. He is also an active member of the German Chapter of the UPA, the User Experience Professionals Association.


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