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DLC17 Overview
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LEAD Sponsors

  Pepsico   Visa

Diamond Sponsors

  Honeywell   Mural




dmi:Design Leadership Conference #DLC17

Futureproof by Design


Minneapolis, Minnesota, United States
24-26 September, 2017




Leaders of the future will need to be agile, adaptive, and strategic to create and sustain an innovative, creative, and flexible organizational culture that delivers results in an ever-changing global environment. The dmi:Design Leadership Conference #DLC17 held in the vibrant city of Minneapolis hosted pioneering leaders who are building nimble organizations in government, for-profit, non-profit, public, and private enterprises.


During the dmi:Design Leadership Conference, we were honored 14 winners of the 2017 dmi:Design Value Awards. Their compelling and effective design initiatives may be found here.


Jeroen Frumau reflects on the insights from both days of “Futureproof by Design” here.


As part of DMI’s mission to connect design and innovation leaders across the globe, our organization encourages students to attend our Design Management and Design Leadership conferences. This year, sponsorships from Space150 and Webjunto allowed DMI to host 11 exceptional students from several countries. Graduate and undergrads met with design leaders, attended sessions, and contributed to conference conversations about the future of design. We thank them and recognize their contributions.


  • Find a recap of the conference by student award winners Ron Gabay and Francesca Molteni here.
  • Student award winner Felipe Cuellar captured keynote sessions in a series of compelling sketch notes here.
  • Find photos from student award winners Jex Nguyen and Elizabeth Desrosiers here.
  • For more about the student award winners go here.


Thank you to everyone that attended, to our distinguished speakers and session leaders, and to our generous sponsors: Target, 3M, PepsiCo, Visa, Honeywell and Mural.



Sunday, September 24


Emerging Leaders Session for Entrepreneurs/Designers/Students


In this short program for Emerging Leaders and Young Entrepreneurs Design & Innovation executives from around the world shared their advice and tips on Design, Innovation, Branding, Leadership, Business Planning and the importance of understanding finance



Monday, September 25


Exclusive dmi:Executive Round-Table Sessions

These sessions gave attendees the opportunity to engage in fast-paced small group discussions with senior executives from BCGDV, J&J, GE, 3M, Pepsico, LPK, Carnegie Mellon, VISA, Honeywell International, Ontario College of Art & Design (OCAD), WebJunto on topics of career development & advancement, digital disruption, branding today, political savvy for Design Managers, and Design Management methods & tools.


The dmi:Design Value Awards Dinner Ceremony

The annual dmi:Design Value Awards (DVA) honored teams that delivered significant value through design or design management practices.


See the 2017 Design Value Award winners here.



Tuesday, September 26




Executive Connections: Field Trip to Target Headquarters

Executive Connections: TARGET


On a field trip to Target headquarters, attendees joined tours, interactive sessions, and an exclusive behind-the-scenes look inside the world’s largest design company. A pioneer in design-driven mass retail, we heard from Target executives that lead product design, e-commerce, store design, fashion, and customer experience.



Monday & Tuesday, September 25-26


Keynote Sessions

Global Design and Innovation leaders will discuss the challenges and opportunities facing design management today. With the understanding that we learn best by listening, collaborating and sharing insights, keynote speakers are accessible throughout the conference.



Giulia Calabretta, PhD
Delft University of Technology

  Mauro Porcini PepsiCo, Inc.  

Ellen Walthour
The BrandLab


Marc Jensen


Roberto Verganti
Politecnico di Milano


Jeanne Liedtka
University of Virginia, Darden School of Business


Doug Beaudet


Steve Dietz


Dan Wallace
Co-Author of The Physics of Brand


Jeff Sussna
Author of Designing Delivery



Strategic Design: Key Practices for Boosting Design-led Innovation

Giulia Calabretta, PhD: Assistant Professor, Delft University of Technology; Author, Strategic Design


The Business World Needs Design More Than Ever

Mauro Porcini: SVP, Chief Design Officer, PepsiCo, Inc.


The BrandLab: A Fearless Conversation About What It Takes To Build A Diverse Industry

Ellen Walthour: Executive Director, The BrandLab


VR Today & Tomorrow: How It's Used Today And What The Future Holds For This Amazing Technology

Marc Jensen: Chief Innovation Officer, Managing Partner, space150


Overcrowded - Meaningful Design in a World Awash with Ideas

Roberto Verganti: Professor of Leadership and Innovation at the School of Management of Politecnico di Milano


Why Design Thinking? Research on Outcomes Produced by Design Thinking in Action Across Sectors

Jeanne Liedtka: Professor, University of Virginia, Darden School of Business


The Insights Of Things: How Customer Insights Are The True Enabler Of Connected Enterprises

Doug Beaudet: VP of Global Experience Design, Honeywell


Experimenting with Art in the Public Sphere

Steve Dietz: President and Artistic Director, Northern Lights.mnl


What DevOps Can Offer DesignOps: Weaving Design Thinking into the Work of the Entire Organization

Jeff Sussna: Author of Designing Delivery: Rethinking IT in the Digital Service Economy


Fireside Chat

Roberto Verganti: Professor of Leadership and Innovation at the School of Management of Politecnico di Milano
Mauro Porcini: SVP, Chief Design Officer, PepsiCo, Inc.
Dan Wallace, Co-Author, The Physics of Brand


Interactive Breakout Sessions

Designers have a bias towards action. Interactive sessions at the Design Management Conference are meant to get you out of your chair and into small group collaborations. You'll meet new people, and work with new tools, new frameworks and in new ways to solve a challenge, discuss an issue, or dig into a "wicked problem."



Steven Herbst
Amazon Video

  Michael Medlock

Vicki Strull
Vicki Strull Design


Jeanne Liedtka
University of Virginia, Darden School of Business


Mariano Suarez-Batten



Arianne Miller
The Lab @ OPM


Ana Monroe Fitzner
Office of Veterans Affairs - The Lab @ OPM


Sabrina Jetton
Ziba Design




IT'S A TRAP! 3 Remarkably Common UI Traps, and How to Avoid Them in Your Designs

Steven Herbst: Head of Design Research & Planning, Amazon Video
Michael Medlock: Senior User Researcher, Microsoft


Customer Experience Leadership

Sabrina Jetton: Creative Director, Ziba Design


Sustaining Brand Loyalty - Can Packaging Be a Key?

Vicki Strull: Creative Director, Vicki Strull Design


Designing For the Greater Good: Research on Outcomes of Design Thinking in Action Across Sectors

Jeanne Liedtka: Professor, University of Virginia, Darden School of Business
Arianne Miller: Managing Director, The Lab at OPM, U.S. Office of Personnel Management (OPM)

Making Data Visual – For All

Ana Monroe Fitzner: Service Designer, Office of Veterans Experience, The Lab @OPM

Best Practices in Remote Workshop Facilitation

Mariano Suarez Batten, CEO & Founder, Mural







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