Print Page   |   Your Cart   |   Sign In   |   Join DMI
Site Search
Creative and Flexible Methodologies in UX, CX, & Service Design 
Share |
Session Speakers:


George Hackman

Senior Director of User Experience, Oracle Corporation


John Yesko

Senior Director of Digital Customer Experience, Walgreens


Xenia Viladas

Professor of Service Design, School of Design Savannah College of Art and Design




Register Here




session description

As user experience evolves along multiple dimensions, so do the roles and capabilities of the UX team. Our UX/CX experts will talk about the rapidly changing omni-channel customer experience and discuss the tools, processes and organizational structures that UX teams will need to employ to play a greater leadership role. We’ll ask “what is the difference between Service Design and Experience Design?” And find out what can the disciplines learn from the other.  

Then participate in an interactive exercise to: 

  • Identify a business challenge
  • Document the intersection of user needs, constraints, and business strategy
  • Visually map out the touchpoints along which the experience exists, and identify places where it could be improved. 
  • Consider what new tools or roles could be employed to help solve the challenge, e.g., dedicated future-facing design researchers, hackers / developers embedded in the UX team, lean startups within the UX team, and hackathons / design jams. 




George Hackman Jr.
George Hackman Jr. is Senior Director of User Experience at Oracle Corporation. At Oracle he has been part of a 12 year evolution toward a company focused on user experience. He has led user experience design teams from 2 to 32, designing apps ranging from mobile to web based applications to system management software. He pioneered design pattern usage at Oracle for both interface design and interface development. He has led the user experience development of Oracle Voice which represents innovation in both process and technology.


George has a master’s degree in Experimental Psychology and a bachelor’s degree in Psychology and German from the University of Dayton.



John Yesko
John is a veteran user experience and creative professional with a background in interaction design, information architecture, and visual design. As Senior Director of Digital Customer Experience at Walgreens in Chicago, he is responsible for the experience at, associated sites (e.g., and, in-store interfaces, and mobile applications. He manages a 50+ team of professionals across the end-to-end digital design continuum - user research, user experience design, visual design, and content. Previously, he was a Director in the User Experience practice at Roundarch, a leading Web consulting company; and the User Experience Group Manager at Fry, responsible for the information architecture design on many prominent eCommerce websites.


Xenia Viladas
Xènia Viladàs (BA Economic Sciences, MBA) has been a Professor of Service Design at the Savannah College for Art and Design ( since April 2014.
She started her professional career in the textile industry, and later occupied high-ranking positions in the public design policies field in Spain in the 1990s and early 2000s. She then transitioned into consultancy roles in Strategic Design and Business Management for small and medium-sized companies and design services firms.
She has published articles and books on Design Management and Service Design, including, Managing Design for profits and Design at your Service, and lectures extensively internationally, on Business Design, Strategic Design and Design Value Appraisal.
She has been a Member of DMI's Advisory Council for 15 years and is now a member of the Service Design Network.


more Calendar

10/7/2018 » 10/9/2018
dmi: Design Leadership Conference

Featured Members

Site Search
Membership Software Powered by YourMembership  ::  Legal