Track: Design Leadership

Wednesday, November 4

Benefit from the expertise of your peers and find new ways to handle your challenges by joining the Design Leadership conference track.

Track leader:
Mads Porse Norlyk (DK)
Jyske Bank

Social Event: Morning run

06:30 – 07:00

Join the morning run to prepare for a day of learning and networking. We will run about 25 minutes at a relaxed pace.
We meet in front of Godsbanen (corner of Skovgaardsgade and Sonnesgade)

8.00 – 9.00

Breakfast & Registration

The conversation starts at breakfast. Have one or several cups of coffee and get a great start to the rest of the day.

9.00 – 9.15



9:15 - 10:00

Keynote: The evolution of memory

An unusual property of humans (compared with other animals) is language, since for the first time information about long-term survival can be passed by other means than genes.

This has led to the creation of the subject of ‘memes’, as analogous to genes, as carriers of information in human society. Memes have allowed humans to create buildings, cities, and to fly like gods through the sky, albeit often in rather cramped surroundings with terrible food. And to create computers.

So should we regard computers as a product of human genes? And if so, should we care?

Steven Pemberton (NL)
Researcher, author, public speaker, and occasional broadcaster

10.00 – 10.30

Coffee, tea & networking


Track: Design Leadership

10:30 - 12:00

Raising a Design Community of Practice

By setting up a cadence for open meetings that enabled conversations - we raised awareness of design topics such as user journeys & design systems with global teams.

The UX Community at Danfoss went from zero to 200 members in less than a year - creating a place for sharing and peer learning.

I'll share the journey starting from the research to start the UX community, to working embedded in product teams for short periods of time and how working with design transformation gave a foundation for my next role as Product Owner in a complex domain.

Grace de Athayde (DK)
User Experience Specialist & Mentor at Danfoss

12.00 – 13.00



User journey mapping as a strategic UX tool

13:00 - 13:45
Track: Design Leadership

Aarhus University has been working with user journey mapping as a key tool in UX and product strategy for two years. A 2.5 meter long plotted map tells a story of frustration and delight for 40.000 students. With AU’s strategy of buying standard systems – one for scheduling lectures, another for communication between students and teachers and a third for handling exams - it is not a simple task to make a coherent user journey.

  In this session Peter and Marie from the UX team at Aarhus University will share their experiences with using user journey maps to do strategic product planning, enlist backing from management and ultimately drive change. Not only focusing on pain point repair, but also orchestrating experiences that exceed expectations.

Marie Halkjær Kragelund (DK)
User experience at Aarhus University

13.45 – 14.00

Coffee, tea & networking

14.00 – 15.00


Come join 2 x 25 minutes of informal roundtable discussions to get answers on your specific questions or help others by sharing your expert knowledge.

15.00 – 15.30

Coffee, tea & networking


Track: Design Leadership

15:30 - 16:30

Empowering people to make a difference

This interactive session will in particular focus on these three fundamental questions:

  • Why it is so important that your organisation supports design as a part of the value chain

  • Why your design team needs to be able to make key decisions

  • Why designers should also set the agenda in development teams

Join for a conversation around design maturity, freedom to make the right decisions and delivering quality

Mads Jørgensen (DK)
UX Design Lead at CCI Europe

16.30 – 16.45

Coffee, tea & networking

16.45 – 17.45

Small Feature Award

What’s the small feature that really makes the product way better? Is it a small design change, an elegantly engineered new piece of functionality or something else?

In this new contest, we celebrate the unsung heroes of the workplace: The small features that make all the difference.

Social Event: Networking dinner

18:30 – 21:30

Location: Mammas, Frue Kirkeplads 1, 8000 Aarhus C