Business Design Summit ‘19

UsabilityMatters.Org(UMO) and WeSchool jointly present Business+Design conference on September 13th, 2019 at Welingker Institute of Management, Mumbai. This conference is designed to inspire and impart user and customer centric approach in business leaders, students and aspirants. You will have a rich and thought-provoking experience that explores the role of design driven entrepreneurship in creating innovative change for social and economic development.

“If you’re competitor-focused, you have to wait until there is a competitor doing something. Being customer-focused allows you to be more pioneering.” – Jeff Bezos, Balancing Obsessive CX, Creativity & Business Acumen


At Business Design Summit, you will learn, connect, and grow by mingling with national and international thought leaders in design, business, and business design. This one day conference is filled with inspiring keynotes, a workshop, a panel session on business design, and networking opportunities.


Who is it for?

Anyone interested in leading successful business transformation by design..

  1. Startup Owners, Business Leaders/Executives – Practice & enable business units to adopt design
  2. Business Unit Owners – Practice & lead customer-centric innovation culture in their groups
  3. Product Managers & Tech Leads –  Adopt & practice customer-centric approach



  1. Product Innovation – How to get User Experience, UX of your product/service right?
  2. Customer Experience – Design, Delivery, and Measurement. Delight your customers in their journey with your products and services
  3. Digital Transformation – Innovate all aspects of your business with customer centric design. Uplift your customer experience by integrating emergent technologies.
  4. Design Culture – Instill design into all areas of your business to drive customer centric innovation.


You will leave the conference as a design centric business professional, an essential skill required to drive meaningful innovation. Join us in creating and building businesses of tomorrow.

Date and Time

13th Sepember 2019


WE School, Mumbai

Location on Map
We School


Entrepreneur, Academician & Innovation evangelist
Group Director at Welingkar Institute of Management
Professor Emeritus – Business Design at the Welingkar Institute of Management Development and Research
Segment UX Leader - Data Security Group @ Informatica
Founder & Chair UXINDIA – UsabilityMatters.Org
Staff UX Designer, Nutanix | Co-Founder and Chair, UXINDIA
Dean Academics (PTM) and CTO at Welingkar Institute of Management


08:00 am – 8:30 am

Conference Registrations

08:30 am – 08:45 am

Inaugural Speech

Prof. Dr. Uday Salunkhe

08.45 am – 09:00 am


Prof. Sudhakar Nadkarni
Kaladhar Bapu

09:00 am – 09:30 am

The 3 Cs of Design – Charters, Critique, and Culture

I’ve worked for a lot of idiot managers in my career. And then, one day, after I had become a design manager myself, it finally dawned on me: Now I’m the idiot!

I’ve failed on many, many levels. I didn’t understand how to understand a team, and help turn their perceptions and expectations into something shared and agreed upon. I didn’t understand how to foster critique; I only knew that I was in charge of design and that I had the final say.  In design leadership positions, the option to go back to the drawing board or to iterate hasn’t always been readily available–nor as painless to my pride and potentially my pocketbook.

The passing of time, the second and third chances that I’ve been given, and the sound advice that I didn’t want to listen to in the past have opened me up to a much different perspective. Oh, I’ve still got plenty to learn, and I’m excited to share some of what I’ve learned about charters, critique, and culture of design organizations.

Russ Unger

09:30 am – 10:00 am

Aligning Technology with Business and  Customer Experience Strategy

In a world of Digital Transformation, it is quite easy to get carried away by the sophistication of Digital Technologies unless the application of such technologies is aligned to the overall Customer Experience Strategy. New technologies including touchscreens and voice, robotic automation & chat bots, AI & ML, VR & VR make it possible to create countless and exciting experiences.

However unless these experiences not only transform the customer experience at every touch point but also are coherent with the Customer Experience promise and the customer experience platform they could end up looking as a set of discrete and unrelated gimmicks. The session discusses some of the pitfalls in conceptualizing and implementing a technology based CX strategy and ways to ensure the alignment between the CX strategy and Technology which powers it.

Dr. Pradeep Pendse

10:00 am – 10:30 am

Coffee break

10:30 am – 01:00 am


Ideally designers, researchers, and product managers with some experience, but open to everyone interested in designing and researching UX.

People are emotional beings. We all have values and needs that can change depending on context. As designers, it’s important for us to be aware of the values and needs that drive our users, as well as the emotional experiences our products and services create.

This workshop will review frameworks that capture the role of emotions, needs, and values in design, followed by an exploration of methods we can use to elicit and better understand them. We will briefly consider some of the analytical and behavioral methods that have been employed to assess emotions and sentiment, followed by a more in-depth exploration of qualitative techniques to understand the needs, values, and emotions that comprise UX.

Workshop participants will practice applying qualitative techniques, including (time-permitting) observational, conversational, participatory, and checklist approaches. At the end of the workshop, participants will have an understanding of many of the types of methods available to assess emotions and elicit user needs and values.

Steve Fadden

Workshop 02: The Workshop Workshop

Mid-level designers, or designers who need to add workshops and facilitation to their toolkit. You have attended workshops, you have seen them masterfully commanded by other people, and you really want to get a handle on doing this workshop thing yourself. This workshop is the workshop that will help you create and facilitate a workshop of your very own, in whatever workshop fashion you decide upon. Russ Unger will help you identify the path unlocking the workshop achievement in whatever platform you choose. There will be activities where you will experience the true nature of “trial by fire” or “getting your feet wet” (whichever metaphor you prefer). That is correct: You will be leading your very own workshop within The Workshop Workshop, and presenting your findings and results back to the rest of the workshop attendees. Bring your most comfortable pair of shoes, your favorite writing utensil, and be ready to lead and participate in your own workshops–in a safe space.

Russ Unger

01:00 pm – 02:00 pm


02:00 pm – 02:30 pm

User-Centricity and Business Strategy

Usually, the concept of ‘Core Competence’ is put forth while determining ‘Business Strategy’. Core Competence refers to ‘What we are capable of’. Many a time, businesses overlook ‘What consumers seek’. ‘What we are capable of’ may not necessarily match with ‘What consumers seek’. More often than not, while charting out business strategy, it is the former that gets precedence. This is where deep user understanding kicks in. The session will focus on ‘Defining a business from the users’ perspective not yours’.

Dr. Kaustubh Dhargalkar

02:30 pm- 03:30 pm

Panel Discussion

Russ Unger
Steve Fadden
Dr. Kaustubh Dhargalkar
Dr. Pradeep Pendse
Ranjeet Tayi

03:30 pm – 04:00 pm

Coffee Break

04:00 pm – 04:30 pm

Case study

Shyama Sundar Duriseti

04:30 pm – 05:00 pm

“Users” are people, too: 3 approaches design teams can use to enhance awareness of users as humans

Ideally designers, researchers, and product managers with some experience, but open to everyone interested in designing and researching UX.

Designers of products and systems often refer to the people for whom they design as “users.” While technically correct, thinking about people as “users” can lead to a reductionist approach that neglects many aspects of the UX, such as our values and emotions. We all have our own unique aspirations and feelings, and these can change based on contexts and interactions. Design teams should uphold responsibility for maintaining awareness of our “users” as people, and they can do so by implementing 3 approaches that will enhance the understanding of UX for all stakeholders.

Steve Fadden

05:00 pm – 05:30 pm

Closing ceremony

Jointly Organized By

Business Design Summit ‘19