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2018 Product Strategy and Experience Forum – Chicago

The 2018 Product Strategy and Experience Forum is a two-day, multi-track professional education and development event, featuring vendor-free learning, intimate setting, high-level networking and interactive and engaging topics. This forum focuses on 4 main themes:

  • Creating the Right Products
  • Analyzing Competitor Products and Market Feedback
  • Designing the Right User Experience
  • Enhancing the Customer’s Experience

 

 

 

 

 

Throughout both days, you will hear best practices and real world examples from successful experts and practitioners currently succeeding in these areas.  This forum offers the chance to learn in a variety of formats – best practice/case study sessions, 2 hour in depth workshops, 1-1 speaker/attendee interaction and more. Geared towards manager/director level practitioners, this event will help you solve many of your product, user and customer experience challenges. Learn how to better lead your product teams, grow and innovate your products and gain a new understanding of your products, users and market.

2018 Product Strategy and Experience Forum – Chicago

  • September 19-20, 2018
  • Chicago, IL
  • $649.00$1,499.00

    You Save $
  • Get 13.5 CPE Credits!
  • Product Description

    The 2018 Product Strategy and Experience Forum is a two-day, multi-track professional education and development event, featuring vendor-free learning, intimate setting, high-level networking and interactive and engaging topics. This forum focuses on 4 main themes:

    • Creating the Right Products
    • Analyzing Competitor Products and Market Feedback
    • Designing the Right User Experience
    • Enhancing the Customer’s Experience

     

     

     

     

     

    Throughout both days, you will hear best practices and real world examples from successful experts and practitioners currently succeeding in these areas.  This forum offers the chance to learn in a variety of formats – best practice/case study sessions, 2 hour in depth workshops, 1-1 speaker/attendee interaction and more. Geared towards manager/director level practitioners, this event will help you solve many of your product, user and customer experience challenges. Learn how to better lead your product teams, grow and innovate your products and gain a new understanding of your products, users and market.

    Below is a preliminary schedule of topics and learning objectives at the forum.  Session topics are subject to change. Attendees are able to attend any session they wish and do not have to align to a “track”.


    Complete Schedule

    September 19th, 2018

    7:45am Registration and Breakfast



    8:15am Welcome and Opening Comments



    8:30am Opening Keynote

    Collaborative Forecasting and Insights

    The Angles of Attack Algorithm

    Predicting industry change can be challenging. We’ll use a series of techniques developed by the presenter to help demystify the process and equip participants to anticipate, simulate and monitor for indicators and warnings of changes that will affect their competitiveness. We’ll also use a fun industry example to run a small simulation event that can help everybody assess which skills they’ll need to develop for the organizations they serve.


    9:30am 15 Minute Networking and Refreshment Break


    9:45am

    Transform or Stand to be Disrupted

    Successful transformation is absolutely critical for businesses to survive now and anywhere in the near future. The pace of change is accelerating and staying flexible enough to quickly evolve for the future is essential.

    The CPG industry has changed immensely in the last five years. There’s never been a more important time to understand exactly what consumers want and need.

    Andria is a transformational innovator who has successfully driven strategic growth at 5 Fortune 1000 companies in the intensely competitive CPG space.
    She has learned what it takes to survive in a rapidly changing consumer, competitive, and industry landscape.

    The key insights she will share:

    • What type of people do you need on your journey to transform?
    • How do you evolve by starting with the consumer?
    • The compelling case for change

    10:45am 15 Minute Networking and Refreshment Break

    11:00am

    Leveraging Product Partnerships Effectively

    Developing collaborative and mutually beneficial processes to innovate and improve product development strategy

    • Common pitfalls to watch for in your product strategy, touchpoints and roadmap
    • Collaborative approaches to ensure transparency to all stakeholders and proper flow of data throughout your product roadmap
    • Establish key metrics and benchmarks to ensure continuous improvement and innovation

    11:00am

    Social Listening for Competitive Advantage

    Explore techniques and approaches to gathering and making usable analysis from the ever-changing social web

    • Leveraging automation for information gathering
    • Taking the next step and turning data into usable, effective and actionable insights
    • Behind the scenes analysis review

    12:00pm Lunch


    1:00pm

    In-Depth Workshop:

    Competitive Wargaming and Simulations

    Develop situational awareness of competitive position

    In the real world, most competitive issues are usually focused on tactical and operational problems or responses to emerging competitive threats rather than “grand strategy” initiatives that require external support and guidance to make actionable. This is why the hottest trend in business wargaming today is “skilling up” teams of internal facilitators with the ability to take on tactician support roles for exercises attacking the following seven (7) business problems:

    • Product Extensions and New Feature Design
    • New Market or Segment Entry with Existing Products and Services
    • Reacting to New Competitors with Asymmetric Market Power or Resources
    • Anticipating Disruptive Threats to your Business Model or Industry Structure
    • New Leadership Changes at Major Incumbent Competitors or your own Company
    • Mergers, Acquisitions and Alliances to Fortify Talent, IP or Product/Feature Development
    • Addressing Shifting Customer Needs/Wants Ahead of Competitor Reactions

    In this workshop, we will introduce these seven specific applications that can be most commonly addressed by internal wargame tacticians. Every master strategist or tactician started out as a novice so, join this exciting presentation and begin your journey toward making wargames and competitive simulations more accessible and actionable in your organization.

    1:00pm

    Innovation Through Experience Design

    The pressure to create great customer experiences has intensified within every industry today. Industries like retail, insurance and financial services and healthcare are now competing heavily on customer product and service experiences more frequently than ever. Customers’ expectations for great experiences only continue to elevate. How can organizations adopt a mindset that instills a greater focus on the customer experience and create a competitive advantage?

    This presentation discusses the importance of design, provides examples of applying a customer-centered approach to informing a business and marketing strategy, measuring its impact and how to sustain and build upon its value.

    1:00pm

    In-Depth Workshop:

    The Art of Competitor Segmentation

    In this interactive workshop, intended for entry to moderately experienced CI practitioners, I aim to help you build a methodology to sort, track and manage your competitors and leave you with the tools to hit the ground running when you get back to the office. Most companies segment their customers, why not segment your competition? You will leave this workshop with the fundamentals of a segmentation scheme for your company in your back pocket. You will get back to the office with a blueprint to track, sort and prioritize competitors, have a visual “framework” tools for your industry and bring back to the office the beginnings tangible competitor segmentation model suited for your competition in your industry (which is a great way to justify the expense of a conference trip).

    In short, over the course of two hours, I explain how to sort your competitors, using M&Ms a teaching medium.  Yes.  M&Ms.

    2:00pm 15 Minute Networking and Refreshment Break


    2:15pm

    In-Depth Workshop (Continued):

    Competitive Wargaming and Simulations

    Develop situational awareness of competitive position

    In the real world, most competitive issues are usually focused on tactical and operational problems or responses to emerging competitive threats rather than “grand strategy” initiatives that require external support and guidance to make actionable. This is why the hottest trend in business wargaming today is “skilling up” teams of internal facilitators with the ability to take on tactician support roles for exercises attacking the following seven (7) business problems:

    • Product Extensions and New Feature Design
    • New Market or Segment Entry with Existing Products and Services
    • Reacting to New Competitors with Asymmetric Market Power or Resources
    • Anticipating Disruptive Threats to your Business Model or Industry Structure
    • New Leadership Changes at Major Incumbent Competitors or your own Company
    • Mergers, Acquisitions and Alliances to Fortify Talent, IP or Product/Feature Development
    • Addressing Shifting Customer Needs/Wants Ahead of Competitor Reactions

    In this workshop, we will introduce these seven specific applications that can be most commonly addressed by internal wargame tacticians. Every master strategist or tactician started out as a novice so, join this exciting presentation and begin your journey toward making wargames and competitive simulations more accessible and actionable in your organization.

    2:15pm

    In-Depth Workshop (Continued):

    Persona Insights & Development

    Dive deep into the world of Persona’s and developing content, product and services that have meaning. From marketing, to product innovation, to sales and market development utilizing persona’s can help uncover opportunities and understand your true target market like never before. Going hand in hand with building the
    experience function, persona development can provide a base of knowledge for your entire organization, while reinforcing the customer experience priority.

    2:15pm

    In-Depth Workshop:

    The Art of Competitor Segmentation

    In this interactive workshop, intended for entry to moderately experienced CI practitioners, I aim to help you build a methodology to sort, track and manage your competitors and leave you with the tools to hit the ground running when you get back to the office. Most companies segment their customers, why not segment your competition? You will leave this workshop with the fundamentals of a segmentation scheme for your company in your back pocket. You will get back to the office with a blueprint to track, sort and prioritize competitors, have a visual “framework” tools for your industry and bring back to the office the beginnings tangible competitor segmentation model suited for your competition in your industry (which is a great way to justify the expense of a conference trip).

    In short, over the course of two hours, I explain how to sort your competitors, using M&Ms a teaching medium.  Yes.  M&Ms.

    3:30pm

    In-Depth Workshop (Continued):

    Competitive Wargaming and Simulations

    Develop situational awareness of competitive position

    In the real world, most competitive issues are usually focused on tactical and operational problems or responses to emerging competitive threats rather than “grand strategy” initiatives that require external support and guidance to make actionable. This is why the hottest trend in business wargaming today is “skilling up” teams of internal facilitators with the ability to take on tactician support roles for exercises attacking the following seven (7) business problems:

    • Product Extensions and New Feature Design
    • New Market or Segment Entry with Existing Products and Services
    • Reacting to New Competitors with Asymmetric Market Power or Resources
    • Anticipating Disruptive Threats to your Business Model or Industry Structure
    • New Leadership Changes at Major Incumbent Competitors or your own Company
    • Mergers, Acquisitions and Alliances to Fortify Talent, IP or Product/Feature Development
    • Addressing Shifting Customer Needs/Wants Ahead of Competitor Reactions

    In this workshop, we will introduce these seven specific applications that can be most commonly addressed by internal wargame tacticians. Every master strategist or tactician started out as a novice so, join this exciting presentation and begin your journey toward making wargames and competitive simulations more accessible and actionable in your organization.

    3:30pm

    In-Depth Workshop:

    Persona Insights & Development

    Dive deep into the world of Persona’s and developing content, product and services that have meaning. From marketing, to product innovation, to sales and market development utilizing persona’s can help uncover opportunities and understand your true target market like never before. Going hand in hand with building the
    experience function, persona development can provide a base of knowledge for your entire organization, while reinforcing the customer experience priority.

    3:30pm

    Mapping Key Intelligence Topics (KITs) to Competitive Market Strategy

    In this day and age of surprising and even puzzling business events, decision makers are sometimes confused about target markets and stakeholders. Understanding strategic decision making, key player analysis, and early warning signal and pattern recognition can benefit how you position your own competitive market strategy. Join this session for an in-depth introduction to the concepts foundational to Key Intelligence Topics (KITs), paired with three current-day industry examples (Nike, Tesla, and 23andMe), to reconsider how you might more effectively map your own organization’s KITs to a stronger competitive market strategy.

    4:30pm 15 Minute Networking and Refreshment Break

    4:45pm

    The Experience Matters

    Gain insights and an intelligence baseline through a day in your customer’s eyes

    • Gain insights by analyzing your customer and users product touch-points and journey
    • Identify motivations behind user behavior and expectations to better innovate and frame your product
    • Encouraging “experience thinking” collaboratively throughout your team, stakeholders and organization

    5:45pm Networking Reception


    September 20th, 2018

    7:45am Registration and Breakfast



    8:15am Welcome and Opening Comments

    8:30am

    In-Depth Workshop:

    Experience Journey-Mapping

    Analyze and optimize your customer and user’s journey and touchpoints to improve the experience and gain
    insights. This key step in the experience plan will help uncover trouble areas of the customer experience, help
    prioritize which areas are most crucial and where to devote the most resources to make the most impact.

    8:30am

    In-Depth Workshop

    Leveraging the Single Person CI Unit

    Establishing the CI presence and facing the challenges as a solo CI practitioner

    • Laying the groundwork for success
    • Developing a roadmap and winning buy-in
    • Collaboration and inter-department partnering
    • Things you can do to virtually scale
    • Explore the indicators and next steps for when your CI function is ready to expand

    10:45pm 15 Minute Networking and Refreshment Break

    11:00am

    Rapid Prototyping in a Digital/Physical World

    Prototyping experiences in a digital/physical world to validate requirements, test minimal viable products, and accelerate the design & development process.

    • Prototyping Methodology, Process & Collaboration
    • Art of the Possible & Design Thinking Case Studies
    • Prototyping for digital and physical experiences

    11:00am

    Competitive Intelligence 2.0

    Today, many companies face increased competitive pressure, yet few have resources to support a stand-alone competitive intelligence function.  Competitive Intelligence 2.0 is a framework that you can use to create valuable insights about competitors and identify strategies to drive business growth.  It includes proven, hands-on tips & tools that you can use to develop your own competitive intelligence program on Monday morning.

    12:00pm Lunch

    1:00pm

    Design For Data: Principles to Implement Data Solutions to Transform your Business

    Big Data, Analytics and Machine Learning have all been hot topics and buzz words in recent years.  In order to incorporate these concepts into your business, where do you start in the life cycle process and how do you do it ?  This presentation will go through understanding what data really is, how it should be captured and managed, as well as ways to build a wide variety of value from these well defined building blocks.  We will also discuss risks and liabilities with data that should be planned for before any public deployment.

    1:00pm

    Leveraging Public Information for Competitive Intelligence

    Best Practices for Leveraging Public and Website-specific Search Engines for Marketing and Competitive Intelligence

    Market and competitive intelligence professionals have many choices for search engines. Some are behind a paywall, for example, LexisNexis, Factiva, Hoovers, and Dun & Bradstreet, etc. Job boards, LinkedIn and many other relevant websites have their own search engines.  Public search engines are free and can search websites, such as job boards, LinkedIn, news sources, etc.  When should a market or competitive intelligence professional use Google to search websites versus using the websites’ native search engines? This presentation identifies best practices for market and competitive intelligence research.  It will recommend (1) when to use behind-the-paywall websites; (2) how to optimize the use of Google’s Advanced Search, including searching patents and trademarks as well as searching websites that have their own native search engines; and (3) when to use websites’ native search engines.

    2:00pm 15 Minute Networking and Refreshment Break


    2:15pm

    Competitive Product Benchmarking

    Implications for Portfolio Lifecycle Management

    • Identifying differences in competitors product or service
    • Provide a relevant benchmark analysis
    • Establish a framework for analysis of opportunities (cost analysis, partnerships, etc)

    3:15pm Adjourn



     

    • Product Managers
    • Product Designers
    • User Insight Teams
    • Product Engineers
    • Research & Development Teams
    • Software Developers
    • Innovation Managers
    • Quality Assurance Professionals
    • Strategy Officers
    • Business Development Professionals
    • Product Marketing Teams
    • Customer Loyalty and Insights
    • Marketing Managers
    • Information Architects
    • Business Intelligence Professionals
      ….and anyone dealing with user / customer insights, innovation or product development!

    3M
    AIG
    Alliant Credit Union
    Amazon
    Applied Materials
    Arvest Bank
    Astellas
    Atmos Energy
    Autodesk, Inc.
    Belcan Engineering Group, Inc.
    Best Buy Canada
    Bose Corporation
    Brother International
    Canadian Diabetes Association
    CareFirst BlueCross BlueShield
    Cars.com
    Cigna
    Clif Bar
    Country Financial
    DuPont
    Ebay
    Federal Reserve Bank of Chicago
    Getty Images
    Ingersoll Rand
    Intel
    L3 Communications
    LEO Pharma
    LogMeIn
    Marriott International

    Mars Chocolate North America
    MasterCard
    Medtronic
    Microsoft
    Mission Produce, Inc.
    Moen
    Nestle Purina Petcare
    Nike, Inc.
    Nordson Corporation
    Overstock
    Pfizer
    Polycom
    Prudential
    Radian
    Red Bull
    Seventh Generation
    Shire Pharmaceuticals
    Siemens
    Standard Insurance
    Teva Pharmaceuticals
    Textron Inc.
    The Nielsen Company
    Thomson Reuters
    Union Bank
    University of Washington
    Visa Inc.
    Whole Foods
    Zurich Insurance

    As well as many other small and medium sized organizations...

    Attendee Participation Rates

    Early registration and group discounts below:

    Early Registration Rate Until 7/31/18 Rate After 7/31/18
    1 Attendee $1,499 $1,799
    2 Attendees $1,199/each $1,399/each
    3 Attendees $999/each $1,199/each
    4 Attendees $799/each $999/each
    5+ Attendees Contact Us Contact Us

    Venue and Hotel Information

    The summit will take place at:

    Holiday Inn Chicago Mart Plaza River North
    350 W Mart Center Dr
    Chicago, IL 60654
    (312) 836-5000‎
    Map It

    Online Reservations:
    Reserve your room here

    $239/night – Limited amount of discounted rooms available —Room block expires September  3rd, 2018

    A Modern, Upscale Chicago, IL Hotel, With The Best Views In The City

    Chicago beckons as an exciting city escape, from boating adventures at Navy Pier to days spent exploring attractions like the Field Museum, Art Institute of Chicago and the Lincoln Park Zoo, or attend an event next door at theMart. Newly updated rooms, redesigned for the ultimate in guest comfort, combined with award-winning service and thoughtful amenities like the best parking value in Chicago, make stays at the Holiday Inn Chicago Mart Plaza unforgettable.

    Meet for drinks at our chic Cityscape Bar with a skyline view considered the best in Chicago. Stop in for a breakfast buffet, or enjoy a new take on comfort food with a hearty dinner at Merchants Cafe. Located in River North, our hotel puts you close to trendy shops, award-winning restaurants, hip nightclubs and must-see sights like the Magnificent Mile and Willis Tower Skydeck.

    Parking and Transportation Options

    Parking at the venue:
    $35/day for overnight guests and $25/day from 7am – 7pm. All tickets must be validated at the front desk.

    Public Transportation:
    From O’Hare International Airport: Take the CTA Blue Line Train towards Forest Park and exit at Clark/Lake.

    • Head North on North Wells Street for 1 block.
    • Turn Left on West Wacker Drive for 1 block.
    • Turn Right onto North Orleans Street over the Franklin Street Bridge for 1 block before turning Left onto West Mart Center Drive (also referred to as West Wolf Point Plaza).
    • Destination will be on the Right past the first set of revolving doors.

    From Chicago Midway Airport: Take the CTA Orange Line Train towards the Loop and exit at Clark/Lake.

    • Head West on Lake Street toward North LaSalle Street.
    • Turn Right onto North Franklin (Orleans) Street over the Franklin Street Bridge for 1 block before turning Left onto West Mart Center Drive (also referred to as West Wolf Point Plaza).
    • Destination will be on the Right past the first set of revolving doors.
    The Hotel is located 1 mile from Chicago Union Station, .7 miles from Ogilvie Transportation Center, and accessible via the CTA Brown Line Train at the Merchandise Mart and .4 miles from the CTA Blue Line Train at Clark/Lake.