Preethi currently leads the design & architecture team, driving human centred payment products design, development and delivery, collaborating with clients and partners to discover, design and co-create together. She brings 20 years of experience as a design-led problem solver and has championed customer experience innovation for UBS, Audi, Mercedes-Benz and GE among others. Previously, she held key design leadership positions across Publicis Emil, Publicis Sapient, Razorfish, TBWA Digital Arts and Ogilvy One, and has worked across cultures in Asia, MENA and Europe. Her work has been recognised at Cannes, SXSW, One Show, Clios, D&AD, UX Design Awards, Red Dot, Webby, MMA Smarties, and the Effies.
The biggest myth about getting buy-in or influencing others is that you only need data and logic to make your case. Data and logic are necessary but often there are far greater complexities at play. Giving examples from their team, the group will discuss their blueprint to getting buyIn from all the different potential risk areas and how to get past tricky situations
Moderated by Nigel Yeo, join the conversation, share your insights and probe the speakers on the elements of their talks that left you wanting more.
Successful cross-functional team requires all team members to have equal voices, responsibilities and stake in the direction of the product, including product, engineering and design individuals.
In this talk by Preethi will discuss how changing the mindset of designers to step-up, have interest in the business decisions and deploying their design skills outside the world of design creates stronger and more customer-centered products.
She will touch on:
- How to encourage T-shaped designers in product teams
- Using design thinking in business and product objectives creates better products
- Having a truly cross functional teams allows for more efficient teams