Head of UX Design
SunTrust, USA
Andy Vitale is the Head of User Experience Design at SunTrust Bank, where he is focused on translating human insights into actionable experiences to improve the product and service ecosystem within the finance industry. Andy is responsible for leading the user experience design practice, advancing design strategies and driving design awareness as a critical function for competitive advantage and market differentiation.

Andy holds a Master’s Degree in User Experience Design and has previously held multiple roles as a designer, entrepreneur, education department chair, and design leader. With a proven ability to lead change and process improvements, Andy has developed strategies and design solutions for multiple industries within diverse organizations ranging from startups to Fortune ranked companies. He is a relentless user experience evangelist, with a passion for cognitive thinking and humanizing technology, driven by a user-centered passion that takes cross- functional teams, and their products, from good to great.

3 hrs Workshop (Half Day hands on)
Targeted to PREMIUM – Intermediate
Track 2: Design Leadership & Influence

Bring Your Own Seat to the Table: How to Design a Culture of Experience

Although there is growing evidence that experience-driven organizations have an innovative advantage, and that experienceis a key differentiator among competitors, many companies do not have a mature culture of customer-first practices. More than ever before, the role of the user has changed from isolated to connected, from unaware to informed, from passive to active. As a result, business, technology, marketing and design strategies must be aligned and focused on the overall customer experience to create greater value earlier.

Learning how to design WITH users, instead of FOR them, can be an entire cultural shift for some organizations. In many of these organizations design doesn’t have a seat at the table, and designers are brought in as a last-minute checkbox or to style products just before they ship. External designers are still championed as experts while the internal design team is scattered throughout the business, hidden in a dark corner, feasting on scraps whenever the business decides to throw them a bone.

Track 2: Design Leadership & Influence

Three key takeaways

1.Identify the level of design maturity and culture within their organization.Understand the value a mature culture of experience can add to their organization and how they can contribute
2. Utilize designer math to communicate results in ways that are meaningful to stakeholders
3.Learn what it takes to get a seat at the table, and more importantly how to keep that seat, Leverage design tools and principles to align processes, as well as create a roadmap and measurable strategy to influence and evolve organizational culture.

Rough outline of the workshop

This session will help you identify how design is positioned within your organization, recognize the path to improve the current state of design contributions, measure and communicate the impact of design to obtain and maintain a seat at the table, and take away ideas, strategies and motivation to integrate design culture into your organization.

30 min Case study

Targeted to PREMIUM – Intermediate

Track 4: Broader impact & change through design

Always Designing: From Designer To Design Leader

As organizations become more customer-centric, it’s time for designers to grow. Those who have demonstrated value are ready to become leaders and drive change within their organizations. But does leadership mean you have to stop designing? Absolutely not. As a leader, you’ll apply your skills and processes towards solving a new variety of problems, with amplified complexity. These challenges require insight into the organization and how it operates, so you can bring everyone together and solve user needs while also meeting business objectives.
In this presentation, Andy examines the varying landscapes and challenges of being a design leader. You’ll learn how to lead no matter where you are in your career as well as explore practical takeaways for maturing the design function within your organization and understanding your role in making it happen.

Track 4: Broader impact & change through design

Three key takeaways


  1.  Identify and understand different type of leaders and their traits
  2. Learn how to lead based on experience level and personal growth objectives
  3. Develop empathy for your boss and other leaders in your organization
  4. Understand how the complexity of design problems increases as you continue to advance in your leadership path

18min TED like talk

Targeted to STANDARD – Foundation

Track 4: Broader impact & change through design

The Changing Face of Ethical Design: Why Responsible Intent Matters More Than Ever

Design has always been about problem-solving, however the scale and complexity of the problems designers are solving is at an all-time high, with an intentional focus on designing products, services and solutions that are ethical, inclusive and sustainable.

When the stakes are this high, concentrating on outcomes rather than the people we are designing for can cause unintentional harm.

Now more than ever, designers need to be accountable for decisions they make. But how can designers meaningfully improve the current state when the speed and continuous introduction of new technology seems to make the world feel less safe? What can designers do when facing ethical dilemmas or conflicts of interest?

Track 4: Broader impact & change through design

Three key takeaways


1. What it means to design ethical, inclusive and sustainable solutions
2. Real world examples of how thinking responsibly could have improved the design outcomes
3.How to embed responsibility into the design process,Best practices for designing products with responsible intent

Share This