Caitlyn Phillips

Global Associate Director at IBM,
USA.

Caitlyn Phillips

Caitlyn creates with purpose, living at the intersection of strategy and design. She has learned to ride a motorcycle in the mountains of North Vietnam, to cave dive in the Yucatan, and applies the same love of discovery to her career. Caitlyn enjoys probing to find the right questions to solve the user's problems. Her work focuses on the synthesis of what is and what could be. She aims to create connections with an emphasis on empathy.   In her current role as Global Associate Design Director at IBM iX, Caitlyn works with some of the world's largest companies to help them transform and disrupt, exploring the tension between business and design. Her work has spanned all industries. Previously, she worked as an advertising creative in both New York and Asia Pacific.



How to Transform Without Losing Your Way

6 hrs Workshop | Categeory: Business Design | Target Audience: Intermediate.

For transformation, we must understand the link between a brand’s values, and their users.

We will use design thinking exercises to understand the organization, the business opportunity, and ensure we are user-centric.

Three key takeaways

  • Always align business needs with user's needs.

  • Your user is your north star.

  • The question is more important than the answer.



How to Transform Without Losing Your Way

30min Talk | Categeory: Business Design | Target Audience:Intermediate.

When a company realizes it’s time to transform, where do they begin?
How can we help them see the future?
How do we design for alignment, not disappointment?

Three key takeaways

  • Understanding the critical link between a brand's values and the end user's needs.

  • Brand interaction is simply a conversation.

  • Design Thinking tools can help us create a user centric future vision.