UXDX San Francisco

20 February 2020, 12:30 - 5:00 PM

Product Development is Broken


of features fail to deliver value

Microsoft started tracking every feature and discovered that only 33% of good ideas actually delivered the expected value


of people have their hands tied

The delivery team know what is best but they are blocked by company structure and policies from doing the right thing.


more time spent on rework

Teams that use legacy development practices spend more time on rework which kills motivation and slows delivery.

There's a Better Way of Building Products

Projects involve functions temporarily working together to deliver a set scope, but this limits the ability to learn about customers and forces a more short term view. What we need is for the right mix of skills across Product, UX, Design, Dev and Ops to be working together to learn, build and continuously improve the product. 

From Waterfall Projects
To Cross Functional Product Teams

What To Expect

UXDX Model

Learn the UXDX Model

Our mission is to help teams improve their processes and shift from being feature factories towards owning and delivery business outcomes. Hear about the challenges of successes of companies who are leading this shift and breaking down the barriers between development, design and product teams.

Alice Newton, Head of Product, World Remit

Global Trail Blazers

From nimble scaleups  to enterprises  talking about the challenges they're facing, how they're solving them and the focus areas. You'll learn proven strategies from teams who've already tested it in the market that you can leverage to speed up your delivery. 

2 men talking


Step out of the office for a day to learn and network on how others are speeding up product delivery. Grow your network by meeting new and old faces in your local city- get to ask the questions you don't feel like asking your team. 

Sharing their story

Our speakers have been selected to give you a snapshot into the product life-cycle, from research, to build, deploy and product launch. The goal will be to help you enhance your process which in turn will help you advance your product. 

Jackie Scherer

Jackie Scherer

Sr Manager, Product Design, Ripple

Rory Madden

Rory Madden

Founder, UXDX

Antonio Kaplan

Antonio Kaplan

Senior Engineering Manager, Ripple

Bianca Curutan

Bianca Curutan

Android/iOS Engineer, Postmates

Christine Song

Christine Song

Backend Engineer, Postmates

Ciara Peter

Ciara Peter

VP of Product Design, Gainsight

Deborah Soye

Deborah Soye

VP Consumer Tech, Content & Business Services, IDA Ireland

Lowell Goss

Lowell Goss

Head of Design & UX, Reddit

Soren  Abildgaard

Soren Abildgaard

SVP of Engineering, Zendesk

Parul Goel

Parul Goel

Head of Product, Monetization, PayPal

UXDX San Francisco Agenda

Lunch and Networking

Rory Madden, Founder
Opening Address

Rory Madden, Founder, UXDX

Parul Goel, Head of Product, Monetization
Evolving a Mature Product at PayPal

Parul Goel, Head of Product, Monetization, PayPal

How do you make changes to a product that millions of customers are already using? A product that your internal stakeholders like policy and ops depend on working a certain way? Product managing a mature product is a very different beast from building one from scratch. It requires patience, perseverance and partnerships. In her talk, Parul Goel, a Product Leader at PayPal discusses unique challenges evolving a mature product poses, and shares a few practical lessons she has learned to get ahead of them.

Panel Session
Remote Team Management

Ciara Peter, VP of Product Design, Gainsight

Soren Abildgaard, SVP of Engineering, Zendesk

Deborah Soye, VP Consumer Tech, Content & Business Services, IDA Ireland


Panel Session
Designing Products for Complex Processes

Jackie Scherer, Sr Manager, Product Design, Ripple

Antonio Kaplan, Senior Engineering Manager, Ripple

There are some processes and services that require so much specialized knowledge and manual orchestration that designing products for them can feel overwhelming.  When there are multiple users to design for and the paths to completion are variable and nonlinear, where should design teams start?  This presentation will examine some practical ways designers can excel in complex domains.  We'll also look at how designers and engineers can work together to simplify, automate and transform industries.

Lowell Goss, Head of Design & UX
Evolving the Design Team: Making, Inventing and Dreaming

Lowell Goss, Head of Design & UX, Reddit

- Building and growing a design team in a competitive market

- An alternate path to great design by marrying collaboration and critique.

- Transparency vs debate. You may not need a seat at the table.


Panel Session
Building Products at Postmates

Bianca Curutan, Android/iOS Engineer, Postmates

Christine Song, Backend Engineer, Postmates

As a company based in a three-sided marketplace, Postmates, with its delivery service and on-demand logistics platform, is involved with some interesting challenges in order to balance the differing needs of its consumers, couriers, and sellers. To meet these challenges (both engineering- and process-related) and continue providing useful services to its varied user base, the Buyer, Fleet, and Seller teams continually develop and test changes against their respective markets, learning from the feedback and re-iterating on their products to achieve maximum utility. This discussion brings more focus to the internal workings of the Buyer and Fleet teams around design, product, analysis, and engineering, as well as their cross-team collaboration initiatives. Join us and learn more! 

Rory Madden, Founder
Turning Motivation into Action

Rory Madden, Founder, UXDX

Working as product teams delivers better results but making the shift involves changing how teams and companies work - and change is hard. 

How do we convince people that we have thought through the implications of the changes that we are proposing without getting bogged down in months of analysis, meetings and pointless whiteboard strategising. 

In this talk Rory will give an introduction to the UXDX framework, which is the result of years of hands on experience helping teams to make the transition from projects to products. 

Closing Remarks

Drinks & Networking

Supported by

IDA Ireland

IDA Ireland, the Irish Investment Promotion Agency. Ireland is the international home for over 1,500 companies across Technology, Life Sciences and Financial Services, and the Go-To location for fast growing start-ups internationalizing for the first time. IDA's West Coast team works with most of Silicon Valley's most innovative and successful companies to help them scale their international business.

Join Us in San Francisco and Rethink Product Delivery

Venue: Galvanise

44 Tehama St, San Francisco, CA 94105

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