Idean Summit

Design-Led Transformation

Innovation. Disruption. Transformation.

Change is a constant opportunity and threat – it keeps businesses innovating new models, investing in new technologies, and curious and prepared about the disruption of the future.

However, many companies invest in new technologies or scale through business transformation. Both of these approaches tend to overlook the most important part: the powerful catalyst for enduring, successful change starts with focusing on people first. Design led transformation starts and centers on the needs and wants of people – whether they’re employees, customers or partners. At Idean, we live and breathe this every day. We make products and services for humans in mind.

Come and join us this day how design led transformation has been applied across organizations and the impact that they’ve already seen.


  • Marc Delingat

    Head of Core Search, Amazon

    Marc received his Masters degree in Electrical Engineering from Technische Universität München, Germany after studying in Munich, Seattle, and Hong-Kong. He focused his thesis on applications of Neural Networks in Image Recognition. In 2003, Marc joined eBay where he led software development, product management, and UX design in Europe. Marc drove the expansion of eBay into new markets in Europe, Russia, Latin America, build the first Core machine translation service, and led the R&D organization for the product catalog team. Marc now heads the Core Search team at Amazon. His mission is to combine customer-centric design, advanced applied science, and engineering to build products that understand the customers’ shopping intent and show the most relevant products, answer shopping related questions, and help customers discover everything Amazon has to offer.

  • Greg Petroff

    Global Head of Design, ServiceNow

    Greg Petroff is the Global Head of Design at ServiceNow. At ServiceNow, he leads the company’s growing Experience organization efforts to define the human experience of work, connecting people to workflow and systems in meaningful ways.

    Greg has managed teams and practiced as a designer for over 25 years in user experience, branding and customer experience roles at SAP, GE Digital and Google before joining ServiceNow in 2018. Greg serves as an Academic Board Advisor to ISDI University.

    Greg was a founding board member of the Interaction Design Association, former board member of the Industrial Internet Consortium. Open Connectivity Foundation and Open Fog Consortium.

  • Kate O'Keeffe

    Founder, Cisco Hyperinnovation Living Labs (CHILL), Cisco

    Kate’s passion to solve bold problems that don’t yet have answers grew out of her long-term drive to find better, faster ways to approach environmental and population challenges. At Cisco, her desire to tackle industry-wide challenges led her to create CHILL, a co-innovation catalyst in Cisco’s $12 billion global Customer Experience team. Prior to CHILL, Kate was the global leader of Cisco’s Services Innovation Excellence, where she was responsible for driving sustainable innovation initiatives. The practice is based on an Innovation Maturity Model, devised to provide a clear pathway for businesses to build sustainable, measureable innovation capabilities. Prior to Cisco, Kate led innovation for an Australian-based corporation in the utilities sector.

  • Joanna Sim

    Design Strategist, Intuit

  • Scott Thomas

    Creative Director of Product Design , Co-Founder of The Noun Project, Pinterest

    Scott, a.k.a. SimpleScott, would say he lives by the idea that the simplest solution tends to be the right one. Scott was the Design Director of the 2008 Obama Campaign, has helped relaunch Got Nike to ‘Just Do it” when it came to relaunching Reimagined how Fast Company features innovation online. Co-founded The Noun Project, the world’s visual language of symbols and icons. And is now the Creative Director of Product Design at Pinterest, where he is helping Pinner’s discover and do things they love.

  • Pierre-Henri Clouin

    Chief Strategy Officer


  1. 13:00

    Registration & Lunch

  2. 14:00

    Welcome Words by Pierre Henri Clouin, Chief Strategy Officer at Idean

  3. 14:30

    Marc Delingat, Head of Search at Amazon: Design for Machine Learning Systems

  4. 15:00

    Coffee and Networking Break

  5. 15:30

    A Conversation: How Design Infuses Organizational Change with Joanna Sim at Intuit, Kate OKeeffe, Cisco, and Scott Thomas at Pinterest

  6. 16:15

    Greg Petroff, Global Head of Design at ServiceNow: Design Now

  7. 17:00–18:30

    Cocktail Hour