Nick Birkby

What if experience design was not merely about delivering solutions we pre-conceive as the best, but about provoking new possibilities? Design is often viewed as a step to refine existing ideas rather than questioning and experimenting with their underlying concepts. This session examines how design can catalyze innovation by challenging business assumptions, uncovering customer insights, and advancing product strategy. Through bold experimentation and consistent collaboration, learn how to transform design from a function of execution into a driver of smarter and more impactful product development.