Panel proposal for SXSW 2020 from the Huge Singapore UX Team

1. SXSW 202 0 PANE L PR OPO SAL
Design for User
Centered Retail in Asia
ApanelofperspectivesfromtheHugeSingaporeUXTeam

2. The Huge Singapore team is creating
engaging and memorable user-centered
digital experiences for malls, airports,
pop-ups and other retail spaces and we
have a lot to share with brands, retail
innovators and fellow designers.
OVE RVIEW

3. Our panel will
include unique
perspectives
on digital
retail from…
Masturah Maidin who approaches digital
retail with a deep knowledge of service
design and mixed reality technologies.
VOICES
X
Ivy Huang who combines her experience
in fashion design with her love of beauty
products and behavioral research.
Brandon Schmittling who architects projects
and design thinking activities to maintain
the team’s user-centered approach.

4. What will we be
discussing in this panel?
OUTLINE

5. OUTLINE
Part 1: Introductions.
Meet the panelists and get their perspective on the work they’re doing in Asia.
Part 2: Dissecting retail in Asia.
Identifying, confronting and discussing current retail conditions and mindsets.
Part 3: Our retail design journey.
Panelists share their challenges, failures and learnings based on real-world projects.
Part 4: Building your retail design team.
What you need to know about preparing for and fielding a successful retail design team.

6. What topics will this
panel cover?
TOP ICS

7. TOPICS
We hope to touch on a lot of topics.
But we only have an hour.
So, we’ll keep things moving along at a brisk pace using a
moderated format that provides just enough structure while
still allowing for natural conversation.
Here’s what we will attempt to cover…

8. X
Researching. Learning.
Gathering. Questioning.
Surfacing. Challenging.
Prototyping. Testing.
Iterating. Measuring.
USER CE NTERED D ESIGN APPLIED TO R ETA IL

9. X

10. X

11. X

12. What are the takeaways
from this panel?
TAKEAWAYS

13. This panel will help you…
Get a baseline understanding
of digital retail in Asia and the
perspectives and realities that
business leaders and designers
need to prepare for.
TAKE AWAYS
Learn from our mistakes as we
share our most challenging
problems and solutions to all
sorts of situations from store
openings to shopper research.
Examine the role of Design Ops
in retail design projects and
identify the steps to building
your team and picking the right
tools and activities.

14. Who is this panel for?
AUDIE NCE

15. This panel is intended for…
You're interested in digital
retail transformation and
trying to make sense of the
landscape of options.
Look behind the scenes at what
an actual design team is doing.
AUDIENCE
Ambitious brands.
You work in retail, build or sell
technology for retail or are
responsible for innovating
within your industry.
Get perspective and compare
your experiences with ours.
Retail partners and innovators.
You're a working designer and
are looking to add aspects of
industrial, service and digital/
physical interaction design to
your repertoire.
See how designers are Huge are
translating UX to adjacent
disciplines.
Design practitioners.

16. Who are the presenters?
PRESENTE RS

17. Presenters.
Masturah
Maidin
@MissMasturah
mmaidin@hugeinc.com
http://missmasturah.com
Senior IxD at Huge SG
Brandon
Schmittling
@elbuenob
bschmittling@hugeinc.com
http://bschmittling.com
UX Lead at Huge SG
Ivy
Huang
@Ivyh_
ihuang@hugeinc.com
http://i-vyh.com
IxD at Huge SG

18. Masturah Maidin
Masturah Maidin is a User Experience Strategist and a Visual Designer. Currently
tinkering with tech, including and not limited to IoT, Augmented Reality, Virtual
Reality and retail tech. Prior, she has worked in branding, packaging and
advertising. She is also a fierce advocate for education and equal rights.
Senior Interaction Designer at Huge
UX/UI Designer with EON Reality
Designer with Acacia Design Consultants
Media Arts Trainer with Acacia Design Consultants
Bachelor of Design (Communication) at RMIT University
Interactive Media Design at Temasek Polytechnic
Graduate of the User Experience Design program at General Assembly
Presenters.

19. Ivy Huang.
Ivy is a UX Designer from Singapore with a fashion design background. She
created apparel, footwear, bags and accessories during the early stages of her
studies and career. After her first year as a full-time footwear designer, she made a
career switch into digital design and user experience design which opened her
mind and perception towards the word "design" and how UX can make the world
a better place with small steps and a strong determination. Since then she has
worked in both startup and multi-national companies and spent the majority of
that time working in close collaboration with other teams, local and regional. Ivy
is always looking for international opportunities and loves engaging with
designers and individuals from various backgrounds and regions.
User Experience Design Immersive Graduate at General Assembly
Digital Designer with ZALORA Group
Graphic Designer at Gnome & Bow
Fashion/Apparel Design graduate at Temasek Polytechnic
Presenters.

20. Presenters.
Brandon
Schmittling
Brandon is a designer with Huge Singapore and is responsible for leading user-
centered projects that combine real user needs with crucial business goals. As a
designer and programmer, Brandon's enthusiasm for web and interactive
technologies as tools for digital innovation is supported by his previous work with
Free Range Studios, Weber Shandwick, Hirshorn Zuckerman Design Group and
WebFirst. Brandon has collaborated with Google, The Gates Foundation,
Horangi Cyber Security, USAID, Tides Foundation and ESL Music. He has
previously presented at SXSW, guest lectured at American University's Katzen Arts
Center and taught at Boston University's Center for Digital Imaging Arts and
General Assembly in Singapore.
User Experience Lead at Huge Singapore and Huge Brooklyn
UX Instructor at General Assembly Singapore
Director of Experience Design at Weber Shandwick Washington, DC
UX Designer & Engineer at Free Range Studios Washington, DC

21. Like this topic? Huge has a bunch
of great proposals this year.Visit
our Panel Picker guide and vote
for as many as you like!
HUGE AT SXSW
http://panelpicker.hugeinc.com

22. Done.Contact the presenters:
Brandon Schmittling
ihuang@hugeinc.com
@Ivyh_
Masturah Maidin
mmaidin@hugeinc.com
@MissMasturah
Brandon Schmittling
bschmittling@hugeinc.com
@elbuenob