Sociomedia UX Strategy Forum 2016 Spring - Developing the Leadership

Japanese | English

Sociomedia UX Strategy Forum 2016 Spring
May 27, 2016. at Station Conference Ikebukuro(Toshima-ku, Tokyo)

“UX Strategy Forum” is a series of event that Sociomedia is hosting since 2014. Our theme for the 6th UXSF is “Developing the Leadership”. Welcoming six domestic and foreign UX experts as guest speakers, we will take a look at how UX leadership is supposed to be in driving UX organizations and UX projects, activities to raise UX maturity in cooperate organizations, and role of the leaders on innovations integrating UX.
Through case studies, case analysis, and discussion with the guests, we will try to see UX Strategy in “leadership” perspectives. Join our experience for an in-depth tour of UX design and leadership trends, and gain insight on the future direction of UX strategy.

Registration has been closed.


Simultaneous translation (English to Japanese and Japanese to English) will be provided

  • 9:30 PM
    Doors open
  • 10:00 - 10:10 PM
    Opening Remarks from Program Chair
  • 10:10 - 11:10 Keynote
    UX Organization Strategy for Innovation in GE

    5 years ago, GE invited a key person from one of the world’s largest software company.
    As he, Greg Petroff, joined GE, he started developing UX centered corporate culture immediately, now he leads the User Experience Center of Excellence (UX CoE) with over 100 employees, and also as a CXO (Chief Experience Office) of GE, he works on developing corporate culture which lays UX design at the core.

    In this presentation, he will discuss about his history of developing the organization, and also UX centered strategy and leadership which he is currently working on.

  • 11:20 AM - 12:05 PM
    Choosing trust over control – Leadership skills for uncertain times

    The design process gives us a way to create something new, even when we are uncertain of the outcome. For those who practice it, the process provides comfort and confidence in uncertainty: we trust that we can start with a question, apply the process, and so be able to create a great result.

    But when the uncertainty is for our own future, our role in our organization, or the best way forward for our work, our confidence wanes. When the uncertainty is about ourselves or our organization rather than a product, most people’s reaction is to try to get control. We try to reduce the ambiguity. We look for comfort in “good decisions.”

    This talk is about the question, “How might we develop a leadership style that embraces the unknown and faces reality’s true complexity? Drawing from years of design leadership, experience in improvisational theatre, coaching and teaching, this talk will:

    • introduce a way of seeing organizations as a process of interactions between people
    • discuss the fear that arises when we move out of our normal cultural scripts, and offer ways for us to befriend that fear
    • talk about the difficulty of trying something new that might not work, and discuss how to deal with feelings of failure
    • offer techniques for developing trust in one’s own intuitions
  • 12:05 - 1:00 PM
    Lunch (a lunch box comes with the ticket)
  • 1:00 - 1:45 PM
    Spreading UX to Organization - Case Study in Hitachi, Ltd. -

    UX theory is used in various project phases; planning, developing, selling and support.
    In Hitachi, we think that the value is not on product / service itself, but it is on the user “experience”. Therefore we have brought UX theory to various business domains.

    In this presentation, I will explain approaches I took to spread UX theory to the organization, and case studies in IT platform business of Hitachi, Ltd.
    To spread UX to the organization, not only the practice in project, development of the process, and education, but also employees’ consciousness and organization culture need to be transformed. In Hitachi, we analyze our own organization culture, and take action according to the result. The key to success is to understand your own organization culture and continue the process of try and error.

  • 1:55 - 2:40 PM
    Organization Management in NEC to Drive User Experience Methods & Theory

    UX has been practiced in various scenes of ICT system and solution development. UX is said to be useful in beginning phase to capture user needs, design and developing phase to improve usability, and selling phase to improve maintenance and ease of repair. However, the use of UX in the actual product and system planning / developing is not matured yet.

    In this presentation, I will introduce my experience of organization management to drive UX. I made UX value analytics and best practice to improve perception of UX in the organization, how to use UX and how to correlate UX with actual work. In addition, I made rules for education and process, developed UX driving structure of the whole company, to practice UX in broad departments and projects in NEC.

  • 2:50 - 3:35 PM
    Providing UX is preventing The Innovator's Dilemma

    The speaker will present what he has learned about leadership through his experience in working to improve UI, develop usability, and increase accessibility within Sony, touching upon how the strategies for these ends (i.e., rules, tools, processes and education) were positioned within the corporate practice. He will showcase samples of goods and services that were created out of collaboration with varied business sectors; examples include the TV sector and the digital camera sector, the smart phone sector and the audio sector, etc. Content will focus on introducing the mechanisms that worked together behind the scenes which were essential for ensuring excellent customer experience.

    In the area of “the innovator’s dilemma,” Sony has experience with failures and successes. These have given evidence that the turning point in user experience now equals the turning point in product life cycle, impacting technology strategy, and business portfolio. Case studies demonstrating methods for early detection of the changing tide of UX and implementation of corporate solutions will also be introduced.
    The title is an analogy to a Japanese proverb “Providing is preventing.”

  • 3:45 - 4:45 PM Closing
    Changing the UX Conversation: Organizational Leadership is Conversational Leadership

    All over the world, people are working to improve the way their organizational culture includes and supports good UX – good experiences for the people who live with their products and services. This is very difficult work:

    Change is difficult: organizational change of any kind is tremendously difficult, with few reliable best practices;
    Design challenges the organization’s traditions: adopting UX and design challenge long-established values, definitions of quality, relationships between departments, and the history of management and decision-making;
    UX leadership is personally difficult: people who advocate for UX may feel like outsiders, they can feel misunderstood, they can feel like their efforts are not appreciated.

    In this talk, Marc Rettig draws from decades of work with large organizations, as well as recent interviews with UX managers in large U.S. technology companies. Using stories from these companies and material from his course at Carnegie Mellon University School of Design, Marc will discuss:

    • the essential ingredients of design culture
    • examples of UX leaders working to increase their company’s UX maturity
    • a conversational view of leadership and organizational change
    • a conversational and experiential approach to leadership, communication and influence that provides tools beyond persuasion, argument, and mandate

  • 4:45 - 4:55 PM
    A Brief Announcement
  • 5:30 PM
    Reception Party Starts
  • 6:30 - 7:30 PM


    Greg Petroff (GE Digital, CXO) × Toshikazu Shinohara(UXSF Organizer, President of Sociomedia, Inc.)
    Discussion Session "There is UX in the center of Industrial Internet - UX Organization for Innovation, answer from GE CXO -"

    The keynote speaker on UXSF 2016 Spring, Greg Petroff, has done so much on driving “Industrial Internet” in GE Digital. In the discussion, Toshikazu Shinohara, the organizer of UXSF, will ask Greg and reveal the secrets about meanings of UX organization in driving IoT strategies in GE, and roles of UX leaders on GE’s management tool “FastWorks”.

  • 8:30 PM
    Reception Party Ends

Event Details


  • May 27 (Fri), 2016. 10:00 - 8:30 PM
    (Doors open at 9:30 AM, reception party from 5:30 – 8:30 PM)


Station Conference Ikebukuro
(Metropolitan Plaza Building 2F, 12F. 1-11-1 Nishi Ikebukuro, Toshima-ku, Tokyo, Japan)

Target Audience

Business leaders, managers / executives of organizations dealing with products and services, and people interested in organizational implementation of UX


120 people for each day (Registration will close when the limit is reached)


If you register by April 27, you will get early-bird discount for each of the tickets below. We offer additional privileges for people who have previously participated in our UX Strategy Forums.

May 27 one-day ticket with lunch and party 40,000 yen (Early Bird)
35,000 yen (Past Participants Discount)
50,000 yen
May 27 one-day ticket without lunch and party 36,000 yen (Early Bird)
30,000 yen (Past Participants Discount)
45,000 yen

Registration and Payment

Click the "Registration" button and fill in the registration form. When your registration is complete, you will receive direct deposit payment information. Please note that registration forms or payment will NOT be accepted at the event site.


Sociomedia, Inc.

Registration has been closed.


Greg Petroff

Chief Experience Officer
General Manager UX CoE
GE Software

Greg Petroff is the Chief Experience Officer at GE Software and General Manager of the User Experience Center of Excellence (UX CoE) for GE. The UX CoE is charged with elevating the quality of digital experiences created by GE for its customers. At GE,Greg is leading efforts to define the human interface to the Industrial Internet, connecting people to machines and systems in meaningful ways.

Reiko Matoike

She was engaged in developing software manuals for organizations in Hitachi, Ltd. since she first joined this organization.

She touched with Human Centered Design process in 2008, and after establishing the UX specialized department in 2009, she keeps driving UX improvement in each product service planning, developing, and selling phases.

She is also driving to improve organizational culture to continuously improve UX process, for example, spreading Human Centered Design theory throughout the company, education to younger generations, and creating internal certificate program.

Izumi Kohno

Finished her masters of Engineering Science in Osaka University in 1991. Joined NEC in the same year. In research development department, she was engaged in research projects about human interfaces such as agent interface and information navigation.

From 2009, she was engaged in project to drive universal design and human centered design to all NEC organizations. She equipped production process with human centered design and engaged in education, to improve UX of product/service from the organizational level.

She now is a creative manager of Innovation Strategy Design Center. Board member of Human Centered Design Organization in Japan, Certified HCD Professional. Member of Information Processing Society of Japan and Japanese Society for the Science of Design. Doctor of Engineering.

Hannah du Plessis

Hannah du Plessis is principal at Fit Associates, a firm that equips organizations and communities to create better futures for themselves. Hannah’s belief in human potential, tempered by the raw reality of growing up in apartheid South Africa, fuels her desire to further the field of social innovation.

As a student, Hannah led the amalgamation of two schools during the transition from apartheid. Her career as interior architect spans a decade and three continents, and includes 18 built projects. She has worked for various agencies and was founding partner of a design firm. Her love for and continuous engagement in the creative process has taken her drawings into publications and art galleries and herself onto stage as presenter, actor, improviser and dancer.

Hannah holds a Masters in Design Methodology from IIT, a degree in interior design from the University of Pretoria and a diploma in fine arts. Hannah has taught internationally in the field of design and innovation. She currently holds two university teaching positions, as a professor in the Masters in Design for Social Innovation program at the School of Visual Arts, and as Distinguished Adjunct Professor of Practice in the Carnegie Mellon University School of Design.

Tomoshi Hirayama

After entering Sony Corporation, he worked in the product developments area of home computers, PalmTop, MagicLink, etc. He has experience in many departments; Architecture Laboratory (research planning), Cooperate Strategy and Development (new business developments), Technology & Strategy Development Department of Core Component Business Unit (software strategies), Software Design Technology Center, and UX & Product Strategy Group (UI/UX strategies). In 2008, he became the General Manager of User Interface and Technology Planning Department to develop usability for the entire company. He managed UX resarch projects and developing usability rules, tools, processes, and education materials. At the same time, he was the chairman of the committee for planning UI domain & software education program for the whole company, and Chief Distinguished Engineer (on the UI domain).

Due to functions transfer by a series of company splits, he now belongs to the Usability Quality Technology Department of Sony Global Manufactureing and Operations Corporation from 1st April 2016. A Chief UX strategist.

Marc Rettig

Marc is founding principal of Fit Associates, LLC, a culture, change, and complexity consulting firm based in Pittsburgh. He equips organizations to work with the roots of social challenges, from organizational culture to product-life alignment to urban systems. Fit uses coaching, research, immersion experiences, facilitation, co-design, and the arts to help people and organizations connect to their deep purpose, and to connect their purpose to a profound impact in the world.

With a career that spans 35 years and an impressive laundry list of clients — Philips, Nissan, Microsoft, Whirlpool, Seagate, Honeywell, and SAP, as well as numerous startups — Marc knows how to get everyone in an organization thinking like a designer. For this reason, he was asked to lead the “Designing Organizational Culture” theme for the 2015 Enterprise UX conference, and gave the keynote talk on Culture Work at the enterprise-oriented UX Advantage conference.

Marc also holds two university teaching positions, as a professor in the Masters in Design for Social Innovation program at the School of Visual Arts, and as Distinguished Adjunct Professor of Practice in the Carnegie Mellon University School of Design.

Toshikazu Shinohara

President, Sociomedia, Inc.

Shinohara leads Sociomedia, the User Experience Design Consulting company. Shinohara himself is focusing on UX strategy consulting for innovation in organizations, using his experience in consulting for organizations/teams, IT-startup, and his specialties’ in UX, IT, and design.

Organizing "DESIGN IT! Conference / Forum / magazine" which inquires design and IT from 2005, and "UX Strategy Forum" which tries to find ways to put UX in the center of the organization strategy from 2014. He is trying to make Japanese UX market larger, by introducing newest ways and researches in the Western countries.

He is also a trustee of NPO "Human Centered Design Organization", president of UXPA Japan. His newest translation work is "Measuring the User Experience -Collecting, Analyzing, and Presenting Usability Metrics" (2014).