Discovering the product design case study conference
Creating amazing products requires more than brilliant ideas, meticulously crafted interactions, perfect pixels, and cutting-edge technology — it requires a fanatical focus on users and a commitment to producing something that is both useful and desirable. It requires cross-functional teams that listen, iterate, and learn.
While most have heard that they should be working this way, it’s easier said than done. If you haven’t had the luxury of being part of a team that works this way, where do you begin? Talks, articles, and events are inspiring, but most are far too academic and theoretical and lack real insights into actually building and shipping.
After a decade and a half of hosting meetups, brown-bag lunches, and workshops, Andrew Branch, Ben Peck, and I learned that the best way to teach is through example and that the best way to learn is by doing. We found that people want to hear from their peers. They want to see what other teams are working on and struggling with and how they have overcome those challenges. They’re looking for more than a motivational speaker or a party — they want insights into how they can make a big impact at their companies and in the world. They want more than trends and theory. They want answers to deep organizational questions and how to validate that they were solving the right problems in the right way.
In 2012, we founded the Product Design Association. Interest and participation grew exponentially with the group now boasting over 2,000 members. We were bringing people together and hearing stories about successful change, but we wanted to cause greater impact. We continued to meet amazing teams doing amazing work, but there was so little interaction and visibility between them. Again and again, we would hear about how easy it is to get lost within the walls of an organization. It was clear that it was time to bring the industry together for something new.
So, after a few years of planning, we launched a full-scale case study product conference for UX designers and product managers in 2015. It’s called Front. Marty Cagan, Peter Merholz, Cameron Moll and fifteen other product design leaders spoke to a crowd of 350. It was a huge success and the feedback was amazing. The personal stories individuals shared with us about process change, innovation, new roles being created, career changes, and successful products launches poured in.
So, we did it again. We invited another group of creative innovators, including Cap Watkins (Buzzfeed), Tracey Varnell (Adaptive Path at Capital One), Keenan Cummings (Airbnb), Sian Townsend (Intercom), Garth Braithwaite (Adobe), and Bob Baxley (Pinterest). We incorporated lessons learned, doubled-down on our convictions, and raised the bar. We tripled the venue square footage and sold out with over 600 attendees from 5 countries and 28 states across the US.
We are hyper-focused on one thing: extraordinary content. We don’t have a call for speakers. There’s no alcohol. There’s no after-party. Each contributor is sought out for the specific work they are doing and how their team is innovating. Requirements to present are for deep, from-the-trenches case studies, showcasing the good and the bad. The primary story and experience is learning and growth. It requires humility and a willingness to be open and a little vulnerable.
Front is a different type of conference. Watch our 2016 highlight video and read our speaker guide to see the standard we have for content. I want you to experience it. Our two-day workshop series is 5–6 January 2017 in Park City and our case study conference is 9–10 May 2017 in Salt Lake City. We’re providing great group discounts so you can bring your team.
Join me at the Front.
