RETHINK ENGINEERING
Advances in design thinking, user interface, user experience, materials, manufacturing and overall quality provides unprecedented opportunities to create and launch products to delight customers and establish new markets. Breakthrough products result from the magical combination of form, function, style, technology, and emotional appeal to create unique experiences that users find seductive and essential in their daily lives. In the last half century, consumer demand for greatly designed products has been continuously increasing. During the last quarter of 20th century, the industries focused on quality development, reengineering and concurrent design to constantly improve products. Since the beginning of 21st century, the emphasis has shifted from the back end to the front end of the product development and design thinking is playing the central role in leading innovation at successful organizations.
According to C.M. Crawford, the new product launch failure rate is around 40%, whereas, several other studies suggest a failure rate from 80-90%. Another study concluded that only 3% of the consumer products earned above $5M in annual revenues and 44% of product development projects fail to achieve their profit targets. Irrespective of the new product failure rate, it is increasingly difficult to create breakthrough products and near impossible to maintain the category leadership. Consider the mobile handset market in the past decade, where the iPhone has rendered seven well-established companies with all their classic advantages, helpless. iPhone claimed 92% of the total market profits in 2015. Essentially, in the Digital Age, every organization and its products are an open target for disruption.
This program explores the latest breakthroughs and trends in the overall process of innovation, design thinking, product and platform development by presenting the intricate details of lifecycle of three different products in five distinct phases of development cycles.
KEYNOTE SPEAKERS & PANELISTS










PROGRAM AGENDA
Module I: Design Thinking & Concept Development
- Professor Bill Burnett, Adjunct Professor & Executive Director, Stanford University d.school
- Professor Perry Klebahn, Consulting Associate Professor & Director of Executive Education, Stanford University d.school
- Profesor Justin Ferrell, Fellowships Director, Stanford University d.school
- Phil Gilbert, General Manager of IBM Design, IBM
- Dr. Alan Lee, Ph.D., Corporate VP of Research and Advanced Development, Advanced Micro Devices
- Rashmi Kumar, SVP and CIO US Pharmaceuticals, McKesson
- Rehan Jalil, SVP Cloud Security, Symantec
- Joe Burton, Chief Executive Officer, Plantronics
- Dr. Evren Eryurek, Ph.D., Technical Director, Office of CTO at Google Cloud, Google, Inc.
- Phil Gilbert, General Manager of IBM Design, IBM
- Dr. Omkaram Nalamasu, Ph.d., Senior Vice President and CTO, Applied Materials
- Reception
- San Francisco Symphony Performance
- Dinner
- Adjourn