Jennifer Price
DesignOps Lead & Manager Ecosystem Platforms & Experience

Presenter Profile: Jenny Price is a design leader, designer, strategist, educator, and has extensive experience leading large-scale distributed design teams and program initiatives within enterprise digital technology, healthcare innovation, and higher education. She serves as DesignOps Lead and Manager for the Ecosystem Platforms & Experiences team. EPX drives innovation at IBM, leading the strategic and implementation direction and design for—transforming the way partners do business digitally across the enterprise. Her team’s expanded mission is to create a single, hyper-consumable, frictionless digital experience across all partner motions and Jenny’s mission is to elevate the culture of design and professional practice, growing an engaged, inspired, world-class community of makers focused on delivering design excellence. Jenny also leads IBM’s DesignOps Community, working with over 300 DesignOps advocates and practitioners. This community shares best practices, publishing the first-ever IBM DesignOps Playbook. Presently, Jenny is leading the co-design efforts in developing an IBM point of view for DesignOps across four work stream efforts, consisting of over 40 IBMers across the organization. Jenny is a long-time advocate for the design profession, serving in numerous national leadership positions within AIGA, the professional association for design. 

Presentation Title: ‘Finding other DesignOps boats in large enterprise seas’

Outline: Do you have an emerging DesignOps practice in your enterprise? Do you feel like your DesignOps practitioners are operating in silos, scattered across a large and complex organization? How do you find your people? How do you all gather together to share knowledge and contribute as a community of practitioners? In this session, Jenny Price, will share her career journey and pioneering role with IBM, sharing the story of how DesignOps practitioners in IBM found each other inside a large, de-centralized enterprise with thousands of designers and design leaders. Jenny will share context of IBM’s legacy design program and specifically how the IBM DesignOps community was formed based on the need to take a more sophisticated approach to how we operationalize design, sharing how DesignOps is showing up today at IBM, the contributions we’ve made in establishing an IBM point of view for DesignOps, and our plans for growth.


Title: Activating & Scaling DesignOps in Large Organisations

Outline: Enabling DesignOps at scale brings the promise of effective transformation for design teams—their capabilities, performance, and business outcomes. But what does it take to operationalize this within your own organization? 

In this workshop participants will explore and assess how they might scale essential areas of DesignOps to better support and build sustainable design teams within their own organizations. Jenny Price and Jenna Lawrence, two IBM DesignOps leaders, will lead participants through a series of IBM Design Thinking exercises that will ultimately result in a customized roadmap that participants can bring back to their organizations.      

During this hands-on, team-based workshop, attendees will have the opportunity to assess and ideate on their organization’s approach to scaling DesignOps by: 

  • Exploring strategies for advancing DesignOps across your organization
  • Engaging with other DesignOps leaders who are interested in solving for pain-points
  • Selecting concepts that will be the most useful for your organization
  • Developing a 30-60-90 day roadmap specifically for your organization to explore further iteration
  • Learning more about DesignOps resources, methodologies, and applications

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