Cindy Chastain

In this role, Cindy leads a multi-disciplinary team focused on de-risking new product development efforts as well as building capabilities for driving product design excellence at scale. She is the executive lead of the CX & Design Guild, responsible for syndicating best practices, providing learning and development opportunities, and cultivating a community of practitioners and serves as the co-sponsor the Women Leadership Network group in our New York City Tech Hub

Before Mastercard, she was Executive Creative Director and CX strategist in the Business Transformation group at R/GA, focused customer-centered digital transformation efforts with clients, including Nike and Volvo. She brings over 20 years of experience at the intersection of technology and design.

She is especially passionate about building a design-forward culture that will ensure product decisions are grounded in actionable insights and that experiences deliver real value to our customers.

From designing features to designing for behavior change

The complex reasons behind our decisions have captured the attention of companies, governments, marketers and product designers for more than 15 years. Organizations have committed significant resources to understanding and creating practical ways to apply the science of economics and psychology of human decision-making to everything from healthcare to financial services. This practice is known as behavioral economics.

This presentation is about the new evolution of behavioral economics (BE) and why it’s an essential tool for businesses who want to deepen customer-centricity and unleash product innovations that better serve customers and dramatically improve adoption and use of their products and services. It will fuel your innovation culture and move teams from a feature-focused view of product development to a more holistic view of the customer journey that considers the way people act and make decisions in line with their goals—to essentially designing for behavior change.