Lauren Kessler

Digital Strategy
PenFed Credit Union

Lauren Kessler is the Product Owner of the shopping experience across PenFed Credit Union’s various digital channels. She has implemented a variety of techniques from Design Thinking to Service Design Blueprints to gain internal alignment around the member experience.

Lauren has spent her career drawing connections between the needs of users and the goals business in order to develop experiences that delight customers and drive business value. Prior to joining PenFed Credit Union, Lauren was a consultant with SapientRazorfish, working on digital transformations within the hospitality and non-profit sectors.

Lauren holds a BFA in graphic design and photography from Parsons School of Design and an MBA from UMD’s Smith School of Business.

PenFed Credit Union   


Moving Change through the Enterprise to Drive CX

Customer experience is messy. Often in our roles we’re called to challenge the ways teams operate internally, to improve the customer experience externally. Driving CX improvements requires surfacing opportunities which aren’t always well received, and aligning departments – each with differing KPIs, priorities and operations – around a member journey requires determination and strong change management skills.

How do you steward enterprise-wide change, take bad news to the team, steer the ship diplomatically and move toward a design blueprint for the organization that will be accepted and executed upon, regardless of its implications to each unit?

In this session we will use a real service design blueprint as the basis to discuss:

  • Specific steps to laying a foundation for adoption
  • Stakeholder communications and timing
  • Matching customer challenges with enterprise solutions

Transformation & Leadership

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