Brock Dubbels

VP Experience Design

Brock Dubbels is the VP of UXD at Bank of America. He has worked as principal design researcher in the software industry and academia. Brock specializes in methods in generative, formative, evaluative, and summative research.

Brock formerly held research positions in start-up incubation and acceleration, user experience research, and video game design. He taught in Department of Computing and Software, the Department of Psychology Neuroscience and Behaviour at the McMaster University and the Center for Cognitive Sciences at the University of Minnesota.

He is a member of the Gilgrea Instiute and the Editor in Chief Emeritus for the International Journal of Games and Computer-Mediated Simulations. He is also the author of 3 books, founder of the User Experience Research Association (UXRA), and contributor at UX Collective (

Brock enjoys being a scientist, mowing the lawn, and mentoring researchers.

All Sessions by Brock Dubbels

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Day 1: Sep 22, 2020

10:00 am

10:00 am


Transforming Service and Product Designs in Today’s Experience Economy

Design thinking can support digital transformation. Mastering the digital user experience design lifecycle with an emphasis on empathy mapping is one of the key ways to remove friction across touchpoints. Develop a blueprint to:

  • Rethink service designs and customer journeys in view of external digital disruptions
  • Design experiences and products that integrate into your connected customer’s lifestyle
  • Create a sustainable design-led culture and harnessing the benefits of co-creation

Apply design thinking for more successful digital marketing and customer journeys

Day 2: Sep 23, 2020