Integrating ESG and Product Design: Preventing Greenwashing at the Product Design Stage

There is a common misconception that greenwashing is solely a matter of communication, often seen as a marketer's problem. However, this is not the case. By the time a new "green" or "sustainable" product reaches the marketing stage, it is already too late. Resources have been expended on something that likely represents greenwashing in its purest form. The product is neither green nor sustainable and may be susceptible to legal claims if marketed as such. This underscores the importance for product designers to understand what constitutes greenwashing, the definition of sustainable products, and how to leverage European legislation, such as the EU Taxonomy and Green Claims, to their advantage. In this speech, I will offer practical tools and insights on integrating an ESG perspective into product design processes.

When you think of PUMA, you might think of our Suedes or an Olympic sprinter winning gold wearing a pair of PUMA spikes. What typically doesn't come to mind is the small team building digital products within the company. In this talk, I'll share the beginnings and foundations of how our DesignOps and Design Systems practice is connecting people, products, and processes.

My journey from designer to a successful product launcher. I launched a total of 19 native iOS/Android apps from ideation to the market in just 475 hours. Attendees will walk away with a better understanding of how to take their product ideas from concept to market using no-code tools, and will be inspired to embrace their own creativity and entrepreneurial spirit to bring their ideas to life.

How to deal with "How much"? The art and science of design estimations with practical tips to make your life easier.

During the power talk, we'll explore the topic of design estimations and related pre-sales work. There will be two parts of the presentation - the groundwork for estimations (business needs, process, roles, types of estimations, deliverables) and pro tips / best practices on how to close the deal or spot bad apples (based on 10Clouds presales team experience). After the talk, designers and managers will get a bunch of ideas on how to structure or optimize the design estimation process, how to deliver proposals without too much waste, when to propose an additional time for product discovery, and how it might look. Much value guaranteed for design folks dealing with business and those struggling with estimating their work fast and precisely.

How do we measure the quality of design? What metrics to use? How to bridge business objectives and UX goals? How to remove bias and guesswork from our design decisions? And how to measure and make a case for the impact of your UX work? Well, let’s figure it out, in the session with Vitaly Friedman.In this session, you’ll learn how to establish team-specific design KPIs, how to track them effectively, and integrate accountability and ownership for these metrics into your design process. Beware: you might not be able to forget what you’ll learn in this session!

Results are ready... and then what? Research repository & insights managementIt's not surprising that just sending stakeholders a report or showing them slides with insights is not enough to make full use of research results. But how to engage them more in UX research activities and utilize the results effectively, especially working in a small research team (or even solo)? I will share my experiences from building insights management processes and implementing the Condens repository tool at AirHelp, initially as a team of one.

This presentation will demonstrate the effective use of AI in businesses, explaining why AI integration is essential to maintain market leadership. It will discuss the role of data as the new currency in business and its optimal use in decision-making. The presentation will highlight the benefits of process automation in improving work quality and saving time, and will emphasize the importance of regular data collection and analysis. Franciszek Georgiew will share insights from his two years of experience working with AI across five companies.

The session is designed for those who view AI as a means to scale their business and increase profits, not just as a topic for casual conversation. The Automation House team has been working on this for two years, so both successes and failures will be discussed. The presentation will focus solely on practical business applications, avoiding academic theories. Participants will hear concrete examples based on insights from experts who use AI daily in their work.

The lines between design and technology have never been so blurred. AI, no-code platforms, and new breeds of design tools are shaking up established design and development practices. As the industry evolves, designers try to adapt: learning new tools, gaining new skills, staying competitive. From accessibility to performance, from design systems to no-code tools, the learning opportunities are plentiful. But which of them are truly worth it? In this session, we’ll navigate the vast intersection of design and development through the lenses of communication, processes, and tools. I’ll share hands-on insights from working with the best-known companies and top talent worldwide. The takeaways from this talk are heuristic recommendations for designers and their managers. We will identify which skills can maximize design's impact:

1. Communication: The key to maximizing design’s leverage lies in better communication with business and tech teams—knowing when to ask the right questions and how to bring everyone into the conversation. I will cover proven methods and rituals, such as:

* Cross-functional workshops

* Hot seat design reviews

* Team trios

2. Awareness: To ask the right questions, you don’t need to code. But you do need to be aware of the right topics. Here, I will explain the key dependencies designers should be aware of to create highly usable, accessible, and performant solutions from Frame 0, rather than as an afterthought. Examples include:

* How simplifying things can improve accessibility and performance

* Why choosing a component library before designing UIs is preferable to fitting the library to the UI afterward

3. Tools: Even without any coding skills, the choice of design tools can make significant impact. I’ll recommend:

* Using tools that help automate handoff, such as Penpot

* Utilizing no-code and low-code for appropriate tasks

* Choosing quality icon libraries and visual assets