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A telecommunications engineer by training but a designer by profession and fueled by passion, David Ruiz is permanently seeking to make technology and complex systems meaningful and impactful, amassing 20 years of experience in digital, innovation, product and design for internet-native and product-oriented companies. David has led innovative transformation projects for millions of customers in both B2C and B2B markets, defining design strategies, setting up operations and scaling design teams from scratch. His deep systemic understanding of sectors such as mobility, banking and telecommunications has allowed him to create value for business, users and the environment.

David is currently working as VP of Design and Customer Experience at SNCF Connect & Tech, the digital subsidiary of the world-leading public transportation company SNCF where he leads the mobility experience definition for the key SNCF customer-oriented digital capabilities serving more than 25 million customers and selling 150M+ train experiences per year. Previously, he oversaw the conception and successful launch of the fintech scale-up 'Orange Bank', one of the first banks created by a giant telecommunications corporation.

Event role
Case study speaker

Case study
'Designing for ethics in large organisations'

SNCF is a public and mission-led company delivering mobility services for all French citizens. The commitment to its social responsibility implies the need for creating strong engagements on inclusivity, accessibility and sustainability.

In this talk, David will explain how design teams combine research and service design in order to define, implement and communicate experience design principles, ethical engagements and eco-conception guidelines in line with the company’s purpose. David will detail different methodologies and practices ranging from the understanding of today’s user behaviours to the projection of mobility services into the future for making conscious and innovative choices in our short-term service conception.

Finally, David will address and open the discussion on how the current climate emergency and future forces of change are questioning the design practice and the ethics involved. And although this talk is about a subsidiary in one of the largest state-owned railway companies with over 275,000 employees, it is also interesting for anyone dealing with ethics in smaller organisations.

Saturday, September 17, 12:30

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