Future foresight within the design department at Deutsche Telekom
Diana Zalbidea Paniagua & Laura Gedatus
What’s the topic?
In this talk, Laura and Diana will show how the Design & Customer Experience Department at Deutsche Telekom is harnessing the power of strategic foresight. They will showcase the methodologies and frameworks that drive foresight initiatives, enabling them to identify emerging trends, craft future scenarios, and uncover long-term opportunities that inform our design processes. This is crucial, as in today’s fast-paced, ever-evolving landscape, innovation isn’t just about keeping up—it’s about anticipating what’s next.
Two distinct approaches to applying strategic foresight will be explored, each offering unique perspectives on navigating future challenges and opportunities while keeping the customer at the center of our focus.
Prior to the talk there will be an opportunity to visit the T Gallery at 17:00h. The T Gallery shows different perspectives and possibilities of a digital world, sparking the conversation about what lies ahead. To join the short tour of the T Gallery, which has with limited space, please register here.
Date: 23.10.2023
Program: 17:00 T Gallery Tour (registration required)| 18:00 Talk & Networking (all guests welcome)
Location: T Gallery, Friedrich-Ebert-Allee 140, 53113 Bonn
About the speakers:
Diana Zalbidea Paniagua
Diana is currently directing Deutsche Telekom Innovation Discovery to set the connectivity business core as a lever to define an ecosystem of services and value. Diana is a Strategic Design Leader responsible for researching and understanding emerging directions for Telekom Connectivity and orchestrating the different definition layers of products and services from a human outlook, changing the paradigm from a telco company to an evidence and knowledge-based customer-centric organisation, using Strategic Foresight and Systems Thinking as innovation boosters. Diana leads strategic design, business, technology, and data domains, helping companies succeed towards a desired future. She’s a passionate defender of hybrid and cross-design profiles that can connect people and generate lasting changes and embraces collective intelligence, experiments, and critical thinking as innovation and growth pillars.
Laura Gedatus
Laura is a Service Design expert at Deutsche Telekom, where she drives research and innovation informed by strategic foresight to envision future life scenarios powered by connectivity. She is dedicated to bringing these scenarios to life, making them tangible, and challenging the status quo. With a focus on sustainability and customer value, Laura fosters the creation of services and solutions that inspire clients to build a connected and future-forward ecosystem.
Previously, Laura was a driving force behind the development of the People Experience Lab at Deutsche Telekom, where she designed innovative employee journeys and led human-centered HR initiatives. Her work centered on transforming HR services to enhance employee engagement and satisfaction, positioning the lab as a catalyst for improving the overall employee experience.
With over 7 years of experience in strategic and service design, Laura has worked with major clients across industries such as insurance, automotive, pharma, and tech. Her consultancy background allowed her to collaborate with organizations in embedding customer-centric strategies into their business operations. She is passionate about creating meaningful value through design, focusing on systems that prioritize the needs and desires of end-users while driving innovation and growth for businesses.