Camp Optimization's mission is simple:

Provide a casual, fun and informative forum for digital marketers, designers, strategists, analysts, technologists (and anyone interested in those things) to share optimization best practices, challenges and wins.

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What the hell is a Design Sprint?

We live in the age of frameworks and methodologies. Everyone tells you they know the best way to solve problems. They say you should be more Lean or Agile. They tell you all about how they used Design Thinking on Design Thinking. You read all the books, all the articles, but still receive no tactical methods to walk away with.

Silas Sao, Design Director at moovel North America, would like to change that by spending the evening walking through the Design Sprint principles and process. He will demonstrate a tactical method you can use to solve problems or make decisions, and you'll walk away with a better understanding of the most up-to-date Design Sprint process. He will even set you up with a tool you can use right away on your next project or with your next client.

Silas Sao

Silas Sao

Design Director at moovel North America

With over a decade of experience in building digital products, Silas has a unique background. Starting his career off as a Software Engineer, he has the ability to think on a deeply technical level while still focusing on the customer. Defining Product Strategy, facilitating workshops, and leading high performing Design teams is what he does today. He believes awesome experiences come from teams of awesome people and works towards fostering a culture of customer centricity anywhere he goes.

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    January 2018 | Assembly Lounge Bar

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Event Showcase

Use Your Words: Move Customers from Awareness to Purchase with Content

Melissa Ashcraft

Global Director of Marketing Communications at Wacom Technology Corp.

January, 17, 2019 | Sunset Room

Your Slack game is strong. You blow it up on group text. But your ecomm copy is…um…well, as in most things in life it’s best described in a gif. Specifically that gif from Monsters, Inc. with the little girl blinking herself to sleep.

Granted your copy is a total bore because you have to have it reviewed by nearly everyone in the company who has a Senior in their title plus those VP-types for whom a daring day starts and finishes with donning the purple and red check button up (instead of the royal blue and white one, natch.)

Melissa shared methods to bring some interest to ecomm copy without it upsetting the tan chino crowd. Spoiler alert: it involves getting specific and using some of the narrative elements that writers rely on to make books, blogs and, yes, even memes.

Selling User Experience: An Inside Job

Bill Levy

Program Manager at PeaceHealth

October 11, 2018 | Assembly Lounge

This edition of Camp Optimization discussed the importance of developing a sound user experience strategy as part of any design process, and how to be an organizational advocate to sell in UX within a "go go go" design culture.

Caves, Clips, & Cones: Envisioning Optimal Futures

Salvador Orara

Lead UX Strategist at Jaguar Land Rover

July 26, 2018 | Sunset Room

Strategizing the future is rooted in risk, constant shifting, and endless discovery. Every domain of practice involved in transforming culture from: engineering, architecture, software development, design, and beyond; each have their own definition and approach to strategy, research, and visioneering. All clawing at the question, “What is next and how do we maintain it?” This edition of Camp Optimization was a quick survey of frameworks, methods, and tactics for envisioning optimal futures.

People Don’t Read, but Reading Matters: Understanding How Text on Site can Make or Break a Conversion

Aaron Stusser

eCommerce Manager at Yakima

May 24, 2018 | Sunset Room

How much content is the right amount of content? And what kind of information will make the greatest impact? Consumers are incredibly nuanced. It is impossible to represent information perfectly for everyone. However, using a theory based on buying decision behavior, it is possible create, prioritize, and optimize content in the most effective way to maximize engagement and conversions - potentially pushing the market to places it has never been. Aaron Stusser spoke about a basic marketing fundamental that can help put the right information in front of the right shoppers.

Embracing the Design Thinking Process

Lacie Webb

Sr. UX/UI Designer at Roboboogie

March 15, 2018 | Sunset Room

Acknowledging the need to optimize is one thing, but being tasked with the challenge of doing so can seem overwhelming. Design Thinking breaks down the process of ideation into bite-sized pieces, empowering anyone to look at problems critically and creatively. This is a process by which anyone (not just creatives!) can create ideas and have their voices be heard. The path through Design Thinking isn’t always linear, but the result is always innovative and magical. Lacie Webb, talked all about Design Thinking and embracing creative problem solving.

Optimizing Customer Experiences through Personalized Marketing

Kim Toomey

Customer Success Manager at Lytics

January 18, 2018 | Assembly Lounge

For many years, companies have long sought to personalize experiences for customers across websites, email marketing, ads and more. Yet many have found the available technologies lacking. Some technologies only work for one channel (say, the website). Others don’t create a complete profile of a customer using diverse data sources. And many technologies don’t take advantage of advances in machine learning and data science to predict what a customer might want or do next. Kim Toomey discussed how leading brands such as Heineken, Dr. Martens and Madison Reed personalize interactions with customers in an omnichannel fashion.

Let's Start Making the Internet More Accessible

Silas Sao

Sr. Product Designer at Cloudability

November 9, 2017 | Buckman Public House

Allowing those with disabilities to experience your product or website effectively can be crucial to its success. As creators of experiences for others, we need to take responsibility and make sure the content we are generating is consumable by as many users as possible. Silas shared tools and tips to help evaluate the current state of your project and its accessibility, along with ways to change the way you think about design, allowing you to target a broader range of users.

What does success look like without a clear KPI?

Andy Hugelier

Director of Design at Opal Labs

September 14, 2017 | Assembly Lounge

Performance metrics are critical for the optimization of any experience, but what happens when users interact with the product in wildly different ways? Andy discussed some of the challenges he's faced and methodologies he's applied for measuring success in a variable goal environment.

Optimizing Innovation: Step-by-Step to an MVP

Ben Strackany

CEO at DevelopmentNow

June 29, 2017 | Assembly Lounge

We are all trying to innovate upon our optimization processes, but how do you actually make that happen? Ben brings 20 years of startup and consulting experience to review case studies and techniques about how to optimize new product ideas. Come away with actionable strategies to use iteration, feedback loops and data to develop a Minimum Viable Product.

This just got personal: Using customer research to take the guess work out of personalization

Ryan Summers

Experience Optimization Strategist at Connective DX

April 27, 2017 | Assembly Lounge

Everyone is talking about personalization, but how does it actually work? Ryan walked us through a case study with KinderCare and share the framework he uses to validate his personalization strategy and align research and behavior data to the customer experience.

Data Visualization Techniques to Discover Optimization Opportunities

Justin Wade

Senior Data Strategist at Swift Agency.

January 19, 2017 | Assembly Lounge

Every day, we create over 2.5 quintillion bytes of data, and we'll create more tomorrow than we did today. As digital marketers, we swim through this sea of information and opportunity. But where to? And how can we read these currents? Justin Wade shared powerful and practical data visualization techniques to help you discover opportunities, interpret hidden patterns, and tell better stories through data.

Optimizing customer e-mail acquisition on a global scale for the consumer electronics industry.

Charles Voloshin

Sr. Global Manager, Digital Marketing at Wacom Technologies

November 10, 2016 | Wacom Experience Center

In today's marketing environment it's important for a brand to be able to have a one-on-one relationship with their customers, and it's not mystery a customer's name and email address is an extremely valuable asset to a brand. However, measuring the real value, and determining what you should spend to get a new email subscriber can be challenging.

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