Ramy Nassar

Hot Wheels & Barbies in 2020 – Designing New Retail Buying Experiences for Mattel

Wednesday, October 17th

11:10 - 11:55

Corporate innovation labs are popping up left, right and center, all promising to help enterprise organizations defend against the threats of disruptive innovation. But how can innovation labs actually launch meaningful end-user products, services & platforms? This presentation will share a case study about two specific tools that were developed in the Mattel Retail Innovation lab – one that made it to market and one that should have.

The presentation will focus on how UX research played a key role in designing an experience that had a much higher potential for success in market, and how some of the analysis of this research & usability testing was done, in-line with product development. I’ll also share how a similar program, which didn’t take user needs & desires into account led to a program that failed to have any commercial success.


Wednesday, October 17th

11:10 - 11:55


Ramy Nassar

Director Retail Innovation Lab - Mattel inc.

I’m a results driven leader, working with organizations that design beautiful, meaningful and innovative digital experiences.

Leveraging best practices from the worlds of Design Thinking and Human-Centered Design, I advocate that users are central in solving complex business challenges. My expertise in digital strategy, consumer behaviour and user experience design allow me to interact with teams at both strategic and tactical levels.

I’ve had the good fortune to work with leading brands including Apple, BlackBerry, RBC, Sport Chek, Nike, Canadian Tire, and Air Canada.

I’ve been featured as a speaker at FITC Toronto, UX Alive, AI Summit, World Usability Congress, Intrapreneurship Conference Canada and Global Smart Week. I’m the director of TEDxWaterloo, an independently organized TED event and a regular TEDx speaker, having given talks at TEDxAthens and TEDxCarthage. I currently sit on the Regional Council for the Canadian Red Cross.