Trip O’Dell

Design and Dark Matter, how to connect storytelling and business outcomes

Key Learnings

  • How to Inject design into business strategy conversations with the appropriate tools and artifacts.
  • The goals and applications for strategic design artifacts.
  • Triangulating research - using data, qualitative methods and observational research to make a business case.
  • Working backwards like a designer - adapting Amazon's narrative methods to design tools.
  • Speaking to business culture. How using a few key terms can translate design recommendations into business strategy.


Service design is about all the invisible aspects of a brand or product experience, but designers are frequently tasked with only the superficial parts of a customer problem. How do we break out of a pixel-perfect box?

This talk will focus on projects I led at Amazon ranging from Alexa, to Amazon logistics, and how with the help of my team, we used storytelling and service design to help build an $11.5 billion global logistics network in just 18 months.

Date: Thursday, October 17th
Time: 10:30 - 11:15
Location: Hall 2


Trip O’Dell

Managing Partner, Dark Matter

Trip O’Dell’s design work at Adobe, Microsoft, and Amazon has touched the lives of billions of people around the world with products that shape the ways we learn, shop, communicate with loved ones, experience literature, get our packages and even turn on the lights.

He combines a deep sense of empathy, an analytical mind, and a knack for connecting complex systems with human needs. His work has resulted in numerous awards, patents, new products, features and a reputation for building and leading high performing teams that get to the right solutions and outcomes quickly.

Trip O’Dell experience features projects that range from designing video games for the Chicago Field Museum to building the service design team responsible for multiple Alexa service horizontals, and scaling Amazon’s ‘last mile’ delivery experience from a 2-city pilot to an $11.5 billion global logistics system delivering over 1.5 billion packages globally, in just 18 months.


  • Product design leadership roles at Adobe, Microsoft, Amazon, startups and as an independent consultant.
  • 5 US patents for interaction design concepts related to accessibility, and inclusion, media and publishing, voice interaction, and social interaction.
  • Design leadership for two design-led product concepts that were built and shipped by Amazon.
  • Featured speaker at Interaction 13 (Toronto), IXDA Redux NYC and Fluxible 1 in Waterloo CA”

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