The Art of Collaborative and Impactful Design

A panel of Experience Designers at VML will be sharing how they collaborate with clients and cross functional team members to drive value

As designers, we know the importance of collaboration with both our cross functional team members, as well as our clients. However, building those strong relationships and communicating the value of Experience Design can be a practiced art in itself. Our panel of expert Experience Designers at VML will be sharing with us:

• Their design process and communication style - how they collaborate on the work both internally and with external clients
• How the Experience Design team builds strong relationships with team members - such as product managers/account managers, writers, developers, project management
• How they demonstrate the value Experience Design brings, and how that has evolved over time

AGENDA
6:00 - 6:15 pm: Network and refreshments, sponsored by VML
6:15 - 6:30 pm: Announcements & Introductions
6:30 - 7:25 pm: Panel discussion
7:25 - 7:30 pm: Wrap-up

VML PANELISTS

Belkiss Abril-Roman: Bellkiss is a Group Director of Experience Design at VML, connecting brands with consumers through innovative and engaging design. With decades of experience in advertising and digital marketing, she leads creative teams in developing award-winning campaigns for global brands like Ford, T-Mobile, General Mills and Dell, blending a deep understanding of consumer behavior with strategic goals. Passionate about sustainability, Bellkiss strives to create work that inspires positive change. She lives in Cincinnati with her family and their dog, Pixel.

Adam Laine: Design or die, passion never fails ... Adam J Laine
is a key creative at VML, focused on transforming consumer experiences through thoughtful interactions that lead to surprise and delight.
As Associate Director of Experience Design Adam works collaboratively with our core CX teams to craft intuitive and engaging digital landscapes, from optimizing Wendy’s CRM system to helping T-Mobile evolve their long standing Test Drive program. No surface left untouched. Adam has played a role in developing work recognized at Cannes Lions, the Addy's and with the Effies on the horizon.
Adam's passions extend beyond the day-to-day; he's also a regular contributor to local non-profit Bigger Than Sneakers and an avid sneaker collector for over 30 years. He is married happily with one super dope kid, loves to grill on charcoal and always down to shoot some hoops.

Dan Mahan: Dan is a Director of Experience Design at VML, where he leads teams in crafting innovative and impactful user experiences for a wide range of products and services. With a passion for human-centered design, Dan leverages his expertise in UX/UI, product design, and commerce to solve problems and deliver value for users. He's honed his skills working with industry giants like Sherwin,-Williams, Unilever, Walgreens, and Ford, driving CX innovation.

Frank Melendez: As an Associate Design Director of Experience Design, Frank specializes in crafting interactive experiences across industries—whether it’s purchasing a vehicle, shaving a beard, or ordering a hamburger. With over a decade of experience in consumer-packaged goods, automotive, and quick service restaurants, he focuses on transforming complex information into engaging, intuitive interactions.
Storytelling is at the core of his work. He leverages a wide range of tools—AI, 2D, 3D and motion—to build immersive experiences that seamlessly guide users. Frank’s approach to design is inherently three-dimensional, always considering motion and feedback to enhance usability without obstruction.
Collaboration is key to his process. He leads by listening—whether it’s understanding project goals or valuing team-driven solutions. Frank believes the best experiences come from breaking down complexity, fostering creativity, and continuously exploring new tools to push the boundaries of what’s possible.

Charles Sanchez: Charles is a Senior UX Designer at VML, specializing in enhancing the customer journey for Ford. His work includes optimizing the vehicle purchasing experience and improving user interactions with dealerships through innovative applications that enhance communication and timing.

Jordan Sowecke: With 13 years in UX and nearly 6 at VML, Jordan brings a foundation in graphic design and a passion for human-centered design that’s fueled work across health, banking, consumer products, e-commerce, travel & leisure, philanthropy, lighting controls and automotive. She’s had the opportunity to lead and contribute to experiences for brands like Ford, Coca-Cola, Virgin Voyages, P&G, Mercy Health, Fifth Third, Star Wars, Sanrio, Angry Birds and DC Comics.
She is extroverted and endlessly curious about people, which drives her love for user research and empathy-led design. Whether it’s uncovering insights or building intuitive systems, she thrives at the intersection of creativity and problem-solving, especially rooted in strategy, research, UX, UI, and testing. Outside of work, she loves making things—doodling, painting, crafting—and balancing it all with yoga, outdoor adventures and a good book.

ABOUT OUR HOST - VML
At VML, we are a beacon of innovation and growth in an ever-evolving world. Our heritage is built upon over 300 years combined experience and expertise, where creativity meets technology, and diverse perspectives ignite inspiration. With the merger of VMLY&R and Wunderman Thompson, we have forged a new path as a growth partner that is equal parts creative agency, consultancy, and technology powerhouse.
Our expertise spans the entire customer journey, offering deep insights in communications, commerce, consultancy, CRM, CX, data, production, technology and more. We deliver end-to-end solutions that result in revolutionary work.
Our global family now encompasses more than 26,000 employees across 150+ offices in 55-plus markets, each contributing to a culture that values connection, belonging, and the power of differences.