Breakout Session / Thursday / June 2, 2022 / 1:30 PM

Removing Friction From the Customer Journey

Today’s time-pressed consumer values ease and convenience. If you have a product they want, it’s your job to make the purchase process as smooth and uncomplicated as possible. To do this, one must first map out the customer’s journey and determine how to create the best user experience. Amazon and Uber are two examples of organizations that have removed a lot of friction from the buying process. We’ll learn from those who are implementing this philosophy.


Sandi McKibbon | Sr. Director, Retail Strategy & Design | Rogers Communications
Dan Morton | VP, Guest Experience | Hilton
Dan Morton is VP, Guest Experience, at Hilton, where he's responsible for guest-facing technologies like Digital Key, Connected Room, and Payments for Hilton's many brands worldwide. Previously, Dan led Product and Partnerships for Bose, a class-leading consumer audio company. He has also worked as a co-founder at consumer technology startups, an Assistant Professor at Berklee College of Music, an engineer, and a composer. He holds an MS from the University of Illinois at Urbana-Champaign and a BS from Texas A&M.

Luke Wilwerding | Vice President, North America Sales | Elo Touch Solutions
Luke Wilwerding is the Vice President of North America sales at Elo, a global leader in retail and hospitality touchscreen solutions. As Vice President, Wilwerding leads interactive in-store initiatives for North America's largest customers. With over 20 years of interactive technology experience, Luke is at the forefront of innovation as retail customers create new shopping journeys that push engagement, creativity, information, and commerce. Elo solutions can be found across all verticals, with over 25 million installations deployed in many of the most popular retail chains and luxury brand stores across the globe. Working with some of the biggest retailers around the world, Luke is in a unique position to understand what’s coming next in retail. Learn more about Luke and connect with him on LinkedIn at
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