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Bricks, Mortar and the Evolution of Digital Banking

Legacy banking institutions are competing against a growing number of neo-banks and fintech startups. The challenge for those traditional FIs is to figure out how to transform their brick-and-mortar based ecosystem to excel in an increasingly digital world. Which internal systems and customer touchpoints will need transformational change?


Jessica Kendall Hornof | EVP, Retail Banking | First Citrus Bank

With over 18 years of leadership and banking experience, Jessica Kendall Hornof serves as the Executive Vice President of Retail Banking for First Citrus Bank, a Tampa Bay-based community bank that specializes in delivering personalized banking services to individuals, families, and local businesses. Jessica leads the bank’s deposit division, which includes managing strategic deposit growth, designing and improving the client experience, leading the branch management team, and guiding associate development. Jessica’s passion is developing the potential of people, delivering client experiences that exceed expectations, and inspiring others to do the same.

Leslie Martinez-Moreno | Sr. Manager UX & Design, Secure Banking | CIBC

Leslie Martinez-Moreno is the Sr. Manager of User Experience & Design (UXD) for Secure Banking at CIBC Digital. Her focus is on Online Banking, Mobile Banking and ATM. In 2014, she led the team that contributed to CIBC earning for the 1st. time (and for the following 4 years), the top score in Forrester Research Canadian Online Banking Functionality Benchmark. Leslie has been a key contributor to the strategies behind the agile adoption and she is now involved in the transition to Digital Product Design. In the late 90’s Leslie worked for a Consulting firm in Mexico City whose clients included Government Agencies and FIs.

Eric Schaffer, PhD | CEO & Founder | Human Factors International

Dr. Eric Schaffer is CEO of Human Factors International, Inc (The UX Engineering agency that design the HDFC application that won ‘Best Mobile Experience’). Eric Has over 40 years of experience in UX design, with special interests in omni-channel strategy, persuasion engineering, cross cultural design, innovation, and the maturity large scale UX practices. He wrote “Institutionalization of UX” (Addison-Wesley).


Will Hernandez | Editor | Mobile Payments Today

Will Hernandez has 14 years of experience ranging from newspapers to wire services and trade publications. Before becoming Editor of Mobile Payments Today, he spent two years as the content manager for, a leading payments industry news aggregator and information hub published by Mercator Advisory Group. He spent four years covering the payments industry as an associate editor for multiple publications in SourceMedia’s Payments Group based in Chicago including ATM&Debit News, CardLine,, ISO&Agent Weekly and American Banker. Will helped launched SourceMedia’s bi-weekly newsletter, Mobile Banker, and built and cultivated the Payments Group’s first Twitter presence.

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