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Demystifying the Front-end of Design Thinking
The first phase of the design thinking process is the most crucial, as this is when human insights are leveraged to define customer value. Yet, this so-called “empathize” phase is often unsuccessfully executed. During this session, Marty Gage and Spencer Murrell will address the crucial first step of the design thinking process and how to get it right. Using six key principles, Gage and Murrell will demonstrate how to connect users' desired emotional states to an actionable articulation of an experience.

Marty Gage, a Human Factors Psychologist, and Spencer Murrell, an Industrial Designer, have worked side by side for the last 33 years in the front end of design. Their new book “User Experience Research: Discover What Customers Really Want” is the culmination of their years of experimentation and marketplace validation to develop a foolproof process for a more predictable pathway to design experiences.

Sep 21, 2022 12:00 PM in Eastern Time (US and Canada)

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