Rethinking Design Thinking: An Ideal State of Mind

Marty Gage and Spencer Murrell have worked side by side for the last 33 years in the fuzzy front end of design. Their new book “User Experience Research: Discover What Customers Really Want” is the culmination of decades of experimentation and market validation to develop a foolproof process that addresses the shortcomings of the first phase of Design Thinking.

Using six key principles, Gage and Murrell will demonstrate how to connect users’ desired emotional states to an actionable articulation of an ideal experience and illustrate how this method has led to award-winning outcomes for some of the world’s leading brands.

Agenda

Welcome and Introduction - 5 min

Presentation - 30 min

Questions and discussion - 25 min

Marty Gage

Marty is a generative research pioneer, serial entrepreneur, and Lextant’s VP of Design Research. He leads a team that defines people’s desired experiences, and his research has produced business value for leading brands, including P&G, Kohler, Microsoft, HP, Dell, Whirlpool, Ford, GM, Stellantis, Lowe’s, GE, Pfizer, among others.

Spencer Murrell

As VP of Insight Translation, Spencer and his team play a pivotal role in the design research process at precisely the moment it matters most: when research findings are synthesized. His methods have provided design direction and common language for numerous leading brands, including Honda, GM, Stellantis, Stryker Medical, GSK, Samsung Electronics, Nationwide Insurance, Grange Insurance, Cardinal Health, Conagra, and others.