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Nov 06, 2014

The Empathetic Designer: Why Your Next Great Design Idea Won't Come From You

Dave Holston

About this video


Most designers rely on their intuitive creative powers to solve design problems. But to truly make an impact designers need to look beyond their own ideas. By co-creating with clients and audiences designers open themselves up to a world of creative insights, create more meaningful design experiences, build trust and provide better value to the people they serve.  This session outlines the guiding principals of co-creation including how to get people involved, how to understand context and how to generate ideas.



Dave Holston

For the past 25 years, Dave has worked in the fields of public affairs, marketing, advertising, communication planning and design management for leading organizations including General Electric, Lockheed Martin and the Georgia Institute of Technology - helping them take a strategic design approach that integrates organizational goals, internal and external analysis and implementation. In his book, The Strategic Designer: Tools and techniques for managing the design process, he presents a framework that helps designers manage the increasing complexity of design problems, design "in context" to their target audiences and be accountable through measurement. Dave is also the author of Design for Online Engagement: SEO, Content and Design Optimization for Designers and Editors.