Many people in the user experience and usability community practice user-centered design (UCD). We design for user needs and tasks, which we uncover through interviews, laboratory sessions, and questionnaires either during or after use.
I will add to the set of tools for brand marketers and agencies to allow them to create products and services *WITH* their users. I'll help them understand how to shift their thinking away from thinking of users as experimental subjects and toward design partners. Then I'll set out methods, tools, and tips to use during their design processes (using case studies from our work for healthcare and automotive clients).
