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.

You can purchase a copy of their book here:


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