Who Are You Designing For? A NYCxDesign Event
May 24, 2015
By Sonya Bentovich, Research Associate
On May 18th, we joined in on the fun and hosted our very own event as a part of NYCxDesign – New York City’s official citywide celebration of design – in our innovation and research lab.
Our event, an interactive conversation called “Who Are You Designing For?”, was inspired by the work we do as a strategic research consultancy. All too often we see businesses with brilliant and unique strategies fail. And all too often this happens for the same reason - they’ve created experiences without understanding who they are designing for and what is most likely to engage them. So, we wanted to share some tips and strategies for understanding audiences, how they behave, what their points of delight and pain are, and the optimal ways to communicate with them.
Julie Riederer, Director of Research and Consulting (B2C), kicked things off and laid the groundwork with some general principles of "Smart Design:"
Next, we broke the conversation down into each of our three practice areas – B2C, B2B, and Healthcare. We discussed best approaches for designing for consumers with Leslie Brown, Director of Research and Consulting (B2C), designing for enterprise professionals with Pete Wasserman, Director of Research and Consulting (B2B), and designing for healthcare providers with Aaron Villa, Director of Research and Consulting (Healthcare.)
We’re looking forward to throwing more events like this in the future to help get the best ideas in front of the right people. Stay looped-in for upcoming Sachs events by following us on Twitter and Facebook. Hope to see you soon!
Designs By Lisa Vissichelli, Digital Designer
Edited By Gina Gioldassis, Executive Assistant to the CEO
Social Media by Janine Walsh, Operations & Community Manager