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Intro to Design Thinking: Empathy and Define

September 18, 2019 @ 9:30 am - 12:00 pm

Sometimes the little things are the big things.

Design thinking has risen to prominence as a way of thinking and approaching innovation that puts humans and their unmet needs at the center of innovation. For firms used to developing products based on technology or market research, this represents an exciting shift. While most of us aren’t given ethnographic research budgets, we all come into contact with humans (potential customers) at and outside of work. In this session, we will introduce a simple tool to observe unmet needs of customers and some ‘quick and cheap’ methods for practicing radical empathy to use in and outside of work.

This TIGER Workshop will be organized into two 50 minute segments. Time will go fast as we find answers to the questions “What are my customers needing that I’m not providing?” and “What are they coming to expect from others?” during a fun empathy workshop.

We will end by translating insights into an actionable, inspiring, insightful and succinct design challenge. Working in teams will provide the opportunity to learn from others and to learn by doing.

This workshop will be limited to 32 participants.

This TIGER Workshop will be led by Gretchen Goffe.

Gretchen has 20+ years’ experience in innovation in regulated industries with a focus on understanding the intersection of human behavior, the possibilities of technology and the needs for business success. She has worked extensively in health and financial services, commercializing multi-million dollar technology into successful new business segments for Huntington National Bank and developing new opportunities for Merrill Lynch, Key Bank and many health & wellness firms.

As a founding partner in two strategic consulting firms against the billion-dollar health and wellness space for clients including P&G Futureworks, Abbott Nutrition, Eli Lilly, Wyeth Consumer, Bayer, Bumblebee, Kraft and others, Gretchen led Strategy and Innovation. She founded GCG 4 years ago to focus on the practical application of design thinking for corporations. Over 25 cohorts have taken Gretchen’s 2-day Bootcamp experience, changing mindsets and corporate culture.

Goffe Consulting Group has just launched the DT LiveLAB, where design thinking theory meets practice. The goal is to help people become skilled at how to talk to customers to uncover unmet needs, distill them into problems to solve and hear what customers think about prototypes. Learn more at www.dtlivelab.com.

Before launching GCG, Gretchen was Executive Director for the Center for Innovation at the Ohio State University’s Fisher College of Business where she taught in the B-school and led best practices development in innovation.

Gretchen has a degree in Applied Economics and Business Management from Cornell University’s Dyson School of Business and a Certificate in Innovation from Stanford Graduate School of Business.

This workshop will also be led by Brian Spain.

For over 20 years, Brian has worked in areas related to Design Thinking through extensive research around the conceptualization of the product, refining a product idea, its positioning and strategy, He has worked in a broad variety of categories with CPG brands like Cheerios, Nestle and Tropicana, to a range of brands like Holiday Inn, Eli Lilly, Pella Windows and Doors, Citibank and many more, including local B2C and B2B Columbus brands. Brian has employed unique research approaches and techniques to gain insights for all types people. These people have ranged from children and teens, to very select groups of consumers, business people, IT, healthcare specialists and many other types of professionals.

Brian has taught Advanced Branding Concepts to seniors at CCAD and is currently a Freelance Brand Marketing|Design Thinking|CX|Strategist Consultant working both locally and nationally. This year, Brian has been helping a local brand launch B2B offerings in the AR/VR, or extended reality space.

Brian is a graduate of University of Toronto – St. Michael’s College, where he earned his BA in English, Political Science, History, Philosophy, and Geography.

Event is free and includes a light lunch.

Event timeline:
9:30am – Breakfast & Networking
10:00pm – Workshop begins
12:00N – Workshop concludes, networking resumes

Thank you to our sponsor Mmelo Boutique Confections.

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September 18, 2019
9:30 am - 12:00 pm
Event Category:


Innovate New Albany
8000 Walton Parkway Suite 200
New Albany, OH 43054 United States
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