Please register by 9 pm, Thu Sep 17.
By 10 pm, we’ll send you a link to access LIVESTREAM.

Innovation. User Experience. UX Research. Design Research. Experience Strategy. Design Thinking. These are just some of the terms used in business today all with varying definitions, but with one common theme — having empathy for and understanding your customer. And improving your “empathy quotient” might just be the key to attracting and retaining more customers, in turn accelerating your company’s revenue and profit growth.

In this TIGER Talk, our “TIGER Talent,” Mackenzie Shaw, will help you learn more about several best practices for user research, the tools and methods used to gather customer insights, and how to do that at varying scales based on where you are in delivering your product or service to your customer.

Mackenzie Shaw is a strategist, researcher, design thinker and problem solver with over 18 years of experience. An Industrial Designer by degree, she spent years as a design researcher, observing and talking to people around the world to better understand their pain points, needs and expectations related to a variety of topics. Mackenzie has assisted large organizations in leveraging qualitative and quantitative research insights to influence business priorities and strategic direction, inspire design, and align stakeholders across the organization around the customer’s needs and expectations.

Mackenzie currently supports the design research team at McDougald Research in Columbus as Senior Director of Customer Experience and Strategy, focusing on business development, client management, and strategic planning.

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