One of the primary ways that designers can be more strategic and have an influence on corporate decision-making is to leverage data and insights about our customers and users. But some designers are not well-versed in design research methodology, and even if they know how to use research effectively, they may struggle to articulate the value of the insights to decision-makers and stakeholders. This often comes down to who uses which type of insights to succeed in their respective roles. For example, quantitative data is typically favoured and used heavily by stakeholders and decision-makers, while designers benefit strongly from qualitative research and insights. How can we reconcile these perspectives or does this mean we always have to run both qualitative and quantitative studies to satisfy both? In this talk, we will discuss different strategies for bridging these gaps while keeping the human-centered design process lean and efficient in corporate settings.
Christian Rohrer is a Design Executive with 20+ years experience leading design and research teams at top tech companies, including Yahoo!, eBay, REALTOR.com, McAfee, Intel, Capital One and TD Bank. He holds a BA in Computer Science from UC Santa Cruz and a PhD in Cognitive Science from Stanford University. Since 2004, he has been affiliated with the Nielsen Norman Group as a guest author and invited industry instructor. In this capacity he has taught over 1000 students in Experience Strategy, Research, and UX Assessment methods, and authored a popular framework for understanding user research methods. He also pioneered PURE (Practical Usability Ratings by Experts), a pragmatic method for quantifying ease of use for any product or application.
Since May of 2022, Christian has been serving as VP of Design for TD Bank, leading a team of over 300 designers, researchers, strategists, writers, and other specialists, providing all design services in both Canada and the US through the TD Design Practice.