In the old days, designers began their designs by sketching in order to explore different form factors, following the old adage “form follows function.” Twenty years ago, frog founder Hartmut Esslinger made a ground breaking statement “Form follows emotion” to explain the complicated relationship a design has with its consumers. Nowadays, designers no longer focus solely on the object itself. A beautiful design can no longer win the hearts of customers. Instead, human insights are at the core of the innovation process.  Design researchers with experience rooted in sociology, psychology, and anthropology are the unique talents who uncover the needs from customers and identify the design opportunities to address those needs.

In our upcoming design mind speaker series, frog design’s Executive Creative Director of Global insights Jan Chipchase will explore the important role of design research in the convergence of business, design, and technology. Jan was recently listed as Fortune magazine’s “Smartest Designers in Tech” deep understanding of the importance of design research in connecting with and understanding users. Before joining frog, he worked as a strategist in Nokia's Los Angeles design studio and Principal Scientist in the Nokia Research Center in Tokyo. Jan led a team of designers, psychologists, usability experts, sociologists, and ethnographers into the field and ran complex, international design research projects. His own extensive research projects have taken him around the world, to more than 40 countries for deeper understanding of human behavioral patterns where he discovered unmet needs of the potential customers. His research informs, inspires and affects what designers choose to incorporate in the final product and influences the emerging consumer trends that strategists focus on.

Jan will share his hands on experience in design research by using rich examples from a decade in the field. He’ll highlight the range of methods and tools at the design researcher’s disposal,  draw on cases that have informed and inspired the design process, and explore the challenges of turning these profound insights into tangible drivers of business.

Please RSVP to Vanessa Shi, vanessa.shi@frogdesign.com if you want to attend this event

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