Unleashing the Strategic Power of Design

Marty Gage, IDSA, Leads CDDC Pre-Conference Workshop

Apr 22 2015 - 5:36pm

Even before the Central Design District Conference kicks off in Columbus, OH, there will be plenty to absorb about the Nature of Design. A pre-conference workshop, hosted by Lextant, is set for 9:30-11:30 a.m. on April 17.

Marty Gage, IDSA, vice president of design research at Lextant, will begin with a 30-minute talk. Gage has been collaborating with cross-functional teams and pioneering design research techniques for more than two decades.  His expertise crosses diverse industrial and consumer product categories.

Gage will host a 30 minute session on “Insight Translation: Unleashing the Strategic Power of Design.” In the last 30 years, the rate of new product failures remains unchanged despite unprecedented access to information, new technologies to reach consumers and new business models. About half of all new products fail in the marketplace, mostly because their value propositions do not align with people’s desires. Gage will reveal how design can be leveraged to align teams within companies, to solve the right problem and innovate.

Gage's talk will be followed by a one-hour interactive, team-based session called “Identifying the Components of Experience” to learn how to inspire the design process. After choosing a card that represents one of the components of experiences—emotions, features, attributes or benefits—each person will sculpt, sketch or act what is on the card and the team will guess the component. Once the team has collected enough of these experience components, it will use them to fill in a story.

Note: Attendance for this event is limited and registration is available on a first come first sered basis.

  • Lextant’s office in the historic Smith Bros. Hardware Building at 580 N. 4th Street. You’ll park in a lot just north of Lextant at the corner of 4th & Lincoln. (parking map attached)
  • Let us know if you need a ride from the hotel or if you are willing to use your car to carpool, please meet us in the lobby of the Renaissance Columbus at 8:30am!
  • New Uber users can use the code uberidsa to get a free first ride—worth up to $20-- which can help people get around this weekend.