Welcome to this edition of The SoDA Report on Human-Centered Design, developed in partnership with UserTesting.
Return to the Fundamentals of Innovation (in the Face of the AI Boom)
365 hype cycles are designed to pull tech and design organizations away from value creation through true customer centricity. A refocus on problem-oriented product invention and iteration will bring business and users closer together.
Are We at Risk of Failing at Human-Centered Design as an Industry?
Human-centered design is considered an industry-wide standard as the best approach to take when designing digital products and experiences. Anyone who works as a product strategist or user experience designer likely feels proud to say that we prioritize designing for humans above all else. But do we prioritize it enough? Do we really make people’s lives better with the work we do?
Redesigning Business Operations: The Impact of Human-Centered Design
A low-lit office with designer furniture. Walls covered with sticky notes. A creative director spinning records loudly. Black rimmed glasses. Oversized hoodies. Collaborative chatter.
Re-Centering Nuances, Ingenuity, and Diversity in Design
While human-centered design (HCD) is a well-established approach, in its day-to-day practice, the term "human" can often be defined either too broadly—leaning heavily on demographic data—or too narrowly—relying on lagging feedback from existing users.
Designing For Impact: How Purpose-Driven Organizations Can Connect Their Mission and Human-Centered Design
In today’s environmentally conscious and digitally connected world, customers are no longer looking to just buy goods or services - they crave more from brands.
Human-Centered or Self-Centered? It's Time That Design Took a Broader Perspective
A journalist recently asked me what I thought the digital world might look like in 2050, capping it off with a shrewd caveat: ‘assuming we’re around that long!’ She hit the nail on the head. Imagining what our digital world will be in 2050 is less important than ensuring that we’ll be around to enjoy it.
Prescription for Success: How Every Company Can Cure Design Woes and Create People-Centered Products
“You can pay me now or pay me later.”
Team and Partners
The Society of Digital Agencies (SoDA) serves as a network and voice for entrepreneurs and innovators around the globe who are creating the future of marketing and digital experiences.
-
Head of Production & SoDA Communications Manager
Lakai serves as SoDA’s Managing Editor and Head of Production for the SoDA Report, the organization’s trend publication featuring compelling research insights, global thought leadership, and award-winning project showcases.
-
SoDA Brand & Production Designer
Since joining SoDA's Operations team in 2014, Jessica Ongko has been deeply involved with strengthening SoDA’s brand and visual identity while collaborating with agencies around the world to design and create publications, event signage, and both digital and physical assets related to the work of SoDA. Jessica serves as the Production Designer for the SoDA Report.
UserTesting offers the industry's most comprehensive experience research solution. Unlike approaches that track user behavior or collect customer listening data on live experiences, then try to infer what that data means, UserTesting enables companies to get input directly from customers—earlier in the process—helping to reduce guesswork, and bringing experience data to life with human insight.
-
Vice President, Global Partnerships
Rob Vandenberg is a technology executive with a strong track record of scaling high-growth companies. He has successfully driven revenue growth and positioned new technology in innovative spaces as both a CEO and CRO. Rob is known for building effective teams, establishing loyal customer relationships, and expanding distribution channels. Rob's expertise includes strategic planning, global enterprise sales, channel partnerships, and revenue growth.
-
VP of Product Design
Jason Giles began his professional career as a designer at Microsoft, where he effectively “grew up” alongside the UX discipline itself. Having actively participated in that evolution, Jason transitioned to design management where he has focused on building teams with great cultures that deliver awesome product experiences.
As VP of Product Design at UserTesting, Jason now leads a team of designers, writers and researchers across the US, Canada and UK with the mission to enable real human insight and lead a movement for empathy.