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Thursday, April 7 2016
11:00pm - 12:30am

Experience Design: A New Mindset


The changing nature of design and the role it plays in business innovation.

Traditional roles of designers are rapidly shifting due to heightened expectations. People don’t buy products, services or physical spaces – they want integrated and meaningful experiences that captivate and engage. As designers, this requires an ability to think beyond classical disciplines and truly embrace the totality of people’s interaction. To fully realize and sustain this shift, we need to fully embrace Experience Design as a mindset.

Experience Design is a contemporary approach to innovation and design that places emphasis on the quality of the total experience. Traditional design practices have primarily focused on the utility of one particular touchpoint, with the holistic experience becoming a secondary consideration. By placing people at the center of the challenge, and seeing the world from their perspective, Experience Design accentuates the continuity of an experience that can delight and create a lasting impression.

Come join the conversation as we discuss ways to envision and design experiences through a deeper understanding of people’s needs, the context of their challenges, and opportunities to create more meaningful solutions.

Tom Burchard, Vice President, Experience Design @Altitude_Inc

Leading the Experience Design Practice at Altitude Inc, Tom is intensely focused on understanding and designing the complex encounters that constitute the relationships between people and brands. At Altitude, Experience Design is the practice of strategy-led design that creates products, services, and brand engagements that make customers think, feel and behave differently. Tom believes that by acknowledging peoples’ total needs, we can create opportunities to influence purchase decisions and engender a sense of loyalty.

Previously Tom held the position of Chief Experience Officer at Continuum, a global design and innovation consultancy. There he initiated and advanced their Experience Design offering to be the largest, fastest growing practice in terms of revenues, head count and capability. His group developed solutions encompassing communications, digital interactions\, and retail environments for a variety of Fortune 500 clients. Tom was also Account Director for Continuum’s largest and longest standing client, Sprint, a relationship spanning 12-years. Recently he was asked by Tufts University to develop an Experience Design module for the Gordon Institute.

AIGA Member: $9
Non-Member: $15
Students: $6


BSA and Boston Design Week

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