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Design Thinking 101: Demystifying Design

by Innovation and Design Association (IDEA)

Speaker Design Innovation IDEA Week

Thu, 16 May 2019

5:15 PM – 6:15 PM

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KGH - L129

Global Hub - 2211 Campus Drive, Evanston, IL 60208

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What is “design innovation,” really? Come hear Martha Cotton demystify the world of design innovation, explaining design thinking methodologies, ethnographic research, and how they can be effective tools for solving strategic business challenges across industries. Martha is an adjunct lecturer at Northwestern’s Segal Design Institute and the Managing Director of Design Research at Fjord / Accenture Interactive. She’ll share how she’s applied her design research expertise to her work in consulting, and how she envisions the worlds of business and design converging in the future.
Dress Casual (jeans ok)
Food Provided (light snacks provided)

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KGH - L129

Global Hub - 2211 Campus Drive, Evanston, IL 60208


Martha Cotton

Managing Director, Design Research

Fjord/Accenture Interactive


Martha Cotton is a thesis mentor in the Master of Science in Engineering Design Innovation (EDI) program and an adjunct lecturer. She has taught Design 410: Design Research.

Cotton is the Managing Director, Design Research at Fjord/Accenture Interactive. Prior to that, Cotton led gravitytank’s research team, helping clients understand their unique situations and clearly see new opportunities for growth. She is broadly recognized for her expertise in ethnographic and observational research, focus groups, user interface development, and data collection and analysis.

She began her career at eLab, which is frequently lauded as a pioneer in developing ethnographic research methods in service of business goals. She joined gravitytank from Herbst Lazar Bell, where she was vice president of research and strategy and led programs across a variety of strategic and tactical levels.

As a Segal mentor and advisor, Martha generously lends her time and professional expertise to review student projects and improve Segal programming.

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