In our second installment of BMC2006 speaker interviews, Scott Williams, Chief Creative Officer of Starwood Hotels & Resorts Worldwide, gives a quick synopsis of the importance of consumer observation in design and the result, which he calls Empathic Design.
In this interview, Scott outlines 4 steps to initiating consumer observation and incorporating it in your design process as well as some really simple ways to embrace consumer observation without breaking the bank. Finally, he gives us all a tip to keep us on the right side of the law!
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