Customer
Insights
at
Nasdaq
3
2011
• Introduce
designers
to
listen
first
hand
to
customers
describe
their
problems,
diagnose
solutions
via
prototyping,
then
revisit
those
ideas
with
clients
• Cross-‐teams
of
designers
interviewed
clients,
and
results
were
shared
to
business
leads
and
executives
(via
audio
clips,
video
shorts,
transcripts)
• Partnered
with
sales,
service,
and
support
to
create
a
relationship
across
teams
2014
-‐ Present
• Scaled
well
but
needed
specialization
as
demand,
complexity,
scope
increased
• Now
executives
expect
research
and
make
critical
business
decisions
based
on
findings