Senior Design Researcher & Strategist

Amy Lee

I help clients understand why and how people behave and what they want and need so we can design better products and experiences.

Scissors, Bullseyes, Beer, Batteries and Badgers!

(insights, analytics, and project management at Fiskars, Target, Miller Brewing, and Rayovac… among other things… and marketing grad from UW-Madison School of Business).

Learning about how the mind works (or doesn’t)

Learning new skills and techniques to draw more out of users

Learning from my super-talented colleagues

(Did I mention I like to learn new things?)

Yoga (the hot kind!), reading, spending too much time listening to podcasts, and exploring places near and far.

What is your first memory of design thinking?

I loved to draw as a child and I won two big (to me!) poster contests as a kid – one to encourage dental health and one for home nursing services. I think I won because I spent more time thinking about who would be using the poster (who is the end user? What do they need to know? See? Feel?) than my classmates who were more focused on making it look good and artistic technique.