Risk is the Reward

As designers, we are professional risk takers – eagerly leaping into the unknown in search of an insight or idea that doesn't yet exist, trusting that our process will get us there. As professional partners, we are co-creators, working with both users and clients to embark on this journey with us. We don't simply want them in attendance, we want them engaged in the process and ultimately able to continue it after we're gone.

The way people experience the creative process matters. At Friends, we find ourselves in the position of co-creating organizational change, from top to bottom, with a partner who is seeking to transform themselves into a customer needs led organization. In this presentation, we’ll share some of the materials we’ve created and methods we’ve employed to turn the intangible tangible and make the risky rewarding.

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Leslie Ruckman

Design Lead, Friends

Leslie is an eternal optimist based in Brooklyn, NY.  Leslie believes in the power of design to effect positive change. As Design Lead at Friends, she practices a human centered approach to research, strategy, and service design, and believes that inclusivity and co-creation are key ingredients of meaningful solutions.

Leslie's emphasis on social impact was shaped by her experience leading research and design projects at Mayo Clinic's Center for Innovation, an embedded team focused on transforming the experience and delivery of patient care. She now brings this unique approach and perspective to her work in other industries via consulting.

Leslie has a BFA in Industrial Design from Rhode Island School of Design and a Masters in Interactive Technologies from NYU ITP.