Why designers should be rebels

Disruption across industries, increasing market competition, consumers’ rising expectations: these factors threaten most — if not all — brands in the market. For many experts, Human Centred Design (HCD) would be an effective way to create differentiated and value-added solutions.

Laura McDermott

Design Lead, Centre for Social Innovation, IE Business School

Laura McDermott is an Irish design and innovation consultant, based in Madrid. She works as the Design Lead in the Centre for Social Innovation at IE Business School and also consults on behavioural design projects. Laura thrives on good coffee and stimulating conversations about human behaviour, design and ethics.