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Human-Centered Design Should Be a CMO's Best Friend

by Chokdee Rutirasiri   |  
March 2, 2015
  |  2,551 views

The list of daily duties for a CMO can seem never-ending. It's as if the CMO position needs to be made up of hundreds or maybe even thousands of people just to accomplish their assigned tasks, such as sales management, product development, distribution channel management, marketing communications (including advertising and promotions), pricing, market research, and customer service.

How can one man or woman to solve all those problems on his or her power alone? The answer: Most CMOs can't.

Why Human-Centered Design Helps CMOs

The average tenure of a CMO is just 45 months, according to a recent study released by executive recruiting firm Spencer Stuart.

Fortunately, for CMOs in need of help, there's an elegant and simplistic process called "human-centered design," which takes all the guesswork out of developing winning results.


Human-centered design is the innovative approach to creating solutions by working in this order:

  • Leading with people's wants, needs, and behavior
  • Developing a deep understanding of tasks, workflow, culture, environments, and technology
  • Ensuring users are involved throughout the design process

In other words, human-centered design puts people first, process second, and technology third.

Whether the CMO is creating a product-specific campaign, building a new website, or completely rebranding the company, the human-centered design approach can be transformative.


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Chokdee Rutirasiri is founder and CEO of Story+Structure, a Boston-based innovation-design firm. He has been designing human-centered user-experience solutions for the private and public sectors since 1995.

LinkedIn: Chokdee Rutirasiri

Twitter: @chokecity

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