scott.reed@ac4d.com

Student

Scott Reed

Scott combines expertise in marketing and communications with curiosity in
design and storytelling. After more than 20-years experience in sales and marketing, leading teams through branding, customer experience, and communications projects while working with entrepreneurs and industry leaders, he desires to focus the next phase of his career on human-centered design.

Scott has a record of success developing and leading integrated programs
that have positively impacted product development, sales, and company culture. He is known for his ability to drive brand and lead teams by employing a combination of creative collaboration, business intelligence, and leadership skills. Most recently, he guided marketing, communications, and creative teams as the marketing director for a division of Independence Blue Cross in Philadelphia.

Born and raised in rural Kentucky, he started his career in Baltimore and
later moved to Philadelphia. Scott and his husband, a physician at the Dell Medical School, are happy to make Austin their home and enjoy theater, live music, and travel.

Scott graduated from University of Maryland Baltimore County with a BA in
English and earned a Strategic Design MBA from Philadelphia University in 2016.

Recent blog posts

Civic Night: when you laugh, you’re listening

As we dig further into Civic Night, we’ve had the challenge of immersing ourselves into Austin’s comedy scene. Nice work if you can get it, right? On Monday evening we went to see a monthly comedy show called All In: Stand Up at The Sidewinder. On Thursday evening we saw QueerTowne’s Super Gay Valentine’s Day, a show…

Insights and Ideation: Civic Life

Building on our civic engagement insights from design research and synthesis, we used a variety of tactics to look at the key findings and insights with a different perspective. Reframing is a valuable exercise. It allows the use of creativity and imagination to address the gaps and opportunities to enhance civic life in Austin. Reframing…

Student Walking: Rapid Iteration and Creative Problem Solving

I’ve been re-designing an existing personal banking mobile application for the past eight weeks. Despite a 20-year career in marketing, much of the coursework is new to me. My former roles with digital products ranged from product manager to relationship management of the agency partner, and to project sponsor where I had accountability for success…

Mobile application iteration

During the sixth week of Rapid Ideation and Creative Problem-Solving (see last week’s post) I focused on revisiting the information architecture and improving the visual design of the application. Design Decisions After a few iterations, I continued to receive consistent user feedback that the tab and navigation bar icons were confusing. While not a visual…

Mobile applications: wireframes, usability tests, and revisions

The fourth week of Rapid Ideation and Creative Problem-Solving (see last week’s post about the initial round of usability tests) included user testing, information architecture concept map iteration, and revised wireframes. Usability Testing I continued with Think Aloud Protocol for usability tests. The method evaluates the usability of an application by encouraging a person to…

Rapid prototyping: one week for usability test and wireframe iteration

The third week of Rapid Ideation and Creative Problem-Solving course (see last week’s post about the initial wireframes) included user testing, information architecture concept map iteration, and revised wireframes. User Testing I used the Think Aloud Protocol for the usability tests. The method evaluates the usability of an application by encouraging a person to think…

Service Design: Auto Body Repair Shop

We started the Service Design course by hitting the pavement and approaching businesses in East Austin to hire us for a service design project. We contacted a variety of companies, including a sign manufacturing company, a coffee shop, a bicycle shop, an auto body paint distributor, and finally an auto body repair shop. After a…

Banking mobile application: scenarios and wireframes

The second phase of the project for Rapid Ideation and Creative Problem Solving course (see a post about the first step) was to craft scenarios, storyboards, and wireframes. I started with scenarios, written stories, that explain how a person will use a product or service to achieve a goal. Each scenario includes the person involved…

Banking on a positive customer experience

As part of our Rapid Ideation and Creative Problem Solving course at AC4D, we are redesigning a banking application. We are learning creative problem solving and ideation related to interfaces, such as sketching, diagramming, and both abductive and divergent thinking. We were instructed to redesign any mobile bank application. Banks throughout the industrial world are…

Aerial: how might a drone become more than an observer by learning design skills?

In Jon Kolko’s course, Design, Society, and the Public Sector, we have spent the past two weeks reading and discussing articles about how designers think and work. The writers were Richard Buchanan, Nigel Cross, Edward De Bono, Chris Pacione, Horst Rittel, Jocelyn Wyatt, and Melvin Webber. Design literacy and skills Pacione, the writer of Evolution…

Poverty and social business: implications for design

Unless the world tackles global inequity today, UNICEF reports that by 2030 167 million children will live in extreme poverty, and 69 million children under age five will die between 2016 and 2030. In the United States, 43.1 million Americans live in poverty (2015, University of California, Davis). As students at Austin Center for Design,…

Design research: a reflection on field research and project work

Our team aims to learn about the factors and actors that influence school menu planning. We have an interest in animal-based food products, such as meat, seafood, pork, and dairy. At the start of the course, we learned from an expert with Greenfield Project, whose work includes advocating for sustainable livestock programs, the humane treatment…

Value and participatory research: only love and creativity can save the world

Value. It’s a word found across businesses, governments, and other organizations. Everyone is looking to create value or to find hidden value. There’s the value chain. And some industries, such as healthcare with a movement called value-based healthcare, are rebuilding their business models on the concept of value. The top three definitions of value from Merriam-Webster are…

Finding focus: are you my mother?

In the Interaction Design Research and Synthesis 101 course at Austin Center for Design, we are learning the methods of qualitative design research and synthesis used to study complex problems, such as technology, behavior, and society. As students, we are learning techniques and processes to gather data in the field, rigorously analyze that data, and…

Ethically positioning design and society: manipulation and globalism

Over the past two weeks in the Interaction Design, Society, and the Public Sector course we focused on design ethics and responsibility. Jon Kolko facilitated a discussion about manipulation (based on articles by Maurizio Vitta, John Dewey, and Edward Bernays) and globalization (based on articles by Michael Hobbes, Victor Margolin, and Emily Pilloton). Background. Our assignment…

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