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

Changing the Culture of Civic Life in Austin

Stand Up, Austin! exists to change the culture of civic life in Austin. It’s a bold vision and opportunity developed following six months of design research, development, prototyping, testing, iteration, and more at Austin Center for Design. As you might imagine, Maria, Josh, and I wore several different hats during the process ranging from designer,…

Laughing Our Way to a Better Community: The Potential of Comedy to Change the Culture of Civic Engagement in Austin

We launched Stand Up, Austin! with a live event, A Civic Comedy Show, on Wednesday, April 11. The event was a minimum viable product (MVP), meaning that it contained just enough features to satisfy paying customers and for us to obtain feedback for future iterations and development. Key considerations to test included market interest, ability…

Design Strategy Feature Brief: We’ve Only Just Begun

After creating scenarios, iterating wireframes, completing usability testing, evaluating feasibility, creating a product roadmap, and sizing with a developer, it is time to create a design strategy feature brief. The brief presents a comprehensive and straightforward vision of what the redesigned mobile application will provide and why it’s valuable. In the real world, the brief will be…

Designerly Imagination: Fencing Us In

What limits what we can imagine? That’s the provocative question and theme we explored the past two weeks with Richard Anderson. It’s a more complicated question than it might appear on the surface. After all, who hasn’t been told at least once (or been the person imparting the wisdom) that the only limitation is imagination?…

Shifting Focus: Stand Up, Austin! A Civic Comedy Show

Stand, Up, Austin! A Civic Comedy Show Stand Up, Austin! exists to bring laughter and civic inspiration to Austinites. Laughing and listening are essential to our lives as active citizens where we all stand up for the community we want to be. We’re non-profit and non-partisan. To test our concept, we’ve identified our magic moment…

Kill Your Darlings and Frankenstein

As the next phase in Product Management following the estimate received only a few weeks ago for a banking app redesign, I developed a product roadmap to guide development and to communicate when features and capabilities will become available.   Here’s a quick step by step for how I got here: Assumptions I began by…

Comedy is No Funny Business

Stand Up, Austin! exists to spark and boost healthy civic lives with fun and informative events. To make that world a reality we are marketing, producing, and presenting a live comedy show on April 11 at Spider House Ballroom. Before we invest more time and resources into the concept, we need to know: if we…

Rethinking Design Agency

Lately, I’ve heard the word agency over and over in contexts that sound new to me. I’m listening to NPR and someone will say something like “There are other things in life besides being safe, like having the sense you’re running your own life and having a sense of agency.” A few days later, someone…

From Wireframe to Market

Extracting and sizing feature specifications from a design with the help of a developer are critical aspects of product managers role. For the past two weeks, I have endeavored to evaluate feasibility and scope of a Bank of America mobile application that I redesigned in 2017. I began by dusting off the wireframes and revisiting…

Just Unfuck It

As I began to make sense of the articles and discussions for design theory with Richard Anderson, With the Best Intentions, design is human, and design is political came to mind. As designers, we work with and among people to achieve a larger purpose. Mark Manson, in his article Everything is Fucked and I’m Pretty…

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…

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