Ed Geiselhart, Director of Product Development and Planning-Insight Product Development Photo
Segal Seminar Series

Ed Geiselhart, Director of Product Development and Planning-Insight Product Development

November 20, 2012, 4:00 - 5:00 p.m.
Ford Motor Company Engineering Design Center
1.350 (ITW Classroom)
2133 Sheridan Rd. Evanston , IL 60208

Human Centered Design; Creating the Right Product Through User Research


Often considered an art as well as a science, the translating of customer / user requirements, uncovered through initial research, into a great product concept is one of the most challenging components of the product development process. A deep understanding of the unmet needs of your stakeholders is critical to achieving the success of a product.  But once you have those requirements outlined, how do you turn each opportunity into a strong, appropriate, best-in-class solution?

This seminar and presentation will offer an action plan for developing and managing a process for innovation around opportunities, combining distinct features into an overall solution and ensuring that the chosen solution is the correct one. Insight will share its experiences in working with two medical device technology leaders, St. Jude Medical and Thoratec, and how we partnered with each to ensure that their groundbreaking technology delivered results in ways that users could immediately enjoy and embrace. 


Ed combines an education based on critical design thinking with over 20 years of experience in development consulting to help lead Insight project teams and to provide them with inspiration to achieve success.

Even before Ed began his design education, he believed that to create the most successful solution to any problem you must first appreciate and understand the interrelationship of each individual aspect of the problem.

He brings this passion to Insight today in appreciating how research, design, and engineering are inextricably linked, and how each has great potential for inspiring innovation. He adds his experience to help give our teams the foresight to understand how to navigate the development process to best identify the right long-term strategy that aligns with the client’s vision.

Ed is heavily involved in helping clients champion new methods to define and solve complex challenges that balance business goals, technical considerations, market influences, and user needs. He has published dozens of articles and has spoken on development and innovation topics at numerous engagements both domestically and internationally.

Ed graduated Magna Cum Laude from the University of Cincinnati with a BS in Industrial Design.

Contact Bruce Ankenman at 847-491-5674 or ankenman@northwestern.edu for further questions.