Heidi McBride
How does a multi-billion dollar company begin to redefine the experience of commercial air travel and bring back the magic of flying? Heidi will bring you inside the collaborative relationship between The Boeing Company and Teague, their design partner of over 60 years, as they ventured to determine the needs and desires of passengers. She will describe the experience strategies, processes and circumstances behind the design of the 787 Dreamliner, the most successful commercial airplane launch in history.
About
Heidi McBride is Director of Research and Strategy, TEAGUE
Heidi has worked as Teague’s Director of Research and Strategy since 2006. She earned a BBA from the Honors Tutorial College at Ohio University and an MBA from Indiana University. Her work experience is rich and diverse, including notable clients such as McDonalds, Hallmark,Clorox, Target, Motorola, and Pfizer Consumer Healthcare. In her current role at Teague, she leads a team of researchers and strategists who work to identify growth opportunities and provide insight to inspire the design process. Working for clients such as SC Johnson, The Boeing Company, Hewlett-Packard and Microsoft, Heidi enjoys the challenge of coaching her team through ambitious and sometimes ambiguous projects, inspiring them to look beyond obvious solutions without fear of failure. Heidi is passionate about leveraging technology to challenge traditional business models and enable compelling experiences. Her workplace mantra? Don’t let the urgent displace important.