Kathryn Campbell
Director of Research & Insights at Live Nation/TicketmasterKathryn Campbell created and now leads the UX and marketing research insights team at Ticketmaster North America. She specializes in showing organizations how to effectively integrate user insights into product strategy and design.
Kathryn has worked with organizations ranging from lean startups to global leaders, museums to banks, in both B2C and B2B marketplaces. Her goal is to make the world a more delightful place, one experience at a time.
Defining Meaningful Requirements
Calling for all project managers, business analysts, developers, military, students, team members, planners, coordinators and anyone interested in requirement defining and gathering, growing their leadership and project management skills, learning practical applications and taking themselves to the next level are welcome to join in on the action.Defining new product or service requirements is often treated as the tedious task of gathering miscellaneous ideas from a variety of internal stakeholders and documenting them so that the “real work” -- design and development -- may begin. Yet this common approach misses the enormous opportunity that the discovery phase can offer. In this workshop, we will explore the most common mistakes made during requirements definition and how to avoid them, as well as practices for uncovering and nurturing new ideas.You will learn:
- To look at your marketplace with fresh eyes;
- To identify new opportunities with current and potential customers;
- To consider the impact of your work more broadly;
- To foster innovative ideas even within very traditional, risk-averse environments.
