Berkeley professor kicks off spring 2020 design thinking workshop series

Thu, 01/09/2020

Design Cycle Graph

On Wednesday, January 29, 2020, Dr. Virginia Rath will kick-off the first Milstein program design thinking workshop of the spring 2020 semester with a workshop titled "Innovation by Design".

Dr. Rath will answer the questions: How does innovation happen? What tools do I need to create products or services that people will love?

Innovation is fundamentally a way of materializing customer needs and the success of any innovation (or start-up) relies on a deep connection with customers. In this workshop, we use Design Thinking to explore qualitative approaches (customer observations and ethnographic interviews) to understand customers. The art of this understanding comes from developing empathy and true curiosity about the ‘ordinary’ in people’s lives to uncover unspoken (or emerging) needs from their stories. Be ready to dive in and get some practice!

Dr. Rath is an accomplished scientist, design research consultant and serial entrepreneur with broad expertise in education, health care, biotech and consumer products. She combines hands-on business experience with a strong science background to evaluate technology businesses and marketing strategies. She has been a Lecturer in the Haas School of Business at UC Berkeley and in the at Stanford University. 

Virginia received B.S. and M.S. degrees in Biological Sciences from Stanford University and a Ph.D. in Biochemistry and Biophysics from the University of California at San Francisco. She has dual MBA degrees from the Haas School of Business at the University of California at Berkeley and Columbia University in New York.

The presentation will be at the Tatkon Center from 4:45 p.m. to 7:15 p.m. and is open to the public. Dinner provided.

Virginia Rath Headshot