Mark Micheli

Vice President, Experience Innovation & Design Research at Kelton Global | Adjunct Professor, IIT Institute of Design

Chicago, IL

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About

I am a researcher, designer, marketer, business leader, teacher, and journalist. But, more importantly, in an era where you can't be "just" one thing – I'm a bridge between disciplines. I close the gap between business and design. And I use the power of behavioral research to help organizations drive change and innovation amid uncertainty. I have a consistent record of launching new teams, new products, new ways of thinking, and new ventures in a variety of industries – from the federal government and major media brands to leading FinTech firms and beloved national retailers. No matter the industry, I focus on solving the right problems by studying human context and revealing opportunities for systemic change. I believe leadership and words matter – and I fight to bring teams together around common decision-making languages. I hate seeing personal and organizational potential squandered by irrelevant silos, silly buzzwords, and bad systems – my mission is to help people find their confidence and see past constraints, real or imagined. I leverage my diverse background to speak the language of product management, content creation, UX and CX strategy, market research, and human-centered design, so that we can see what's possible and get stuff done – together – that matters. Reach out if you're ever interested in a conversation – about life, work, or the in-between. www.mark-micheli.com

Ask me about
Fgima
Adobe CD
Design Software
design
innovation
growth
robotics
service design
UX
CX
humam-centered design
media
journalism
public policy
government
digital
Adobe XD
Figma
Work experience

Aug 2019 - Present

Kelton Global

Vice President, Experience Innovation & Product Strategy

Founded Kelton's Experience Innovation practice – a high-growth new venture and multi-disciplinary team of UX designers, CX strategists, creative technologists, and business leaders helping Fortune 100 companies tackle their trickiest innovation and design challenges. I lead our thinking across three key fronts – project execution, business development, and practice/cultural growth. I'm committed to inspiring high performance teams to continually come up with novel approaches to solving brand, product, and service innovation challenges – from research and human-centered design to business model innovation and new product development. I build bridges with leaders in 10+ other acquisition companies and focus on eliminating (or not buying into) silos and creating a shared mission between engineering, design, research, marketing, and business development teams. As our business evolves, I represent product strategy, design thinking, and experience innovation on the executive team as we continue to figure out how to expand and grow. In everything I do, I aim to cultivate an environment that fosters high quality, metrics-driven experimentation that helps organizations make human-first improvements for their employees and brand-positive change for their customers. Through presence in non-traditional talent and networking communities, I aim to expand the team by attracting, developing, and retaining high performance research, design, and innovation leaders who excel within diverse and inclusive environments – tackling ambiguous and uncertain challenges with real-world impact.

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Jul 2019 - Present

IIT Institute of Design

Adjunct Professor, Illinois Institute of Technology

Instructor in the Master of Design (MDes) and Master of Design Methods (MDM) programs -- created curriculum for and continue to teach ID's required design research course, Principles & Methods of User Research. Course delivers the fundamentals of becoming a powerful and confident experience designer -- focusing on the distinctions between UX, CX, Service Deisign, Market Research, and journalistic-style research storytelling. I'm always looking for guest speakers, please reach out if you are interested in being a featured industry speaker. Past speakers have represented organizations such as Fjord, Frog, T3, Kelton, IDEO, Google, Spotify, IBM, Uber, The New York Times, The Wall Street Journal, Hawkfish LLC, and others. Course highlights include: - Experiential moderator training for UX and Market Research (UX Tests, Contextual Inquiry, Focus Groups) - Research storytelling (insights reporting and multi-media storytelling) - Business development training (reading RFPs to sell design research and innovation services) - User research process and ethics - Usability testing & ethnographic research - Quantitative research (survey design and quant approaches for UX / market research) - Card sorting and information architecture - Data analysis and collaborative synthesis - Scenario, persona, and segmentation development - Team collaboration and design sprints - Cultural probes and global user research - UX, CX, business, and service design

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Sep 2017 - Present

Bloomberg LP

Design + Content Strategy Consultant - Innovation, Law, and Technology

Author Bloomberg's Financial Products UX blog, partnering with Bloomberg's CTO and UX leaders to tell the story of how the team pioneered the use of modern UX research and design to build the Bloomberg Terminal. Built UX design and launch strategy for The Technocrat -- Bloomberg Industry Group's publication for public sector innovation and technology leaders. Served as editor through May 2019. Created digital marketing strategies for a range of teams -- from Bloomberg Law and Bloomberg Government to Bloomberg Philanthropies and the Bloomberg Terminal. Flexed into variety of roles depending on need -- researcher, writer, editor, designer, strategist, etc.

Sep 2017 - Aug 2019

Kelton Global

Sr. Director, Design Research (UX, Service Design & Customer Insights)

Used storytelling and expertise spanning policy journalism, content strategy, digital marketing operations, product management, and human-centered design to generate actionable, global insights about human behavior for innovation, design and marketing teams across the Fortune 100. Guided multi-disciplinary teams through the proposal, pitch, and execution of mixed methods, service design and UX research initiatives that unify customer / employee perspectives into seamless experiences. In my role, I provided oversight on global innovation projects – managing deployed teams across multiple continents while personally conducting ethnographic, UX, and brand strategy research in field alongside clients and local partners. Experience spans projects covering markets in India, Indonesia, China, Brazil, Mexico, the UK, and Germany -- with clients including Target, Best Buy, Google, Uber, Facebook, WhatsApp, Visa, Mastercard, Amex, MillerCoors, Coke, Nike, Kimberly-Clark, BlackRock, New York Life, State Farm, Warner Bros., and the Harry Potter and Matrix franchises, among other leading global brands. Across teams, I democratized the practice of design by expanding "who" gets to be a designer–instituting collaborative workflows for research synthesis, custom approaches to design sprints / creative workshops, and trainings that invite everyone to leverage design methodologies for creative problem solving. Specialized in interaction design, contextual inquiry, focus groups, and ethnographic research moderation across a variety of industries, including healthcare, financial services, insurance, grocery, retail, digital innovation, consumer electronics and public sector technology.

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Oct 2015 - Sep 2017

Bloomberg Government

Head of Digital Marketing & Product Design - Content, Brand, UX

As a creative strategy lead and product manager in the Bloomberg Marketing Studio, led multi-city team of 20+ marketers, data analysts, front-end engineers, visual and UX designers in yearlong rebranding/redesign of Bloomberg Government. Responsible for all creative, UX, engineering, and content strategy decisions during the digital redesign of Bloomberg Government. Maintained product roadmap and worked with sales, designers and developers to craft requirements, create wireframes, rewrite all product copy / sales enablement materials, and coordinate launch of new brand identity in-market and in-house. Served as product manager and design strategist for the BGOV200, transforming a costly live event into a digital-only interactive data visualization, generating thousands of qualified inbound leads. Taught and coached organization leaders on the value of design thinking in reshaping the customer experience. Leveraged human-centered design methods to facilitate "Brand Ambassador" workshops with sales and product teams designed to cut across silos and support change management initiatives identified during rebrand. Throughout digital redesign, earned executive buy-in from Michael Bloomberg’s deputies and the CEO of Bloomberg Government using InVision prototypes to facilitate presentations, justify design decisions, and gather stakeholder feedback. Assisted in database optimization and CRM data migration to create automated and personalized marketing nurture campaigns. Named to Bloomberg CMO’s Top Talent list, designation given to top 10% of employees in global marketing. Continued working part-time while pursuing master’s degree.

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Dec 2016 - Aug 2017

Samsung Electronics

Product Manager & Service Designer – Connected Living, Digital Appliances, Home Robotics

Led cross-functional product development and user experience team reimagining Samsung’s digital appliances product-service ecosystem. Focused on IoT integration, machine learning optimization and human-robot interaction in the POWERbot robotic vacuum cleaner product line. Served as product owner and service designer, responsible for product vision and advancing customer perspective via journey mapping and service blueprinting to identify design/experience breakdowns. Used agile and design sprint methodologies to prioritize prototyping at each touchpoint--from product unboxing through sensor-based long-term learning systems. Ensure consistency of service voice / A.I.personality across all front-stage touchpoints and in all concept videos. Designed UX research strategy featuring in-depth testing of competitor products via in-home ethnographies, diary studies and various guerrilla tactics. Leveraged SEC filings and company Form 10-Ks to build competitive analysis framework and develop product strategy that is both user and market driven. Project part of the MHCI capstone in collaboration with Carnegie Mellon University's Human Computer Interaction Institute.

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Sep 2014 - Oct 2015

Bloomberg Government

Content Marketing & Brand Strategy Lead - Inbound Demand Generation and Sales

Oversaw Bloomberg Government's brand voice, content-led sales strategy, and digital experience. Helped implement new subscription-based SaaS pricing model, CRM / lead nurturing approach, sales trainings, and internal / external brand activation across BGOV's digital experience ecosystem. Partner to senior sales executives in building content, event, and digital strategies to attract new leads, nurture them, and improve sales efficiency / conversion rates. Built and deployed dozens of successful campaigns to creatively attract high value niche audience decison-makers, including members of Congress, lobbyists, association leaders, government contractors, and federal officials. Recruited and managed Bloomberg Government’s first content marketing team / newsroom — led launch of content marketing strategy featuring 4 – 6 daily blog posts, 20+ contributing writers, 4 monthly eBooks, and 8+ live monthly events. Oversaw creative and editorial across all content channels--including live events and digital experiences.

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Oct 2013 - Sep 2014

Atlantic Media

Content Marketing Manager - Emerging Technology & Branded Digital Products

Co-founded the digital consulting and content marketing studio of Atlantic Media’s government and defense divisions. Served as editorial strategy lead, designing and executing product strategy that resulted in $1 million+ in new revenue, surpassing 2014 targets. Led team of researchers, designers, developers, and account directors in the launching of branded digital products. Directed the content and marketing strategy for all custom engagements--including email, native advertising, video packages, live events, and web design projects--for a range of Fortune 500 clients looking to win public-sector business in federal, state, and local markets. Analyzed data to ensure marketing and engagement efforts fulfilled lead-gen commitments and revenue goals; managed client relationships from pitch and proposal through execution and reporting to ensure results remained aligned with expectations; created library of digital media best practices to educate both team members and clients on continuously shifting digital engagement/storytelling tactics.

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Apr 2013 - Dec 2013

Atlantic Media

Editor - Special Projects & Audience Growth

Managed strategic editorial initiatives across all Government Executive Media Group brands (GovExec, NextGov, Defense One). During summer 2013, executed digital growth strategy for Defense One, Atlantic Media’s defense and national security publication, driving an 83% month/month traffic growth during launch window. Following six months of in-depth reporting, authored Government Executive’s July 2013 cover story on NIH Director Dr. Francis Collins and the effects of sequestration on the medical research community. Continued to cover sequestration and the NIH for The Atlantic and National Journal throughout 2013. Leveraged Adobe Marketing Cloud and other analytics tools to measure traffic, translate trends into actionable insights and increase audience acquisition across brands. Consistently grew newsletter and social media audiences, supported sponsorship and sales content packaging and worked with designers and developers to introduce new, immersive methods of storytelling.

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Jun 2012 - Dec 2013

Atlantic Media

Founding Editor - Excellence in Government

Launched and served as founding editor of Excellence in Government, the management best practices and public sector innovation hub of Government Executive. Site grew in excess of 10% month/month for nine months, quickly growing into GovExec.com’s most highly trafficked management channel. Consistently drove more than 10% of GovExec.com’s monthly site traffic. Authored two - four original posts per day, launched and hosted bi-weekly podcast, and edited monthly contributions from a network of 40+ public sector thought leaders. Recruited extensive network of contributors and media partners, including top-ranking Obama Administration officials. From 2012 - 2014, served as content programming co-chair and moderator for Excellence in Government Live. In 2013, helped the annual management conference attract over 900 federal attendees and assisted in successfully recruiting former Vice President Al Gore as keynote speaker.

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Jun 2012 - Dec 2012

Atlantic Media

Market Analyst & Research Operations Manager - Government Business Council

Managed operations and project timelines for Government Executive's research and market intelligence operation, overseeing client relationships and custom research deliverables. Introduced process mapping methodologies to improve program efficiency and increase inter-departmental collaboration.

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Jul 2011 - Jun 2012

U.S. Department of the Treasury

Business Operations & Emergency Management Consultant - Corner Alliance

Specialized in emergency management and public affairs. Served as lead evaluator of the Treasury Department’s Office of Emergency Programs Continuity of Operations (COOP) plans and worked with the Department of Homeland Security's External Affairs office to develop training courses for first responders on social media's use in enhancing incident response capabilities.

Aug 2010 - May 2011

Coro Center for Civic Leadership

Fellow - Coro Fellows Program in Public Affairs

See education.

Jun 2009 - Aug 2010

LPCA Public Strategies

Research Analyst - Public Policy & Opposition Research

Conducted comprehensive opposition and self-research for high profile congressional and gubernatorial political campaigns using Lexis-Nexis, FOIA requests, campaign finance analysis and other public records tools. Developed polling memos and research books for over 13 campaigns–subjects included Gov. Rick Perry, Rep. Anthony Weiner, Rep. Michelle Bachmann, Sen. Tom Harkin and the 2010 Ukrainian Presidential Election.

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Jan 2007 - Dec 2009

ARENDS

Copywriter & Brand Strategist

Managed content creation for B2B clients, including press releases, advertising copy and logo and brand identity creation.

Jan 2009 - May 2009

Think Magazine

Executive Editor - Digital Operations & Editorial Strategy

Led the creation and launch of Think Magazine's digital presence. Managed staff of 26 writers, editors, developers, marketing directors, designers and social media managers in formulating editorial mission, voice and business plan. Authored features and created video content highlighting breaking news stories, including the legalization of same-sex marriage in Iowa.

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Jan 2007 - Dec 2008

ABC News

Production Intern - This Week with George Stephanopoulos

Worked for This Week with George Stephanopoulos and Good Morning America for both the Republican and Democratic debates hosted at Drake University as well as the Iowa Caucuses.

May 2008 - Sep 2008

United Nations Office at Geneva

Foreign Correspondent - United Nations and World Trade Organization

Based out of the United Nations Office in Geneva and the headquarters of the World Trade Organization, covered breaking stories concerning agriculture, trade, climate change and national security for the Des Moines Register and other publications.

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Jan 2006 - Dec 2007

Chicago Tribune Media Group

Reporter

Education

2016 - 2017

Carnegie Mellon University

Masters, Human-Computer Interaction, Computer Science

The Human-Computer Interaction Institute within Carnegie Mellon University's School of Computer Science strives to harmonize the application of emergent technology with human needs through an interdisciplinary research and design education that combines human-centered design, computer science, business strategy and behavioral psychology. Specialization: Product Management, CX / Service Design, User Research, Human-Robot Interaction, Mobile Health

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