EP 173 | Behind the Story with Julia Feldmeier

June 1, 2020

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About this Episode

These days, designers have the challenge of not only unpacking who their client is and how they really live, but also in sussing out a person’s authentic style and preferences—not simply what they think they’re supposed to like based on what they see in their Instagram feed. Getting beyond the story leads to deeper connection and better results. 

In this episode we learn:

  • it takes effort to uncover who your client really is, underneath the veneer of who she is presenting herself to be
  • observing a client at home, in her natural habitat, tells you far more than listening alone
  • people are wired to give the answer they think you want to hear
  • emotions are powerful, find out how your client feels


Design Intervention

Powers of observation are unbeatable. The more you can observe clients in their natural habitat, the better insights you will have.


A former Washington Post journalist, Julia Feldmeier has spent nearly two decades studying consumer behavior to help brands figure out what consumers actually do (not simply what they say they do), what motivates them, and how to meaningfully connect with them. Her breakthrough insights have shaped product, design and marketing strategy for clients including Capital One, MasterCard, Ford Motor Company, Land Rover, Starwood, and more.

Julia’s work has been published in the Washington Post, Seattle Times, Fast Company, Forbes, and Harvard Business Review, and featured on the global stage, including the Cannes International Festival of Creativity and World Economic Forum.


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