EP 173 | Behind the Story with Julia Feldmeier



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.

About Julia Feldmeier

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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Legal Disclosure | This podcast is for educational purposes only and should not be used for any legal decisions. Kimberley Seldon Design Group, Kimberley Seldon Productions Inc., Kimberley Seldon Design and Media, Inc., Business of Design™, or any of its affiliated companies or staff is not responsible for any errors or omissions effecting accuracy in any content, and they will not be held liable for the use or misuse of information, facts, details or any other aspects should there arise any defects, errors, omissions or perhaps inaccuracies. Extensive research has been conducted to put this podcast together for the purpose of educating our industry in order to better serve the public. Care has been taken to acknowledge ownership of copyrighted material. The advice and strategies contained herein may not be suitable for every situation. This work is offered with the understanding that we do not render any legal, accounting or other professional advice. Seek the advice of a lawyer and/or other competent professional person in all matters of law. Further, listeners should be aware that internet websites mentioned may change or disappear between when this was recorded and when it was listened to.

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