Matt Mayfield has worked for over 20 years in applied research across the domains of design, consumer behavior, product/service strategy, and computing technology for fortune 500 companies.

As a consultant, developer, and educator, he has identified and shaped compelling product/service opportunities in several industries including wireless communication, medical products, housewares, consumer electronics, fast food, and air travel. Through an emphasis on multidisciplinary insight, repeatable processes, and a bias towards action, Matt is passionate about making sense of market spaces and helping organizations envision and evaluate potential futures.

Matt is currently Assistant Dean at the Illinois Institute of Technology, Institute of Design. His courses include product and portfolio planning, contextual design research, and design processes. His long-term research interests revolve around understanding the impact of computing technologies on decision making for design and business. Matt continues to consult with companies and universities on navigating the complexities of today’s markets to inform future product and service innovation.

Presentations and Publications

Design-Driven Product Line Management & Experience Journey Modeling
Speaker and workshop facilitator for IEEE – Tsinghua International Design Management Symposium, December 2013

Framing for Innovation
Presentation for Godrej Industries Executive Immersion program, December 2013

Strategy Simulation in Design: The Role of Simulation in Exploring Both Business & Design Decisions
Paper, co-authored with Stan Ruecker, and presentation for 5th International Congress of International Associations of Societies of Design Research (IASDR), August 2013

Working with Qualitative Analysis
Executive presentation for Leo Burnett, March 2013

Analysis in Design
Lecture for D4 Lab program at University of Chicago, January 2013

Decision Making in Product Portfolio Planning
Presentation and facilitated work session for IDK, Hong Kong Design Centre, January 2013

Battling the Demons of Complexity: Design Thinking in a Business Context
DMI Review, Blackwell, Publishing Ltd, May 2012

Data > Insight, The Role of Interpretation in Insight
Presentation for MorningStar internal technical conference, October 2011

Six Fingers to Human Centered Design, revisited
Lecture for the Segal Design Institute, Northwestern University, October 2009

The Discipline of Product Discovery
Journal of Business Strategy, Emerald Publishing, Volume 30, Issue 2/3, May 2009
republished in Taiwan EMBA Magazine, June 2009

Fuzzy Front End of Product Definition
Lecture for the Segal Design Institute, Northwestern University, October 2008

Six Fingers to Human Centered Design
Statements, American Center for Design, Volume 13, Number 3, June/July 1999

Research Grants

Principles and Tools for Decision Making Spaces in Global Product Supply Organization
2010 – Fully funded award of $120,000

Professional Organizations

  • Product Management and Development Association (PDMA)
  • Industrial Design Society of America (IDSA)
  • Design Management Institute (DMI)