Co-Creating the Future: Launching the Design Lab

What I Led

1. Founded the Watermark Design Lab
I conceived and launched the Watermark Design Lab, a dedicated research experience embedded within our annual user conference. It was designed as a space for customers and designers to connect directly, participate in live UX sessions, and influence the direction of our products through structured, engaging activities.

2. Created a Multi-Modal Research Environment
We designed the Lab to support a wide range of research methods—from usability testing and card sorting to interviews, interactive exhibits, and sticky-note activities. This variety allowed us to gather rich, contextual feedback while keeping sessions approachable and collaborative.

3. Integrated the Lab into the Conference Ecosystem
I partnered with event, product, and marketing teams to position the Design Lab as a central part of the conference experience. Sessions were scheduled throughout the day, with clear signage and messaging inviting users to drop in and participate. We trained and scheduled designers in rotating shifts, equipping them with research materials and standardized documentation workflows.

4. Extended Research Value Beyond the Event
Beyond in-the-moment feedback, the Lab became a pipeline for future research. Many participants opted in for follow-up conversations post-event or helped connect us with students, faculty, and other stakeholders we otherwise couldn’t access. This expanded the reach of our research and helped build a stronger year-round feedback loop.

5. Elevated Design’s Role and Customer Voice
The Lab helped shift perceptions of the conference—from a passive, content-driven experience to a two-way dialogue about the future of education technology. Attendees saw themselves as partners, not just users—shaping what came next, not just reacting to what already existed. This not only increased engagement but reinforced our commitment to customer-centered product development.

Results & Outcomes

• Generated hundreds of real-time insights across multiple product lines, influencing both tactical UI decisions and broader strategic direction.
• Led to tangible improvements in product usability, and helped validate key workflows across student, faculty, and administrator personas.
• Created a sustainable pipeline of future research participants and customer advocates, expanding access to harder-to-reach voices across higher education.
• Strengthened customer relationships by fostering collaboration, transparency, and a sense of shared ownership over the product’s future.
• Established the Design Lab as a recurring conference ritual that showcases our values and operationalizes our commitment to human-centered design.