Thu, Aug 29th, 12:00pm - 1:15pm

Luncheon with Azul 7

Design Thinking: Why We Need It Now More Than Ever

Design thinking is a hot topic with plenty of followers and critics, but at its core, it’s a problem-solving approach that we need now more than ever. As marketing budgets continue to shrink and companies search for ways to innovate and stay relevant, a human-centered design approach encourages the design of things worth advertising rather than clever advertisements for things we don’t need. Design is more than aesthetics—when done right, it can help solve much larger problems facing our society today. In this presentation Denny Royal, Principal of Azul 7, will talk about the role of design as not just an aesthetic exercise at the end of a project, but a strategic advantage that helps organizations to better meet the needs of their users.

Denny Royal, Azul 7

As a principal and Azul 7’s design thinking practice leader, Denny Royal has grown and nurtured the organization’s human-centered design approach. Denny’s background in design research, customer experience, brand, design and technology allows him to help clients in the fields of travel, financial services, education, health, wellness and health care solve challenges from a holistic perspective. He holds a deep interest in behavior design with the goal of encouraging real behavior change rather than incremental improvement and speaks regularly at health care and design industry conferences and events advocating for a human-centered approach to the design process.

Doors open at 11:30 a.m. Presentation from 12:00–1:15 p.m.


International Market Square 275 Market Street, Studio 185 Minneapolis, MN map »


Individual / Small Group Rates » Walk In Registration is Available
  • AIGA Member: Trustee / Leader / Sustainer / Supporter / Educator | $30, or $40 after August 28
  • AIGA Member: Contributor | $40, or $50 after August 28
  • AIGA Member: Student | $25, or $40 after after August 28
  • All Nonmembers | $50, or $60 after after August 28
Table of Ten (10) Group Rates » Walk In Registration is Available
  • AIGA Member | $250
  • All Nonmembers | $400
Online registration closes Wednesday, August 28 at 5:00pm CST
(or when tickets are sold out, whichever comes first)

About Luncheons

Luncheons are an ongoing series featuring local or regional speakers from within the design community and are designed to inform and enlighten the AIGA constituency on a variety of timely, design-related topics. If you need special assistance, please contact Sam Michaels, Director of Legacy Programming, one week before the event so we can make the necessary arrangements.

About AIGA Membership

Learn more about AIGA’s new membership structure with a variety of affordable rate levels and exceptional benefits.

Thanks to our 2013 Luncheons sponsors for their enthusiastic support of our members. vividlogo  

Contact Leadership

Jenny Schmitz-Hinshaw
Jenny Schmitz-Hinshaw
Director of Legacy Programming
Jenny has been a member of AIGA Minnesota since 2000, volunteering on the Design Camp® committee for several years, and serving as co-chair in 2010. She then served on AIGA Minnesota’s board of directors as the director of affinity programming. In this role, she led the affinity groups, which included emerging designers, in-house designers, solopreneurs, sustainable design, veteran designers and UX. From 2012-14, Jenny served as president, overseeing the chapter’s 75 yearly events and initiatives, providing members with a wide variety of opportunities to learn, be inspired, and make new connections.

Jenny’s design career has been focused on the education and healthcare fields. She has extensive experience with in-house creative teams, currently as a designer and project manager with Smiths Medical.