Peter has a background in Anthropology and Design. Having spent years as a consultant at IDEO, he uses Human Centered Design techniques across industries, from automotive to banking, mobile technology to eye care. Most recently, Peter focused on understanding athletes at Nike. Working at the intersection of wearable technology, big data and social motivation he created product and marketing strategies for runners, trainers and everyday athletes. Peter’s primary goal is to help the team see their consumer experience with brutal honesty. Trade-offs are inherent to Design, but helping all stakeholders understand the human experience they are providing is good for consumers and good for business.