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Hello, I’m Nancy Xu

Design Researcher, IDEO Shanghai

As a design researcher at IDEO, I talk to and observe people to discover insights that inform our design and trigger meaningful changes. I help to build and apply a human-centered approach to bring benefits to both business and consumers.

What you won't learn from my bio:
I love to consume stories in every format: movies, dramas, animations, readings. I can spend days and nights enjoying them non-stop.

Joined IDEO:

Full Bio

Nancy Xu is Design Researcher at IDEO Shanghai. She builds and applies a human-centered innovation approach to bring benefits to both business and consumers.

Nancy has a deep understanding of Chinese culture and her contemporary reflection links back to philosophy. Born and raised in Taiyuan, Shanxi province, a tier 2 city, and educated in the US, Nancy is particularly interested in how design thinking can help address systemic challenges in China, including the Chinese education system, the growth opportunities of middle-income consumers, aging, and the changes brought by new generations in China.

At IDEO, Nancy has accumulated abundant insights into different markets and clients. Her clients include Global Top 500 Companies, leading Chinese companies, start-ups, etc. Her project experience covers extensive markets such as China, Australia and India. Nancy is devoted to trying different research approaches such as, using iterative and agile development methods to inspire various forms of design processes, and guiding design direction by uncovering market and consumer needs.

Prior to joining IDEO, Nancy worked at Samsung Design China as Product Researcher and Strategist. She worked with the marketing and product design teams to deliver forward-looking product directions and concepts, covering all of Samsung’s product categories for China. Reporting to senior executives in Samsung, Nancy brought innovative and market-valid solutions fueled by relevant, local market insights.

Nancy holds a master’s degree from the Institute of Design at Illinois Institute of Technology. During her studies, she also worked with Boeing, Liberty Mutual, and Steelcase Foundation.