Aline Baeck

Aline Baeck

Design in the Trenches: A Dispatch from the Front Line

Design is being practiced in the field every day. What is it like for designers on the front line?

The environment may be unfamiliar.

The conditions can be unpredictable.

Plans are often made, remade, or abandoned.

Designers can feel like they are in enemy territory. But it doesn’t have to be a war.

Come to hear stories from startups, software companies, and financial institutions, where designers are changing the way business works; where design processes and methods are being adapted and remade, and through design-thinking and innovation, designers are helping businesses succeed.


Aline Baeck has practiced design for over 20 years. She currently leads design for Capital One, UK. Her previous positions include Head of Design at eBay Global Product Experience Group, Head of Design at Causata, a big-data software startup in London, and Innovation Leader at Intuit.

She has applied her passion for design to industries such as national defense (SRI, International), information systems (Dialog Information Services), medical devices (Acuson), telecommunications (Nortel), b2b internet software (Centegy), and small business solutions (Intuit). She received her Master’s degree from Stanford University and has several patents. Her latest publication is a chapter on design thinking in UX Best Practices: How to Achieve More Impact with User Experience.