Heidi is the Principal of HMSD Design Research & Strategy, a design thinking consultancy serving Fortune 500 companies. Heidi is a design thinker, and a systems thinker; she is highly collaborative and explicitly user-centred. Her core competencies are in the use of hybrid design research methods, translating complex information into meaningful insight for strategic direction, and facilitating organizational mindsets to make new strategic paths possible.
She has an undergraduate degree in Psychology from Western University in London, Ontario, Canada, and a Master of Design in Strategic Foresight and Innovation from OCAD University in Toronto, Ontario, Canada.
A serial entrepreneur, HMSD is Heidi’s fourth independent business. Previous ventures include the transformation and operation of a 10-room heritage inn, and a co-working space, both successfully sold. Being in the trenches, placing bets and seeing the outcomes of those bets serves to bring a strategic perspective that can’t be reproduced. With more than 20 years of professional experience, Heidi has held marketing roles on the client side, in hospitality with The Sutton Place Hotels Group and in finance technology with Newcourt Financial (now CIT Group). Moving into the communications field, Heidi spent 15 years in Strategic Planning, most recently at the Vice President level, leveraging customer-centric principles to help build some of the world’s biggest brands.