Mackenzie Shaw

Mackenzie Shaw is a design thinker, design researcher and problem solver. In her previous life as an industrial designer, Mackenzie designed packaging and products, but soon realized that she needed to better understand who would be using these things and how they would be used. She then spent six years as a design researcher, visiting people around the world to better understand their needs and expectations related to a variety of topics (including wellness, software, gardening tools, office supplies, car interiors and garage lighting, among many others) and assisting businesses in leveraging the research insights to create better experiences. 

As Director of UX Research at Nationwide, Mackenzie leads a team of experience strategists and researchers who help lines of business and design teams understand their customers by using a variety of qualitative methods and tools. Her team focuses on creating actionable insights to inspire design, influence priorities and align teams throughout the company in an effort to create the best experiences for Nationwide’s members. 

In her free time, Mackenzie can be found spending time with her husband and four-year-old son. She enjoys being outside on her family’s farm, camping and hiking in the mountains, planning and attending music festivals, and raising money for cancer research.