# Ep. 56 - Design that sticks - Martha Cotton

Page: https://stenobird.com/podcast/the-experience-edge-7117779/ep-56-design-that-sticks-martha-cotton
Text version: https://stenobird.com/podcast/the-experience-edge-7117779/ep-56-design-that-sticks-martha-cotton.md
Podcast: [The Experience Edge](https://stenobird.com/podcast/the-experience-edge-7117779)
Published: 2025-12-17T06:00:00+00:00
Episode link: https://podcasters.spotify.com/pod/show/experienceedge/episodes/Ep--56---Design-that-sticks---Martha-Cotton-e3cceof
Audio file: https://anchor.fm/s/fb8746cc/podcast/play/112654543/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2025-11-15%2F414410770-44100-2-6bf532d7f9ea4.mp3
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JSON: https://stenobird.com/v1/public/podcasts/the-experience-edge-7117779/episodes/ep-56-design-that-sticks-martha-cotton
Duration seconds: 3454

## Resource

Martha Cotton, Managing Director at JPMorgan Chase, brings 25 years of experience bridging anthropology, design, and enterprise transformation. Known for helping large organizations understand people, navigate change, and design for adoption, Martha shares how empathy, collaboration, and partnership shape modern design leadership. In this episode, she and Jochem explore how designers can speak the language of business, why data partnerships matter, and what it really takes to drive customer centricity inside legacy organizations. They examine the future of journey management, organizational transformation, and how AI will reshape creative work. Guest Bio Martha Cotton is Managing Director at JPMorgan Chase, where she leads design research and drives customer centricity across one of the world’s largest financial institutions. With a background in cultural anthropology, she has built a career spanning boutique studios, global consultancies, and enterprise design leadership. Her work focuses on designing for adoption, shaping change inside complex organizations, and elevating design as a strategic partner to the business. Martha is also an educator and long-standing contributor to the Ethnographic Praxis in Industry community. Takeaways Designing for adoption ensures experiences deliver sustained customer and business value. Design leaders must articulate impact in business terms, not just craft terms. Organizational change succeeds when it’s driven top down, bottom up, and radiating from the middle. Strong partnerships between design and data unlock measurable outcomes and credibility. Journey management becomes transformative when supported by diverse data and cross-functional collaboration. Chapters 00:00 Setup and warm up 02:27 Intro to Martha Cotton 03:44 Martha’s c…

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## Transcript

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