Designing software is one thing. Understanding the needs,  of people buying a physical product is entirely different. Or is it?

Today I’m talking to Andy Vi-tally about designing experiences at 3M, and his new role at Polaris where they make motorcycles and ATVs.

Andy Vitale is the Director of User Experience at Polaris Industries, a global powersports leader, where he is responsible for leading user experience design across Polaris’ innovative product lines. Andy is focused on translating human insights into actionable experiences that fuel the passion of riders, workers and outdoor enthusiasts.

Andy holds a Master’s Degree in User Experience Design and has almost 20 years of experience, having held multiple roles as a designer, entrepreneur, education department chair, and design leader. With a proven ability to lead change and process improvements, Andy has developed strategies and design solutions for diverse organizations ranging from startups to Fortune ranked companies. He is a relentless user experience evangelist, with a passion for cognitive thinking and humanizing technology, driven by a user-centered passion that takes a team, and its products, from good to great.

Aside from his primary role at Polaris, Andy is an adjunct professor for Kent State University’s User Experience Design graduate degree program. He often writes about design and speaks at conferences and events.

Follow Andy on Twitter