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ON-DEMAND VIRTUAL EVENT
How to Upskill Design Teams with Research and AI
The design research team at Best Buy is leveling up how cross-functional teams learn, collaborate, and deliver - by bringing research, design, and AI together.
How exactly are they doing it? And what does it look like to build a system that upskills researchers and designers without sacrificing quality or creativity?
At Best Buy, Susana La Luz-Hawkins is leading the charge by embedding research into design systems, scaling with AI, and developing storytelling skills through programs like Cadence.
Join Susana and Marvin CEO Prayag Narula for a behind-the-scenes look at how research and design teams can grow together - efficiently and effectively.
You’ll learn:
💡 How to build stronger storytelling and articulation skills
💡 Why repetitive research tasks can be a good thing
💡 When to automate with AI—and when not to
💡 How to scale research within design systems
Speaker Spotlight
Susana La Luz Hawkins
Susana La Luz-Hawkins is Senior Director of Design Research and Enablement at Best Buy, where she builds integrated models that connect research, design, and operations to empower cross-functional teams.
A seasoned design leader and artist, Susana champions scalable, actionable research and upskilling teams in storytelling and decision-making. She led the creation of Best Buy’s first formal design systems team and drives programs that democratize research across the organization.
Known for her pragmatic approach to AI and bold vision, Susana brings insight and humor to every conversation, shaping the future of design collaboration.
Prayag Narula
Prayag Narula is co-founder and CEO of Marvin, an AI-native customer insights platform trusted by Fortune 500 companies to better understand their customers. Marvin brings together AI-powered research tools, an intelligent knowledge repository, and agentic AI to help teams connect with their users, learn faster, and make better decisions together.
Prayag has spent his career at the intersection of research, technology, and entrepreneurship. Before Marvin, he co-founded and led LeadGenius. He previously worked as a researcher at the University of Helsinki, studied at UC Berkeley’s School of Information, and published more than a dozen papers on human-computer interaction, user-centered design, and artificial intelligence.
