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John Armitage

VP Product Design

John Armitage is a strategic digital product designer and practice leader. He has filled the roles of principal designer and team/practice leader in both consulting and product development teams.


John recently led the user experience team at Host Analytics, a cloud EPM software provider. During his tenure, Host's product moved from the Visionary to the Leader quadrant in two Gartner Magic Quadrant domain reports.

His 10 years with business intelligence provider BusinessObjects, and then SAP, began with the creation of BOBJ's UX team in Paris, France and Vancouver, Canada. John made the business case for UX investment, introduced UX practice to the organization through global training courses, and integrated UX roles and deliverables into the product development lifecycle.

At SAP, John led a long-term design research effort to envision next-generation solutions for visual analytic consumption. The resulting design language, called LAVA, is being adopted across SAP. Noted for its radical simplicity and broad utility, LAVA positions SAP to bring practical, analytic decision-making to all areas of the enterprise. Project results, and a process commentary, are published in John’s 2016 book Bringing Numbers to Life: LAVA and Design-Led Innovation in Visual Analytics.

John has spoken, tutored, and consulted internationally about user-centered design techniques such as user research, participatory design, and agile development for digital products. He attended Miami University and Rhode Island School of Design. His thesis focused on design methods and processes, now referred to as Design Thinking.

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