About


Dave Flotree, Principal

Flotree Consulting helps companies innovate with confidence by providing data and insights about the people who use their products and services; by discovering what they are trying to accomplish, what matters most, and the challenges they face. This includes going into the field to directly learn what people do and why they do it, using the field data to create market-representing models and personas, working with design teams to envision new products, systems, or services from the data, and going back into the field to user-validate designs.

Dave Flotree has over 25 years of customer-facing business experience in user research, requirements analysis, functional design, and marketing of technical products. He started out working at the Fluke Corporation as a product planner and product manager for computer peripherals, portable electronic devices, and device control software. To bring the customer voice to the design process he brought in and used qualitative user research and user-centered design techniques.

Dave has since practiced as a user-centered design consultant on a wide range of projects, many with InContext Design whose founders Karen Holtzblatt and Hugh Beyer developed the Contextual Design methodology and under whose guidance he has developed many of his skills. He has worked with clients from small startups to Fortune 50 companies for the design of complex and highly interactive products and systems in diverse domains including healthcare, legal services, financial, education, business systems, construction, retail, and software. Example engagements include:

  • Ecommerce mobile application design
  • Real estate buyer and seller experience
  • Consumer mobile audio enhancement apps
  • Student studying processes and environments
  • Construction equipment and worksite operations
  • Medical ordering
  • Business process monitoring and management
  • Consumer shopping experience
  • Online legal services
  • Healthcare operational performance reporting
  • Technical support incident submission
  • Corporate legal support and self-help
  • Marketing and sales strategy processes
  • Consumer energy conservation behavior
  • Financial portfolio management
  • Technical support call center content management