Good design creates clarity—it helps move decisions forward. At BCG Design Studios, Matt Ingram and Melanie Stetter-Hernández use neuroscience and storytelling to help organizations translate complex ideas into narratives that sharpen understanding and accelerate decisions. With backgrounds spanning neuroscience, design, global brand strategy, and behavioral insight, their approach reveals how design guides attention, reduces cognitive load, and drives outcome.
Good Practice Season Two: Signs of Life
In its second season, Good Practice explores the friction and connection between creative instinct and data intelligence. Signs of Life looks at how ideas take shape when intuition meets evidence, hosted by Stocksy CEO Trace Cohen and Creative Director Genevieve Ross in conversation with the leaders redefining creative practice today.
Episode 3: featuring Melanie Stetter-Hernández and Matt Ingram of BCG Design Studios
How do you make decisions that resonate — not just on paper, but in the minds of your audience? That’s the space where BCG creative strategists Matt Ingram and Melanie Stetter-Hernández work every day, bridging design, human behavior, and neuroscience to help global brands communicate more meaningfully and effectively.
Their approach is built on a simple maxim: decision-making is messy, and never purely rational. It’s shaped by memory, emotion, pattern-recognition, and the subtle cues our nervous systems use to decide what feels trustworthy, coherent, and human. In this episode, they unpack how those dynamics shape creative strategy at scale.
“Emotion is universal, but meaning is what comes from the locality.” — Matt Ingram
That insight echoes throughout the conversation. Whether they’re refining narrative frameworks, translating complex ideas for executives, or designing visual systems that “feel right” across cultures, their work comes back to the same question: what creates resonance?
How to Listen
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