WHO WE ARE
Since 2019, New State has partnered with enterprise-level organizational leaders and multidisciplinary design teams to deliver deep customer insights that reduce risk in new product or experience investments. Our expertise spans user research, service design, rapid prototyping, testing cycles, and change management. We lead and collaborate with diverse teams, including user experience researchers, service designers, UX designers, brand designers, and product managers, to create innovative, user-centric solutions that drive business success. Our experience spans across finance, healthcare, consumer goods, workplace, hospitality, and technology.
Meet Our Leadership
BRIAN GRAZIANO
Founder, Design Strategy Director
Brian Graziano is a multidisciplinary experience design leader with over two decades of experience driving innovation through user research, service design, and change management. Most recently, Brian served as the Director of Service and Product Design for the Patient & Market Experience team in the Revenue Cycle at Providence St. Joseph Health. At Providence, Brian led a team focused on elevating non-clinical patient-facing experiences including scheduling, registration, check-in, and financial outreach across a system of 50+ hospitals in seven states.
A graduate of Drake University with a Bachelor of Fine Arts in Graphic Design, Brian has built a career at the intersection of design, technology, and healthcare. His expertise lies in orchestrating new experiences, leading multidisciplinary teams, and partnering with enterprise-level organizational leaders to scale customer experience design capabilities in large organizations.
At Providence, Brian has spearheaded several groundbreaking initiatives, including the launch of Series Express, an innovative product experience that streamlines the check-in process for patients with multiple same-day appointments. This project, designed in collaboration with the Swedish Cancer Institute, resulted in significant improvements in patient satisfaction and operational efficiency, earning a Silver award in the Best User Experience category from the US Customer Experience Awards '24.
Prior to his role at Providence, Brian held leadership positions at Johnson & Johnson, Gensler, and Levy Restaurants, where he consistently demonstrated his ability to leverage design thinking to drive business growth and improve customer experiences. His work within enterprise companies and as a consultant has spanned various industries, from healthcare and pharmaceuticals to hospitality and sports entertainment.
Brian's unique blend of creative vision, strategic thinking, and healthcare expertise positions him as a valuable voice in the ongoing conversation about improving patient experiences in oncology care. His presentation at NOC draws on his recent work at Swedish Cancer Institute, where he has been instrumental in reimagining patient access experiences.