Brian Walsh (Canada)

Principal, Structured Empathy

As principal and sole practitioner for Structured Empathy, Brian provides training and consulting services for donor and customer experience design, beginning with journey mapping. He is a twin-degree professional engineer based in Toronto, but happily travels globally. 

From 2010 to 2017 at Oracle, he introduced thousands of people to customer experience design using journey mapping for B2C & B2B customers, employees, donors, volunteers, students, citizens, suppliers, and partners. He has led 50+ multi-customer events and facilitated custom engagements for 100+ organisations including DuPont, McDonald’s, Bosch, Cisco, Citibank, CIBC, Sun Life, Air Canada, Fairmont Hotels, Indigo, and Pearson. 

In 2013 Brian began adapting the methodology for supporting the not-for-profit sector, presenting at conferences in Orlando, Toronto, Montreal, and New York, and culminating in being voted best new speaker at the 2015 International Fundraising Congress (IFC) in Amsterdam. This exposure led him to engage with the UNHCR and others. 

In 2018 with Structured Empathy he has conducted engagements with the UN Refugee Agency (in Washington, London, Madrid, Copenhagen, Stockholm, Bonn, Rome, Beirut, Hong Kong, Seoul, Tokyo, and Sydney), Save the Children (London), Resource Alliance (Amsterdam), World Animal Protection (Copenhagen), Allianz, Capital One, Inertia Engineering, CMHC, York Region, and the Geneva Centre for Autism. 


Learn more about Brian’s IFC 2019 masterclass –

Design your donor experience: Empathise, analyse, create, test, and deploy


Learn more about Brian’s IFC 2019 workshop –

Supporter experience design thinking: Twelve countries, twelve workshops, twelve months later – lessons learned from the UNHCR on adopting design thinking and journey mapping