5 Corporate cultures that inhibit designing creative solutions

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Presentation for the Fifth Annual Design Research Conference at the Interdisciplinary Design Institute of Washington State University- January 15-16, 2009

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  • 5 Corporate cultures that inhibit designing creative solutions

    1. 1. 5 corporate cultures that inhibit designing creative solutions Presentation for the Fifth Annual Design Research Conference at the Interdisciplinary Design Institute of Washington State University- January 15-16, 2009 Wendy Castleman | Principal User Research Scientist | [email_address]
    2. 2. <ul><li>Design for various cultures </li></ul>in The impact of culture on designing
    3. 3. My World
    4. 4. Who am I? Design
    5. 5. Influences on Designer Creativity Personal character, personality and skills Physical environment Cultural environment
    6. 6. Cultural Environment
    7. 7. Team who could design creative solutions Personal character, personality and skills
    8. 8. In a place where team could design creative solutions… Physical environment
    9. 9. Ideal Cultural Environment for Designing Creative Solutions Perspectives Customer Input & Feedback This is fun! Cultural environment Iterative Prototypes
    10. 10. 5 Corporate Cultures… <ul><li>Approval </li></ul><ul><li>Planning </li></ul><ul><li>Correct </li></ul><ul><li>Committee </li></ul><ul><li>Talk </li></ul>… that inhibit designing creative solutions
    11. 11. Culture of Approval belief that the best answers are high-up in the organization
    12. 12. Customer Input & Feedback There is no reason anyone would want a computer in their home. – Ken Olsen (founder of Digital Equipment Corporation) Culture of Approval: Radical Ideas get killed off too easily. Perspectives
    13. 13. Working with the culture of approval customers
    14. 14. Culture of Planning belief that you can always be successful if you strictly adhere to plans
    15. 15. Culture of Planning: Closed off to new ideas too soon. We are a software company Iterative Prototypes
    16. 16. Working with a culture of planning Plan -Experiment -Look for surprises
    17. 17. Culture of Correct belief that there is only one answer
    18. 18. Culture of Correct: Alternatives aren’t explored Iterative Prototypes
    19. 19. Working with the Culture of Correct believed correct should be wrong crazy might work another another another another another another
    20. 20. Culture of Committee where everyone must be on-board for things to move forward
    21. 21. Perspectives Culture of Committee: Fosters needless complexity and delay
    22. 22. Working with the Culture of Committee
    23. 23. Culture of Talk where employees are encouraged to tell others what their ideas are and why they are good before acting
    24. 24. Culture of Talk: Don’t test crazy ideas and don’t focus on the experience This isn’t fun! &quot;Instead of focusing on the visual design, we'll focus on the interaction between the user and the machine.” – Nintendo Wii Team ( didn’t say ) Iterative Prototypes
    25. 25. Working with the Culture of Talk
    26. 26. No man is an island… - John Donne Perspectives Customer Input & Feedback This is fun! Iterative Prototypes
    27. 27. What can you do to make your culture a better place to design in?

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