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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

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

Published in: Design, Technology

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    • 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.
      • Design for various cultures
      in The impact of culture on designing
    • 3. My World
    • 4. Who am I? Design
    • 5. Influences on Designer Creativity Personal character, personality and skills Physical environment Cultural environment
    • 6. Cultural Environment
    • 7. Team who could design creative solutions Personal character, personality and skills
    • 8. In a place where team could design creative solutions… Physical environment
    • 9. Ideal Cultural Environment for Designing Creative Solutions Perspectives Customer Input & Feedback This is fun! Cultural environment Iterative Prototypes
    • 10. 5 Corporate Cultures…
      • Approval
      • Planning
      • Correct
      • Committee
      • Talk
      … that inhibit designing creative solutions
    • 11. Culture of Approval belief that the best answers are high-up in the organization
    • 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. Working with the culture of approval customers
    • 14. Culture of Planning belief that you can always be successful if you strictly adhere to plans
    • 15. Culture of Planning: Closed off to new ideas too soon. We are a software company Iterative Prototypes
    • 16. Working with a culture of planning Plan -Experiment -Look for surprises
    • 17. Culture of Correct belief that there is only one answer
    • 18. Culture of Correct: Alternatives aren’t explored Iterative Prototypes
    • 19. Working with the Culture of Correct believed correct should be wrong crazy might work another another another another another another
    • 20. Culture of Committee where everyone must be on-board for things to move forward
    • 21. Perspectives Culture of Committee: Fosters needless complexity and delay
    • 22. Working with the Culture of Committee
    • 23. Culture of Talk where employees are encouraged to tell others what their ideas are and why they are good before acting
    • 24. Culture of Talk: Don’t test crazy ideas and don’t focus on the experience This isn’t fun! "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. Working with the Culture of Talk
    • 26. No man is an island… - John Donne Perspectives Customer Input & Feedback This is fun! Iterative Prototypes
    • 27. What can you do to make your culture a better place to design in?