HomeNewsLaunching a design program that achieves cultural escape velocity

Launching a design program that achieves cultural escape velocity



medium bookmark / Raindrop.io | Courtesy NASA. Licensed under Creative Commons 2.0. Image Credit: T. Arai/University of Tokyo. How do you reboot the culture of a global megacorporation? By design. When he launched IBM Design in 2012, Phil Gilbert’s ambitious goal was to reshape a megacorporation around user-centered thinking. The company had earned its size by solving real customer problems. But like many enterprise-focused companies, buyer needs often trumped user needs. Increasingly, users were insisting on consumer-grade experiences at work. As a recent acquisition, we had shipped product designs that showed