Doug Powell, IBM Distinguished Designer, shares his experience of building a design culture at IBM. IBM is one of the most established and enduring companies in the world, and in the midst of a reinvention driven by design thinking and a renewed focus on the customers and users they serve. Doug who leads the scaling of design at IBM, shares the story of this transformation.
Doug Powell has more than 25 years of experience in a wide range of disciplines. He is a lecturer, commentator and thought leader on design issues. From 2011-2013 he served as the national president of AIGA, the professional association for design, the largest and oldest design organization in the world. His experience in using human-centered design to advance the business goals of IBM has included experience with Watson and other technologies to help make peoples’ lives better.