Design the Future
January 19–20, 2016: Training
January 20–22, 2016: Conference
San Francisco, CA

A new approach to design thinking

Doug Powell (IBM)
9:25am Thursday, 01/21/2016
Location: Festival Pavilion
Average rating: ***..
(3.88, 43 ratings)
Slides:   1-PDF 

In 2013, IBM, one of the world’s largest technology companies, set the mission to create a sustainable culture of design. The goal: bring a human-centered focus to thousands of product and service experiences. Doug Powell, design principal at IBM, offers a look at how this 350,000-employee company implemented Design Thinking and is addressing the needs of their users to deliver outcomes with speed and at scale.

Doug introduces the new version of IBM Design Thinking, which will be launched to the public in January. You’ll get an overview of this simplified framework, as well as practical examples of how teams are using it to develop awesome user experiences and run their business in a dynamic, agile, and inclusive way.

This keynote is sponsored by IBM.

Photo of Doug Powell

Doug Powell


Doug Powell is a distinguished designer at IBM, directing the program to scale design and design thinking across the global tech company. A designer with more than 25 years of experience in a wide range of design disciplines, Doug is a lecturer, commentator, and thought leader on design issues and has presented at a variety of national conferences and forums, including the 2015 Beirut Design Week in Lebanon, the 2015 Offset design conference in Dublin, Ireland, the 2011 Mayo Clinic Transform Conference, and the podcast Design of Business/Business of Design. He was a recipient of the 2014 Distinguished Alumni Award from the Sam Fox School of Design at Washington University in St. Louis and the 2014 Fellow Award from AIGA Minnesota. Between 2011 and 2013, Doug served as the national president of AIGA, the professional association for design and the largest and oldest design organization in the world.