Overview
In this conversation, Doug Powell shares his journey as a designer, discussing the evolution of design from graphic to digital, the challenges faced in the healthcare design landscape, and the importance of building a sustainable design culture at organizations like IBM. He emphasizes the need for design leadership and personal development, highlighting the role of leaders in shaping culture and creating spaces for creativity and collaboration.
About the guest
Doug Powell is an award-winning executive design leader, consultant, and coach with more than 30 years of experience in a wide range of design disciplines.
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, Doug is a lecturer, commentator and thought leader on design issues. He has presented at a variety of global conferences, forums, and universities including Beirut Design Week in Lebanon, Fortune’s Brainstorm Design in Singapore, and Yale School of Management. He was on the jury of the 2018 Smithsonian Cooper Hewitt National Design Awards.
Between 2011-2013 Doug served as the national president of AIGA, the professional association for design in the United States, the largest and most established design organization in the world.
In the past decade Doug has served as Vice President of Design at IBM and Expedia Group, where he oversaw design practices, design systems, designer career and leadership programs, as well as the scaling of cross-functional design thinking practices across these companies.
Doug is the producer and host of This Is A Prototype: The Design Leadership Podcast. He teaches the Design Leadership at Scale: Director online course for established design leaders positioning themselves for future executive roles and career advancement, and serves on the faculty of the Pratt School of Engineering at Duke University where he teaches human-centered design practices.
Important links
https://www.linkedin.com/in/douglaspowell330/
https://www.dougpowell.design/
https://www.dougpowell.design/podcast
https://maven.com/design-leadership-at-scale/dls-director
Podcast summary
00:00 - Intro: The Misunderstood World of Design
01:16 - Doug’s early passion for drawing and creativity
04:17 - The difference between art and design
09:50 - Transitioning from analog to digital design
10:42 - Designing for healthcare after a personal crisis
16:07 - How IBM scaled a global design team
20:20 - The invisible side of design: systems & structures
27:17 - Design leadership, imposter syndrome & growth
30:36 - How designers learn and lead differently
33:54 - Building authentic design culture from the ground up
40:30 - Final reflections on leadership & creative freedom
Discussion takeaways
Design is often misunderstood, but it is a vital part of communication.
Doug's early passion for drawing shaped his career in design.
The transition from graphic design to digital design was significant in the 90s.
Healthcare design presents unique challenges and opportunities for improvement.
Building a design culture requires permission and space for creativity.
Design leadership is essential for managing large teams of designers.
Personal development is crucial for success in design leadership roles.
Creating a sustainable design culture involves grassroots initiatives.
Leaders should create space for culture to flourish rather than impose it.
Cultural experiences can significantly impact employee retention and satisfaction.
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