Hi Product people,

How do you build a culture that not only embraces design but also leverages it to transform products and user experiences?

This week on Product Thinking, I sat down with Oliver Seil, Vice President of Design at Belkin, to discuss the journey of evolving Belkin into a design-centric company.

"When we make people feel smart, we succeed. We don't want people to feel stupid because they couldn't figure out how to use the product."

This philosophy shapes everything at Belkin, from product design to consumer insights. Oliver shared how vital it is for organizations to integrate empathy and creativity into their design processes.

By doing so, they can effectively translate technological advancements into meaningful user experiences, ensuring that every product enhances the lives of its users. Our conversation delved deeply into the strategies and mindsets required to foster such a culture.

We also touched on how teams can balance rapid prototyping with the demands of manufacturing, emphasizing the importance of embracing experimentation and consumer feedback before full-scale production.

I hope you find Oliver's insights as inspiring as I did. Want to understand how design thinking can invigorate your product and company culture?

🎧 Listen to the full episode here: Apple | Spotify

Looking forward to hearing from you!

See you soon,

Melissa Perri

Founder Product Institute, Board Member, and Teacher

Key Moments on the Podcast to Check Out:

14:20 - The Importance of Executive Buy-In for Cultural Change

Oliver explains how having the support from top leadership, such as the CEO and a chief design officer, was crucial to fostering a design-focused culture at Belkin, promoting an environment where design is celebrated and integrated into the company's DNA.

21:47 - Embracing Experimentation in Design

Oliver shares strategies for balancing the need for rapid prototyping with the constraints of manufacturing timelines. He emphasizes the importance of testing and validating products through consumer feedback before full-scale production.

25:29 - Collaboration Between Product Managers and Designers

Highlighting the significance of prototyping and communication, Oliver discusses how designers can effectively share their ideas and collaborate with product managers to bring innovative products to life.

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