In the latest episode of El Periscopio Carolina Villalobos, Product Design Lead at Accenture, shared an exciting conversation with our Head of Design, Marc Fabra, in which they explored her journey from Colombia to China and Europe, as well as her views on design, business culture and innovation.
Carolina began her career in China, where she experienced the culture of innovation and speed. "In China, designers must be agile and be willing to launch products before the competition" explained Carolina who argued that "The culture of "being first" drives innovation and design for the masses in the Asian giant."
Carolina highlighted how the pressure for speed is ingrained in Chinese culture and how this constant evolution is embodied in the design process.
Carolina mentioned the initial culture shock although she emphasized that: "Both China and Colombia are developing countries and some shared behaviors and attitudes allowed me to connect with the culture of my country" .
He says that living the experience to the fullest helped him find many of the answers he had to the culture shock.
Being close to factories in China provided Carolina with significant advantages, such as the ability to visit factories, explore a variety of materials and techniques, and understand the technical constraints of production. Close interaction with suppliers and manufacturers allowed for quick iterations and relevant efficiency in the design process.
Carolina recognizes in China a growing appreciation of design, identity and originality in a market dominated by copies. European design agencies bring to this market this ability to differentiate products through design.
Carolina observed a shift in the last decade, with Chinese designers aspiring to move from "made in China" to "designed in China". This shift highlights quality, differentiation and originality in Chinese design, along with competitive pricing.
Carolina highlighted a project in which she managed to challenge a client's design assumptions through robust user research. This led to the creation of a working prototype of a Robot for the healthcare sector, in a record time of only four months, demonstrating the importance of connecting with users and creating high value propositions.
After working in China, Carolina moved to Germany to work for a Chinese company based in Munich, before returning to Design Affairs. She admits to living with a certain impatience the fact of losing speed, voracity in the design process: the "fail fast, learn fast" that characterizes the Chinese market.
Carolinais clear: "The European market would benefit from more experimentation, while the Chinese market would benefit from a stronger commitment to originality and sustainability".
Carolina reviews how she experienced the acquisition of Design Affairs by Accenture and highlights the consulting firm's clear commitment to sustainability, with teams dedicated to sustainability in various aspects. In her current role, she says that she leads industrial design projects and collaborates closely with other design teams to achieve synergies and efficiencies.
"With the acquisition of Design Affairs by Accenture, we have made an effort to maintain the culture of the design team by creating different types of actions: breakfasts, trainings, design conversations, events, etc."
Carolina reflected on her experience as a woman in the design field and noted the importance of female perspectives in product design. She emphasized that although the ratio of men to women is unequal, female designers bring a unique sensibility and a distinct approach to problem solving.
Carolina shared some of her design references, such as Logitech, Joseph Joseph and Vespa. These brands exemplify how to combine functionality, originality and seduction in product design.
In summary, the conversation with Carolina Villalobos offers a fascinating insight into the world of design in diverse cultural and business contexts, highlighting the importance of speed, authenticity, sustainability and interdisciplinary collaboration in the creation of innovative and successful products.
