In the latest episode of El Periscopio, Carolina Villalobos, Product Design Lead at Accenture, had an exciting conversation with our Head of Design, Marc Fabra. They explored her journey from Colombia to China and Europe, as well as her vision on design, corporate culture, and innovation.
Design in China: Speed and Agility
Carolina began her career in China, where she experienced the culture of innovation and speed. "In China, designers must be agile and ready to launch products before the competition," Carolina explained, arguing 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 deeply ingrained in Chinese culture and how this constant evolution is reflected in the design process.
Cultural Clash and Similarities
Carolina mentioned the initial cultural shock but emphasized that: "Both China and Colombia are developing countries, and some shared behaviors and attitudes allowed me to connect with the culture of my home country".
She states that fully immersing herself in the experience helped her find many answers to the cultural shock she initially faced.
Advantages of Proximity to Factories
Being close to factories in China provided Carolina with significant advantages, such as the ability to visit them, explore a variety of materials and techniques, and understand the technical constraints of production. Close interaction with suppliers and manufacturers enabled rapid iterations and remarkable efficiency in the design process.
Identity and Originality in the Fight Against Copycat Markets
Carolina recognizes a growing appreciation for design, identity, and originality in China, despite the dominance of copycat markets. European design agencies bring differentiation to this market through design.
The Shift from "Made in China" to "Designed in China".
Carolina has observed a shift in the last decade, with Chinese designers aspiring to move from "Made in China" to "Designed in China." This change highlights quality, differentiation, and originality in Chinese design, combined with competitive pricing.
The Importance of User Research
Carolina highlighted a project where she successfully challenged a client's design assumptions through robust user research. This led to the creation of a functional prototype of a healthcare robot in a record time of just four months, demonstrating the importance of connecting with users and creating high-value propositions.
Combining Cultures in Europe
After working in China, Carolina moved to Germany to work for a Chinese company based in Munich before returning to work at Design Affairs. She admits to feeling somewhat impatient with the slower pace of the design process in Europe compared to the "fail fast, learn fast" mentality that characterizes the Chinese market.
Carolina is clear: "The European market would benefit from more experimentation, while the Chinese market could gain from a stronger commitment to originality and sustainability".
Sustainability and Design at Accenture
Carolina reflects on her experience witnessing Accenture's acquisition of Design Affairs and highlights the company's clear commitment to sustainability, with dedicated teams focused on various sustainability initiatives. In her current role, she leads industrial design projects and collaborates closely with other design teams to create synergies and efficiencies.
"With the acquisition of Design Affairs by Accenture, we have made an effort to maintain the design team's culture through various initiatives: breakfasts, training sessions, design conversations, events, and more."
Women's Perspectives in Design
Carolina reflected on her experience as a woman in the field of design and emphasized the importance of female perspectives in product design. She noted that, although the gender ratio remains unbalanced, women designers bring a unique sensitivity and approach to problem-solving.
Inspirational Design References
Carolina shared some of her design inspirations, including Logitech, Joseph Joseph, and Vespa. These brands exemplify how to combine functionality, originality, and desirability in product design.
In summary, the conversation with Carolina Villalobos provides a fascinating insight into the world of design in diverse cultural and business contexts. It highlights the importance of speed, authenticity, sustainability, and interdisciplinary collaboration in creating innovative and successful products.
