Design Thinking—a powerful methodology principally used in product design—is now influencing corporate culture, allowing everyone to be part of the creative process. Companies today are moving beyond simple brand and product design and are developing a strategic process to work more effectively and improve the customer experience. But how does this democratization of design principals within an organization effect the role and responsibilities of the designer? How does it change the way companies are thinking about design? In this clip from InnoView, Lee Fain (Design & Innovation at Electrolux) and Anthony Ferrier (CEO, Culturevate) discuss how design is changing in a corporate context.

Watch the full-length webinar: The Changing Value of Design in a Corporation

In this session Lee Fain and Anthony Ferrier discuss the value and role of design within complex, global organizations. They critically examine different approaches to expanding design as a corporate competency, consider the value that design can drive, and discuss the intersection of design and innovation. Join us for this lively and thought provoking session.

About the presenters

lee-fainLee Fain, Design & Innovation at Electrolux

Lee Fain focuses on front-end innovation activities within Electrolux’s Group Design bringing to life product concepts through design within a new product development process. He was previously part of 3M’s Design Team focused on leading design-centric initiatives where he championed design thinking with business partners to realize material science solutions for the consumer electronic industry. Lee Fain received a Master of Fine Arts in Industrial Design (Savannah College of Art and Design) and a BA (Campbell University).

Anthony Ferrier, CEO, Culturevate and Innovation Author

Culturevate provides a tailored approach to employee focused innovation training and tools, working with some of the world’s leading universities. Anthony is also an innovation-focused advisor to a range of corporate organizations and is a regular author and contributor at

Image credits:
Music: ‘Entrepreneurs’ by Scott Holmes