The Talent at PepsiCo Design & Innovation Discuss Their Methodology
Summary
TLDRThe Mexico Design Center is a collective of multidisciplinary designers focusing on innovation through design thinking. They prioritize empathy, strategy, and prototyping to align creativity with business goals. By working internally within organizations like PepsiCo, they leverage unique insights to create impactful solutions. The team thrives on collaboration and transparency, applying their diverse skills across branding, product design, and experience creation. Their mission extends beyond business value, aiming to craft meaningful social experiences that enhance people’s lives through moments of convenience, safety, pleasure, and health.
Takeaways
- 🎨 The Mexico Design Center is a collaborative space where creators and designers from diverse backgrounds come together.
- 💡 The center focuses on a wide array of design disciplines, from graphic and motion design to product and experience design.
- 🧠 Design thinking is emphasized as a core process, involving empathy, strategy, and prototyping.
- 👥 Empathy is crucial in understanding user needs, translating them into strategies that influence the organization's brand, customer relations, and business models.
- 🚀 The design team works at the intersection of feasibility and innovation, aiming to turn the impossible into reality.
- 🔍 Transparency and collaboration are fundamental values at the center, fostering innovation across different functions and departments.
- 📊 The Design Center integrates design as a business value within PepsiCo, making it an internal part of the company's strategy and future vision.
- 🛠 The multidisciplinary nature of the team allows for seamless cross-functional collaboration, combining skills in various areas like sketching, 3D modeling, and project management.
- 📈 Designers at the center contribute to large-scale projects and events, focusing on the impact of design within society and how it evolves over time.
- 🌍 The ultimate goal is to build value not only for customers but for society as a whole, creating meaningful experiences that enhance convenience, safety, pleasure, and health.
Q & A
What is the focus of the Mexico Design Center?
-The Mexico Design Center focuses on collaboration and innovation among creators, designers, and collaborators from various backgrounds to enhance the overall design experience.
What roles do the members of the design team hold?
-The team includes graphic designers, brand experience designers, 3D animators, product and experience designers, brand and packaging designers, architects, and brand strategists.
What is design thinking and how is it used in this context?
-Design thinking is an approach based on empathy, strategy, and prototyping. It involves understanding people's needs, translating them into strategies for organizations, and using design tools to create solutions and align teams around a central idea.
How does the Mexico Design Center encourage collaboration?
-The center fosters collaboration through transparency, with the architecture and work culture designed to inspire and instigate collaboration across different teams and departments.
Why is empathy important in the design process?
-Empathy allows designers to understand people's needs, dreams, and desires from a different perspective, enabling them to create solutions that resonate deeply with users.
How does being internal to a company like PepsiCo give the design team a competitive edge?
-Being internal allows the design team to have a unique perspective, as they are integrated into the company, which helps them drive value by understanding internal dynamics and aligning design solutions with company goals.
What is the role of prototyping in the design process?
-Prototyping is used to visualize ideas and create sketches or models, helping align teams and stakeholders around a common vision and enabling quick iteration based on feedback.
How do designers handle innovation between the feasible and the impossible?
-Designers work at the edge between the feasible and the impossible, constantly pushing boundaries to transform impossible ideas into possible, innovative solutions.
How does design thinking create business value for companies?
-Design thinking integrates into a company’s way of working, helping to address user needs and transform challenges into opportunities, which ultimately drives business value.
What is the ultimate mission of the Mexico Design Center's design team?
-The team's mission is to build value not only for customers but for society as a whole by creating experiences that deliver pleasure, safety, convenience, and health for consumers.
Outlines
🎨 Collaborative Design Innovation
The Mexico Design Center brings together creators, designers, and collaborators from diverse backgrounds, focusing on a wide range of design disciplines such as graphic design, brand experience, motion design, and architecture. The core philosophy of the center revolves around transparency, collaboration, and leveraging design thinking, which includes empathy, strategy, and prototyping. The goal is to create solutions that are user-centered, while transforming challenges into design opportunities. The multidisciplinary approach allows the team to work across departments, focusing on the user experience and the company’s growth.
💡 The Power of Internal Perspective
Working internally within the company, rather than as outsiders, gives the Design Center an edge. Being embedded within the organization allows the design team to bring real business value by deeply understanding the brand, products, and goals. The internal perspective fosters innovation, aligning the design process with the company's broader objectives and making it possible to create meaningful connections with the audience and deliver exceptional value for the company.
🛠️ Holistic Design Across Touchpoints
The team at the Design Center thrives on a multidisciplinary approach, working holistically across all touchpoints. From sketching and 3D modeling to project management, the design process integrates various skill sets from the team members. By bringing together cross-functional expertise, the center creates a unified design approach that drives innovation, turning chaos into structured opportunities for the brand. This integration within the company’s ecosystem ensures that design adds real value and contributes to the business’s success.
🌍 Designing for Society and Future Value
The Design Center's mission extends beyond just the company; it seeks to create value for society at large. The designers focus on crafting experiences that improve people's lives, emphasizing moments of pleasure, safety, health, and convenience. By building designs that resonate with societal needs, they aim to shape a future where brands contribute positively to the world. Despite the team’s diverse backgrounds, the shared love for enhancing human experiences unifies them, reinforcing the power of storytelling as a tool for connection and social impact.
Mindmap
Keywords
💡Design Thinking
💡Empathy
💡Prototyping
💡Collaboration
💡Transparency
💡Multidisciplinary
💡Innovation
💡Brand Experience
💡Customer-Centric
💡Internal Perspective
Highlights
The Mexico Design Center is a collaborative hub for creators and designers from diverse backgrounds.
Designers work holistically across every touchpoint and skillset, creating synergy in multidisciplinary teams.
Design thinking is central to the process, emphasizing empathy, strategy, and prototyping.
Empathy is about understanding people's needs, dreams, and desires from a unique perspective.
The process involves translating insights into organizational strategies, business models, and customer relationships.
Prototyping and visualization tools are used to align teams around a common idea, fostering collaboration.
The integration of design into the company’s internal processes gives an edge in driving business value.
Designers focus on transforming problems into design opportunities by leveraging cross-functional skills.
Innovation is born at the intersection of the feasible and the infeasible, turning the impossible into reality.
The Design Center works across departments, focusing on the user experience and removing obstacles.
Being part of the company allows designers to have a unique internal perspective, enhancing competitiveness.
The goal is to create not just brand experiences, but broader social experiences that impact people's lives.
Design fragments of social experiences are aimed at improving convenience, safety, health, and pleasure for consumers.
Designers at the Mexico Design Center are united by a passion for creating experiences that resonate with people on a human level.
The center's mission is to elevate value for both customers and society through innovative design solutions.
Transcripts
welcome to the Mexico Design Center very
group of creators designers
collaborators from a variety different
backgrounds from the broader design work
I'm a graphic designer rapid-response
brand experience design motion designer
in 3d animator I'm a product and
experience designer I'm a brand and
packaging designer architect brand
strategy design is what about the
solution the product the brand the
service the overall experience with
those products and new brands as well as
the way to get to the solution but the
mindset and the creative process I think
creatively the language you should be
able to explain that to others and take
them along on the ride to make that a
collaborative process there's very
little opacity here there's very little
that you can't see it's built into the
DNA of the architecture is transparent
in every way it inspires and helps
instigate and multiplies that spirit of
collaboration innovation for us see
these people is all about leveraging
what we like to call design thinking the
Zen thinking is about empathy strategy
and prototyping empathy is about
understanding people need one dreams and
desires suffering from a completely
different perspective from other
functions then click goes inside you
translate them inside a strategy of the
organization equally our brand our
customer relation our business model and
then you've used the typical tools of
the design world our ability to
prototype to visualize to create a
sketch and a multiple video essentially
align everybody around one idea so one
of the great opportunities for a group
is that we can work across other
department and with partners in the
organization to understand their growth
loss and using design thinking to really
focus them on the user and the
experience and take away the problems
that they're facing and transform them
into design opportunities as designers
we law so from the edge between the
feasible and iam feasible because that's
where innovation lies unless we want to
take impossible and make it possible you
know I look around it's a real set of
multidisciplinary designers the way that
we work holistically across every single
touch plan the cross functionality of
each individual team skill sets the way
that we bring all of that together
is what creates billion of the chaos for
designed to be a business value for
company PepsiCo you need to be totally
integrated inside company it needs to be
part of the way we work the way we think
the way to imagine the future of our
brand and the future of our product
being internal gives us an edge because
we drive value for the company because
we're not outsiders looking at we're on
the inside and that gives us the
competitive edge because we have a very
unique internal perspective well I mean
I work on a lot of different things like
sketching and facilitation you know 3d
modeling up to project management in a
big event such as Super Bowl working on
large brands the Design Center I think
it's very interesting because you have
to see how it fits within society today
how it fits is reciting the task why it
was important in the past and why it's
important in the future despite all
these different backgrounds that we have
here the thing I truly unifies us in the
love for people who are experienced a
brand because at the end of the day
we're human beings and human beings tell
stories and stories build other story
and that's really the power of our brand
but it's a power moving beyond just our
brand to touch people in ways that they
don't expect our mission in elevating
the one or building value for our
customers to go swimming eventually our
mission even sucks and that we want to
build value for the society we are
driven by this idea of designing
fragments of a broader social experience
by creating experiences of moments of
time pleasure of safety of convenience
of health for our consumers and in
general for people in the world
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