Navigating Corporate Innovation: Balancing Qualitative and Quantitative Insights

On this week's episode of Inside Outside Innovation, we sit down with Wayne Li, author of the new book, Design Empathy and Contextual Awareness. Wayne and I talk about the changing landscape of design and some of the important concepts needed to make better products and services. Let's get started.

Inside Outside Innovation is a podcast to help new innovators navigate what's next. Each week we'll give you a front row seat into what it takes to learn, grow, and thrive in today's world of accelerating change and uncertainty. Join us as we explore, engage, and experiment with the best and the brightest, innovators, entrepreneurs, and pioneering businesses. It's time to get started.

Welcome to another episode of Inside Outside Innovation. I'm your host, Brian Ardinger, and as always, we have another amazing guest. Today we have Wayne Li. He's the author of a new book called Design Empathy and Contextual Awareness: Frames of Reference for the 21st Century Creative. Welcome, Wayne.

Wayne Li: Hi, Brian. Great to be here.

[00:00:59] Brian Ardinger: Wayne, it's great to have you back. Why don't you give a little bit of refresher of who you are and where you've been? 

[00:01:04] Wayne Li: Happy to do so. It's been a wonderful journey up to this point. My background is degrees in fine arts and in engineering and product design. Wasn't always a professor, right?

I started, besides my collegiate career, working at design firm such as like IDEO product development and Design Edge in Austin, Texas. And then wound up working at Ford Motor Company and Volkswagen as a car designer. So started out as a vehicle engineer doing chassis and body systems. Helping to actually design the infrastructure of a car and then moved into the studio where you draw and sculpt cars.

So, for listeners who are interested in that, in that side of the business, you're thinking about the aesthetic of the vehicle, the psychology of the vehicle, its placement in society, and how people use it. People in today's parlance is user experience, right? The user experience of a car. I was at Ford for five years.

At Volkswagen I was in the electronic research unit and then I wound up graduate school on the west coast at Stanford University. Was doing what they call interaction design back then, which is human machine interface. What is the interior of the car, how do the controls work, how does the interior look?

And so they have an electronics research lab in Western California right in the Northern Bay area that couples with their advanced studio in Semi Valley in Southern California helping design advanced concept cars and things like that. Stanford's work was creating this philosophy, you now know it's called design thinking.

Or human-centered design. So that was the very first initial work into how to understand how your creative process incorporates different aspects of your mind. In design thinking, they look at triple Venn diagram, so they look at technology, which is like the engineering side. They would call that say like feasibility. And then they have like the business circle, right? Which is, can we make this, can we produce it? Can we sell it for a profit? Now it would be like it's viability. And then there's the desirability or usability side, which is the art or the, the human element. Do people like it? Is it beautiful to look at? Is it easy to use? All those kind of psychological principles. So, Stanford helped to kind of create that philosophy.

Then after that really got into the academia space. I did dabble after graduate school for five years, working at Williams Sonoma as part of the creative staff at Pottery Barn. Home decor products, furniture, all those types of things where we're part of that creative process.

Wound up teaching. Taught at Stanford for seven years, and now I'm at Georgia Tech. They've kind of pulled me from the west coast to the east coast. So I've set up a design thinking center here called the Design Block Innovation Design Collaborative. Stanford's where we said that we were the founding class of, was the Hasso Plattner Institute of Design, which now people know as the D School. Helped kind of set up a similar center here at Georgia Tech, and I've been teaching here for almost 15 years now. It has been a wonderful journey to shepherd students and creatives and young professionals, and I do consulting on the side, so I do work with Fortune 500 companies to figure out their business processes and things like that, their product mixes, that type of thing. Design strategy, product management, all that good stuff. 

[00:03:54] Brian Ardinger: You cover so much. Again, you've been in the trenches. You helped teach. One of the reasons I wanted to have you back on is the fact that I think you can give a lot of insights into the real world stuff. Not just, you know, what's happening today and student perspective and that.

But I wanted to dive into your new book. There's a lot of design books out there. Obviously, design has gotten hotter over the years and it's always been a topic that's, I think, super important for early-stage innovation, to really understand what problem you're solving and then the practical steps of trying to solve that particular problem.

So, the book's called Design, Empathy, and Contextual Awareness. Talk about what that actually means. Contextual awareness. I think a lot of people don't think of design as the context around that. 

[00:04:35] Wayne Li: There's two parts of this, right? So, one is if you think about the customer themselves and the infrastructure around them. So, design empathy is really leveraging all aspects of interest empathy.

We talk about in the book that there are different types of empathy. There's compassionate, there's cognitive, there's emotional, and there's compassionate concern. Utilizing all three in tandem to actually inform your ideas is one way of thinking about design empathy. And then what are those techniques?

You're designing a baby stroller. How do you get into the mindset of a haired parent or how do you go and method act yourself at age two? Part of that is like there are method acting techniques, there are interviewing techniques, there are field observation. The way I like to look at this book is kind of think of it in thirds, right?

I know that when I wrote the proposal to write the manuscript, I was like, there'll be some things that are kind of anecdotal. Anecdotes of me being a designer. And then learning things that I think other students of design or creative professionals, so whether you're a third-year university student in industrial design or architecture, or you're a first-year creative professional. Like a music producer or just, or first-time software creator, right. The making developer.

This book has something for you because it's got a little bit of that Malcolm Gladwell anecdote faith. You're like, what? I did not know that about the field of design. So that's one part of it, and that includes interviews and things like that.

We've got an interview with the co-founder of IDEO, David Kelly. We got an interview with the head of design products at Royal College of Art, Christina Choi. So, there'll be like anecdotes about, you know, things like that. Then, then there's a third business case studies. So you're like, why did this product win and this product fail? Like why did the Nintendo, we work so well with underdeveloped hardware, right? 

And beat...