Episode 218: Turning Belkin into a Design-Led Company with Oliver Seil

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Apr 9, 2025

Oliver Seil, Vice President of Design at Belkin, shares how the company embraced a design-led culture. He emphasizes the importance of leadership support and collaboration among teams to elevate user experience. The conversation dives into the balance of innovation and operational needs, advocating for experimentation in design. Oliver also highlights how diversity and empathy in teams foster creativity, ensuring products are both functional and appealing. His insights reveal how a playful atmosphere can drive innovation and inclusivity in design.

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ANECDOTE

Belkin's Transformation

Belkin's office was initially reminiscent of the movie 'Office Space', located in a warehouse in Compton.
They transformed it into a design-centric space in Hollywood, attracting top talent and changing the company culture.

INSIGHT

Environment and Culture

The cultural shift at Belkin stemmed from improving the work environment.
Well-designed spaces foster better work and a more creative atmosphere.

ADVICE

Executive Buy-in

Secure executive buy-in, including CEO and Chief Design Officer support, to foster a design-focused culture.
Integrate design into the company's DNA and celebrate it throughout the organization.

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Oliver Seil, Vice President of Design at Belkin, joins Melissa Perri on the Product Thinking Podcast to explore how Belkin has transitioned into a design-focused company. Oliver discusses the role of design in creating products that resonate with users while fulfilling their functional needs. He shares how Belkin's design philosophy prioritizes consumer insights and prototyping to create products that are both innovative and intuitive.

Through this episode, Oliver outlines the importance of integrating empathy and creativity in the design process and how these elements can foster a dynamic and inclusive company culture. He provides valuable insights into how product managers and designers can collaborate effectively, ensuring that the products not only meet market demands but also enhance user experiences.

Interested in learning more about how design can drive product innovation and company culture? Tune in to gain practical insights from Oliver’s experiences at Belkin.

You’ll hear us talk about:

14:20 - The Importance of Executive Buy-In for Cultural Change

Oliver explains how having the support from top leadership, such as the CEO and a chief design officer, was crucial to fostering a design-focused culture at Belkin, promoting an environment where design is celebrated and integrated into the company's DNA.

21:47 - Embracing Experimentation in Design

Oliver shares strategies for balancing the need for rapid prototyping with the constraints of manufacturing timelines. He emphasizes the importance of testing and validating products through consumer feedback before full-scale production.

25:29 - Collaboration Between Product Managers and Designers

Highlighting the significance of prototyping and communication, Oliver discusses how designers can effectively share their ideas and collaborate with product managers to bring innovative products to life.

Episode resources:

Oliver on LinkedIn: https://www.linkedin.com/in/oliver-seil/

Belkin website: https://www.belkin.com/

Try Liveblocks: https://liveblocks.io/

Timestamps:

00:00 Coming Up

01:23 Intro

06:00 Discovering design and joining Belkin

10:30 Transforming culture through design

19:20 User insights and product joy

24:47 Pitching and selling design ideas

30:35 Foster creativity and passion

40:48 Building diverse teams