#18: Autodesk VP of Design, Maria Giudice, on taking your shot and the rise of the Design Executive Officer
Jun 11, 2017
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Maria Giudice, VP of Experience Design at Autodesk, shares insights on how artists can become CEOs and the skills designers can develop to become effective leaders. They discuss the misconception that only people with design degrees can be considered designers, the future of interfaces, and the impact of design on our lives and work. They also touch on transitioning to Autodesk and working with Mark Zuckerberg, finding passion in your work, and the concept of the Design Executive Officer (DEO). Finally, they talk about the future of design and the importance of designers being adaptive to new technologies.
Design is about the process and problem-solving, not just the outcome.
DEOs combine analytics, purpose-driven mindset, and social intelligence to solve complex problems.
Designers have a unique mindset that enhances problem-solving skills in various industries.
Deep dives
Design is more than just the artifact
Design is often misunderstood as simply creating an outcome, like a book or a website. However, the speaker emphasizes that design is a process that involves understanding customers, solving their needs, and making an impact on people's lives. The value of design lies in the thinking and problem-solving aspect, rather than just the final product.
The role of a DEO - a change agent in the design industry
A DEO (Design Executive Officer) is described as a change agent who approaches all problems as design problems. They combine analytics and metrics to find unique solutions and have special characteristics that differentiate them from traditional CEOs. DEOs are purpose-driven, care deeply about people, are comfortable with chaos and change, and have a systems-oriented mindset. They prioritize social intelligence, utilize both intuition and analytics, and are motivated to make a real impact in people's lives.
Creativity and the importance of a design mindset
Everyone is born creative, and creativity can be exercised and nurtured throughout life. Designers have a unique mindset that allows them to think differently, embrace chaos and change, and approach problems from multiple angles. This mindset, combined with a blend of analytical and intuitive thinking, helps designers navigate complex challenges. Developing a design mindset not only benefits the field of design but also enhances problem-solving skills and perspectives in various industries.
The evolving role of design at Autodesk
Design at Autodesk is not a separate entity, but an integral part of the process. Design is seen as a fundamental element of any activity and understanding the customer's needs and value exchange is crucial. The design team is organized within different product organizations, allowing for autonomy and focus on specific products. Designers measure and present results by understanding the intent of their activities, setting clear outcomes, and using both qualitative and quantitative measurements. In the future, roles and methodologies will be influenced by the rise of zero interface design and machine learning, as well as the emergence of augmented reality.
The journey of a design executive officer
The podcast episode discusses the journey of a design executive officer (DEO) at Autodesk. The DEO role challenges the traditional hierarchy by emphasizing the importance of design and its integration into every level of the organization. The DEO is focused on customer needs, creating simplicity in complex products, and driving cultural change. The episode also highlights the importance of adaptability, embracing failure, and being a change agent. Overall, the DEO is seen as a role that leverages design as a superpower to drive success and innovation.
Maria Giudice is the VP of Experience Design at Autodesk and co-author of “Rise of the DEO.”
In this episode, she shares how artists can become CEOs, explains what a Design Executive Officer is, and speaks on the skills designers can develop today to help them become the leaders of the future.
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