17 November 2006

Interview with IDEO chief creative officer Jane Fulton Suri

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i-mag
Steve Hardy has published an interview with IDEO chief creative officer Jane Fulton Suri on his popular Creative Generalist blog.

Jane Fulton Suri is chief creative officer at IDEO, with special emphasis on the contribution of human insight, creative practice and design thinking to client companies. She came to design from human factors psychology to pioneer the integration of social science-based approaches with design, grow a flexible community of practitioners, and evolve human-centred design methods, including empathic observation and experience prototyping, across the company’s client projects worldwide. In addition, Jane published a book last year about intuitive design titled Thoughtless Acts?

The interview starts off right away with a future vision for an empathic economy:

“In an empathic economy the provider/supplier of goods and services would be keen to reach an empathic understanding not just of consumers, but also of many other people within the business network upon whom business success depends: the farmer who grows/gathers the raw material, the processor who creates the basic technology, the distributor who ships it around, the sales-person, the trash collector (think “life-cycle” and interdependent human network).”

“By calling it the “empathic economy” I’m emphasizing that part of the inspiration and motivation for innovation that comes from creativity sparked by emotional, human, empathic resonance with other people’s conditions, not only the more traditional functional analyses of interdependencies that might be more common. As our networks and supporting technology become more sophisticated the interdependence between many different kinds of individuals across the globe becomes more apparent, more accessible and more visible. It seems natural that companies will/can soon have a much broader view of sources and opportunities for innovation in their business than simply around the offer that they make to a consumer.”

Read full interview

(via the Idea Festival blog)

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