20 September 2009

Using design thinking at Coca-Cola

Be the first to share

David Butler
Fast Company profiles David Butler, the man who is “responsible for how they think and what they do with design at The Coca-Cola Company.”

“Butler oversees a team of 50 designers within Coke and works with some 300 agencies worldwide. In a company as colossal as this one, no single designer can pretend to control every permutation of every product in every far-flung fast-food joint. Instead, Butler’s job has been to build a central design apparatus that is at once specific and flexible, one that can roll out across the globe without losing focus — or customers. And that’s exactly what he’s done, from the brand identity at the center of Coke’s corporate id to the advertising machine that projects that identity around the world to the very machines that dispense the company’s myriad products into your cup.”

Read full story
(The article comes with three slideshows and two videos)

This and many other articles related to design thinking can be found on the Design Thinking Blog.

Be the first to share
29 January 2016
Solving health care problems through design methodology
Stephen Klasko (an MD with an MBA, CEO of Jefferson Health System and Thomas Jefferson University) and Bon Ku (MD, a professor of emergency medicine at Thomas Jefferson University Hospital) joined the Knowledge@Wharton show …
27 January 2016
Remaking Ford into a user experience-driven company
Ford CEO Mark Fields recently declared that Ford would be remade as a user-experience driven company: "We have obviously a lot experience in the car business, over 113 years, and our differentiation is going to be …
21 January 2016
The IBM plan to bring design thinking to big business
For going on four years now, IBM has been working to reinvent itself as a design-led business. In 2012, the computing behemoth employed just one designer for every 80 coders. Today, that ratio stands at …
21 January 2016
Target CEO goes on ethnographic tour of customers’ homes
Target CEO Brian Cornell’s quest to understand shoppers takes him inside customers’ homes, looking in their cupboards and closets during pre-arranged visits. The Target Corporation is the second-largest discount retailer in the United States, behind Walmart. …
11 January 2016
How Eataly has redefined the third place to create a new customer experience
This short reflection on Eataly by Sergio Gutierrez, Ankur Johar, Christian Lillo, Anjali Singh and and Sofia Sourtzis positions it as a "third place". Ray Oldenburg introduced the concept of the third place in 1989 in …
6 January 2016
[Book] Service Design for Business
Service Design for Business: A Practical Guide to Optimizing the Customer Experience Ben Reason, Lavrans Løvlie, Melvin Brand Flu Wiley Publishers December 2015, 208 pages Abstract Service Design for Business helps you transform your customer's experience and keep them engaged …
5 January 2016
Consumers are bored with today’s tech and nervous about tomorrow’s
Accenture just launched (press release) the results of its Igniting Growth in Consumer Technology survey where it polled 28,000 consumers in 28 countries on their use of consumer technology. Matt Rosoff of the Business Insider summarizes …
3 January 2016
[Book] Holistic Retail Design
Holistic Retail Design – Reshaping Shopping for the Digital Era By Prof. Philipp Teufel and Prof. Rainer Zimmermann (Peter Behrens School of Arts, University of Applied Sciences Düsseldorf) Frame Publishers September 2015 - 400 pages Abstract (from Dexigner) Written by …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

18 January 2016
Experientia website completely reshaped

Experientia is pleased to announce that we’ve started 2016 with a brand new website. Experientia’s now officially 10 years old, and we decided that the best way to celebrate is by building a new website that showcases our growth – with new projects, new people in the staff, and two new locations in Lausanne and […]

1 January 2016
For when things get personal…
13 October 2015
Experientia report: Design for ageing gracefully

Design for Ageing Gracefully Rethinking Health and Wellness for the Elderly: Public Services Asian Insights & Design Innovation, DesignSingapore Council October 2015

29 September 2015
[Experientia book] Ethnography on elderly health and wellness

As we age, we increasingly depend on public services and the community for support. Well-designed public services can greatly affect the lives of the elderly and their experiences of healthcare. Experientia collaborated with DesignSingapore Council on understanding how the elderly interact with public services and how we can look towards improving their lives with design. […]

2 July 2015
Getting citizens involved in protecting fragile energy environments

A new project funded under the FP7 European Commission framework is getting citizens involved in testing new tools for reducing energy consumption during peak loads, in the hope that its pilot program will set the new state of the art for protecting locations with fragile electricity supplies. One of France’s most fragile regions The Provence-Alpes-Côte […]

5 May 2015
Experientia designer Dohun YuLuck Jang 유록 in Design 4 Disaster

Design 4 Disaster features an engaging illustrated safety manual for ship passengers, a personal project by Experientia designer Dohun YuLuck Jang 유록. After the Korean ferry accident last year, Yuluck (who is Korean) wanted to find a way to make safety manuals more interesting to read. He spent one year designing an interactive safety guide […]

See all articles