Sowmya, kind of like Insomnia

Simplicity - The world seems complex. The idea of design can seem daunting. But if you strip back what you want to accomplish, strengthen what you believe in and streamline your vision - you can simplify the end input. The change you wish to seek can be as kind, or as daunting as you visualize it. 

The idea that design leadership means to hold responsibility in what you are putting out into the world. That each product, structure and value behind what you create can effect hundreds and thousands of people. 

Warby Parker found a way to streamline the supply chain process and take over a monopoly in the eyewear industry that few were aware of. In the process, they built a company that is socially conscious, affordable and incredibly trendy. 

Sofar Sounds solved the wicked problem of live music experiences being loud, crowded and never about the artist whose performing. They throw intimate concerts in cool spaces around the world. At the shows, there is a no phone policy (unless you’re tagging the artist in a fun social video), lots of merch and a calm atmosphere to enjoy up and coming artists. 

Patagonia has always had social responsibility as a cornerstone of their company. As of recent, the CEO donated their tax break to aid in the environmentalist movement. The company works throughout their a supply chain to ensure that everything is ethically placed. The company continues to be socially active and a large voice in the environmental efforts of commerce. 

This influences me as a design leader because it emphasizes the importance of end to end ethical practices. 

Mcdonalds put a stake in the ground when their creators wanted to build a restaurant that was fast, casual and easy. They missed the mark on the healthy side of food, and single handedly caused a generation of unhealthy fast eating standards. As the community around them has evolved, mcdonalds has left it’s stake in the ground as the fastest, not so healthy, option in the market. A redesign of this product could bring healthy and affordable food to the world. 

Lululemon put a stake in the ground that work out apparel could be trendy and fun. Where their stake became problamatic, is that they limited their market share to cater to wealthy, attractive people who the CEO bluntly claimed to be their customer. That he didn’t care if other customers didn’t feel welcomed because lululemon wasn’t made for them. This statement singled out a majority of shoppers, opening up a gap for other companies like fab fit fun to become a player. Their stake in the ground went from being fashionable and trendy, to exclusive. 

Pure Vida is a company that put a stake in the ground to evoke change through bracelets. Their company has people in Costa Rica hand craft each product. They have donated over a million dollars to the greater good. 

This example stands out to me because it reflects the way I am looking at the purchasing of underwear. 

UBER broke cultural parameters on car services and how we think about carpooling. Some would say, UBER glamorized hitchhiking and normalized the action of getting into a strangers car for a ride!

Bumble is a fantastic example of a company that broke through cultural parameters of dating and WOMEN being the ones to reach out. It put the control in the hands of women to make decisions on what men they wanted to swipe on and talk to! This broke past the cultural parameters of dating and the social construct of putting the ball in the woman’s court. 

Tieks broke parameters on what a shoe looks like and the need for a shoe to be transformative for a woman that is working to fit into her bag. A physical parameter is finding a manufacturer that can make a shoe that is bendable in the sole. 

The EMPR Coat - This coat alleviated parameters by creating a jacket that transforms into a tent. The constant is to help the homeless population in Chicago. This coat goes beyond the regular boundaries of design to make it adhere to giving. https://www.empowermentplan.org/the-coat

Facebook creator, Mark Z., is a social innovator. He saw a wicked problem around human interaction and built an interface to connect like people. Eventually, this platform connected the entire world. He changed the way people think about social platforms, communities and the world of media. 

Steve Jobs is a design genius. He created the iPod as a platform to shrink and utilize hundreds of songs. Before the iPod, users could only listen to the tracks on specifics CDs. His innovation changed the face of music platform streaming forever. 

A/B Testing is a big part of creative strategy at Wayfair. We are constantly testing user response to things like color, text, copy, lighting and style.