PDMA 2019 Annual Conference & Research Forum Keynote Announced!
Wednesday, March 13, 2019
Title: Humanizing Innovation
Don’t invent problems that nobody has! Just because you can solve it doesn’t mean that it will
address the most primal pain point for a statistically significant user base. The onus is on us,
industrial designers, to make sure we anticipate and answer the unspoken needs, unarticulated
wants, latent desires and aspirational dreams of the end users and associated stakeholders.
Any good design cannot be created in isolation. A product or service will always interact with its
surrounding objects and environment. We cannot just solve a problem in our own product category
that will only dump the problem into an adjacent category. Meaningful design aims at annihilating the
problem from the entire ecosystem.
The objects we design ought to reflect to the culture around us. We need to investigate the existing
ecosystem using foundational design research techniques. We owe it to ourselves to track the sociocultural
mega and micro trends that mold the expectations for our industry. The value structure of any
society morphs with time and hence our value proposition, squeezed into our product or service, has
to align with those identified shifting patterns and behavior changes.
Formed by insights gained over 85 years of experience in human-centric design, our point of view is
pretty simple, albeit profound. We supremely believe that any product can be made a bit better and a
bit more beautiful every time.
About Jeevak Badve
Jeevak brings energy, passion & curiosity to his role as VP of Strategic Growth at
Sundberg-Ferar, a full service Product Innovation Studio supporting the Product and Vehicle
industries from its Metro Detroit location, since 1934.
He helps companies to understand the fundamental role of Industrial Design Thinking:
leveraging usefulness, usability, ergonomics & aesthetics as unique and compelling
differentiators in your products to aid the sustainable growth of business, and planning for the
entire range of use-case scenarios and designing for ideal user experiences. With his unique
blend of education and experience in design, engineering and business he is a rallying voice
for the alignment and optimal inclusion of end users’ un-met needs, unspoken wants, and unarticulated
desires in the core value proposition offered by the products & service portfolio, to
generate sought-after shareholder value.
He has 23 years of work experience, 7 years in India (Tata Motors ERC, Tata-Johnson,
Voltas M&H) and 16 years in the USA (GM Design Center, ASC and now SF studio).