Ingrid Fetell on integrating culture into the design process

Last year’s NZTE CEO Summit was focused firmly on design integration and its use as one of the most significant transformational tools in global business. Using local and international examples via an impressive line-up of speakers, the summit demonstrated how companies that have embedded design are creating new opportunities, new markets and new value. 

Now you can hear the speakers for yourself, starting of with IDEO human factors specialist and multidisciplinary designer Ingrid Fetell. Fetell’s area of expertise is the intersection between design and emotion, and in her work with clients she explores ways to make experiences more engaging, rewarding, and beneficial through design. 

Watch as she discusses the importance of integrating culture into the design process. Story telling, she says, is the cross-cultural currency of design.