Microsoft's Radical Bet On A New Type Of Design Thinking
Fast Company|February 2016

How studying underserved communities is helping the tech giant create better products.

Cliff Kuang
Microsoft's Radical Bet On A New Type Of Design Thinking

On one otherwise unremarkable day in May 2013, August de los Reyes fell out of bed, hurting his back. The then-42-year-old designer was just six months into his dream job at Microsoft: running design for Xbox and righting a franchise that was drifting due to mission creep. He had worked at Microsoft before, on projects such as MSN and Windows, but had returned because the world of gaming had an almost spiritual appeal to him. “I believe the universe is play,” he says. “And I believe there’s a moral imperative to play.”

 

At first, de los Reyes didn’t think the accident was serious. But several trips to the hospital later, he finally underwent emergency surgery. He’d broken a vertebra, his spinal cord had swelled, and, with breathtaking quickness, he was unable to walk ever again. The agonizing months adapting to his new life awakened de los Reyes to the thoughtlessness that hides all around us. He couldn’t meet friends in the usual restaurants, simply because no one had made the effort to pour a tiny concrete ramp. A tipped-over garbage can blocking a sidewalk would force him to circumnavigate an entire block. Disability, he came to believe, isn’t a limitation of a person; it is a mismatch between a person and the world that has been designed around him. “That was what radicalized me,” he says as we sit in his office in one of the colorful new design studios scattered about Microsoft’s sprawling Redmond, Washington, campus. The question was: Radicalized him to do what?

This story is from the February 2016 edition of Fast Company.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

This story is from the February 2016 edition of Fast Company.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

MORE STORIES FROM FAST COMPANYView All
THE NEW RULES OF BUSINESS TRAVEL
Fast Company

THE NEW RULES OF BUSINESS TRAVEL

In the era of hybrid teams, everyone is a road warrior-not just sales teams and C-suite execs. It's part of why business travel spending is expected to finally reach, and perhaps surpass, pre-pandemic levels by the end of the year, according to Deloitte. But, as with everything, work trips are not what they were in 2019. From airlines to banks, companies are finding new ways to make business travel easier-and even a little fun.

time-read
5 mins  |
Fall 2024
INTELLIGENT IMPACT
Fast Company

INTELLIGENT IMPACT

BUSINESS LUMINARIES SHARE HOW AI CAN INTERSECT WITH SOCIAL MISSION.

time-read
1 min  |
Fall 2024
REDDIT'S REVENGE
Fast Company

REDDIT'S REVENGE

IN AN ERA OF AI UPHEAVAL. THE CACOPHONOUS SOCIAL HUB EMERGES AS THE HUMAN-DRIVEN INTERNET'S LAST GREAT HOPE.

time-read
10+ mins  |
Fall 2024
SO MANY WAYS TO LOSE
Fast Company

SO MANY WAYS TO LOSE

In the Ozempic era, Weight-Watchers is remaking itself to be something for everyone meal-plan program and a tele-health prescription service. But have consumers already lost their appetite?

time-read
10+ mins  |
Fall 2024
10/10 - THE 10 MOST INNOVATIVE PEOPLE OF THE LAST 10 YEARS
Fast Company

10/10 - THE 10 MOST INNOVATIVE PEOPLE OF THE LAST 10 YEARS

In honor of Fast Company's 10th Innovation Festival in September, we identified 10 industrious leaders whose groundbreaking efforts defined the past decade in business. We spoke to them about their extraordinary achievements in tech, medicine, entertainment, and more. And we explored how the impact of their work has withstood passing fads, various presidential administrations, a pandemic, and many, many quarterly reports.

time-read
10+ mins  |
Fall 2024
The Mysterious Reappearance of the Reggie Bar
Fast Company

The Mysterious Reappearance of the Reggie Bar

How a beloved 1970s candy got called back up to the major leagues.

time-read
8 mins  |
Fall 2024
Gabriella Khalil
Fast Company

Gabriella Khalil

Gabriella Khalil, creative director, answers our career questionnaire.

time-read
2 mins  |
Fall 2024
The Fast and the Furious
Fast Company

The Fast and the Furious

High prices at McDonald's, Taco Bell, and other chains are sparking consumer revolt.

time-read
6 mins  |
Fall 2024
Lost in Truncation
Fast Company

Lost in Truncation

Lost in Truncation Generative AI was supposed to unleash our creativity. Instead, it became our cultural trash compactor. Welcome to the age of summarization.

time-read
4 mins  |
Fall 2024
Campus Radicals
Fast Company

Campus Radicals

Welcome to UATX, Austin's new well-funded and controversial anti-woke university.

time-read
10+ mins  |
Summer 2024