Design Drive

Name: Crystal Windham
Job: Interior Design Director, Passenger Cars, General Motors Co.
Age: 39

Last Position: Prior to being promoted to her current position in 2008, Windham was a design manager for 6 years.

Education: Windham received a Bachelor of Arts in Industrial  Design with a focus in automotive design from the College for Creative Studies in Detroit. The college has an outstanding reputation in transportation design. She also holds an M.B.A. from University of Detroit-Mercy, which has been helpful in her ability to successfully manage individuals and teams, as well as collaborate with other disciplines at General Motors.
Most drivers rarely give thought to the innovative car designers whose creativity and inspiration add excitement and enrich their driving experience. Crystal Windham, interior design director, passenger cars, at General Motors Co., is one such talent who integrates beauty and style with the car company’s trademark function and engineering to create interior designs that customers notice–and love.

Responsibilities: Leads a group of designers, sculptors, and engineers who create the shape and overall environment of the vehicle. Windham’s team impacts all surfaces the driver sees, touches, and uses within General Motors’ Chevrolet and Buick passenger vehicles. Her team begins by sketching freehand and brainstorming ideas of how the interior will look. Throughout a series of reviews with design leadership and other departments, a selection is made and Windham’s team will translate the design into a sculpted 3-D model using clay.

Learning on the Job: Windham’s career at General Motors began as an associate creative designer. She was later promoted to creative designer then lead designer. In 1997 she accepted an international assignment in RÃœsselsheim, Germany, which broadened her understanding and insight of interior and exterior car design, as well as gave her a greater awareness of design nuances and cultural differences. Each position and opportunity enhanced her qualifications for the next step and increased her design knowledge, skill set, and expertise.

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Execution: Each aspect of design is an integral part of the entire process. “As lead designer, for example, your design may be chosen for the next generation of interior of a Chevrolet. You are therefore responsible for guiding the project from conception to production with a team,” explains Windham, who was recently tasked with redesigning the next generation of Chevrolet Malibus. Key to executing a successful design includes understanding the vehicle being replaced, branding, and competitive placement. She says, “It’s important to remain true to each brands’ character and design heritage. A vehicle is a second home. As such, it’s important that it’s both comfortable and user-friendly.” It’s essential that the designers consider what the vehicle wants to be in the market and to its customers, she insists.

Talents/Skills: Like any creative professionals, designers sometimes hit roadblocks. Along with sketching and design judgement, Windham says strong on-the-spot problem-solving abilities are necessary. “You must be flexible, open-minded, and think outside the box to find solutions.” Windham also emphasizes the importance of working well with colleagues across disciplines. “Other divisions such as design, marketing, and finance also have their contributions and are stakeholders, so you have to work with them and take into account their concerns and how it relates to the design of the car and whether it pleases the customer.”

Advice for Aspiring Industrial Designers: Making the leap from artist to industrial design can be daunting. “Do your research, ask questions, and find out what career options are available in various fields. Following this path allowed me to do something I love

and enjoy.” The industrial design field is a competitive one. Windham advises, “There is a good deal of constructive criticism, so you have to be open-minded to their candid feedback, use what you need and move forward.”

Opportunities for Work: Opportunities abound in the field of industrial design. Career options include exterior designer, focused on elements such as wheels, lights, and mirrors. Interior design is directed toward areas that include screen, audio, heating units, steering wheels, and gear shifts. Exhibit designers work on the environmental and vehicle layout of GM cars at auto shows. Car and trim designers forecast the next coveted colors for the future and ensure that components such as fabric and interior materials are aligned with the overall design.

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Best Lesson Learned: Windham cautions against mimicking someone else’s design and says she has learned to stay true to her vision of the product, working to make sure that it reflects the needs of the customer base. She says, “You may think it’s advantageous to copy a designer’s style that is receiving praise or accolades for their work. This may be a missed opportunity to add value to the product.”
Most drivers rarely give thought to the innovative car designers whose creativity and inspiration add excitement and enrich their driving experience. Crystal Windham, interior design director, passenger cars, at General Motors Co., is one such talent who integrates beauty and style with the car company’s trademark function and engineering to create interior designs that customers notice–and love.

Responsibilities: Leads a group of designers, sculptors, and engineers who create the shape and overall environment of the vehicle. Windham’s team impacts all surfaces the driver sees, touches, and uses within General Motors’ Chevrolet and Buick passenger vehicles. Her

team begins by sketching freehand and brainstorming ideas of how the interior will look. Throughout a series of reviews with design leadership and other departments, a selection is made and Windham’s team will translate the design into a sculpted 3-D model using clay.

Learning on the Job: Windham’s career at General Motors began as an associate creative designer. She was later promoted to creative designer then lead designer. In 1997 she accepted an international assignment in RÃœsselsheim, Germany, which broadened her understanding and insight of interior and exterior car design, as well as gave her a greater awareness of design nuances and cultural differences. Each position and opportunity enhanced her qualifications for the next step and increased her design knowledge, skill set, and expertise.

Execution: Each aspect of design is an integral part of the entire process. “As lead designer, for example, your design may be chosen for the next generation of interior of a Chevrolet. You are therefore responsible for guiding the project from conception to production with a team,” explains Windham, who was recently tasked with redesigning the next generation of Chevrolet Malibus. Key to executing a successful design includes understanding the vehicle being replaced, branding, and competitive placement. She says, “It’s important to remain true to each brands’ character and design heritage. A vehicle is a second home. As such, it’s important that it’s both comfortable and user-friendly.” It’s essential that the designers consider what the vehicle wants to be in the market and to its customers, she insists.

(Continued on next page)

Talents/Skills: Like any creative professionals, designers sometimes hit roadblocks. Along with sketching and design judgement, Windham says strong on-the-spot problem-solving abilities are necessary. “You must be flexible, open-minded, and think outside the box to find solutions.” Windham

also emphasizes the importance of working well with colleagues across disciplines. “Other divisions such as design, marketing, and finance also have their contributions and are stakeholders, so you have to work with them and take into account their concerns and how it relates to the design of the car and whether it pleases the customer.”

Advice for Aspiring Industrial Designers: Making the leap from artist to industrial design can be daunting. “Do your research, ask questions, and find out what career options are available in various fields. Following this path allowed me to do something I love and enjoy.” The industrial design field is a competitive one. Windham advises, “There is a good deal of constructive criticism, so you have to be open-minded to their candid feedback, use what you need and move forward.”

Opportunities for Work: Opportunities abound in the field of industrial design. Career options include exterior designer, focused on elements such as wheels, lights, and mirrors. Interior design is directed toward areas that include screen, audio, heating units, steering wheels, and gear shifts. Exhibit designers work on the environmental and vehicle layout of GM cars at auto shows. Car and trim designers forecast the next coveted colors for the future and ensure that components such as fabric and interior materials are aligned with the overall design.

Best Lesson Learned: Windham cautions against mimicking someone else’s design and says she has learned to stay true to her vision of the product, working to make sure that it reflects the needs of the customer base. She says, “You may think it’s advantageous to copy a designer’s style that is receiving praise or accolades for their work. This may be a missed opportunity to add value to the product.”