Dr. Itzel Cruz Megchun, Professor of Design and Innovation
Research Highlights
Dr. Cruz Megchun has over fifteen years of experience working in the creative, manufacturing, and new technology industries in Europe and Mexico. She has collaborated for over twenty years with different NGOs and governments in the gestation and implementation of social projects in the cultural area. Her research focuses on two areas. One emphasizes the role and value of design in organizations from the strategic to the operational level and the role of design in technological innovations, social innovations, and responsible innovations. The second stream centers on exploring the value of brand experiences in global brand management. She is interested in creating instruments that facilitate the design of retail spaces, services, and identities for global brands.
Societal Impact
- For consumer-led industries, Dr. Cruz Megchun has created eight new classes around innovation and customer experience, infusing sustainability, design thinking, analytics, anthropology, sociology, social justice, and politics.
- Research informs new forms to create responsible innovation actions in public projects, while creating education frameworks for students and professionals.
- Held workshops in the Gulf area and Southeast Asia to exhibit (and document) the relevance of proxemics in designing positive experiential brand design experiences in physical retail spaces.
- Participated as keynote speaker, seminarist, discussant, and workshop leader in venues addressing the importance of design in business and society, such as Living Continuity, as part of the Sharjah Architecture Triennial Research Initiative, Olmsted 2022 Good Park Speakers Series.
Student Impact
- Through my research and projects, students have had the opportunity to have meaningful international experiences embedded in class. Not all students have the time and funding to travel internationally.
- 80% of my classes partner with local (and global) businesses to prepare students to acquire the capabilities and skills that make them successful in the market. But above all, I want to build a strong relationship with the Portland community through projects where students work for, to and with the Portland community to create a positive impact.
- Students taking my design thinking, marketing for sustainability, and innovation classes are introduced to responsible innovation frameworks that make the reflective and ethical business leaders.
- Students taking the design thinking class feel it provides a significant learning experience they will remember for the rest of their lives.
Spotlights
- Has been published in the Journal Design Business Society, International Journal of Design for Social Change, Sustainable Innovation and Entrepreneurship, the Luxury Studies: The in Pursuit of Luxury Journal, Design Management Institute Paper proceedings, and multiple academic book chapters, among others.
- In 2019, her class and the “Building Skills to Innovate in the 21st Century” project were recognized in the Innovation that Inspire Challenge AACSB Innovations and Best Practices Booklet in North America.
- Keynote speaker in multiple design conferences addressing design impacts on society, such as the 4th International Knowledge Forum and 14th International Congress in Management and Technology for Architecture, Design and Engineering.
- Member of multiple international education advisory councils, such as the advisory of the School of Architecture of the Universidad Autónoma de Nuevo León, Mexico.
- Member of the Cumulus Art & Design pedagogy working group (global research group).
Connect
To connect with Dr. Itzel Cruz Megchun, please email – cruzmegc@up.edu