Creative product design in hybrid and virtual teams

The teaching case is based on two teams that were tasked with the design of two different digital products: a planned five-month project (known internally as Seasonal Sales Team; SST), in view of the forthcoming sales season; and an impromptu 24-hour project (known as Elec24) in response to unexpected national elections. Despite their similarities, the two projects differ in terms of their degree of virtuality (hybrid vs virtual) and temporality (long vs short lifespan). By focussing on Lorena, an experienced product designer who has taken on the responsibility for the two projects, the case explores how virtuality and temporality influence the teams’ coordination plan and creative process.