PICNIC Festival Amsterdam Rethinking Design Thinking

Transcription

1 PICNIC Festival Amsterdam Rethinking Design Thinking Paul Pangaro, ph.d. September, 2010

2 Wicked Problems Hard or impossible to agree What do we focus on? Why? Who says? Each wicked problem is unique How do we use what we ve learned before? Hard to know when "solved" When are we "done"? Demands new perspectives By definition it's not been done before! Today s really important design problems economic, social, environmental are wicked problems 2

3 Design Thinking 3

4 Design Thinking Beyond analytical thinking Designers from the start Empathy for users Open & inclusive process Brainstorming Rapid prototyping 4

5 Genesis of Design Thinking Value of the systemic approach 5

6 Genesis of Design Thinking Value of the systemic approach Design methods movement in late 1960s 6

7 Genesis of Design Thinking Value of the systemic approach Design methods movement in late 1960s Design as science Herbert Simon 7

8 Today s Enthusiasts David Kelley, Tom Kelley, Tim Brown at IDEO 8

9 Today s Enthusiasts David Kelley, Tom Kelley, Tim Brown at IDEO Hasso Plattner at Stanford's "d-school" 9

10 Today s Enthusiasts David Kelley, Tom Kelley, Tim Brown at IDEO Hasso Plattner at Stanford's "d-school" Pat Whitney at IIT's Institute of Design 10

11 Today s Enthusiasts David Kelley, Tom Kelley, Tim Brown at IDEO Hasso Plattner at Stanford's "d-school" Pat Whitney at IIT's Institute of Design Roger Martin at Rotman School 11

12 Today s Enthusiasts David Kelley, Tom Kelley, Tim Brown at IDEO Hasso Plattner at Stanford's "d-school" Pat Whitney at IIT's Institute of Design Roger Martin at Rotman School 12

13 Business Argument for Design Thinking Business success = innovation Innovation = design thinking Therefore Business success = design thinking 13

14 Business Argument for Design Thinking Business success = innovation Innovation = design thinking Therefore Business success = design thinking Which implies A repeatable process... Applicable to many situations 14

15 Iconic Examples of Design Collaborations Andriano Olivetti with Marcello Nizzoli at Olivetti Tom Watson with Eliot Noyes at IBM Max Dupree with George Nelson at Herman-Miller Hiroshi Yamauchi with Shigeru Miyamoto at Nintendo Steve Jobs with Jonathan Ive at Apple after Hugh Dubberly 15

16 Rethinking Design Thinking 16

17 What is the process? Design Thinking 17

18 What is the process? Observe Brainstorm Prototype 18

19 What does that mean? Ethnography Observe Open-ended idea generation Brainstorm Making and testing Prototype 19

20 What does that mean? Observe Brainstorm Prototype 20

21 What does that mean? Observe Brainstorm Prototype 21

22 How do we judge what is better? Observe Brainstorm Prototype 22

23 Limitations Specific? Rigorous? Repeatable? Observe Brainstorm Prototype 23

24 Limitations Specific? Rigorous? Repeatable? Observe Brainstorm Prototype Clear? Quantifiable? Directed? 24

25 Rethinking... Observe Brainstorm Prototype 25

26 Design the Conversations Design the conversations Brainstorm Prototype 26

27 Find a Focusing Problem Design the conversations Find a focusing problem Prototype 27

28 Find a Focusing Problem Design the conversations Economic From atoms to bits Social Consistent with who we are Find a focusing problem Prototype 28

29 Prototype a Solution Design the conversations Find a focusing problem Prototype a solution 29

30 & Design the conversations Find a focusing problem Prototype a solution 30

31 & Measure improvement in user experience Design the conversations Find a focusing problem Prototype a solution 31

32 & Measure improvement in user experience Design the conversations Measure convergence on design goals Find a focusing problem Prototype a solution 32

33 Conversation is the core Measure improvement in user experience Measure convergence on design goals Conversation to Agree on Means 33

34 Rethinking Design Thinking Conversation to Agree on Means 34

35 Design as Conversation Conversation to Agree on Means 35

36 Design as Conversation Conversation to Agree on Goals Conversation to Agree on Means 36

37 Design as Conversation Conversation to Create New Language Conversation to Agree on Goals Conversation to Agree on Means 37

38 Design as Conversation Conversation to Create New Language Conversation to Agree on Goals Conversation to Design the Designing Conversation to Agree on Means 38

39 Design as Conversation Conversation to Create New Language Conversation to Agree on Goals Conversation to Design the Designing Conversation to Agree on Means 39

40 Conversation Leads to Agreement Agreement leads to action or transaction Action repeated over time leads to relationship Relationship maintained over time leads to trust Trust provides a fertile ground for change Change is the pivot-point of innovation Innovation requires new language New language is created in conversation 40

41 Redesigning Design PICNIC 10 MAKING DESIGN REAL Tim Kobe, Founder & Principle, Eight Inc Co-creating conversations with brands and with consumers 41

42 Redesigning Design PICNIC 10 MAKING DESIGN REAL Tim Kobe, Founder & Principle, Eight Inc Co-creating conversations with brands and with consumers MEET YOUR MAKER Matthew Stinchcomb, Director, Europe, Etsy.com Being connected to products and the people behind them is a good idea 42

43 Redesigning Design PICNIC 10 MAKING DESIGN REAL Tim Kobe, Founder & Principle, Eight Inc Co-creating conversations with brands and with consumers MEET YOUR MAKER Matthew Stinchcomb, Director, Europe, Etsy.com Being connected to products and the people behind them is a good idea OPEN DESIGN John B. Rogers, Jr., CEO & Founder, Local Motors Co-creating design, development & build with customers on a local level 43

44 Redesigning Design PICNIC 10 MAKING DESIGN REAL Tim Kobe, Founder & Principle, Eight Inc Co-creating conversations with brands and with consumers MEET YOUR MAKER Matthew Stinchcomb, Director, Europe, Etsy.com Being connected to products and the people behind them is a good idea OPEN DESIGN John B. Rogers, Jr., CEO & Founder, Local Motors Co-creating design, development & build with customers on a local level 44

45 Design as Conversation Conversation to Create New Language Conversation to Agree on Goals Conversation to Design the Designing Conversation to Agree on Means 45

46 Thank you. Special thanks to Hugh Dubberly Paul Pangaro, ph.d. pangaro.com/picnic