Magdalena festival may_2013_where_does_design_thinking_begin_edited

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Родион Арсеньев — арт-директор Red Keds

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Magdalena festival may_2013_where_does_design_thinking_begin_edited

  1. 1. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013WHEREDOESDESIGNTHINKINGSTARTARSENYEV RODIONRED KEDSANATOMYOF DESIGNTHINKERPOWEROF GOOD
  2. 2. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013PLEASED TO MEET YOUDESIGN DIRECTORART DIRECTORTEACHER
  3. 3. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013THIS IS OBVIOUS!ORLY?ATTENTION! TRIVIALITY DETECTED!
  4. 4. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013PEOPLE ARE REALWe do things for people. They exist.They are real!FOUNDATIONSEVERYONE IS A HAPPINESS SEEKEREveryone wants to be happy. Even you!PEOPLE HAVE MANY NEEDSTO BE FULFILLEDFood, sleep and … those aren’t the only ones.There’s lots of them.
  5. 5. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013OUR LITTLEBIG SECRETCHAPTER NUMBER ONE
  6. 6. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013IT’S SIMPLE AND CLEARBIGBADABOOMWE CARE
  7. 7. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013DESIGN THINKING IS WHEN YOU’RE TRULY CONCERNED WITH THE SUBJECTTHE MOST POWERFUL WEAPON OF DESIGNTHINKER: THE ABILITY TO CARE
  8. 8. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013BIGBADABOOMМОIV SТRUEPRОCЕSSUGOLAIT’S SIMPLE AND CLEARTCA SEDOWE CARE
  9. 9. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013WE CAREABOUT PEOPLEBIGBADABOOMМОIV SТRUEPRОCЕSSUGOLAIT’S SIMPLE AND CLEARTCA SEDOWE CARE
  10. 10. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013WE CAREABOUT PEOPLEWE CAREABOUT PEOPLE’SNEEDS AND EXPERIENCEBIGBADABOOMМОIV SТRUEPRОCЕSSUGOLAIT’S SIMPLE AND CLEARTCA SEDOWE CARE
  11. 11. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013WE CAREABOUT PEOPLEWE CAREABOUT PEOPLE’SNEEDS AND EXPERIENCEBIGBADABOOMМОIV SТRUEPRОCЕSSUGOLAIT’S SIMPLE AND CLEARTCA SEWE CAREABOUT DESIGNPRODUCTSDOWE CARE
  12. 12. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013WE CAREABOUT PEOPLEWE CAREABOUT PEOPLE’SNEEDS AND EXPERIENCEWE CAREABOUT BUSINESSGOALSBIGBADABOOMМОIV SТRUEPRОCЕSSUGOLAIT’S SIMPLE AND CLEARTCA SEWE CAREABOUT DESIGNPRODUCTSDOWE CARE
  13. 13. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013THE BIG IDEA
  14. 14. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013THE BIG IDEAFOR MEDESIGN THINKINGIS THE SKILL OF EMPATHYThe naked truth is thatwe sell our caring.
  15. 15. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013THE BIG IDEAFOR MEDESIGN THINKINGIS THE SKILL OF EMPATHYThe naked truth is thatwe sell our caring.People don’t wantbrands.They want good andexperience.DESIGNIS NOT FORTHE BRANDS.IT’S FOR PEOPLE!
  16. 16. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013DESIGNER IS NOTTHE KEY PERSONIN DESIGN PROCESSPEOPLE WHO USEDESIGN PRODUCTSARE THE KEYSSIGNIFICANT STATEMENTSDesign in notan art. It’s a tool that weuse to make peoplehappier. To design thingsdriven by selfish reasonsis the professionaldeadlock.
  17. 17. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013THINK WITH YOURHEARTFEEL WITH YOURBRAINCHAPTER NUMBER TWO
  18. 18. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013LOST IN TRANSLATIONHOWDO WEUNDERSTANDDESIGN?
  19. 19. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013WORLD OF WORDSDETERMINATIONDesign is the creation of aplan or convention for theconstruction of an object ora system (as inarchitectural blueprints,engineeringdrawing,business process,circuit diagrams andsewing patterns). Designhas different connotationsin different fields (seedesign disciplines below).In some cases the directconstruction of an object(as in pottery, engineering,management, cowboycoding and graphic design)is also consideredto be design.VISUAL DESIGNURBAN DESIGNWEB DESIGNSOFTWARE DESIGNSERVICE DESIGNPROCESS DESIGNPRODUCT DESIGNPRODUCT DESIGNLIGHTING DESIGNINTERIOR DESIGNINTERACTION DESIGNINSTRUCTIONAL DESIGNINDUSTRIAL DESIGNGRAPHIC DESIGNFASHION DESIGNGAME DESIGNENGINEERING DESIGNCOMMUNICATION DESIGN
  20. 20. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013WORLD OF WORDSDETERMINATIONDesign is the creation of aplan or convention for theconstruction of an object ora system (as inarchitectural blueprints,engineeringdrawing,business process,circuit diagrams andsewing patterns). Designhas different connotationsin different fields (seedesign disciplines below).In some cases the directconstruction of an object(as in pottery, engineering,management, cowboycoding and graphic design)is also consideredto be design.VISUAL DESIGNURBAN DESIGNWEB DESIGNSOFTWARE DESIGNSERVICE DESIGNPROCESS DESIGNPRODUCT DESIGNPRODUCT DESIGNLIGHTING DESIGNINTERIOR DESIGNINTERACTION DESIGNINSTRUCTIONAL DESIGNINDUSTRIAL DESIGNGRAPHIC DESIGNFASHION DESIGNGAME DESIGNENGINEERING DESIGNCOMMUNICATION DESIGN
  21. 21. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013DESIGNIS NOTA SCIENCESOME THINGS NEED NO DEFINITION TO BE UNDERSTOOD
  22. 22. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013DESIGNISBELIEFYOU NEED TO FEEL TO UNDERSTAND
  23. 23. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013BELIEFIN PEOPLEDESIGN ISThey exist! They are real!Belief in their problems.They are like you.
  24. 24. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013BELIEFIN USEFULNESSDESIGN ISPeople wants to be happy.We can help.Useless design is absurdness.The deadlock for all.They are like you.
  25. 25. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013BELIEFIN YOURSELFDESIGN ISIt’s really hard to believe in yourself until youstart to believe in other people.We have to do something for people,but they have no need to say thank you.You are the same as them.
  26. 26. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013HUMANDESIGNERDESIGN PRODUCTCHAPTER NUMBER THREE: EXPERIENCE-ORIENTED DESIGN PROCESS SCHEME
  27. 27. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013CLASSIC ARTIFACT-ORIENTEDDESIGN PROCESS SCHEMEIMPULSESDesignerDESIGNARTIFACTDesign product People who usedesign thingsIn this case the designer stopcaring about the design productafter he finishes it.Designer only thinks about theartifact that he’s creating at themoment: about content and theformal appearance.
  28. 28. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013CLASSIC ARTIFACT-ORIENTEDDESIGN PROCESS SCHEMEIMPULSESDesignerDESIGNARTIFACTDesign productMost people think that design happensin this areaPeople who usedesign thingsIn this case the designer stopcaring about the design productafter he finishes it.Designer only thinks about theartifact that he’s creating at themoment: about content and theformal appearance.
  29. 29. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013We have two impulses. The firstone is when designing of an artifacthappens. The second is when thedesign artifact interacts with people.In this case we have a problem.Both impulses are completelyseparated from each other.This is the artifact-oriented designprocess that lead us to everywherebut usefulness for the people.CLASSIC ARTIFACT-ORIENTEDDESIGN PROCESS SCHEMEIMPULSESDesignerDESIGNARTIFACTDesign product People who usedesign things
  30. 30. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013Impulse #1We have two impulses. The firstone is when designing of an artifacthappens. The second is when thedesign artifact interacts with people.In this case we have a problem.Both impulses are completelyseparated from each other.This is the artifact-oriented designprocess that lead us to everywherebut usefulness for the people.CLASSIC ARTIFACT-ORIENTEDDESIGN PROCESS SCHEMEIMPULSESDesignerDESIGNARTIFACTDesign product People who usedesign things
  31. 31. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013Impulse #1 Impulse #2We have two impulses. The firstone is when designing of an artifacthappens. The second is when thedesign artifact interacts with people.In this case we have a problem.Both impulses are completelyseparated from each other.This is the artifact-oriented designprocess that lead us to everywherebut usefulness for the people.CLASSIC ARTIFACT-ORIENTEDDESIGN PROCESS SCHEMEIMPULSESDesignerDESIGNARTIFACTDesign product People who usedesign things
  32. 32. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013Impulse #1 Impulse #2We have two impulses. The firstone is when designing of an artifacthappens. The second is when thedesign artifact interacts with people.In this case we have a problem.Both impulses are completelyseparated from each other.This is the artifact-oriented designprocess that lead us to everywherebut usefulness for the people.CLASSIC ARTIFACT-ORIENTEDDESIGN PROCESS SCHEMEIMPULSESDesignerDESIGNARTIFACTDesign product People who usedesign things
  33. 33. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013IT’S ALL ABOUT THE EXPERIENCE, BABY!We do not create design things first.We design the experience whichis connected to an artifact that wecreate.Design artifact is the result ofdesigning experience scenarios.EXPERIENCE-ORIENTEDDESIGN PROCESS SCHEMEDESIGNARTIFACTDesigner Design product People who usedesign things
  34. 34. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013IT’S ALL ABOUT THE EXPERIENCE, BABY!We do not create design things first.We design the experience whichis connected to an artifact that wecreate.Design artifact is the result ofdesigning experience scenarios.For me, the real design area is hereExperienceEXPERIENCE-ORIENTEDDESIGN PROCESS SCHEMEDESIGNARTIFACTDesigner Design product People who usedesign things
  35. 35. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013IT’S ALL ABOUT THE EXPERIENCE, BABY!We do not create design things first.We design the experience whichis connected to an artifact that wecreate.Design artifact is the result ofdesigning experience scenarios.For me, the real design area is hereExperienceEXPERIENCE-ORIENTEDDESIGN PROCESS SCHEMEDESIGNARTIFACTDesigner Design product People who usedesign things
  36. 36. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013IT’S ALL ABOUT THE EXPERIENCE, BABY!We do not create design things first.We design the experience whichis connected to an artifact that wecreate.Design artifact is the result ofdesigning experience scenarios.For me, the real design area is hereExperienceEXPERIENCE-ORIENTEDDESIGN PROCESS SCHEMEDESIGNARTIFACTDesigner Design product People who usedesign things
  37. 37. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013IT’S ALL ABOUT THE EXPERIENCE, BABY!We do not create design things first.We design the experience whichis connected to an artifact that wecreate.Design artifact is the result ofdesigning experience scenarios.For me, the real design area is hereExperienceEXPERIENCE-ORIENTEDDESIGN PROCESS SCHEMEDESIGNARTIFACTDesigner Design product People who usedesign things
  38. 38. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013IT’S ALL ABOUT THE EXPERIENCE, BABY!We do not create design things first.We design the experience whichis connected to an artifact that wecreate.Design artifact is the result ofdesigning experience scenarios.For me, the real design area is hereExperienceEXPERIENCE-ORIENTEDDESIGN PROCESS SCHEMEDESIGNARTIFACTDesigner Design product People who usedesign things
  39. 39. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013FIRST GOES FIRSTDESIGNINGIS A PROCESSOF CREATINGSCENARIOSOF INTERACTIONSDESIGNARTIFACT
  40. 40. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013WE SHOULD BECOMETHE USER OF OURPRODUCT BEFOREWE CREATE ITA Curriculum StatementDesigning Experiences, Not ObjectsMeredith DavisAIGA Journal of Interaction Design EducationNovember 2000“THE CONCLUSION REACHEDBY THIS GROUP IS THATDESIGN IS INCREASINGLYLESS ABOUT CREATINGOBJECTS AND MORE ABOUTCREATING CONDITIONS THATSUPPORT USER EXPERIENCES,AND THAT THIS EXPERIENTIALNATURE OF INTERACTIVECOMMUNICATION AND PRODUCTS WILLONLY ACCELERATE UNDER RAPIDTECHNOLOGICAL DEVELOPMENTTHAT REDUCES THE NEED TO BEIN A PARTICULAR PLACE ATA PARTICULAR TIME TOACCOMPLISH A TASK..”TIP AND TRICKDESIGNARTIFACT
  41. 41. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013YOU CAN’TCREATEEXPERIENCEIFYOU DON’TCAREHERE IS THE EXAMPLEKEETRA DEAN DIXONANONYMOUS HUGGING, ALASKA, 2008
  42. 42. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013YOU CAN’TCREATEEXPERIENCEIFYOU DON’TCAREHERE IS THE EXAMPLEExperienceKEETRA DEAN DIXONANONYMOUS HUGGING, ALASKA, 2008
  43. 43. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013YOU CAN’TCREATEEXPERIENCEIFYOU DON’TCAREHERE IS THE EXAMPLEExperienceIdeaKEETRA DEAN DIXONANONYMOUS HUGGING, ALASKA, 2008
  44. 44. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013YOU CAN’TCREATEEXPERIENCEIFYOU DON’TCAREHERE IS THE EXAMPLEExperienceDesign artifactIdeaKEETRA DEAN DIXONANONYMOUS HUGGING, ALASKA, 2008
  45. 45. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013YOU CAN’TCREATEEXPERIENCEIFYOU DON’TCAREHERE IS THE EXAMPLEExperienceDesignerDesign artifactIdeaKEETRA DEAN DIXONANONYMOUS HUGGING, ALASKA, 2008
  46. 46. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013THEY AREAS REALAS WE AREBULLET PROOF
  47. 47. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013AS REAL AS WE ARE
  48. 48. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013AS REAL AS WE ARE
  49. 49. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013THE CORESOF DESIGNTHINKINGCHAPTER NUMBER FOUR
  50. 50. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013DO CARE6 CORE MUSCLES OF DESIGNER’S HEART
  51. 51. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013HONESTY6 CORE MUSCLES OF DESIGNER’S HEART
  52. 52. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013CONSCIOUSNESS6 CORE MUSCLES OF DESIGNER’S HEART
  53. 53. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013COMMON SENSE6 CORE MUSCLES OF DESIGNER’S HEART
  54. 54. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013DESIGN SKILLS6 CORE MUSCLES OF DESIGNER’S HEART
  55. 55. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013TECHNOLOGY’S LOVER6 CORE MUSCLES OF DESIGNER’S HEART
  56. 56. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013CONCLUSIONLET’S STRESS IT AGAIN
  57. 57. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 20133 SIMPLE THINGSTO REMEMBERANATOMY OF DESIGN THINKING
  58. 58. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 20133 SIMPLE THINGSTO REMEMBERANATOMY OF DESIGN THINKINGWHOPeople and their needs
  59. 59. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 20133 SIMPLE THINGSTO REMEMBERANATOMY OF DESIGN THINKINGHOWDesign and technologiesWHOPeople and their needs
  60. 60. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013WHATUsefulness and experience3 SIMPLE THINGSTO REMEMBERANATOMY OF DESIGN THINKINGHOWDesign and technologiesWHOPeople and their needs
  61. 61. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013GRANDMOTIVATIONHOW ABOUT THE MOTIVATION?
  62. 62. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013GRAND MOTIVATIONWE‘RE ALLGONNADIE
  63. 63. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013PENULTIMATE SLIDE“THEY SAY THATDEATH KILLS YOU,BUT DEATH DOESNTKILL YOU. BOREDOMAND INDIFFERENCEKILL YOU”
  64. 64. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013THANK YOU!

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