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A presentation used to inform and inspire Design Leaders about human-centered research and discovery and its opportunities for design

A presentation used to inform and inspire Design Leaders about human-centered research and discovery and its opportunities for design

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Inspiring Design by Discovery Inspiring Design by Discovery Presentation Transcript

  • SOLUTION SET #1 DEVELOPMENT SET #1 SOLUTION SET #2 PHYSICAL IMPLICATION SET #1 SOLUTION SET #1 DEVELOPMENT SET #2 FRAMEWORK FILTER FRAMEWORK FILTER FRAMEWORK FILTER SOLUTION SET #2 CONCEPTUAL DISCOVERY FRAMEWORK CONTENT SOLUTION SET #1 DEVELOPMENT SET #1 SOLUTION SET #2 PHYSICAL IMPLICATION SET #2 SOLUTION SET #1 DEVELOPMENT SET #2 INSPIRING DESIGN BY DISCOVERY SOLUTION SET #2 Shahana Dattagupta NBBJ . Healthcare Academy . January 15 2008 INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • OUTLINE 1. DEFINING DISCOVERY 2. RESEARCH & DISCOVERY : GENERATING NEW KNOWLEDGE 3. WHY DISCOVERY : LEARNINGS AND OPPORTUNITIES INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • 1. DEFINING DISCOVERY DISCOVERY IS THE ACT OF ARRIVING AT MEANINGFUL AND FOUNDATIONAL CONTENT FOR DESIGN THROUGH A CREATIVE INVESTIGATION OF HUMAN-ENVIRONMENT RELATIONSHIPS INFORMATION KNOWLEDGE IDEAS ENGAGING IN DISCOVERY REQUIRES commitment to truth ability to be vulnerable dispensing with biases and ego MEANINGFUL DISCOVERY EMBODIES serendipity and structure passionate curiosity and meticulous rigor suspension of judgment and exercise of judgment INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • 2. RESEARCH & DISCOVERY : GENERATING NEW KNOWLEDGE THE MYTH OF LEFT BRAIN VS. RIGHT BRAIN WHY REAL RESEARCH IS A CREATIVE PROCESS RESEARCH STRATEGIES AND METHODS RESEARCH ANALYSIS AND SYNTHESIS : THE GENESIS OF IDEAS INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • 2. RESEARCH & DISCOVERY: GENERATING NEW KNOWLEDGE THE MYTH OF LEFT BRAIN VS. RIGHT BRAIN Recent research shows the logical-creative split is simplistic and inaccurate Difference between hemispheres lies in style of work- ing: left side focuses on detail and right side on big picture regardless of activity, whether writing, painting or engineering Example: when writing, the left side focuses on string- ing words in a sentence with grammatical accuracy, while the right side is concerned with allusions, meta- phors or emotional aspects INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • 2. RESEARCH & DISCOVERY: GENERATING NEW KNOWLEDGE WHY REAL RESEARCH IS A CREATIVE PROCESS Research = Re + Search !!! Goal of any research is to generate NEW knowledge Research is systematic study to discover new facts, knowledge or ways of seeing things Research requires intuition, foresight, imagination, innovation and conceptualization Research is meaningless without import: it requires creativity, intuitive leaps and dexterity with abstractions, whether hypothesizing or synthesizing the import of information Therefore, great research, like great design, engages both hemispheres of the brain! INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • 2. RESEARCH & DISCOVERY: GENERATING NEW KNOWLEDGE WHY REAL RESEARCH IS A CREATIVE PROCESS RESEARCH PROCESS DESIGN PROCESS Preparation for Literature Review Study of historic, contemporary examples, Research media Information gathering: limit Collection of preliminary field data Experimentation with visual ideas and mate- variables, define problem rials Information correlated; problem defined; Design problem identified through visual Identification of problem educated guesses made; hypotheses stated; analysis and recognition and hypothesis research design Research plan carried out; results analyzed, Work created in series, with each work sug- Exposition of facts and plan modified based on results; experiments gesting problems to explore in subsequent interpretation replicated work Presentation of results and Publication of findings Exhibition of work or production of design findings EXPANDING & DISTILLING INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • 2. RESEARCH & DISCOVERY: GENERATING NEW KNOWLEDGE RESEARCH STRATEGIES AND METHODS STRATEGIES Understanding what there is to know Research Design: designing how to find out Quantitative vs. Qualitative approaches METHODS Validity and Reliability Types of information : Explicit, Tacit, Latent Methods to obtain information : Ask, Observe, Engage Protocols and Tools INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • RESEARCH STRATEGIES AND METHODS : STRATEGIES : Understanding what there is to know KNOW THERE IS TO KNOW Facts Circumstances Operating Forces Trends Projections TIME Expectations EVERYTHING THERE IS TO KNOW FUTURE STATE CURRENT STATE Aspirations Hopes Dreams AWARENESS DON’T KNOW THERE IS TO KNOW INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • RESEARCH STRATEGIES AND METHODS : STRATEGIES : Research Design KNOW THERE IS TO KNOW Time and resources? What is there to know? Desired outcome? Sources of content? Facts Units of analysis? Circumstances Approach? Method? Operating Forces Trends Projections TIME Expectations EVERYTHING THERE IS TO KNOW FUTURE STATE CURRENT STATE Aspirations Hopes CHANGE Dreams POTENTIAL Replenishing curiosity Active listening / seeing AWARENESS Elimination of bias Triangulation DON’T KNOW THERE IS TO Accuracy in recording KNOW INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • RESEARCH STRATEGIES AND METHODS : STRATEGIES : Quantitative and Qualitative Approaches KNOW THERE IS TO KNOW QUANTITATIVE APPROACH Breadth of coverage Numerous sources of information Known, factual information Establishes benchmarks Facts Checks against wrong path Circumstances Operating Forces Trends Projections TIME Expectations EVERYTHING THERE IS TO KNOW FUTURE STATE CURRENT STATE Aspirations Hopes Dreams QUALITATIVE APPROACH Depth of coverage AWARENESS Focused sources of information Open-ended, unknown information DON’T KNOW THERE IS TO Establishes conceptual framework Enables meaningful path KNOW INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • RESEARCH STRATEGIES AND METHODS : METHODS : Validity and Reliability VALIDITY = Congruence of Method / Tool with concepts and content being researched RELIABILITY = Ability of Method / Tool to be used repeatedly to achieve consistent results INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • RESEARCH STRATEGIES AND METHODS : METHODS : Types of Information Explicit Tacit Latent INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • RESEARCH STRATEGIES AND METHODS : METHODS : Methods to obtain information ASK Explicit OBSERVE Tacit Latent ENGAGE INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • RESEARCH STRATEGIES AND METHODS : METHODS : Protocols and Tools ASK Survey Interview Focus Group Explicit OBSERVE Tacit Participant Observation Informed Observation Latent ENGAGE Creative assignments Facilitated Workshops Visioning sessions INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • RESEARCH STRATEGIES AND METHODS : METHODS : Protocols and Tools ASK Survey Interview Focus Group Questionnaires Explicit Structured formats Open-ended formats OBSERVE Tacit Participant Observation Informed Observation Latent ENGAGE Observation Guide Photography Video Ethnography Creative assignments Facilitated Workshops Visioning sessions Scenario Making Semantic Scales Metaphor Elicitation Cognitive/Context Maps Collages, Models Personas, Activities, Stories INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • RESEARCH STRATEGIES AND METHODS : METHODS : Protocols and Tools Project: Boeing Business Jets : semantic scales INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • RESEARCH STRATEGIES AND METHODS : METHODS : Protocols and Tools Project: Boeing Business Jets: collage INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • RESEARCH STRATEGIES AND METHODS : METHODS : Protocols and Tools Project: Boeing Business Jets: cognitive maps INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • RESEARCH STRATEGIES AND METHODS : METHODS : Protocols and Tools Project: Boeing Future Factory : models INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • RESEARCH STRATEGIES AND METHODS : METHODS : Protocols and Tools Project: Hong Kong Jockey Club : cognitive map with personas INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • RESEARCH STRATEGIES AND METHODS : METHODS : Protocols and Tools Project: Hong Kong Jockey Club : scenario making with personas and activites INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • RESEARCH STRATEGIES AND METHODS : METHODS : Protocols and Tools What do you SAY What do you DO? What do you plan about it? for the FUTURE? Observations and uncovering of tacit needs Statements of explicit needs - Interviews What does your - Visioning Sessions Your vision Your offer (product or Vision realignment? service) New offers? company do? - Workshops Competitive position - Surveys - Observations Why? Mission statement Values Values and/or goals Motivations realignment? Personal goals Who works here Head counts Social networks New head counts Organizational charts • who communicates Ideal adjacencies and how are you Job descriptions with whom Reorganization? organized? Functional groupings • who learns from Remote employees? Current adjacencies whom? New alliances? Informal alliances Lifestyles changes How does the Policies Workflow Process Rules Information flow improvements? work get done? Incentives and Unspoken expectations Policy changes? recognition Product paths Assignments Inputs and outputs Responsibilities Offices hours Where does the Workplaces Informal meeting Changes in worker Conference rooms spaces mobility work get done? Support areas Outside the office Changes in worker While traveling/at home flexibility? What tools, Technology Information on New technology, Tools technology, furniture, furniture, tools, and furniture and Furniture tools and equipment equipment? equipment are Equipment used? Credit: Liz Sanders INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • 2. RESEARCH & DISCOVERY: GENERATING NEW KNOWLEDGE RESEARCH ANALYSIS AND SYNTHESIS : THE GENESIS OF IDEAS ANALYSIS Reviewing Research Design, intent and nature of data Quantitative approach: Statistical analysis Qualitative approach: Content analysis SYNTHESIS Clustering and Collapsing Uncovering significance and meaning Translating to design implications: conceptual framework Elaborating and testing ideas INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • RESEARCH ANALYSIS AND SYNTHESIS : ANALYSIS : Quantitative vs. Qualitative Approaches KNOW THERE IS TO KNOW QUANTITATIVE APPROACH Breadth of coverage Numerous sources of information Known, factual information Establishes benchmarks Facts Checks against wrong path Circumstances Operating Forces Trends Projections TIME Expectations EVERYTHING THERE IS TO KNOW FUTURE STATE CURRENT STATE Aspirations Hopes Dreams QUALITATIVE APPROACH Depth of coverage AWARENESS Focused sources of information Open-ended, unknown information DON’T KNOW THERE IS TO Establishes conceptual framework Enables meaningful path KNOW INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • RESEARCH ANALYSIS AND SYNTHESIS : ANALYSIS : Statistical Analysis                         ������������������� ���������������������������������������������������������������������������������� ������������������������������������������������������������������������������ C O N SE R V A T I V E RISK-TAKING ������������������������������������������������������������������������������ ��������������������������������������������������������������������������� �������� ������������������������������������������������������������������������������� STRUCTURED FLEXIBLE ������������������������������������������������������������������������������ �������������������������������� ���������������������������������������������������������������������������������� ��������������������������������������������������������������������������� INDIVIDUALISTIC COLLABORATIVE ������������������������������������� ������������������������ � R E S P O N S I B I L I T Y - B ASED INITIATIVE-BASED ���������������������������������������������������������������������������������� ������������������������������������������������������������������������������������ ����������������������������� ��������������������������������������������������������������������������� P E R F O R M A N C E - B ASED VALUE-BASED ��������������������������������������������������������������������������������� �������������������������������������������������������������������������������������� ��������������������������������������������������������� ������������������������������������������������������������������������������ C E NT R A L I Z E D AUTONOMOUS ������������������������������������������������������������������������������������� ������������������������� LOCAL GLOBAL � Project: Boeing Business Jets INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • RESEARCH ANALYSIS AND SYNTHESIS : ANALYSIS : Content Analysis Project: Davis Wright Tremaine Law Offices INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • RESEARCH ANALYSIS AND SYNTHESIS : SYNTHESIS : Clustering and Collapsing INNOVATION 1. The introduction of something new. 2. A new idea, method or device. + PATTERN - PATTERN • Matters most to Boeing • Blurring of hierarchy success • Promote social • Drive towards adhocracy innovation • Empowerment to • New - moving forward innovate at individual level • Root guard • OK to learn from failure • Fear of change • Evolved, improved, new • Walter Cronkite vision on long-term leaps • Paradox between � Results?...I have gotten lots of results! I haven’t failed, I’ve found 10,000 ways something won’t work. I am not discouraged, because every wrong attempt discarded is often a step forward. Project: Boeing Future Factory INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • RESEARCH ANALYSIS AND SYNTHESIS : SYNTHESIS : Uncovering Significance and Meaning Project: Boeing Future Factory INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • RESEARCH ANALYSIS AND SYNTHESIS : SYNTHESIS : Uncovering Significance and Meaning CONNECTEDNESS 1. Joined or linked together. •people link the •formation •connectivity system •team •serendipity + PATTERN - PATTERN • People link the hierarchy system - Dress code - Neutral areas • Go to the production • Shared and equal • Chosen isolation experience • Increase • Unify through accountability amenities •connected to •connection •trust source to life •reliability • Access to product • Connection to customer • Blur lines of � Individual commitment to a group effort - that is what makes a team work, a company work, a society work, a civilization work. -Vince Lombardi •layers •logic •connection to •differentiation •context making Project: Boeing Future Factory INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • RESEARCH ANALYSIS AND SYNTHESIS : SYNTHESIS : Uncovering Significance and Meaning PRIDE AND IDENTITY 1. The quality or state of being proud. •different •wholeness •one family 2. The collective aspect of the set of groups integrates + PATTERN - PATTERN • One family Northwest • Increase “clan” • Celebrate “town” culture Everyone knows everyone • Common entry • Tie back to brand • Shared and equal experience • Compete with Airbus •sense of •pride in •pride in work reward creation •achievement • “Red barn” - legacy, • Best place to work history • Alienation • Celebrate the � What is it that continues to provide a sense of identification with an individual city in the midst of this increasingly formless urban landscape? What community of interest and feeling is there between those who live in these places? And •iconic •saving the day •leave one •legacy •schedule imprint Project: Boeing Future Factory INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • RESEARCH ANALYSIS AND SYNTHESIS : SYNTHESIS : Uncovering Significance and Meaning MAINSTREAM hodox responsible dedicated conscientious safe provi practical ort ding care-tak A FAMILY EXPERIENCE instream ma ers stable commitmed social and communal values traditional business food carnival social business_dinners fast food_HK food Project: Hong Kong Jockey Club INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • RESEARCH ANALYSIS AND SYNTHESIS : SYNTHESIS : Translating to Design Implications PATTERN = A repeatedly reported human need / environmental concern Example: “reduce acoustic overload” THEME = A category of human needs, under which various similar patterns are clustered Example: “ Sensory Needs” DESIGN PRINCIPLE = A broad design directive or guideline derived from multiple human need themes and site conditions Example: “Introduce a Connection to Nature” PHYSICAL IMPLICATION = A possible physical translation of a design principle Example: “Daylight” ARCHITECTURAL CONCEPT / SOLUTION = The actual manifestation of the physical implications Example: “Roof Monitors” INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • 3. WHY DISCOVERY : LEARNINGS AND OPPORTUNITIES BRAND DESIGN SUSTAINABILITY PROCESS MARKETING INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • 3. WHY DISCOVERY : LEARNINGS AND OPPORTUNITIES BRAND COMMITMENT TO BEING A LEARNING FIRM Deep interest in client’s enterprise Continual evolution of work Integration of multi-disciplines LEADERSHIP IN CHANGE DESIGN Assessing change potential / state of flux Shaping transformation Empathy with client’s enterprise goals INCLUSIVE AND COMPREHENSIVE BODY OF WORK Unrestricted by scale or typology Disassociation with stylism / mannerism Check arrogance INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • 3. WHY DISCOVERY : LEARNINGS AND OPPORTUNITIES DESIGN CHANGE DESIGN Understanding transformation potential Earning trust : becoming a confidante, not expert With trust comes power THE IMPETUS FOR CONTENT The Big Idea: Conceptual frameworks and freedom in expression of materiality and aesthetic Shifting perspective - experiential archetypes Generative program - program as creative device DESIGN COMMUNICATION Evolving the right language Narrative: Telling it not as we did it, but as it is meaningful to them APPROACH 3i The approach: Investigative, Interdisciplinary, Integrated design Continuous learning: Design Solution or Design Experiment? INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • DESIGN: CHANGE DESIGN : Understanding transformation potential, earning trust and power Project: Boeing Future Factory INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • DESIGN: THE IMPETUS FOR CONTENT : Shifting perspective - experiential archetypes Project: IRIS [Gates Foundation] INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • DESIGN: THE IMPETUS FOR CONTENT : Shifting perspective - experiential archetypes Project: IRIS [Gates Foundation] INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • DESIGN: THE IMPETUS FOR CONTENT : Shifting perspective - experiential archetypes Project: Boeing Business Jets INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • DESIGN: THE IMPETUS FOR CONTENT : Generative program Project: Boeing Future Factory INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • DESIGN: DESIGN COMMUNICATION : Evolving the right language and narrative Project: Boeing Move-to-the-Lake INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • DESIGN: DESIGN COMMUNICATION : Evolving the right language and narrative Vertical Connection • Quick access between floors • Immediate access from circulation zone to floor “Projection”: Pre-function Conference Room • Collaboration zone inside Canyon • Immersive experience • Connection with product Glass Enclosure Wall • Maximum transparency • Constant visual access to product from building • Visual access into building from floor “Projection”: Small Conference Room • 1-2 person conversations • Individual “heads-down” work • Immersive experience “Insertion”: Large Conference Room • Canyon experience brought into building • Open balcony allows direct views of product, conversations for problem solving Circulation Zone • Colored canyon wall acts as backdrop to people movement • Zone of informal encounters Roof Monitor Acoustic Panel Restroom Bridge Colored Metal Screens • Bring daylight into Canyon • Helps to mitigate reflected • Connect mechanics directly to • Displays graphic information about • Wash enclosure wall with light, giving sound within bay mezzanine production process access to daylight at office perimeter • Marks elevator cores for • Supports workforce on floor • Holds technology screens • Shared and equal experience clear identification • Screens parts storage • Connection to nature Project: Boeing Future Factory INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • DESIGN: APPROACH: The 3i approach: Investigative, Interdisciplinary, Integrated design Evaluation Research BASIC ENVIRONMENT-BEHAVIOR KNOWLEDGE Programming Programming Use + Research Research Adaptation Design + Next Project Design Review And so on... Construction “DESIGN SOLUTION” = PROBLEM IS SOLVED = LIMITED LEARNING “DESIGN EXPERIMENT” = PROBLEM IS REFRAMED = CONTINUOUS LEARNING INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • 3. WHY DISCOVERY : LEARNINGS AND OPPORTUNITIES SUSTAINABILITY: THE NOTION OF SOCIAL SUSTAINABILITY Sustainability in design is not about materiality alone The best of “green” projects are unsustainable if they are not suitable for human use and adaptation for appropriate lengths of time without need for renovation, redesign or abandonment. Social sustainability may be best described as the approach that considers and includes all those fac- tors related to human organizational, social, psychological and behavioral as well as community issues that affect the life and adaptability (sustainability) of the project . Example: In the context of urban development, social sustainability has been defined as “development (and/or growth) that is compatible with the harmonious evolution of civil society, fostering an environ- ment conducive to the compatible cohabitation of culturally and socially diverse groups while at the same time encouraging social integration, with improvements in the quality of life for all segments of the population.” INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • 3. WHY DISCOVERY : LEARNINGS AND OPPORTUNITIES PROCESS COLLABORATION Deepens collaboration for integrated design Deepens collaboration with client OBJECTIVITY AND STREAMLINING Alignment of design team to concept Forks in the road: choosing the right directions DELIVERING VALUE When the dollars pinch: evaluative frameworks INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • PROCESS : COLLABORATION : Integrated Design, Client Project: Boeing Future Factory INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • PROCESS : OBJECTIVITY & STREAMLINING : Choosing the right directions SOLUTION SET #1 DEVELOPMENT SET #1 SOLUTION PHYSICAL PHYSICAL SET #2 PHYSICAL IMPLICATION IMPLICATION IMPLICATION SET #3 SET #5 SET #1 SOLUTION SET #1 DEVELOPMENT SET #2 SOLUTION SET #2 CONCEPTUAL DISCOVERY FRAMEWORK CONTENT SOLUTION SET #1 DEVELOPMENT SET #1 SOLUTION SET #2 PHYSICAL IMPLICATION PHYSICAL PHYSICAL SET #2 IMPLICATION IMPLICATION SOLUTION SET #6 SET #4 SET #1 DEVELOPMENT SET #2 SOLUTION SET #2 INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • PROCESS : OBJECTIVITY & STREAMLINING : Choosing the right directions SOLUTION SET #1 DEVELOPMENT SET #1 SOLUTION SET #2 PHYSICAL IMPLICATION SET #1 SOLUTION SET #1 DEVELOPMENT SET #2 FRAMEWORK FILTER FRAMEWORK FILTER FRAMEWORK FILTER SOLUTION SET #2 CONCEPTUAL DISCOVERY FRAMEWORK CONTENT SOLUTION SET #1 DEVELOPMENT SET #1 SOLUTION SET #2 PHYSICAL IMPLICATION SET #2 SOLUTION SET #1 DEVELOPMENT SET #2 SOLUTION SET #2 INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • PROCESS: DELIVERING VALUE : Evaluative Frameworks REALIZE AN REFLECT THE EXPERIENTIAL MACRO (ORGANIC) PROVIDE A EMBODY THE LINK THE INTRODUCE A CONNECTION AND MICRO SHARED AND SPIRIT OF INDIVIDUAL TO CONNECTION TO THE PRODUCT (STRUCTURED) EQUAL EXPERIENCE BOEING THE WHOLE TO NATURE CANYON CONCEPT ELEMENTS Y YO CIRCULATION ZONE A AT 17 ENCLOSURE WALL and COLORED CANYON WALL W Y YO W CONNECTIVE ELEMENTS 18 STAIRS / ELEVATORS ON CANYON WALL T TA VAT VA A Y YO W IMMERSIVE ELEMENTS 18 PROJECTED and INSERTED COLLABORATION AREAS A AT GROUND FLOOR SCREENS 15 WITH TECHNOLOGY DISPLAYS AYS AY Y RESTROOM BRIDGES 6 FROM FACTORY FLOOR TO MEZZANINE F FLOOR ELEMENTS - SUPPORT 15 SHIPSIDE SUPPORT and COLLABORATION AREAS A AT FLOOR ELEMENTS - AMENITIES 13 BREAK and LOCKER AREAS ON FLOOR INFORMATIONAL FLOOR GRAPHICS A AT 15 CONTEXTUAL COMPLETION of CANYON FLOOR Y YO COMPLETE CANYON CONCEPT 21 $$$$ NATURAL LIGHT - ROOF MONITORS 21 $$$$$ ENVIRONMENTAL GRAPHICS - WAYFINDING 14 $ NEW ENTRIES 13 $$ VERTICAL GARDEN 12 $$ SKY BRIDGE 9 $$$$ Project: Boeing Future Factory INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • 3. WHY DISCOVERY : LEARNINGS AND OPPORTUNITIES MARKETING THE BUSINESS OF DESIGN Broadens the business of design Adapts and responds to market cycles COMPETITION Differentiates / competes with competition INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • MARKETING: THE BUSINESS OF DESIGN INTERNAL EXTERNAL MARKET STATUS OF WORK RAPIDLY CHANGING NATURE HEAVY MARKETING MODE OF WORKPLACE DEDICATED MARKET LEAD DEMAND FOR RESPONSE TO BROADER SPECTRUM LAUNCHING NEW MARKETS- OF WORKPLACE NEEDS LAW OFFICE, BIO-TECH e.g. Microsoft Virtual Office S-33 PRACTICE NBBJ - BEST COMPETITION DESIGN FIRM... USUAL SUSPECTS AHEAD OF NBBJ - 3i APPROACH: DEGW, GENSLER, PERKINS & INVESTIGATIVE WILL, HOK, EVEN CALLISON!!! INTERDISCIPLINARY INTEGRATED FURNITURE COMPANIES W/ R&D EDGE HAVE UNDUE BBBS: EVOLVING SOCIAL CONTROL OF DESIGN SCIENCE METHODS Project: Leading Change 03-04 INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • MARKETING: THE BUSINESS OF DESIGN Project: Workplace Practice development [studio discussion] INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • MARKETING: THE BUSINESS OF DESIGN BOEING FUTURE FACTORY BBJ TYPICAL PROJECT Project: Workplace Practice development [studio discussion] INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • MARKETING: THE BUSINESS OF DESIGN DAVIS WRIGHT TREMAINE Project: Workplace Practice development [studio discussion] INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008
  • MARKETING: THE BUSINESS OF DESIGN IRIS Project: S33 Workplace Practice development [studio discussion] INSPIRING DESIGN BY DISCOVERY HEALTHCARE ACADEMY . JAN 15 . 2008