8. »The contributions of Design Thinking
to the field of design and to society are immense.
Design Thinking was able to move designers
from a focus on aesthetics to the much wider
social space of systems and society.«
Bruce Nussbaum
9. »Design consultancies hoped that a process trick
would produce change«
»The success rate for design thinking processes
was very low«
Bruce Nussbaum
12. I don‘t have time to play
No time for research
My gut feeling is not appreciated
Everything must be reasoned
They don‘t understand me
Mediocrity is good enough
Everything is managed to cover so’s ass
13. »From the beginning, the process of Design Thinking
was a scaffolding for the real deliverable:
Creativity.«
Bruce Nussbaum
22. »You've got an incentive designed to sharpen accelerate creativity,
and it does just the opposite. It dulls thinking and blocks creativity.«
Dan Pink, the puzzle of motivation, TED 2009
27. »...when you say the word ›design‹ to people across a table, they
tend to smile politely and think ›fashion‹.
Say ›design thinking‹, and they stop smiling and tend to lean away
from you.
But say ›creativity‹ and people light up and lean in toward you.«
Bruce Nussbaum
29. »One part humanist, one part technologist, one part capitalist«
Lou Lenzi, design executive at Audiovox
Forget Design Thinking and Try Hybrid Thinking
33. Our goal must be:
If I don’t have the trinity of time, freedom, space –
it’s my fault.
34.
35. Design Thinking Is A Failed Experiment, Bruce Nussbaum
http://www.fastcodesign.com/1663558/design-thinking-is-a-failed-experiment-so-whats-next
Value of design
http://www.dmi.org/?DesignValue
Forget Design Thinking and Try Hybrid Thinking
http://www.fastcompany.com/1338960/forget-design-thinking-and-try-hybrid-thinking
Dan Pink, The puzzle of motivation
https://www.ted.com/talks/dan_pink_on_motivation/transcript?language=en
Design Thinking Process
https://dschool.stanford.edu/groups/k12/wiki/17cff/Steps_in_a_Design_Thinking_Process.html
Editor's Notes
Business strategists are edging into the territory implementing design driven processes, e.g. Design Thinking
Design = UXD
User experience (UX) refers to a person's entire experience using a particular product, system or service.
Fact: Design has gained collective awareness since 10+ years
My personal tipping point experience: Ben Cerveny
Ajax!!!
Fact: Everyone is jumping (has jumped) on the bandwagon
Bruce Nussbaum (formerly one of the biggest advocates of DT)
Former assistant managing editor for Business Week
Blogger on NussbaumOnDesign
Professor of Innovation and Design at Parsons New School of Design
The good news:
Concepts like Design Thinking raise awareness for design
Concepts like Design Thinking can frame the conditions for design
Bruce Nussbaum (formerly one of the biggest advocates of DT)
Former assistant managing editor for Business Week
Blogger on NussbaumOnDesign
Professor of Innovation and Design at Parsons New School of Design
ich sag zu deiner Folie, dass ich ja mit sehr vielen kreativen menschen zusammenarbeite und viele klagen höre die so gar nicht zu dem tollen bald passen das da gemalt wird
Nussbaum:
“From the beginning, the process of Design Thinking was a scaffolding for the real deliverable: creativity”
Designers...
observe
understand, develop an opinion
think divergent
start with the outer shape (draw, sketch, skribble…)
aiming to create a simple, recognizable whole.
Design is more than ideas, its new thinking + doing (at the very same time)
The act of creating cannot be separated from the thought
Design is more than ideas, its new thinking + doing (at the very same time)
The act of creating cannot be separated from the thought
What do we need?
Freedom for our mind: no guardrailsTime to play: try out, explore, having funSpace to create: physical space, people
What we don’t need:
Orders
Railguards
Even incentives are counterproductive
TED Talk: Dan Pink, the puzzle of motivation9I want to tell you about an experiment using the candle problem, done by a scientist named Sam Glucksberg, who is now at Princeton University, US, This shows the power of incentives.
3:11He gathered his participants and said: "I'm going to time you, how quickly you can solve this problem."To one group he said, "I'm going to time you to establish norms, averages for how long it typically takes someone to solve this sort of problem."
3:25To the second group he offered rewards. He said, "If you're in the top 25% of the fastest times, you get five dollars. If you're the fastest of everyone we're testing here today, you get 20 dollars." Now this is several years ago, adjusted for inflation, it's a decent sum of money for a few minutes of work. It's a nice motivator.
3:47Question: How much faster did this group solve the problem?
3:52Answer: It took them, on average, three and a half minutes longer. 3.5 min longer. This makes no sense, right? I mean, I'm an American. I believe in free markets. That's not how it's supposed to work, right?
TED Talk: Dan Pink, the puzzle of motivation
The Candle Problem
“You've got an incentive designed to sharpen thinking and accelerate creativity, and it does just the opposite. It dulls thinking and blocks creativity.”
Creativity and Design needs time, freedom, space.
Freedom for the mindTime to playSpace to create
Creativity and Design needs time, freedom, space.
Freedom for the mindTime to playSpace to create
If you are not allowed to take your time, freedom, space, it’s not your fault.
(recent personal experience story...)
Because: why not.
We should not be afraid of taking advantage of management buzz.
Embrace concepts, leverage them
There is no harm, as long you are involved
Bruce Nussbaum
when you say the word 'design' to people across a table, they tend to smile politely and think "fashion." Say 'design thinking,' and they stop smiling and tend to lean away from you. But say “creativity" and people light up and lean in toward you.
Because Creativity is bound to doing and is social
Learn to be “hybrid”
"one part humanist, one part technologist, one part capitalist."
(Lou Lenzi, a design executive at Audiovox. Found in: “Forget Design Thinking and Try Hybrid Thinking”)
UX Designers need to dive deep into technology and business
“Hybridity matters now because the problems companies need to solve are simply too complex for any one skillset”
Build products with even more business value
Be even more creative with wonderful technology
Be hybrid for better collaboration in teams
UX Designers need to dive deep into technology and business
“Hybridity matters now because the problems companies need to solve are simply too complex for any one skillset”
If you are not allowed to take your time, freedom, space, it’s not your fault?
Our goal must be:
If I don’t have the trinity of time, freedom, space –
it’s my fault.