Napkintalk

Slide 1: Creative Modeling for Technology Visionaries Qualitative & Simplified Quantitative Modeling for Product Creation Module 7: Napkintalk David E. Goldberg University of Illinois at Urbana-Champaign Urbana, Illinois 61801 deg@uiuc.edu

Slide 2: Engineering Creativity as Visual Modern engineering education hung up on science and math. Importance of language. Much engineering creativity is visual. Ability to think visually important in early stages of product development. Visual thinking often key to category creation and enhancement. Creative Modeling for Tech Visionaries © 2007 David E. Goldberg. All rights reserved. 2

Slide 3: Roadmap Napkintalk & napkinthink. Ferguson’s distinction between engineer and artisan. Learning to see & the mind’s eye. Sketches: representation of what is or what should be. Diagrams: representation of thoughts or abstractions and their relationships. Quad charts: conceptual dimensions in 2D. Creative Modeling for Tech Visionaries © 2007 David E. Goldberg. All rights reserved. 3

Slide 4: Napkintalk Napkintalk/think: 2 engineers in a restaurant. Ode to the paper napkin: http://www.elecdesign.com/Articles/Index.cfm?AD=1&AD=1&ArticleID=4588 Napkin goes back and forth. Deconstruct: Social process. Verbal exchange (dialectic). Visual exchange of sketched images. Creative Modeling for Tech Visionaries © 2007 David E. Goldberg. All rights reserved. 4

Slide 5: Drawing as Distinction Ferguson makes distinction between artisans and engineers on the basis of engineer’s drawing and artisan’s lack! Design is a contingent process. Visual thinking is important throughout. Engineering education also involved shop classes. Hands dirty & understood connection between drawings and things made. Creative Modeling for Tech Visionaries © 2007 David E. Goldberg. All rights reserved. 5

Slide 6: Short History of Demise of Drawing World War2 mobilized engineers and scientists on war effort. Led by engineer, Vannevar Bush. The Endless Frontier created NSF and devaluation of visual thinking began. Few electrical engineers or computer scientists take engineering graphics. Other disciplines dropping it. Sketching a lost art. Vannevar Bush (1890-1974) Creative Modeling for Tech Visionaries © 2007 David E. Goldberg. All rights reserved. 6

Slide 7: Why Visual Thinking Matters Four good reasons: Every pen stroke a creation. Represent world as it is. Create world that might be. Enhance thought process by representing thoughts and relationships between them in pictures. Creative Modeling for Tech Visionaries © 2007 David E. Goldberg. All rights reserved. 7

Slide 8: Every Mark of Pen Creates For most people, most common creative act is to put pen to paper. Writing a word or sketching a figure creates something that did not exist. By definition, a creative act. Think of pens and pencils as creative tools. Buy them, try different ones. Find some favorites. Creative Modeling for Tech Visionaries © 2007 David E. Goldberg. All rights reserved. 8

Slide 9: Learning to See & Represent Brains have become symbolically dominated, but need to get in touch with what is. Drawing class a place to start. Exercises from Betty Edwards. Creative Modeling for Tech Visionaries © 2007 David E. Goldberg. All rights reserved. 9

Slide 10: Upside Down Exercise Take exercise sheet. Half class right side up. Half class up side down. Take short period to draw line drawing. No tracing. Creative Modeling for Tech Visionaries © 2007 David E. Goldberg. All rights reserved. 10

Slide 11: What’s the Point? Upside down drawings tend to be better. Less “symbol” thinking. Good results after 5 days of training. You can learn to see and draw what you see. Creative Modeling for Tech Visionaries © 2007 David E. Goldberg. All rights reserved. 11

Slide 12: More Typical Sketch Useful ≠ work of art. Engineers represent designs w/ sketches. Convey conception or idea of invention. Example Edison’s 1877 conception of the phonograph. Creative Modeling for Tech Visionaries © 2007 David E. Goldberg. All rights reserved. 12

Slide 13: Diagramming Sketching is about People representing things. Organizational chart Diagramming is about Social networks representing concepts Activities and their relationships. Flow/process charts What is being Schedules represented: people, Systems dynamics activities, terms, Fishbone concepts, combination?. Ideas & terms Prescriptive vs. Orbits descriptive vs. hybrid. Layers Form of representation: Venn diagram graph or other form. Semantic nets Quadrants Positioning diagrams Creative Modeling for Tech Visionaries © 2007 David E. Goldberg. All rights reserved. 13

Slide 14: Organizational Chart Boxes represent roles & people. Lines represent reporting relationship. Generally hierarchical. Prescriptive. East Bay Municipal Utility District Creative Modeling for Tech Visionaries © 2007 David E. Goldberg. All rights reserved. 14

Slide 15: Social Network Who is links to whom in the blogosphere? Other relationships. Can move in quantitative direction here. Descriptive. Creative Modeling for Tech Visionaries © 2007 David E. Goldberg. All rights reserved. 15

Slide 16: Flow Chart Lays out procedure or process in step- by-step manner. Activities & decisions. Oftentimes simple linear process flow. Can be prescriptive or descriptive. Creative Modeling for Tech Visionaries © 2007 David E. Goldberg. All rights reserved. 16

Slide 17: System Dynamics Diagram Grew out of Jay Forester’s work. Qualitative use of control theory. Consider structure of feedback loops to think qualitatively about system response. Creative Modeling for Tech Visionaries © 2007 David E. Goldberg. All rights reserved. 17

Slide 19: Schedules Types: CPM: critical path methods. PERT: program evaluation and review technique. Gantt or bar chart: visual representation of schedule. Precedence descriptive, timing prescriptive. Creative Modeling for Tech Visionaries © 2007 David E. Goldberg. All rights reserved. 19

Slide 22: Ishikawa or Fishbone Diagram Look for root causes of difficulty. Descriptive of problem difficulty. Purpose: diagnosis & prevention. Quality management keen on visual representation. Creative Modeling for Tech Visionaries © 2007 David E. Goldberg. All rights reserved. 22

Slide 24: Venn Diagram Explicit representatio n of overlap or VennDiagram.ppt intersection. John Venn introduced 1881. Link to image Creative Modeling for Tech Visionaries © 2007 David E. Goldberg. All rights reserved. 24

Slide 26: Back to Aristotelian Data Mining Have different dimensions of product/customer/org space from ADM. Consider theory or experiments in two or more dimensions at a time. Types: Quadrants Positioning diagrams Radar diagrams Creative Modeling for Tech Visionaries © 2007 David E. Goldberg. All rights reserved. 26

Slide 28: Stokes Quadrants D. E. Stokes (1997). Pasteur's Quadrant: Basic Science and Technological Innovation. Washington, DC: Brookings Institution Press. Creative Modeling for Tech Visionaries © 2007 David E. Goldberg. All rights reserved. 28

Slide 29: Positioning Diagram From discrete to continuous. Luxury German Sports Often used in Sedans marketing to Price explore notion American Family of niche. Sedans Un- or under- Econobox exploited market Conservative Lifestyle Sporty opportunities. Creative Modeling for Tech Visionaries © 2007 David E. Goldberg. All rights reserved. 29

Slide 30: Radar Diagram Multiple dimensions. Useful to measure wrt ideal. Quality example. Point in n- space represented by pattern. http://www.mmo.org.tr/endustrimuhendisligi/2003_3/a_field_studyofmeasuring_dosyalar/image008.gif Creative Modeling for Tech Visionaries © 2007 David E. Goldberg. All rights reserved. 30

Slide 31: Bottom Line Visual thinking is a companion to verbal thinking for the engineer. Perhaps even more central to engineering thought. Sketching to learn to see & invent. Diagramming to relate concepts. Variety of ways to do. Quadrants tie verbal dimensions to the visual. Creative Modeling for Tech Visionaries © 2007 David E. Goldberg. All rights reserved. 31

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