Design new dimension

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notes on Design thinking from various reads

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Design new dimension

  1. 1. Design the New dimension Heather Fraser Design InitiativeRotman School of Management Univ of Toronto
  2. 2. Competence throughPriceQualityPerformanceis not sufficient Design & Innovation is necessary Blue Ocean Strategy New Business Models New products / services New customers
  3. 3. Breakthrough Innovation •Iterative Process •Early perfection – AVOID •Small Effective – comfort teams – across functions Strategic Business Design No Trade-offs - Contradictions Strategic Hubs – support processes Modules – Protocols [ckp] Deep userMulti Prototyping understandingFeedback User Activity vs Product UsageChange / Kaizen Broader Context
  4. 4. Case StudiesTarget Pharma Boeing Pfizer
  5. 5. Target Prescription Bottle Deborah Adler - 2004 Understanding User Activity Institute of Visual Arts Multi prototyping 29years Klaus Rosburg, Brooklyn industrial designer Prototype Bottle Final Bottle •Function over form. [know the •Easy I.D.[name top ]OLD Bottle Design name + how to take it.] •Code red [for caution]•Inconsistent labels /pharmacy •Color coding.[ / family member’s •Information hierarchy. ]•Branding trumps all. [not name •Upside down to save paper. •Intelligent expiration.[ A Condéand instructions] Nast security badge develops a •Green is for Grandma.[poka•Confusing numbers.[no large red X after 24 hours ] yoke - colored rubber rings]explanations] •Shaping the bottle.[D-shape—a •Hard to lose info card•Poor color combinations.[black wider front and a flat back [tucked behind the label + 3on navy] •Info attached.[ grooves for paper holes for saving in a binder]•Curved shape is hard to read. card with text set in columns. ] •Clear message Take ―daily.‖ •Close reading.[included a lens]•Tiny type. •Clear warnings. •Intake schedule.
  6. 6. Operational Transformation Strategic Business Design 2004 NBBJ Boeing 737 Architectural Firm of BoeingDemocratic Work place Blue + White collarSales Production Engineers Corporate Focus on Product Rather than processEvery Individual is Important Flow days for assembly reduced 50% Unit Costs decreased Resolution times reduced
  7. 7. Communication Design - Viagra Understanding User ActivityPassive Patient into active Patient Doctor Dialogue Customers denial - revival Every stage of journey Increase Patient Doctor Dialogue Increased prescription

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