SOCIAL DESIGNKshitizANAND @kshitizDesign for the other 90%
90% of a designer’s time is spent on the richest 10%		- Paul Polak
CAN DESIGNERSCHANGE (IMPROVE)THE WORLD?
Yes itcan!Design is forthe elite only!
Design has become the most powerful tool with whichman shapes his tools and environments (and, byextension, society and hi...
WHAT IS COMMON?
WHAT ISSOCIALDESIGN
The foremost intent of social design is the satisfactionof human needs. The broad objective of social designis to improve ...
DESIGN forWANTDESIGN forNEED
THE NEED?
UN MillenniumDEVELOPMENT GOALShp://www.un.org/millenniumgoals/	  
WHAT AM I TALKINGABOUT ?2.2 million peopleglobally each year diedue to _______?
WHAT AM I TALKINGABOUT ?2.2 million peopleglobally each year diedue to Diarrhoeahp://www.who.int/water_sanita6on_health/di...
hp://www.un.org/millenniumgoals/	  
EVIDENCES?There	  are	  a	  lot	  of	  individuals,	  companies	  working	  on	  this	  now	  and	  they	  span	  across	 ...
hp://www.slideshare.net/kshi6z/design-­‐u-­‐turn-­‐from-­‐want-­‐to-­‐need	  
Human centered designIS AT THE HEART OFSOCIALDESIGN
ARGUEHave ‘Design Thinking’ and‘Social Innovation’ becomepermanently intertwined?
UNDERSTANDLIFEWORLDS- Edmund Husserl introduced the concept of the lifeworld 	in his ’Crisis of European Sciences’(1936)
Lifeworld:(German Lebenswelt)	hp://en.wikipedia.org/wiki/Lifeworld	  A state of affairs in which the worldis experienced, t...
This collective inter-subjectivepool of perceiving, is bothuniversally present and, forhumanitys purposes, capable ofarriv...
Researchperspectives
1.  Phenomenological2.  Epistemological3.  Sociological
Phenomenological(- Husserl  Schütz)	- see the lifeworld to be the study of the structures ofsubjective experience and cons...
Phenomenological(- Husserl  Schütz)	- One has to place oneself in a context comprisedof the various others and the collect...
Individual (subjective) understanding of the lifeworld	  Lifeworld	  
Sociological(- Habermas)	-  Viewpoint of an objective reality of the society,taking account the social and materialenviron...
Sociological(- Habermas)	WHAT IT MEANS- the focus here thus is not on the consciousnessof the individual, but to understan...
Individual (subjective) understanding of the lifeworld	  Rules ofgoverningPracticesBeliefsSuperstitionsAgreementsLifeworld...
Epistemological- touches upon the notion of ‘life conditions’ as afurther reference point to understanding the socialspace...
WHAT IT MEANS- It is entrusted on top of the lifeworld and theSocial and material environment conditions.Epistemological
Individual (subjective)understanding of thelifeworld	  Understanding the life conditions that are a result of therules and...
BELIEVEIN WHAT YOU SEEIN WHAT YOU HEARIN WHAT YOU FEELINWHATYOUEXPERIENCE
INSPIREIDEATEIMPLEMENT
WICKEDPROBLEMS- Rittel  Webber [ 1973]	With social design you would run into Wicked Problems
“Some problems are so complex that you have to be 	highly intelligent and well informed just to be 	undecided about them.”...
It is a class of social system problems, which are•  ill-formulated,•  the information is confusing,•  there are many clie...
DEFININGWICKED PROBLEMSIS IN ITSELF AWICKED PROBLEM
ALLPROBLEMSAREOPPORTUNITIESIN DISGUISE
Multiple starting points and often no clear end mark thecharacteristics of wicked problems as the solution areintermingled...
COMMUNICATECOLLABORATECREATE
RESEARCHAGENDA
CONTEXT•  Understand contextproperly•  Talk to and studydifferent stakeholders
IDENTIFY•  Large problem space•  Small problems in largeproblem space and howthey connect with eachother
USER GROUPS•  Identify different usergroups•  Differentiate betweentarget group andaffected group
Empathize•  Remember cultural rules•  Do not hurt sentiments
ANALYSIS
CREATE SOLUTIONSDo not make justsome noise
CREATE SOLUTIONSBreak patterns set normsChange systems
INCLUSIONDesign with (not for)to create change
INCLUSIONDesign with inputand involvement ofbeneficiaries
QUESTIONHow can things bebetter?
MEASUREThe outcomes of thework done and notjust rely on Outputs
hp://www.slideshare.net/CharlesGYF/six-­‐habits-­‐of-­‐social-­‐entrepreneurs	  
hp://www.slideshare.net/CharlesGYF/six-­‐habits-­‐of-­‐social-­‐entrepreneurs	  
IDEATION
Product
ProductinsystemAnand	  K,	  Haag	  J;	  “A	  framework	  for	  teaching	  Design	  for	  Social	  Impact	  ,	  Feb	  2013	...
DCI:Divergence – Convergence - Integration	  Anand	  K,	  Haag	  J;	  “A	  framework	  for	  teaching	  Design	  for	  Soc...
System-ProductHarmonization	  Anand	  K,	  Haag	  J;	  “A	  framework	  for	  teaching	  Design	  for	  Social	  Impact	  ...
Social Design process	  Anand	  K,	  Haag	  J;	  “A	  framework	  for	  teaching	  Design	  for	  Social	  Impact	  ,	  Fe...
MEASURINGIMPACT
a) Short termb) Long term
a) Tangibleb) Intangible
THANKYOUEmail: kshitiz@happyhorizons.inTwitter: @kshitiz
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Social Design

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I conduct a workshop on Social Design & Design for Social Design at Design and Business Schools. This one was conducted at the India campus of Lécole de design Nantes Atlantique, in Bangalore, with the students of the Transcultural Design class.

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Social Design

  1. 1. SOCIAL DESIGNKshitizANAND @kshitizDesign for the other 90%
  2. 2. 90% of a designer’s time is spent on the richest 10% - Paul Polak
  3. 3. CAN DESIGNERSCHANGE (IMPROVE)THE WORLD?
  4. 4. Yes itcan!Design is forthe elite only!
  5. 5. Design has become the most powerful tool with whichman shapes his tools and environments (and, byextension, society and himself) - Victor J Papanek, Design for the Real world
  6. 6. WHAT IS COMMON?
  7. 7. WHAT ISSOCIALDESIGN
  8. 8. The foremost intent of social design is the satisfactionof human needs. The broad objective of social designis to improve ‘social quality’. It is about designing new functioning to elevateindividual and community capability and proposesolutions that genuinely empower and extend thecapability of the user. - Alastair Fuad-Luke on Social Design, in book ‘Design Activism: Beautifulstrangeness for a sustainable world’
  9. 9. DESIGN forWANTDESIGN forNEED
  10. 10. THE NEED?
  11. 11. UN MillenniumDEVELOPMENT GOALShp://www.un.org/millenniumgoals/  
  12. 12. WHAT AM I TALKINGABOUT ?2.2 million peopleglobally each year diedue to _______?
  13. 13. WHAT AM I TALKINGABOUT ?2.2 million peopleglobally each year diedue to Diarrhoeahp://www.who.int/water_sanita6on_health/diseases/diarrhoea/en/  
  14. 14. hp://www.un.org/millenniumgoals/  
  15. 15. EVIDENCES?There  are  a  lot  of  individuals,  companies  working  on  this  now  and  they  span  across  sectors    
  16. 16. hp://www.slideshare.net/kshi6z/design-­‐u-­‐turn-­‐from-­‐want-­‐to-­‐need  
  17. 17. Human centered designIS AT THE HEART OFSOCIALDESIGN
  18. 18. ARGUEHave ‘Design Thinking’ and‘Social Innovation’ becomepermanently intertwined?
  19. 19. UNDERSTANDLIFEWORLDS- Edmund Husserl introduced the concept of the lifeworld in his ’Crisis of European Sciences’(1936)
  20. 20. Lifeworld:(German Lebenswelt) hp://en.wikipedia.org/wiki/Lifeworld  A state of affairs in which the worldis experienced, the world is lived.A universe of what is self-evidentor given.Cannot be understood in a purelystatic manner as all things appearas themselves and meaningful.
  21. 21. This collective inter-subjectivepool of perceiving, is bothuniversally present and, forhumanitys purposes, capable ofarriving at objective truth, or atleast as close to objectivity aspossible.Lifeworld:(German Lebenswelt)
  22. 22. Researchperspectives
  23. 23. 1.  Phenomenological2.  Epistemological3.  Sociological
  24. 24. Phenomenological(- Husserl Schütz) - see the lifeworld to be the study of the structures ofsubjective experience and consciousness-  to understand that we each individualistic,“I-the-man” and all of us together, belong to theworld as living with one another in the world- the world is our world, valid for our consciousnessas existing precisely through this living together.’
  25. 25. Phenomenological(- Husserl Schütz) - One has to place oneself in a context comprisedof the various others and the collective sharedexperience of individuals and objects.- It is therefore not about the individual ego of thedesigner; rather we, in living together, that weunderstand the world.WHAT IT MEANS
  26. 26. Individual (subjective) understanding of the lifeworld  Lifeworld  
  27. 27. Sociological(- Habermas) -  Viewpoint of an objective reality of the society,taking account the social and materialenvironmental conditions and their relevance-The view of the lifeworld is more or less thebackground environment of competences, practices,and attitudes representable in terms of onescognitive horizon-lifeworld as consisting of socially and culturallysedimented linguistic meanings
  28. 28. Sociological(- Habermas) WHAT IT MEANS- the focus here thus is not on the consciousnessof the individual, but to understand the practicalrationality that is being governed by the rules ofthat system- Social coordination and systemic regulationoccur by means of shared practices, beliefs,values, superstitions, alternate and parallelgoverning bodies and structures
  29. 29. Individual (subjective) understanding of the lifeworld  Rules ofgoverningPracticesBeliefsSuperstitionsAgreementsLifeworld  View from the rules of the systemTowards an objective realityOf that what is agreed upon andgoverned by and followed
  30. 30. Epistemological- touches upon the notion of ‘life conditions’ as afurther reference point to understanding the socialspace.- life conditions include material and immaterial livingcircumstances as for example employment situation,availability of material resources, housing conditions,social environment (friends, foes, relatives, etc.) aswell as the persons physical condition.
  31. 31. WHAT IT MEANS- It is entrusted on top of the lifeworld and theSocial and material environment conditions.Epistemological
  32. 32. Individual (subjective)understanding of thelifeworld  Understanding the life conditions that are a result of therules and the individual’s positioning in the lifeworldViewing within andOf Life Conditions  Rules ofgoverningPracticesBeliefsSuperstitionsAgreementsLife conditions  
  33. 33. BELIEVEIN WHAT YOU SEEIN WHAT YOU HEARIN WHAT YOU FEELINWHATYOUEXPERIENCE
  34. 34. INSPIREIDEATEIMPLEMENT
  35. 35. WICKEDPROBLEMS- Rittel Webber [ 1973] With social design you would run into Wicked Problems
  36. 36. “Some problems are so complex that you have to be highly intelligent and well informed just to be undecided about them.” - Laurence J. Peter
  37. 37. It is a class of social system problems, which are•  ill-formulated,•  the information is confusing,•  there are many clients and decision makers withconflicting values,•  the ramifications of the whole system arethoroughly confusing,•  it is messy, circular, and aggressive,extraordinarily difficult to categorize or define.CHARACTERISTICS
  38. 38. DEFININGWICKED PROBLEMSIS IN ITSELF AWICKED PROBLEM
  39. 39. ALLPROBLEMSAREOPPORTUNITIESIN DISGUISE
  40. 40. Multiple starting points and often no clear end mark thecharacteristics of wicked problems as the solution areintermingled with another problem within the same socialspace and share a causal relation to each otherAnand  K,  Haag  J;  “A  framework  for  teaching  Design  for  Social  Impact  ,  Feb  2013    
  41. 41. COMMUNICATECOLLABORATECREATE
  42. 42. RESEARCHAGENDA
  43. 43. CONTEXT•  Understand contextproperly•  Talk to and studydifferent stakeholders
  44. 44. IDENTIFY•  Large problem space•  Small problems in largeproblem space and howthey connect with eachother
  45. 45. USER GROUPS•  Identify different usergroups•  Differentiate betweentarget group andaffected group
  46. 46. Empathize•  Remember cultural rules•  Do not hurt sentiments
  47. 47. ANALYSIS
  48. 48. CREATE SOLUTIONSDo not make justsome noise
  49. 49. CREATE SOLUTIONSBreak patterns set normsChange systems
  50. 50. INCLUSIONDesign with (not for)to create change
  51. 51. INCLUSIONDesign with inputand involvement ofbeneficiaries
  52. 52. QUESTIONHow can things bebetter?
  53. 53. MEASUREThe outcomes of thework done and notjust rely on Outputs
  54. 54. hp://www.slideshare.net/CharlesGYF/six-­‐habits-­‐of-­‐social-­‐entrepreneurs  
  55. 55. hp://www.slideshare.net/CharlesGYF/six-­‐habits-­‐of-­‐social-­‐entrepreneurs  
  56. 56. IDEATION
  57. 57. Product
  58. 58. ProductinsystemAnand  K,  Haag  J;  “A  framework  for  teaching  Design  for  Social  Impact  ,  Feb  2013    
  59. 59. DCI:Divergence – Convergence - Integration  Anand  K,  Haag  J;  “A  framework  for  teaching  Design  for  Social  Impact  ,  Feb  2013    
  60. 60. System-ProductHarmonization  Anand  K,  Haag  J;  “A  framework  for  teaching  Design  for  Social  Impact  ,  Feb  2013    
  61. 61. Social Design process  Anand  K,  Haag  J;  “A  framework  for  teaching  Design  for  Social  Impact  ,  Feb  2013    
  62. 62. MEASURINGIMPACT
  63. 63. a) Short termb) Long term
  64. 64. a) Tangibleb) Intangible
  65. 65. THANKYOUEmail: kshitiz@happyhorizons.inTwitter: @kshitiz
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