Design Thinking in Business: An Introduction to Imagineering and an Illustration of the Concept
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Design Thinking in Business: An Introduction to Imagineering and an Illustration of the Concept

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Design Initiatief Masterclass on Design Driven Innovation

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Design Thinking in Business: An Introduction to Imagineering and an Illustration of the Concept Design Thinking in Business: An Introduction to Imagineering and an Illustration of the Concept Presentation Transcript

  • Design Thinking in Business: an introduction to imagineering and an illustration of the concept Mario Ramírez Reyes (NHTV, Internationaal hoger onderwijs Breda)
  • Design
  • Industry enhanced capabilities of material production more types/ quantities of products utility
  • Industry enhanced capabilities of material production more types/ quantities of products utility Art search for aesthetic beauty masterpieces appearance
  • Utility Appearance
  • Function Form
  • Useful work Useless toil William Morris
  • Hideous Beautiful things to things to use look at Bruno Munari
  • Function + Form
  • FORMAL COHERENCE
  • So...
  • So... what does this have to do with business?
  • There is a need to change
  • The human context has transformed around the institutions of business
  • New context: • New consumers • New employees • New communities (in general)
  • Companies’ utility Companies’ form
  • The definitions of the problems facing organizations continuously change
  • Two plus two will always be...
  • Two plus two will always be four.
  • So...
  • So... why design?
  • To define design is to demystify design
  • de•sign (v) de•sign (n)
  • design in practice is a (v)
  • Design in practice: Commerce Communications Physical * Business design * Book design * Architectural design * New product development * Communication design * Architectural engineering * Packaging design * Content design * Automotive design * Product design * Exhibition design * Cellular manufacturing * Service design * Graphic design * Ceramic and glass design * Information design * Design engineer Applications * Instructional design * Environmental design * Experience design * Motion graphic design * Fashion design * Game design * News design * Floral design * Interaction design[15] * Production design * Furniture design * Software design * Sound design * Garden design * Software development * Theatrical design * Geometric design * Software engineering * Typeface design * Industrial design * System design * Typography * Interior design/redesign * User experience design * Visual communication * Landscape architecture * User interface design * Mechanical engineering * Web accessibility Scientific and mathematical * Sustainable design * Web design * Combinatorial design[16] * Urban design * Design of experiments Source: Wikipedia
  • Designing is… “planning: as objectively as possible of everything that goes to make up the surrounding and atmosphere in which men live today.” Bruno Munari
  • Designing is… “to conceive and plan out in the mind; to devise for a specific function or end”. Dym, C.L. & Little, P. (Engineering Design)
  • Designing is a cognitive activity.
  • It is an alternative to the linear/ analytic approach.
  • Challenge the frame of the problem Diverge into multiple possible solutions Follow through
  • Inspiration Ideation Implementation Tim Brown (Change by Design)
  • Inspiration Ideation Implementation
  • Designing in a business context is searching for a holistic and integrative attitude to problem solving.
  • “Design problems and solutions lack pre-existing, objective evaluation criteria.” Simon (1969/1999)
  • Designing for business is planning organizations that can transform with their context
  • Designing for business is planning organizations that can transform with their context FORMAL COHESION
  • “A designing attitude is complementary to a decision attitude.” Boland and Collopy
  • So...
  • So... what is Imagineering?
  • “Imagineering is a design approach to value creation making use of imagination.” Diane Nijs
  • Create a compelling artifact that engages people
  • Inspiration Creation Organization Exploration
  • Veritas
  • Antwerp
  • United Play
  • To conclude…