what we do OUR WORK INVOLVES IMPACTScontextual human research brand brand equity consumer experience & design planning products & services behaviorstrategic design planning architecture & engineering systems behaviorsvisualization / simulation management systems business performance
art schooldesign school
Marc Newsonan art school designer
“Ultimately, my job as a designer is to be able tolook into the future”.“I grew up in a generation...when they landed onthe moon. I can’t deny that that was massiveevent in my life. All of my dreams were about thefuture. What I want to do is to be able to havethings that don’t exist. Things that you can’t goout and buy.Things that irritate you, anger – or dissatisfaction,at the very least – play such an important role inmotivating what we do as designers.”“My job is about what is going to happen, notwhat has happened.”
Encouraged exploration and discovery, a way of looking atproblems with fresh eyes, without the burden of conventional ways of dealing with them. Duchamp, Baldessari (business & innovation)
the form the ideathe people• beware the designer’s egothe system
multiple points of viewcritical, independent thinking iterative problem-solving cultivated imagination
“Art school: the last resort ofmalingerers and bluffers, andthose who don’t want to work.”
so what’s design?“Everyone designs who devises courses of action aimed atchanging existing situations into preferred ones.” –Herbert Simon
“Design is a complex problem solving process whereby artifacts are structured to attain goals” –Herbert Simon so what’s design? products conceived functionality services programmed reliability brands organized beautycommunications developed elegance systems built proﬁtability experiences crafted efﬁciency etc. engineered viability fashioned etc. etc.
so what’s all the fuss about design?
“Design is not incidental to modern economies, but integral; not part ofsuccess but at the heart of success; and not a sideshow, but the centrepiece.” Gordon Brown UK, Prime Minister
In most peoples vocabularies, designmeans veneer. Its interior decorating.Its the fabric of the curtains of thesofa. But to me, nothing could befurther from the meaning of design.Design is the fundamental soul of ahuman-made creation that ends upexpressing itself in successive outerlayers of the product or service. – Steve Jobs
"Design is only secondarilyabout pretty lumpy objectsand primarily about a wholeapproach to doing business,serving customers, andproviding value.""Design... has becomecentral to enterprisestrategy."–Tom Peters
Design at the level of what subjects and strategy, policy and opportunities mission should we pursue? Design at the level of what value tactics, products, offerings shouldproblem services, processes we develop? scope Design at the level of operations, tangibles what form(s) and touch should these things take?
creative ubiquitous design• screen/stage music foods community plays enlightenment aircraft organizations ﬁne art play/relaxation ﬁlm/media network productions games technologies vehicles entertainment environments scents brand consumer marketing fashions expressions experiencesdesigner, communications business models guided don’t be material consumer transformations conceptualparochial medical/surgical publications products devices materials smart, adaptive industrial software systems recombinant systems gm seeds processes consumer/ business transport pharmaceuticals services computing biomolecular machines bioengineered lighting systems microbes, molecules tissues molecular systems commercial biopharms knowledge/skill devices channels programmable materials, matter enablers weapons artiﬁcual organs, tissues systems microorganisms analytic
sound great? so great? what’s not We live in a time of fertile change and tremendous anxiety… Ambiguity Complexity Volatility
business has a problem with the future Q2-2011 Q2-2012 Q3-2013 Q1-2014 Q1-2015 OUR WORK offering offering offering offering offering offering Now Next Soon Later Who knows?
design helps here Q2-2011 Q2-2012 Q3-2013 Q1-2014 Q1-2015 OUR WORK offering offering offering offering offering offering Now Next Soon Later Who knows? 1. understanding 2. identifying patterns 3. creating concepts 4. prototyping theusers and the context and reframing the that build experiences innovations of the problem problem for users and –Patrick Whitney, ID, IIT economic value for the company
“There is a huge river of misunderstanding betweenthe design world and the business world. You have tostart building a bridge between them.”“What designers need to learn–and this is the mostimportant thing– is the language of the businessworld. Only by learning that language can youeffectively voice the arguments for design.”Peter Gorb, London Business School, 1993
Patrick Whitney on the value ofabstracting design problems www.vimeo.com/5750600