5. what we do
OUR WORK INVOLVES IMPACTS
contextual human research brand brand equity
consumer experience &
design planning products & services
behavior
strategic design planning architecture & engineering systems behaviors
visualization / simulation management systems business performance
9. โUltimately, my job as a designer is to be able to
look into the futureโ.
โI grew up in a generation...when they landed on
the moon. I canโt deny that that was massive
event in my life. All of my dreams were about the
future. What I want to do is to be able to have
things that donโt exist. Things that you canโt go
out and buy.
Things that irritate you, anger โ or dissatisfaction,
at the very least โ play such an important role in
motivating what we do as designers.โ
โMy job is about what is going to happen, not
what has happened.โ
10. Encouraged exploration and
discovery, a way of looking at
problems with fresh eyes, without
the burden of conventional ways
of dealing with them.
Duchamp, Baldessari
(business & innovation)
11. the form
the idea
the peopleโข
beware the
designerโs
ego
the system
13. โArt school: the last resort of
malingerers and bluffers, and
those who donโt want to work.โ
14. so whatโs design?
โEveryone designs who devises
courses of action aimed at
changing existing situations into
preferred ones.โ
โHerbert Simon
15. โDesign is a complex problem
solving process whereby artifacts
are structured to attain goalsโ
โHerbert Simon
so whatโs design?
products conceived functionality
services programmed reliability
brands organized beauty
communications developed elegance
systems built pro๏ฌtability
experiences crafted ef๏ฌciency
etc. engineered viability
fashioned etc.
etc.
17. โDesign is not incidental to modern
economies, but integral; not part of
success but at the heart of success; and
not a sideshow, but the centrepiece.โ
Gordon Brown
UK, Prime Minister
18. In most people's vocabularies, design
means veneer. It's interior decorating.
It's the fabric of the curtains of the
sofa. But to me, nothing could be
further from the meaning of design.
Design is the fundamental soul of a
human-made creation that ends up
expressing itself in successive outer
layers of the product or service.
โ Steve Jobs
19. "Design is only secondarily
about pretty lumpy objects
and primarily about a whole
approach to doing business,
serving customers, and
providing value."
"Design... has become
central to enterprise
strategy."
โTom Peters
20. 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 should
problem services, processes we develop?
scope
Design at the level of
operations, tangibles
what form(s)
and touch should these
things take?
21. creative
ubiquitous
design
โข
screen/stage music
foods
community plays enlightenment
aircraft organizations ๏ฌne art play/relaxation
๏ฌlm/media
network productions games
technologies vehicles entertainment
environments scents brand consumer
marketing fashions expressions experiences
designer, communications business models
guided
donโt be
material consumer transformations conceptual
parochial 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 arti๏ฌcual organs, tissues
systems microorganisms
analytic
23. sound great? so great?
whatโs not
We live in a time of fertile
change and tremendous anxietyโฆ
Ambiguity
Complexity
Volatility
24. knowing how to
engineer virtual
anything
g ap
ti on
no va
in
not knowing
what to make that
would be desirable
to people & viable
to business
Patrick Whitney, IIT
ยฉ HumanCentered 2007, All Rights Reserved
25. 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?
26. 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 the
users and the context and reframing the that build experiences innovations
of the problem problem for users and
โPatrick Whitney, ID, IIT
economic value for
the company
28. โThere is a huge river of misunderstanding between
the design world and the business world. You have to
start building a bridge between them.โ
โWhat designers need to learnโand this is the most
important thingโ is the language of the business
world. Only by learning that language can you
effectively voice the arguments for design.โ
Peter Gorb, London Business School, 1993
29. Patrick Whitney on the value of
abstracting design problems
www.vimeo.com/5750600
31. โInformational displays/systems and the
future of the driving experienceโ
Knowledge > Insights > Ideas
UNDERSTAND articulate vision/
intent MAKE
research
& discovery
REALIZE
ยฉ HumanCentered 2007, All Rights Reserved