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These slides complement Paul Pangaro's presentation at PICNIC '10. Watch the video here: http://vimeo.com/15836403

These slides complement Paul Pangaro's presentation at PICNIC '10. Watch the video here: http://vimeo.com/15836403

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  • 1. PICNIC Festival Amsterdam Rethinking Design Thinking Paul Pangaro, ph.d. paul@cyberneticlifestyles.com September, 2010
  • 2. Wicked Problems Hard or impossible to agree What do we focus on? Why? Who says? Each wicked problem is unique How do we use what we’ve learned before? Hard to know when "solved" When are we "done"? Demands new perspectives By definition it's not been done before! Today’s really important design problems — economic, social, environmental — are wicked problems PICNIC Festival / Amsterdam / Rethinking Design Thinking 2
  • 3. Design Thinking PICNIC Festival / Amsterdam / Rethinking Design Thinking 3
  • 4. Design Thinking - Beyond analytical thinking - Designers from the start - Empathy for users - Open & inclusive process - Brainstorming - Rapid prototyping PICNIC Festival / Amsterdam / Rethinking Design Thinking 4
  • 5. Genesis of Design Thinking Value of the systemic approach PICNIC Festival / Amsterdam / Rethinking Design Thinking 5
  • 6. Genesis of Design Thinking Value of the systemic approach Design methods movement in late 1960s PICNIC Festival / Amsterdam / Rethinking Design Thinking 6
  • 7. Genesis of Design Thinking Value of the systemic approach Design methods movement in late 1960s Design as science — Herbert Simon PICNIC Festival / Amsterdam / Rethinking Design Thinking 7
  • 8. Today’s Enthusiasts David Kelley, Tom Kelley, Tim Brown at IDEO PICNIC Festival / Amsterdam / Rethinking Design Thinking 8
  • 9. Today’s Enthusiasts David Kelley, Tom Kelley, Tim Brown at IDEO Hasso Plattner at Stanford's "d-school" PICNIC Festival / Amsterdam / Rethinking Design Thinking 9
  • 10. Today’s Enthusiasts David Kelley, Tom Kelley, Tim Brown at IDEO Hasso Plattner at Stanford's "d-school" Pat Whitney at IIT's Institute of Design PICNIC Festival / Amsterdam / Rethinking Design Thinking 10
  • 11. Today’s Enthusiasts David Kelley, Tom Kelley, Tim Brown at IDEO Hasso Plattner at Stanford's "d-school" Pat Whitney at IIT's Institute of Design Roger Martin at Rotman School PICNIC Festival / Amsterdam / Rethinking Design Thinking 11
  • 12. Today’s Enthusiasts David Kelley, Tom Kelley, Tim Brown at IDEO Hasso Plattner at Stanford's "d-school" Pat Whitney at IIT's Institute of Design Roger Martin at Rotman School PICNIC Festival / Amsterdam / Rethinking Design Thinking 12
  • 13. Business Argument for Design Thinking Business success = innovation Innovation = design thinking Therefore Business success = design thinking PICNIC Festival / Amsterdam / Rethinking Design Thinking 13
  • 14. Business Argument for Design Thinking Business success = innovation Innovation = design thinking Therefore Business success = design thinking Which implies A repeatable process... Applicable to many situations PICNIC Festival / Amsterdam / Rethinking Design Thinking 14
  • 15. Iconic Examples of Design Collaborations - Andriano Olivetti with Marcello Nizzoli at Olivetti - Tom Watson with Eliot Noyes at IBM - Max Dupree with George Nelson at Herman-Miller - Hiroshi Yamauchi with Shigeru Miyamoto at Nintendo - Steve Jobs with Jonathan Ive at Apple after Hugh Dubberly PICNIC Festival / Amsterdam / Rethinking Design Thinking 15
  • 16. Rethinking Design Thinking PICNIC Festival / Amsterdam / Rethinking Design Thinking 16
  • 17. What is the process? Design Thinking PICNIC Festival / Amsterdam / Rethinking Design Thinking 17
  • 18. What is the process? Observe Brainstorm Prototype PICNIC Festival / Amsterdam / Rethinking Design Thinking 18
  • 19. What does that mean? Ethnography Observe Open-ended Brainstorm idea generation Making and Prototype testing PICNIC Festival / Amsterdam / Rethinking Design Thinking 19
  • 20. What does that mean? Observe Evaluate Brainstorm Prototype PICNIC Festival / Amsterdam / Rethinking Design Thinking 20
  • 21. What does that mean? Observe Evaluate Iterate Brainstorm Prototype PICNIC Festival / Amsterdam / Rethinking Design Thinking 21
  • 22. How do we judge what is better? Observe Evaluate Iterate Brainstorm Prototype PICNIC Festival / Amsterdam / Rethinking Design Thinking 22
  • 23. Limitations Specific? Rigorous? Observe Repeatable? Evaluate Iterate Brainstorm Prototype PICNIC Festival / Amsterdam / Rethinking Design Thinking 23
  • 24. Limitations Specific? Rigorous? Observe Repeatable? Evaluate Iterate Brainstorm Prototype Clear? Quantifiable? Directed? PICNIC Festival / Amsterdam / Rethinking Design Thinking 24
  • 25. Rethinking... Observe Evaluate Iterate Brainstorm Prototype PICNIC Festival / Amsterdam / Rethinking Design Thinking 25
  • 26. Design the Conversations Design the conversations Evaluate Iterate Brainstorm Prototype PICNIC Festival / Amsterdam / Rethinking Design Thinking 26
  • 27. Find a Focusing Problem Design the conversations Evaluate Find a Iterate focusing problem Prototype PICNIC Festival / Amsterdam / Rethinking Design Thinking 27
  • 28. Find a Focusing Problem Design the conversations Evaluate Economic Find a Iterate From atoms to bits focusing problem Social Consistent with who we are Prototype PICNIC Festival / Amsterdam / Rethinking Design Thinking 28
  • 29. Prototype a Solution Design the conversations Evaluate Find a Iterate focusing problem Prototype a solution PICNIC Festival / Amsterdam / Rethinking Design Thinking 29
  • 30. Iterate & Evaluate Design the conversations Evaluate Find a Iterate focusing problem Prototype a solution PICNIC Festival / Amsterdam / Rethinking Design Thinking 30
  • 31. Iterate & Evaluate Measure Design the improvement in user experience conversations Evaluate Find a Iterate focusing problem Prototype a solution PICNIC Festival / Amsterdam / Rethinking Design Thinking 31
  • 32. Iterate & Evaluate Measure Design the improvement in user experience conversations Measure Evaluate convergence on Find a Iterate design goals focusing problem Prototype a solution PICNIC Festival / Amsterdam / Rethinking Design Thinking 32
  • 33. Conversation is the core Measure improvement in user experience Measure convergence on design goals Conversation to Agree on Means PICNIC Festival / Amsterdam / Rethinking Design Thinking 33
  • 34. Rethinking Design Thinking Conversation to Agree on Means PICNIC Festival / Amsterdam / Rethinking Design Thinking 34
  • 35. Design as Conversation Conversation to Agree on Means PICNIC Festival / Amsterdam / Rethinking Design Thinking 35
  • 36. Design as Conversation Conversation to Agree on Goals Evaluate Iterate Conversation to Agree on Means PICNIC Festival / Amsterdam / Rethinking Design Thinking 36
  • 37. Design as Conversation Iterate Conversation to Conversation to Create New Language Agree on Goals Evaluate Evaluate Iterate Conversation to Agree on Means PICNIC Festival / Amsterdam / Rethinking Design Thinking 37
  • 38. Design as Conversation Iterate Conversation to Conversation to Create New Language Agree on Goals Evaluate Evaluate Evaluate Iterate Iterate Conversation to Conversation to Design the Designing Agree on Means PICNIC Festival / Amsterdam / Rethinking Design Thinking 38
  • 39. Design as Conversation Iterate Conversation to Conversation to Create New Language Agree on Goals Evaluate Evaluate Evaluate Iterate Iterate Iterate Conversation to Conversation to Design the Designing Agree on Means Evaluate PICNIC Festival / Amsterdam / Rethinking Design Thinking 39
  • 40. Conversation Leads to Agreement Agreement leads to action or transaction Action repeated over time leads to relationship Relationship maintained over time leads to trust Trust provides a fertile ground for change Change is the pivot-point of innovation Innovation requires new language New language is created in conversation PICNIC Festival / Amsterdam / Rethinking Design Thinking 40
  • 41. Redesigning Design – PICNIC ‘10 MAKING DESIGN REAL – Tim Kobe, Founder & Principle, Eight Inc Co-creating conversations with brands and with consumers PICNIC Festival / Amsterdam / Rethinking Design Thinking 41
  • 42. Redesigning Design – PICNIC ‘10 MAKING DESIGN REAL – Tim Kobe, Founder & Principle, Eight Inc Co-creating conversations with brands and with consumers MEET YOUR MAKER – Matthew Stinchcomb, Director, Europe, Etsy.com Being connected to products and the people behind them is a good idea PICNIC Festival / Amsterdam / Rethinking Design Thinking 42
  • 43. Redesigning Design – PICNIC ‘10 MAKING DESIGN REAL – Tim Kobe, Founder & Principle, Eight Inc Co-creating conversations with brands and with consumers MEET YOUR MAKER – Matthew Stinchcomb, Director, Europe, Etsy.com Being connected to products and the people behind them is a good idea OPEN DESIGN – John B. Rogers, Jr., CEO & Founder, Local Motors Co-creating design, development & build with customers on a local level PICNIC Festival / Amsterdam / Rethinking Design Thinking 43
  • 44. Redesigning Design – PICNIC ‘10 MAKING DESIGN REAL – Tim Kobe, Founder & Principle, Eight Inc Co-creating conversations with brands and with consumers MEET YOUR MAKER – Matthew Stinchcomb, Director, Europe, Etsy.com Being connected to products and the people behind them is a good idea OPEN DESIGN – John B. Rogers, Jr., CEO & Founder, Local Motors Co-creating design, development & build with customers on a local level PICNIC Festival / Amsterdam / Rethinking Design Thinking 44
  • 45. Design as Conversation Iterate Conversation to Conversation to Create New Language Agree on Goals Evaluate Evaluate Evaluate Iterate Iterate Iterate Conversation to Conversation to Design the Designing Agree on Means Evaluate PICNIC Festival / Amsterdam / Rethinking Design Thinking 45
  • 46. Thank you. Special thanks to Hugh Dubberly Paul Pangaro, ph.d. paul@cyberneticlifestyles.com pangaro.com/PICNIC