Redesign

PICNIC Festival Amsterdam Rethinking Design Thinking Paul Pangaro, ph.d. paul@cyberneticlifestyles.com September, 2010

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

Design Thinking PICNIC Festival / Amsterdam / Rethinking Design Thinking 3

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

Genesis of Design Thinking Value of the systemic approach PICNIC Festival / Amsterdam / Rethinking Design Thinking 5

Genesis of Design Thinking Value of the systemic approach Design methods movement in late 1960s PICNIC Festival / Amsterdam / Rethinking Design Thinking 6

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

Today’s Enthusiasts David Kelley, Tom Kelley, Tim Brown at IDEO PICNIC Festival / Amsterdam / Rethinking Design Thinking 8

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

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

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

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

Business Argument for Design Thinking Business success = innovation Innovation = design thinking Therefore Business success = design thinking PICNIC Festival / Amsterdam / Rethinking Design Thinking 13

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

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

Rethinking Design Thinking PICNIC Festival / Amsterdam / Rethinking Design Thinking 16

What is the process? Design Thinking PICNIC Festival / Amsterdam / Rethinking Design Thinking 17

What is the process? Observe Brainstorm Prototype PICNIC Festival / Amsterdam / Rethinking Design Thinking 18

What does that mean? Ethnography Observe Open-ended Brainstorm idea generation Making and Prototype testing PICNIC Festival / Amsterdam / Rethinking Design Thinking 19

What does that mean? Observe Evaluate Brainstorm Prototype PICNIC Festival / Amsterdam / Rethinking Design Thinking 20

What does that mean? Observe Evaluate Iterate Brainstorm Prototype PICNIC Festival / Amsterdam / Rethinking Design Thinking 21

How do we judge what is better? Observe Evaluate Iterate Brainstorm Prototype PICNIC Festival / Amsterdam / Rethinking Design Thinking 22

Limitations Specific? Rigorous? Observe Repeatable? Evaluate Iterate Brainstorm Prototype PICNIC Festival / Amsterdam / Rethinking Design Thinking 23

Limitations Specific? Rigorous? Observe Repeatable? Evaluate Iterate Brainstorm Prototype Clear? Quantifiable? Directed? PICNIC Festival / Amsterdam / Rethinking Design Thinking 24

Rethinking... Observe Evaluate Iterate Brainstorm Prototype PICNIC Festival / Amsterdam / Rethinking Design Thinking 25

Design the Conversations Design the conversations Evaluate Iterate Brainstorm Prototype PICNIC Festival / Amsterdam / Rethinking Design Thinking 26

Find a Focusing Problem Design the conversations Evaluate Find a Iterate focusing problem Prototype PICNIC Festival / Amsterdam / Rethinking Design Thinking 27

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

Prototype a Solution Design the conversations Evaluate Find a Iterate focusing problem Prototype a solution PICNIC Festival / Amsterdam / Rethinking Design Thinking 29

Iterate & Evaluate Design the conversations Evaluate Find a Iterate focusing problem Prototype a solution PICNIC Festival / Amsterdam / Rethinking Design Thinking 30

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

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

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

Rethinking Design Thinking Conversation to Agree on Means PICNIC Festival / Amsterdam / Rethinking Design Thinking 34

Design as Conversation Conversation to Agree on Means PICNIC Festival / Amsterdam / Rethinking Design Thinking 35

Design as Conversation Conversation to Agree on Goals Evaluate Iterate Conversation to Agree on Means PICNIC Festival / Amsterdam / Rethinking Design Thinking 36

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

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

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

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

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

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

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

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

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

Thank you. Special thanks to Hugh Dubberly Paul Pangaro, ph.d. paul@cyberneticlifestyles.com pangaro.com/PICNIC

Redesign

by PICNIC Festival on Oct 15, 2010

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Redesign — Presentation Transcript

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