Fundamental Principles of Design
Dr. Ricardo Sosa
ricardo_sosa@sutd.edu.sg
Singapore University of Technology and Design
Hi Ricardo, We have been invited by NJC to give the talk on Design Thinking
during the Singapore International Science Cha...
buzz·word (ˈbʌzˌwɜrd) n. “a word or phrase, often sounding authoritative or
technical, that has come into vogue in popular...
Patterns and trends on what millions of people search
sometimes tell us something…
Some keywords show us what people value or want to know more about
Big data can reveal priorities, interests and perceptions
Big data can confirm our intuitions and observations
It’s not easy or trivial to interpret these aggregate numbers…
Back to the main topic of this talk:
Why should we search for, discuss and engage in design?
http://www.designsingapore.org/Files/Dsg_II_Strategic_Blueprint.pdf
“… this rate of change will need to be matched with mi...
http://www.designsingapore.org/Files/Dsg_II_Strategic_Blueprint.pdf
Ok, it is important, but what is design?
Bruce Archer (1960s)
“The practice of design is a very
complicated business, involving
contrasting skills and a wide field...
How to understand and excel in something that experts refer to:
“complicated, odd, mess, conflict, failure, emotions, loop...
My goal here today is simple:
To get you (more) interested in design, creativity and innovation
(And I will attempt to do ...
The opportunity is huge
534M
328M
89M
12M
You can compare with other countries/cities/keywords
Or define more specific targets…
Ok, what about more concrete evidence, such as an analysis of the
contents of one million books published in the last one-...
Google Books Ngram Viewer displays a graph showing how phrases have occurred in a corpus of books over the selected years
...
Google Books Ngram Viewer displays a graph showing how phrases have occurred in a corpus of books over the selected years
...
Let’s talk about design
(thinking, doing and feeling)
Reason abductively
• D: “Aristotle is mortal”
• I: “All swans are white”
• A: “Our new product will be a success”
http://www.flickr.com/photos/goingslo/4981211649/sizes/l/in/photostream/
If facing uncertainty and ambiguity is not enough…
Think critically
http://www.cihm.leeds.ac.uk/document_downloads/Art_of_Powerful_Questions.pdf
How to make decisions in such conditions?
Make reflectively
http://kristen-soley.blogspot.sg/2012/03/in-sculptors-hands.html
http://www.gladwinlibrary.org/joomla/in...
To succeed in this area, you need to fail
Cultivate failure
http://kingdomentrepreneur.blogspot.sg/
ricardo_sosa@sutd.edu.sg
“Babe” Ruth hit 714 home runs in his career (1914-1935)
He also struck out 1,330 times in his car...
“Alfred Nobel was full of ideas;
he said ‘If I have a thousand
ideas a year, and only one
turns out to be good, I am
satis...
Un-learn a few things
Avoid myths
http://www.wall321.com/
The Ten Year ‘Miracle’ of the poster child for design and innovation
NASDAQ AAPL: Jobs returned to Apple in 1997. iMac was...
NASDAQ AAPL vs AMZN / KRX5930
“a bestselling book on
creativity for people who
do not like books on
creativity”
Select the best ideas
A
B
C
F
K
N
R
S
Ford Model T
http://www.gutenberg.org/ebooks/7213
http://www.goldcoastmodela.com/Early_Ford.pdf
http://www...
http://wordlock.com/
http://140.116.71.92/lock/english/char.htm
http://restraintsblog.blogspot.sg/2010/12/1876-clarke-10-l...
Old and new ideas
3 Lenses
http://savic.cc/tag/feasibility/ http://www.wixomdesigns.com/architecture.php
http://www.oecd-ilibrary.org/docserver/download/3012011ec026.pdf
Water
http://www.flickr.com/photos/haniamir/2630466183/sizes/l/in/photostream/
http://www.flickr.com/photos/pagedooley/3732230674/sizes/l/in/photostream/
http://www.washingtonpost.com/blogs/capital-weather-gang/wp/2013/03/22/world-water-day-a-forceful-reminder-that-the-u-s-is...
http://www.storyofstuff.org/movies-all/story-of-bottled-water/
http://awesome.good.is.s3.amazonaws.com/transparency/web/1204/your-daily-dose-of-water/flash.html
http://www.waterfootprint.org/downloads/TheWaterFootprintAssessmentManual.pdf
Fundamental Principles of Design
Dr. Ricardo Sosa
ricardo_sosa@sutd.edu.sg
Singapore University of Technology and Design
Not Design Thinking
Not Design Thinking
Not Design Thinking
Not Design Thinking
Not Design Thinking
Not Design Thinking
Not Design Thinking
Not Design Thinking
Not Design Thinking
Not Design Thinking
Not Design Thinking
Not Design Thinking
Not Design Thinking
Not Design Thinking
Not Design Thinking
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Not Design Thinking

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One hour talk for Junior College students about design, creativity and innovation. Going beyond buzzwords and eye-candy, the aim of this talk is to motivate and inspire young people to understand and become aware of design. Delivered: 04/07/2013

Published in: Design, Technology, Education
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Not Design Thinking

  1. 1. Fundamental Principles of Design Dr. Ricardo Sosa ricardo_sosa@sutd.edu.sg Singapore University of Technology and Design
  2. 2. Hi Ricardo, We have been invited by NJC to give the talk on Design Thinking during the Singapore International Science Challenge. The session will be on 4 July 2013 from 10am to 11am. I am wondering if you will do the honour of giving this talk to the students?
  3. 3. buzz·word (ˈbʌzˌwɜrd) n. “a word or phrase, often sounding authoritative or technical, that has come into vogue in popular culture or a particular profession”
  4. 4. Patterns and trends on what millions of people search sometimes tell us something…
  5. 5. Some keywords show us what people value or want to know more about
  6. 6. Big data can reveal priorities, interests and perceptions
  7. 7. Big data can confirm our intuitions and observations
  8. 8. It’s not easy or trivial to interpret these aggregate numbers…
  9. 9. Back to the main topic of this talk: Why should we search for, discuss and engage in design?
  10. 10. http://www.designsingapore.org/Files/Dsg_II_Strategic_Blueprint.pdf “… this rate of change will need to be matched with mindset and paradigm changes in order for us to maintain our ability to innovate, and to create new value. It is no longer business as usual. We are already facing increasing global competition in the new ideas-driven creative economy… Design must become the critical strategic tool for futureproofing Singapore from the uncertainties of the future.”
  11. 11. http://www.designsingapore.org/Files/Dsg_II_Strategic_Blueprint.pdf
  12. 12. Ok, it is important, but what is design?
  13. 13. Bruce Archer (1960s) “The practice of design is a very complicated business, involving contrasting skills and a wide field of disciplines. It has always required an odd kind of hybrid to carry it successfully” Engineer, Professor of Design Research at the Royal College of Art Bruce Nussbaum (2010s) “Design Thinking is beginning to ossify and actually do harm, in order to appeal to the business culture of process, it was denuded of the mess, the conflict, failure, emotions, and looping circularity that is part and parcel of the creative process” Economist, Professor of Innovation and Design at Parsons The New School for Design
  14. 14. How to understand and excel in something that experts refer to: “complicated, odd, mess, conflict, failure, emotions, looping circularity”?
  15. 15. My goal here today is simple: To get you (more) interested in design, creativity and innovation (And I will attempt to do this without eye-candy)
  16. 16. The opportunity is huge
  17. 17. 534M 328M 89M 12M
  18. 18. You can compare with other countries/cities/keywords Or define more specific targets…
  19. 19. Ok, what about more concrete evidence, such as an analysis of the contents of one million books published in the last one-hundred years?
  20. 20. Google Books Ngram Viewer displays a graph showing how phrases have occurred in a corpus of books over the selected years http://books.google.com/ngrams/info
  21. 21. Google Books Ngram Viewer displays a graph showing how phrases have occurred in a corpus of books over the selected years http://books.google.com/ngrams/info
  22. 22. Let’s talk about design (thinking, doing and feeling)
  23. 23. Reason abductively • D: “Aristotle is mortal” • I: “All swans are white” • A: “Our new product will be a success”
  24. 24. http://www.flickr.com/photos/goingslo/4981211649/sizes/l/in/photostream/
  25. 25. If facing uncertainty and ambiguity is not enough…
  26. 26. Think critically
  27. 27. http://www.cihm.leeds.ac.uk/document_downloads/Art_of_Powerful_Questions.pdf
  28. 28. How to make decisions in such conditions?
  29. 29. Make reflectively http://kristen-soley.blogspot.sg/2012/03/in-sculptors-hands.html http://www.gladwinlibrary.org/joomla/index.php/june-25th-knitting-club
  30. 30. To succeed in this area, you need to fail
  31. 31. Cultivate failure http://kingdomentrepreneur.blogspot.sg/
  32. 32. ricardo_sosa@sutd.edu.sg “Babe” Ruth hit 714 home runs in his career (1914-1935) He also struck out 1,330 times in his career http://www.flickr.com/photos/cliffbaise/4479440032
  33. 33. “Alfred Nobel was full of ideas; he said ‘If I have a thousand ideas a year, and only one turns out to be good, I am satisfied’. I, too, am full of ideas, and I would be satisfied with one good idea per year” Dr. Linus Paulinghttp://www.nobelprize.org/nobel_prizes/peace/laureates/1962/pauling-acceptance_en.html
  34. 34. Un-learn a few things
  35. 35. Avoid myths http://www.wall321.com/
  36. 36. The Ten Year ‘Miracle’ of the poster child for design and innovation NASDAQ AAPL: Jobs returned to Apple in 1997. iMac was introduced in 1998, iPod in 2001, iPhone in 2007
  37. 37. NASDAQ AAPL vs AMZN / KRX5930
  38. 38. “a bestselling book on creativity for people who do not like books on creativity”
  39. 39. Select the best ideas
  40. 40. A B C F K N R S Ford Model T http://www.gutenberg.org/ebooks/7213 http://www.goldcoastmodela.com/Early_Ford.pdf http://www.mtfca.com/discus/messages/331880/347933.html?1363551928 http://25.media.tumblr.com/935fa0bd19cd7f4edfcb7528cffd21ad/tumblr_mga6unWcNt1rgmlf9o1_1280.jpg
  41. 41. http://wordlock.com/ http://140.116.71.92/lock/english/char.htm http://restraintsblog.blogspot.sg/2010/12/1876-clarke-10-letter-combination.html http://www.datagenetics.com/blog/march32012/index.html
  42. 42. Old and new ideas
  43. 43. 3 Lenses http://savic.cc/tag/feasibility/ http://www.wixomdesigns.com/architecture.php
  44. 44. http://www.oecd-ilibrary.org/docserver/download/3012011ec026.pdf
  45. 45. Water http://www.flickr.com/photos/haniamir/2630466183/sizes/l/in/photostream/
  46. 46. http://www.flickr.com/photos/pagedooley/3732230674/sizes/l/in/photostream/
  47. 47. http://www.washingtonpost.com/blogs/capital-weather-gang/wp/2013/03/22/world-water-day-a-forceful-reminder-that-the-u-s-is-running-out-of-fresh-water/
  48. 48. http://www.storyofstuff.org/movies-all/story-of-bottled-water/
  49. 49. http://awesome.good.is.s3.amazonaws.com/transparency/web/1204/your-daily-dose-of-water/flash.html
  50. 50. http://www.waterfootprint.org/downloads/TheWaterFootprintAssessmentManual.pdf
  51. 51. Fundamental Principles of Design Dr. Ricardo Sosa ricardo_sosa@sutd.edu.sg Singapore University of Technology and Design

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