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Four ideas of design

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I gave this talk - "Four Ideas of Design" - as part of the "Innovate through Design" workshop at the Indian School of Business on 2nd Aug 2013.

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  • …is destructive.
  • Transcript of "Four ideas of design"

    1. 1. FOUR IDEAS OF DESIGN design workshop @ ISB 9.8.2013 arun rajappa ISB, c/o 2003
    2. 2. WHO AM I? (not a designer)
    3. 3. Idea 1 Idea 2 Idea 3 Idea 4 AGENDA – FOUR IDEAS OF DESIGN
    4. 4. design.
    5. 5. an argument. (what is the argument?)
    6. 6. design is valuable.
    7. 7. “ah, consumer electronics ok, but not in a commodity business... like socks!”
    8. 8. www.littlemissmatched.com
    9. 9. “pfwah, teenage girls, fashion-vashion, ok… but what about simple, household things?”
    10. 10. philippe starck lemonade squeeze (how much would you pay for it?) www.starck.com/ $198
    11. 11. target customer:? people with arthritis (it also works for everyone!) $22.95 target customer: everyone $10.99
    12. 12. “ok, but you need lower costs – not design – when there is an entrenched market leader!”
    13. 13. (experience trumps products) average bear at build a bear workshops: $40
    14. 14. “fine, maybe for products! but not for things like banking services…”
    15. 15. citibank video (design thinking repeatable way how to start from the outside design principles existing company “why” before “what”)
    16. 16. ok, products & services… but not for experiences!
    17. 17. 2005: $530 mn; 2007: $750 mn; 2011: ~ 1 bn
    18. 18. “hmm. design is too costly. it’s not valuable in developing markets – no one will pay for it!”
    19. 19. (traditional, yet modern)
    20. 20. MP Ranjan – Low cost bamboo toysMitti cool
    21. 21. Load carrier for laborers
    22. 22. design.
    23. 23. bottom-of-pyramid & high-end customers developing nations & developed economies products, services & experiences business & social
    24. 24. design is sweet! (aside: design in businesses today)
    25. 25. (aside: design in businesses today)
    26. 26. case: closed design affects every business design is everyone’s business design can transform businesses business leaders need to understand design idea 1: design is business
    27. 27. so what is design? http://www.youtube.com/watch?v=n7ULeWyBN8w
    28. 28. collaborative inter-disciplinary integrative creative disruptive sustainable responsible affordable innovative beautiful
    29. 29. BLAH BLAH BLAH BLAH BL BLAH BLAH
    30. 30. for the customer…
    31. 31. useful. usable. desirable.
    32. 32. idea 2: design is a (repeatable) process
    33. 33. EASY RECIPE FOR DESIGN THINKING! observe real people in real life situations describe problems & opportunities with scenarios evaluate multiple solutions & prototype through quick iterations (iterate) implement the final concept
    34. 34. directly observe customer s describe problems & opportunit ies consider multiple solutions prototyp e a few solutions experimental approach diverge converge
    35. 35. plan design customer research scenarios metrics brainstorm storyboard prototypes user test feasibility prototypes user test feasibility prototypes user test feasibility build 3 rough alternatives specs built product prioritized scenarios design walkthrough
    36. 36. (reality)
    37. 37. exam cheat sheet! observe people write scenarios prototype iterate
    38. 38. OBSERVE! people in their environment (be curious)
    39. 39. world bank toilet story… & the potty project http://vimeo.com/thepottyproject/videos/page:2/sort:date
    40. 40. oral-b
    41. 41. (affordance) fiskars
    42. 42. SCENARIOS
    43. 43. PRINCIPLES
    44. 44. (aside)
    45. 45. not copied… inspired! (with respect – design is a narrative)
    46. 46. PRINCIPLES OF DIETER RAMS
    47. 47. PRINCIPLES OF DIETER RAMS
    48. 48. PRINCIPLES OF DIETER RAMS
    49. 49. METRO DESIGN PRINCIPLES Pride in craftsmanship Do more with less Be fast and fluid Be authentically digital Win as one (from http://msdn.microsoft.com/en-us/library/windows/apps/hh464920.aspx)
    50. 50. what are your design principles?
    51. 51. PROTOTYPE & ITERATE
    52. 52. (wish it were this easy!)
    53. 53. (reality)
    54. 54. prototyping doesn’t need to be expensive (“we cant prototype because we don’t have a 3d printer”)
    55. 55. paper prototyping video
    56. 56. key points observe people to form insights write scenarios define principles multiple prototypes iterate, iterate, iterate
    57. 57. idea 3: design as conversation
    58. 58. DESIGN AS CONVERSATION Good conversation… Is about people! Brings together organizations -*- Good conversationalists… Observe & understand people Listen well Are rational, and empathetic; analytical, and emotional. Build on the ideas of others Know what to say, and what not to say -*- Question to ponder… When does the conversation stop?
    59. 59. idea 4: design as lifelong learning
    60. 60. Tips Be curious Study the liberal arts Indulge in people-watching Sketch – even if badly Travel widely Learn to tell stories Tools Brainstorming Affinity mapping Sketching Storyboards Questions to ponder When are you done? What are you not going to do? What kind of designs do you like? What is your design philosophy? What trade-offs will you make? What are you designing for?
    61. 61. SKETCHING VIDEO (if we have time)
    62. 62. A side word on creativity Not left brained, not right brained – just whole brained!
    63. 63. ISB, meet le corbusier chandigarh is great for design thinkers. I recommend… •sukhna lake for vision •rock garden for inspiration •sector 17 for people watching •long happy hours for creativity! GET OUT OF THE IVORY TOWER!
    64. 64. My favorite books
    65. 65. FOUR IDEAS OF DESIGN Design as business Design as (repeatable) process Design as conversation Design as lifelong learning
    66. 66. And finally…
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