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.

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.

Four ideas of design Four ideas of design Presentation Transcript

  • FOUR IDEAS OF DESIGN design workshop @ ISB 9.8.2013 arun rajappa ISB, c/o 2003
  • WHO AM I? (not a designer)
  • Idea 1 Idea 2 Idea 3 Idea 4 AGENDA – FOUR IDEAS OF DESIGN
  • design.
  • an argument. (what is the argument?)
  • design is valuable.
  • “ah, consumer electronics ok, but not in a commodity business... like socks!”
  • www.littlemissmatched.com
  • “pfwah, teenage girls, fashion-vashion, ok… but what about simple, household things?”
  • philippe starck lemonade squeeze (how much would you pay for it?) www.starck.com/ $198
  • target customer:? people with arthritis (it also works for everyone!) $22.95 target customer: everyone $10.99
  • “ok, but you need lower costs – not design – when there is an entrenched market leader!”
  • (experience trumps products) average bear at build a bear workshops: $40
  • “fine, maybe for products! but not for things like banking services…”
  • citibank video (design thinking repeatable way how to start from the outside design principles existing company “why” before “what”)
  • ok, products & services… but not for experiences!
  • 2005: $530 mn; 2007: $750 mn; 2011: ~ 1 bn
  • “hmm. design is too costly. it’s not valuable in developing markets – no one will pay for it!”
  • (traditional, yet modern)
  • MP Ranjan – Low cost bamboo toysMitti cool
  • Load carrier for laborers
  • design.
  • bottom-of-pyramid & high-end customers developing nations & developed economies products, services & experiences business & social
  • design is sweet! (aside: design in businesses today)
  • (aside: design in businesses today)
  • 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
  • so what is design? http://www.youtube.com/watch?v=n7ULeWyBN8w
  • collaborative inter-disciplinary integrative creative disruptive sustainable responsible affordable innovative beautiful
  • BLAH BLAH BLAH BLAH BL BLAH BLAH
  • for the customer…
  • useful. usable. desirable.
  • idea 2: design is a (repeatable) process
  • 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
  • directly observe customer s describe problems & opportunit ies consider multiple solutions prototyp e a few solutions experimental approach diverge converge
  • 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
  • (reality)
  • exam cheat sheet! observe people write scenarios prototype iterate
  • OBSERVE! people in their environment (be curious)
  • world bank toilet story… & the potty project http://vimeo.com/thepottyproject/videos/page:2/sort:date
  • oral-b
  • (affordance) fiskars
  • SCENARIOS
  • PRINCIPLES
  • (aside)
  • not copied… inspired! (with respect – design is a narrative)
  • PRINCIPLES OF DIETER RAMS
  • PRINCIPLES OF DIETER RAMS
  • PRINCIPLES OF DIETER RAMS
  • 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)
  • what are your design principles?
  • PROTOTYPE & ITERATE
  • (wish it were this easy!)
  • (reality)
  • prototyping doesn’t need to be expensive (“we cant prototype because we don’t have a 3d printer”)
  • paper prototyping video
  • key points observe people to form insights write scenarios define principles multiple prototypes iterate, iterate, iterate
  • idea 3: design as conversation
  • 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?
  • idea 4: design as lifelong learning
  • 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?
  • SKETCHING VIDEO (if we have time)
  • A side word on creativity Not left brained, not right brained – just whole brained!
  • 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!
  • My favorite books
  • FOUR IDEAS OF DESIGN Design as business Design as (repeatable) process Design as conversation Design as lifelong learning
  • And finally…