Design Thinking

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Some reflections on design thinking, mostly about the thinking part.

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Design Thinking

  1. 1. Jacques Carelman © Touch360. All Rights Reserved.
  2. 2. © Touch360. All Rights Reserved. Jacques Carelman
  3. 3. © Touch360. All Rights Reserved.
  4. 4. Charles Eames, Architect, Graphic and Industrial Designer, Filmmaker © Touch360. All Rights Reserved. “Design is a plan for arranging elements in such a way as best to accomplish a particular purpose.”
  5. 5. Milton Glaser, Graphic Designer © Touch360. All Rights Reserved. “To design is to communicate clearly by whatever means you can control or master.”
  6. 6. © Touch360. All Rights Reserved. The International Design Museum, Munich
  7. 7. Paul Rand, Graphic Design Pioneer and Educator © Touch360. All Rights Reserved. “Design is everything. Everything!”
  8. 8. Steve Jobs, Founder and CEO, Apple © Touch360. All Rights Reserved. “Design is the fundamental soul of a human-made creation that ends up expressing itself in successive outer layers of the product or service.”
  9. 9. © Touch360. All Rights Reserved. 9
  10. 10. © Touch360. All Rights Reserved. “Good design is good business” Thomas J. Watson
  11. 11. © Touch360. All Rights Reserved. Design is art optimized to meet objectives 设计是为了达到目标而最优化的艺术。 El diseño es arte optimizado para conseguir objetivos Diseño es arte optimizado para conseguir objetivos © Design Within Reach
  12. 12. Objectives ? Discovery Optimization Constraints /Enablers Creativity Prototype Knowledge Methods Process Know-how Design Solution © Touch360. All Rights Reserved. Design is the discovery of constraints and relevant knowledge, and the application of processes, methods, creativity, and know-how to the creation of a new optimized solution that meets objectives.
  13. 13. © Touch360. All Rights Reserved.
  14. 14. © Touch360. All Rights Reserved.
  15. 15. Explicit knowledge based Tacit knowledge based Where engineering becomes art Increasing role of emotions, intuition, experience, personality... System complexity © Touch360. All Rights Reserved. Design divergence
  16. 16. © Touch360. All Rights Reserved. Jacques Carelman
  17. 17. © Touch360. All Rights Reserved. Design is redefined and the role of the designer is expanding beyond aesthetics: • More strategic • More business-oriented • Larger scope of problems to solve • Bigger roles in organizations
  18. 18. © Touch360. All Rights Reserved. Experience innovation Emotional innovation Business People Desirable Design Viable Marketing Process innovation Technology Feasible Engineering Functional innovation
  19. 19. T-shaped © Touch360. All Rights Reserved. The Design Thinker: • Empathic • Integrative thinking • Optimism • Experimentalism (Experientialism?) • Collaborative
  20. 20. © Touch360. All Rights Reserved. Principles: • Prototyping • Iterative process • User-centric • Team effort • Experience design (emotional aspects) • Systems thinking (holistic) • More weight to qualitative/observational research • Embraces chaos • Process moves through Inspiration, Ideation and Implementation
  21. 21. © Touch360. All Rights Reserved. Martin Rogers, Dean Rotman School of Management, U. of Toronto Reliability Vs. Validity
  22. 22. © Touch360. All Rights Reserved.
  23. 23. © Touch360. All Rights Reserved. Thinking • • • • Action Reflect • Observations • Analysis • Insights Expansions Inductive thinking Intuition Abstractions Learn Formulate • Express value exchange • Formulate strategies • Communicate (stories, personas...) • Ideations • Product development (MRD...) Execute Analysis Synthesis
  24. 24. © Touch360. All Rights Reserved. Thinking • • • • Action Reflect • Observations • Analysis • Insights Expansions Inductive thinking Intuition Abstractions Learn Formulate • Express value exchange • Formulate strategies • Communicate (stories, personas...) • Ideations • Product development (MRD...) Execute Analysis Synthesis
  25. 25. © Touch360. All Rights Reserved.
  26. 26. © Touch360. All Rights Reserved.
  27. 27. © Touch360. All Rights Reserved.
  28. 28. © Touch360. All Rights Reserved. Jacques Carelman
  29. 29. Top view © Touch360. All Rights Reserved. ? Side view Front view
  30. 30. © Touch360. All Rights Reserved. Top view Side view Front view
  31. 31. © Touch360. All Rights Reserved. http://foodswallpaper.com/
  32. 32. © Touch360. All Rights Reserved. 5+X=7 Domain-free problem
  33. 33. © Touch360. All Rights Reserved. Design the black box so that the current is reduced by 50% 0.5 = 5 𝑅 5 𝑅= = 10 0.5 1A 5V • Requires domain knowledge • Small number of variables
  34. 34. • Requires domain knowledge • Many variables © Touch360. All Rights Reserved. Redesign this clutch to dissipate half the heat
  35. 35. © Touch360. All Rights Reserved.
  36. 36. © Touch360. All Rights Reserved.
  37. 37. © Touch360. All Rights Reserved.
  38. 38. © Touch360. All Rights Reserved.
  39. 39. © Touch360. All Rights Reserved.
  40. 40. © Touch360. All Rights Reserved.
  41. 41. © Touch360. All Rights Reserved. Using 4 straight lines (or less), link all 9 dots without lifting the pen and without tracing the same line more than once.
  42. 42. © Touch360. All Rights Reserved. Using 4 straight lines (or less), link all 9 dots without lifting the pen and without tracing the same line more than once.
  43. 43. © Touch360. All Rights Reserved. Transcranial direct current stimulation (tDCS) stimulated right hemisphere and decreased excitability of the left. Brain stimulation enables the solution of an inherently difficult problem Richard P. Chi, Allan W. Snyder This finding suggests that our stimulation paradigm might be helpful for mitigating cognitive biases or dealing with a broader class of tasks that, although deceptively simple, are nonetheless extremely difficult due to our cognitive makeup.
  44. 44. © Touch360. All Rights Reserved.
  45. 45. © Touch360. All Rights Reserved.
  46. 46. What’s the difference between problem solving and design?
  47. 47. Design Transport Humans Surface Air Sea Airplanes Land Balloons Heat Generate Burn Helicopters Helium Acquire Atomic Fission Fusion Sun RF transmission Problem solving
  48. 48. © Touch360. All Rights Reserved. Jacques Carelman
  49. 49. © Touch360. All Rights Reserved.
  50. 50. © Touch360. All Rights Reserved.
  51. 51. © Touch360. All Rights Reserved.
  52. 52. © Touch360. All Rights Reserved. http://statpics.blogspot.com/
  53. 53. © Touch360. All Rights Reserved.
  54. 54. © Touch360. All Rights Reserved.
  55. 55. © Touch360. All Rights Reserved.
  56. 56. © Touch360. All Rights Reserved.
  57. 57. © Touch360. All Rights Reserved.
  58. 58. © Touch360. All Rights Reserved. Modelling the evolution of human trail systems Dirk Helbing
  59. 59. © Touch360. All Rights Reserved. www.flickr.com/photos/kodomut/
  60. 60. © Touch360. All Rights Reserved.
  61. 61. © Touch360. All Rights Reserved.
  62. 62. © Touch360. All Rights Reserved.
  63. 63. © Touch360. All Rights Reserved.
  64. 64. © Touch360. All Rights Reserved. What’s the difference between production and design?
  65. 65. © Touch360. All Rights Reserved. George Watchmaker
  66. 66. © Touch360. All Rights Reserved. www.reprap.org
  67. 67. © Touch360. All Rights Reserved. What is meta-meta-design?
  68. 68. © Touch360. All Rights Reserved.
  69. 69. Q+A Shimon Shmueli +1.503.410.1203 shimon@touch360.com www.touch360.com

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