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Collaborate Bristol 2018: Design Thinking for Good - Angela Pesta, Director of UX at eDreams ODIGEO

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The craze of design thinking is turning the designer's profession into a commodity—but that's okay.

Let this be the impetus that motivates us to evolve our profession.

In this talk we'll be investigating what it means to 'design for good' and how this can be addressed with the practices of 'design thinking' and more.

We'll investigate questions such as: What do we need to do to stay ahead of and evolve the function of design? Do we have a moral responsibility as designers to do good? Finally, as creative problem solvers, how can we increase our scale as change agents for the world's biggest problems?

Published in: Design
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Collaborate Bristol 2018: Design Thinking for Good - Angela Pesta, Director of UX at eDreams ODIGEO

  1. 1. @AngelaPesta THINKING GOOD DESIGN FOR
  2. 2. HOW MANY OFYOU ARE DESIGNERS?
  3. 3. DEMOCRATIZATION /dɪˌmɒkrətʌɪˈzeɪʃ(ə)n/ The action of making something accessible to everyone.
  4. 4. WHAT IS DESIGNTHINKING?
  5. 5. DesignThinking is a design methodology that provides a solution-based approach to solving problems. It’s extremely useful in tackling complex problems that are 
 ill-defined or unknown by… Interaction Design Foundation https://www.interaction-design.org/literature/article/5-stages-in-the-design-thinking-process • understanding the human needs involved, • re-framing the problem in human-centric ways, • creating many ideas in brainstorming sessions, • adopting a hands-on approach in prototyping and testing
  6. 6. METHODOLOGY PROCESS MINDSET
  7. 7. METHODOLOGY PROCESS • Empathetic • Creative • Unprejudiced • Thinking without constraints • Open to differences in personality • Curious and explorative • Valuing feedback and willing to learn • Thinking through doing • Thinking visually MINDSET
  8. 8. • techniques, rules or ways of doing things • ethnographic research • journey mapping • personas • prototypes • cross-departmental workshops • asking questions like the five whys • drawing issue trees • situational analysis, etc. METHODOLOGY PROCESS MINDSET
  9. 9. • the sequence of phases of actions used in designing • non-linear • understanding the problem before creating solutions • divergent & convergent MINDSET METHODOLOGY PROCESS
  10. 10. • the sequence of phases of actions used in designing. • non-linear MINDSET METHODOLOGY PROCESS
  11. 11. MINDSET METHODOLOGY PROCESS
  12. 12. • Herbert Simon
 Define >Research>Ideation>Prototype>Objective/Choose/ Implement/Learn • IDEO Toolkit
 Discovery> Interpretation>Ideation>Experimentation>Evolution • Tim Brown (IDEO)
 Inspiration>Ideation>Implementation • d.school/D-School (HPI)
 Understand>Observe>Point ofView>Ideate>Prototype>Test • d.school Bootcamp Bootleg (HPI) Modes
 Empathise:Observe, Engage, Immerse>Define (problem statement)>Ideate>Prototype>Test • Baeck & Gremmet
 Define the problem to solve>Look for inspiration><ideate multiple ideas>Generate Prototypes>Solicit User Feedback • Mark Dziersk (Fast Company)
 1.Define the problem> 2.Create and consider many options>3.Refine selected directions>Repeat 2&3 (optional)>4.Pick the winner, execute MINDSET
 METHOD
 PROCESS
  13. 13. “Know from whence you came. If you know whence you came, there are absolutely no limitations to where you can go.” ― James Baldwin” — James Baldwin
  14. 14. Jo Szczepanska called, “Design thinking origin story plus some of the people who made it all happen,” on Medium
  15. 15. A copy of a 1478 drawing by Theodoros Pelecanos of an alchemical tract[1] attributed to Synesius
  16. 16. A copy of a 1478 drawing by Theodoros Pelecanos of an alchemical tract[1] attributed to Synesius “Design designs” —Anne-Marie Willis
  17. 17. “Everyone designs who devises courses of action aimed at changing existing situations into preferred ones.” ― James Baldwin” — Herbert A. Simon
  18. 18. The Design Thinking toolkit needs to evolve to better support current and future problems— this, is a problem worthy of design thinking.
  19. 19. WICKED PROBLEMS
  20. 20. Thank you.

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