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To the Core - Designing Design Ready Organisations - Swinburne MEI 2016

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(Prepared for the Swinburne University MEI)

Many organisations are still set up and run in the way industrial era factories operated and interacted with their markets. Focusing in internal efficiency and promotion, these organisation are finding themselves competing in areas that offer diminishing returns and few options.
Taking a designerly approach to problem solving has provided successful differentiation for many companies in recent years. However, very few companies are looking at how to remodel themselves to be more designerly. This talk will look at what design means beyond the design project, and how large organisations can apply design to look inwards on their own practices and ways of working.

Published in: Design
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To the Core - Designing Design Ready Organisations - Swinburne MEI 2016

  1. 1. MakeStudios.com.au @owenhodda
  2. 2. Defines key groups that share common characteristics Identifies common needs, motivations, goals and frustrations Designing Design Ready Organisations To the Core
  3. 3. Then to now To the Core
  4. 4. Design is a doing activity To the Core
  5. 5. A new role for design Designing the businessDesign for the business To the Core
  6. 6. In a state of movement in response to your context.
  7. 7. Incorrect Use Rethinking the Pig Compasses, Not Maps To the Core
  8. 8. Incorrect Use
  9. 9. "....All of these measures demonstrate that producers were in charge of "correct" usage, and when designers talked about functional products, they had adopted producers' intentions as their design criteria” - K Krippendorff
  10. 10. Design Produce Artefact Gap Incorrect Use
  11. 11. Research Buy Service Use Customer Business Partners Incorrect Use
  12. 12. Research Buy Service Use Customer Business Partners Incorrect Use
  13. 13. Business Partners Incorrect Use
  14. 14. Static Design Incorrect Use
  15. 15. Rethinking the Pig
  16. 16. "All design to some extent is future oriented" - A Dunne & F Raby
  17. 17. Models and Frameworks Re sea rch Concept /Prototy pe D es ig n Uncertainty/Patterns/Insights Clarity/Focus V V V V V V V Products Utility Functionality Universal aesthetics Goods Interfaces Natural interactivity Understandability Reconfigurability/a daptability Systems Informativeness Connectivity Accessibility Projects Discourses Generativity Rearticulability Solidarity Rethinking the Pig
  18. 18. Models and Frameworks Discover Define Develop Deliver Rethinking the Pig
  19. 19. Models and Frameworks Research Concept/Prototype Design Uncertainty/Patterns/Insights Clarity/Focus Rethinking the Pig
  20. 20. Models and Frameworks V V V V V V V Mystery Heuristic Algorithm Rethinking the Pig
  21. 21. Models and Frameworks Products Utility Functionality Universal aesthetics Goods, Services & Identities Marketability Symbolic Diversity Folk and local aesthetics Interfaces Natural interactivity Understandability Reconfigurability/adaptability Multiuser Systems/Networks Informativeness Connectivity Accessibility Projects Social viability Directionality Commitment Discourses Generativity Rearticulability Solidarity Rethinking the Pig
  22. 22. Models and Frameworks Design Produce Artefact Gap Rethinking the Pig
  23. 23. Models and Frameworks Discover Define Develop Deliver Uncertainty/Patterns/Insights Clarity/Focus Mystery Heuristic Algorithm ProductsGoods, Services & IdentitiesInterfacesMultiuser Systems/NetworksProjectsDiscourses ArtefactProduceDesignGap Discover Define Develop Deliver Rethinking the Pig
  24. 24. Discover Define Develop Deliver Uncertainty/Patterns/Insights Clarity/Focus Mystery Heuristic Algorithm ProductsGoods, Services & IdentitiesInterfacesMultiuser Systems/NetworksProjectsDiscourses ArtefactProduceDesignGap Discover Define Develop Deliver ConcreteAbstract Models and Frameworks Rethinking the Pig
  25. 25. ConcreteAbstract Models and Frameworks Rethinking the Pig
  26. 26. Abstract Concrete Interfaces Projects Discourses Rethinking the Pig
  27. 27. Models and Frameworks Rethinking the Pig
  28. 28. Models and Frameworks Rethinking the Pig
  29. 29. In a state of movement… Rethinking the Pig
  30. 30. ConcreteAbstract The Design Paradox Rethinking the Pig
  31. 31. "I don’t think you can design anything just by absorbing information and then hoping to synthesise it into a solution. What you need to know about the problem only becomes apparent as you’re trying to solve it.’ - R MacCormack
  32. 32. Compasses, not maps
  33. 33. Everything so far applies to the application
  34. 34. "Learning a craft is not only about learning the tools (this might be the least important part), but also orienting oneself toward the materials, becoming involved with them, and taking great care to use them in efficient, sustainable and creative ways" T. Wendt
  35. 35. “The telesic content of a design must reflect the times and conditions that have given rise to it, and must fit in with the general human socio- economic order in which it is to operate” V. Papanek
  36. 36. Compasses, Not Maps
  37. 37. Compasses, Not Maps
  38. 38. Compasses, Not Maps
  39. 39. Compasses, Not Maps
  40. 40. In a state of movement in response to your context. Compasses, Not Maps
  41. 41. In a state of movement in response to your context. from abstract to concrete understanding your telesis designing how you design, as you design Compasses, Not Maps
  42. 42. Some key notes to take away
  43. 43. Design your company to be different Find value in the abstract and make it concrete Respond to context Prototype to explore Iterative development - learn through doing To the Core
  44. 44. MakeStudios.com.au @owenhodda
  45. 45. Semantic Turn: New Foundations for Design -Klaus Krippendorff Speculative Everything: Design, Fiction, and Social Dreaming - Anthony Dunne and Fiona Raby The Design of Business: Why Design Thinking is the Next Competitive Advantage - Roger Martin Design: Creation of Artefacts in Society - Karl T. Ulrich Design for Casein: Understanding the Design of Experiences - Thomas Wendt Design for the Real World: Human Ecology and Social Change - Victor Papanek UK Design Council Double Diamond: http://www.designcouncil.org.uk/sites/default/files/asset/doc ument/ElevenLessons_Design_Council%20(2).pdf IDEO Squiggle: http://cargocollective.com/central/The-Design-Squiggle Icons: https://icons8.com/web-app/for/color/people The Elements of User Experience: User Centred Design for the Web - Jesse James Garrett
  46. 46. MakeStudios.com.au @owenhodda

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