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What is design?

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A short presentation aiming to explain what design is to non-designers.

Published in: Business

What is design?

  1. 1. is desi THINGS PEOPLE ASK lngjerd Jevnaker «-: :«_ ‘L
  2. 2. Idea #1: Design = Styling
  3. 3. I ‘T**—f% “'3 < V , // / ; 'X T 1 ‘ r‘, 2-: '~ .9" ‘ ""11 I J? K, ‘ , ‘‘i . ‘ [». '.; “- . _ Rolf Sachs: Can't Sit Still / Spineless chairs
  4. 4. _ ‘~. .*s: &i~. . . ;.-: .,. ,r_; ‘ I v I n I . . n I L: mi. . . . . . ; 4. . ... ... ... .,, , , ... ..hw. .ui. ..r. ,n. ... . . ¢. ..m, , 3., 2. K )1 L. .. I. 9 r . . . _ , r V T nfluinu . T .
  5. 5. Yes, design is often stylish. But it can also be functional, ergonomic, useful, innovative, intuitive etc.
  6. 6. Idea #2: Design = Form
  7. 7. Design is. .. improving things or processes.
  8. 8. Form Follows Function
  9. 9. Design is “To initiate change in man- made things” Chris Jones, 1970
  10. 10. Idea #3: Design = Usability
  11. 11. Design is. .. making technology simpler and easier to use. i
  12. 12. Adapting technology and things to human needs and behaviour.
  13. 13. Products and services often exclude users due to age, culture or a permanent/ temporary disability. I '41 "’! ', l l A. ‘ l l. - 3 «A 2 ‘ mi ‘ k . ‘ if» if ‘ l A O“ ‘la U i . ' ' f I , ‘ : ::. ;g / - — lye‘ J I ’ — ; "’$"-T . WV T T I H «! ".¢v‘§": i‘. ‘. . . 4./ ~:
  14. 14. Why aren’t these products designed better so that we won’t need special aids to use them?
  15. 15. Idea #4: Design = Innovation
  16. 16. Design is. .. creating something completely new and innovative. -7/’, p_ "pm-—*, .~ ; ‘l _, /J ‘.7 ax » " 7 ll ": / A‘ __ : l’. _J '1 F T777» ‘-7.
  17. 17. Idea #5: Design = Creativity
  18. 18. Design is “. ..essentially an exercise in problem solving” T T TH The Blueprint Project, | *‘ * / l‘ l ““: '-“ii University of Hertfordshire
  19. 19. Design does not have to be a physical product. Ill 5
  20. 20. Service Design is the activity of planning and organizing people, infrastructure, communication and material components of a service, in order to improve its quality, the interaction between service provider and customers and the customer's experience. WIKIPEDIA http: /Ien. wikipedia. orgIwikilService_design
  21. 21. Summing up
  22. 22. Design as “the thing” (noun “a design”) Design as “action” or “process” (verb “to design”)
  23. 23. Beyond form and function, design is essentially a problem-solving tool to meet human needs (but form and function are equally relevant to end—result).
  24. 24. Human Centred Design Process for interactive systems Plan the human- centred process Understand and specify the context of use Specify the user and organizational requirements Evaluate design against requirements Produce design solutions System meets requirements? Iso 13407 I Iso 9241
  25. 25. Another model of the design process / ” / V/ g/ / Di; .:0w; :‘ f, u.l‘, ;‘ _ _, ._. _. r . _ UK DESIGN COUNCIL 2005
  26. 26. And another one frog meets dient chalenges with a simple. yet powedul three-part process that brings together the innovators vison and the pragmatisfs view. Babncmg the freedom to create with the realities of the corporate world. we drive our business solutions from the drawing board to the marketplace. ? &@imvIIin¢IwIvIeeuuauieufie tifilnelueenln-Ifiuulwulbb Ifinhgouniuwumnaueuun &e&e. eaoIuIewinIIuufio j. auIvuInI. £'uIet. uIIIhy raioudlfieuiauulveuiuniuheeum , jqnuuintflnlhnuhnpao u&. nninuui¢o&inuuihato1he niiifieuuheefiltuauntdevuyno -onihveoauebu¢InIo. uaotheaed: . huiectfleviulluu T lewluullllflenlfineneeadhen uldunpcuuyuu-Iihillinnveeeutid p¢IIerUfl| .IIfl$I¢n&IdO&l&It. eeiiuunyerieeonunnr. uunuuauiueuulovidlnballolofiul. Incplointlviuuiopeneunaeuy. anuumneouuincaivioeaoveodon. FROG DESIGN
  27. 27. More on the design process? IDEO Deep Dive film, 21 mins (ABC Nightline, 1999 — and still relevant! ). Search and find on YouTube. Li z I: .c_2.iE. Qi T ___: ., . _ . u_—_. -5, l '_ . —, '-a 1‘. 1; l 13 ' ~« -4 ‘7 «/ .x* 11' . _j—. —— i ; _. I ‘ / I ' V , _~. . V —; ——j—. ‘ 1;" " 0‘
  28. 28. Design can be used to differentiate from competitors in the market place.
  29. 29. “The reason we invest in design is essentially to separate ourselves from the herd of other airlines”. / A. ,; 9 Joe Ferry, Head of Design _ » ‘I a Virgin Atlantic L / , l’ l . H I N‘ 4. K ” £3‘ i "t. F .7 . .‘ ‘ ‘I 31 _ l ‘a, .9” /4 ' ff’ -iii . l S / ‘V 3:4 Z V; atlantic A ’-«-5,3 ML i 9
  30. 30. “At Sony we assume that all products of our competitors have basically the same technology, price, performance and features. Design is the only thing that differentiates one product from another in the market lace. ” _ y I Norio Ohga, former Chairman and CEO, Sony
  31. 31. Design can enhance processes, reduce impact on environment and cost. .4«'7"“< _" T‘ i« , , : 1/ ‘:34’ . l 1'. ) ‘ no um ‘.2 -1 T‘ '7” . L. o>"“7 V 7 J — J 313 K‘ ~ . ‘ , 15 55 ‘(I l . 1 -. , if ' inuénTas
  32. 32. Or use design to make more money: ”20% increased profitability for new products when designers are an important part of the product development process”. Effectiveness of Design, Netherlands 2010 BNO I Erasmus University Rotterdam I Delft University of Technology
  33. 33. Design can drive innovation. . . /’ I / *<- / / 7 {WK _A ‘ / 7 ‘ J . a W‘ ii“»$i 2: . ‘ ‘ . . I . ._. // (yup ‘. k - _
  34. 34. Some of the most innovative companies in the world have design as part of their strategy. [ uiio-_i'_iiE lifli . ‘i‘0=l'~'ll __ “l4'. ‘:: ‘»'. ‘iV+iie. ELI" _ lliiiilgs _ )‘»_(, Ig'». . . l'L‘llI F M“. I l)c;1tl. . -7 cu’ "
  35. 35. ,.0iiilg. "-, |ii. -all - -T-,1.-I-‘. ... l|-‘Yr. ’-'= -‘Tim r ll‘ ‘ THE is if WORLD'S ; ( I, E ‘I-VJA / INNOVATIVE _COMPANlESi, / / ‘ it . I l ' How U I l SaI.1SrlJi? ;:l; ‘:: l ' ' ' 3 coocuz. 5 I ‘i 1 i, '~i. =.22:. .*i ’i""~ A . » ; Mata Br Our IE’ "“ '3: ‘4 No.1 #5‘ ’ _, ‘.: i'f7., "_-. ... i~' _gg_ 1.141241’ 2 . - ~ A . ‘ Fastcompanys MIC 2010 — top 3 companies
  36. 36. 722:4/okra: E? /I"7.0.5I'/2%/ A’&M77V£ comfiw/53,. , .3 31¢ f%/ ‘//1.= r,1¢’. -rt 0555/ / I ! ‘ . l_ Ilia Z; 5”” / "": ”f’ “K ll‘ '3 ,1 S , ,-’-,1,/ /gets / ér. ..x2a/ :‘-2'rAT'6’7r r - - e ' ‘‘ fifil . s i , [Isaiah . )’ « )4 ll W’ ~ '. .,. /¢. ;t’¢; ,,. ,, (37 ‘7 o'z’/ ’.’’ if ‘ ’ l, -H ‘. ”'. I ' . - lifllt »- $z'I; .~'4<s’ ’ ((: «f.1Q—,0~r's 77.». ;/ l_‘ <-‘ Q 7'7‘-“O71 f/ ’/((_ fr/ ix‘. ‘<_»v{¢». / ' g . ;,r'ri '7/I‘-7:, , .’, »..1u'. ~,-5 5‘ ‘A’ i “/5 CK)’ , D» ,5 . _ . . 5 ~“~_<. ,.i ii Business Week MIC 2010 — top 3 companies
  37. 37. Recommended reading: THE DESIGN °‘ Design i iii'ak<. is EVERYDAY THINGS
  38. 38. Recommended reading: ‘ I we / zap I ‘ / DE/ U 7-/7‘/ "r T WORK II , I‘ _l __‘. EV lg f'l_f‘i": I‘rli"l-I1]l"i: ] nirj E. ~.I"" "Z " . ff? _i. .»i'i. =:: i.-it ‘rlllilttljlzi C1c: 'i. §ty S3,, ‘. » $7.; a “:1 =3 J ROBERT I SUTTON ‘I P‘i5r"G xv. -mitts»-sm.4:im~ns
  39. 39. any thoughts?

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