“ The majority of the world’s designers focus all their efforts on developing products and services exclusively for the richest 10% of the world’s customers. Nothing less than a revolution in design is needed to reach the other 90% .” Dr. Paul Polak, International Development Enterprises Nearly 90% of the worlds population live in Developing Countries ( 85.4% according to the HDI 2008)
designwithpeople Concept Note April 2010
CONCEPT NOTE 9th April 2010 Marie Louise M Larsen DESIGN WITH PEOPLE - this is the idea introduction general framework specific framework project plan
INTRODUCTION - what is the project about terminology idea project
TERMINOLOGY CONTEXT 90% Countries - countries of the approx. worlds population in Low Income [Developing] Countries 10% Countries - country of the approx. worlds population in High Income [Developed] Countries ACTOR People - the 90% of the worlds population is not only “consumers” “poor” or the economic “BoP” Organisation - the diverse nature of those 10% who initiate projects for the 90% The project intend to support work for Development and Business creation but set primary focus on Participatory Design and Creativity. - the new approach call for new terms “ The majority of the world’s designers focus all their efforts on developing products and services exclusively for the richest 10% of the world’s customers. Nothing less than a revolution in design is needed to reach the other 90%.” Dr. Paul Polak, International Development Enterprises
IDEA To develop a set of Innovative Templates [90% TOOLS] Designed for Organisations to Facilitate Creative Solution Development by People. Knowledge on what People say, do, know, feel, dream - to cut it down in very few words… Innovative ideas on products, services & business strategies designed by People to create… interact, using… Organisation People to access...
IDEA - why the name “90% TOOLS”? 90% ready for use ; are templates to be adapted for the given context and users 90% Countries ; are designed to be used in the context of the 90% countries TOOLS ; are means to accomplish the identification of needs and generation of creative solutions
MOTIVATION Enterprises show increasing interest in People of 90% Countries > new [neglected] Markets and Consumers (C.K. Prahalad, S Hartt, UNDP) > beyond profit: socio-economic development of rural and urban poor (BoP, UNDP) > driver of new [sustainable] Innovations (P Kandachar, M.RM. Crul, J.C. Diehl) - new [complex and different] Market ! need for new Approach and Tools to Understand and Innovate Development and research on new Landscapes of Design with People > participatory Design: Generative Tools (E Sanders) > tools to harness Peoples creativity (E Sanders, E Brandt, F Sleeswijk, E Shove) - primary Application in Design for 10% Countries ! need to adapt and design Tools to accommodate Design for 90% Countries - in few words this is why the project is needed 1 2
MOTIVATION Innovative Tools, to act between People and Enterprises, can create new value if designed in accordance with below aspects: *key to innovating participatory Tools will be to go beyond a booklet or a guide, but develop physical Tool templates for others to adapt and use and be inspired by the informal, “fun” communication between People - the aspects to study in order to innovate
PROJECT > Defining the Framework: Culture, Mindset and Methodology of the Project (thesis) > Creating a Platform for Framework: DESIGN WITH PEOPLE.com (beyond thesis) > Creating Design Tools: 90% TOOLS (some tools developed during the thesis, others to follow) - this will go beyond a Master thesis www.design with people.com > design with people framework and methodology > free download of how-to-make / order 90% TOOLS and guidelines > blogs for each 90% TOOL to co-develop Tools with practitioners > case-studies on the use of 90% TOOLS > updates on the 90% TOOLS and related topics > communicate complimentary services by partners > links to relevant publications, process’ and network
GENERAL FRAMEWORK - the project framed upon current work by others positioning 90% Tools in design research positioning 90% Tools in relevant process’ within relevant approaches
POSITIONING 90% TOOLS Participatory Design: Generative Tools (c.f. Human Centered Design Landscape, Sanders) Design for People Design Researchers are the Experts People are “Subjects”, Users”, “Consumers” Design Researchers are Co-Creators in the Design Process People are the true Experts Design with People = Creation of Tools that Non-Designers can use to express their Dreams and Fears for the Future - in the Landscape of Design Research by E. Sanders Generative Tools to facilitate Participatory Design DESIGN WITH PEOPLE
Access the Tacit and Latent Knowledge of People Knowledge Explicit Observable Tacit Latent What People… Say Think Do Use Know Feel Dream POSITIONING 90% TOOLS - in the level of Peoples Knowledge and Experiences Tools to access the Knowledge “below the Surface” without neglecting the importance of what People Say and Do Facilitate the People to create their ideas on how to fulfill their Feelings and Dreams. surface DESIGN WITH PEOPLE
Create conditions for Creative Thoughts and Expression: DESIGN WITH PEOPLE: Bring People through a guided discovery process 90% TOOLS : Put People in touch with their feelings and give them Tools to create Ideas 1: Listen to what people Say 2: Make inferences about what they Think 3: Watch what People Do and Use 4: Discover what People Know 5: Elicit an understanding of what people Feel 6: Evoke People to Dream 7: Give People tools to create & express their own ideas POSITIONING 90% TOOLS - in the process of harnessing Peoples Creativity (sanders and Koestler) Focus Groups, Interviews, Questionnaires Observations, Generative Methods e.g. Design games, co-creation workshops, collages Focus on Tools to activate Feelings and Emotions, Dreaming, and Bisociation (Koestler) and Expression DESIGN WITH PEOPLE
POSITIONING 90% TOOLS - in the process of Peoples Creativity (sanders) Set focus on the everyday-creativity of People as an approach to observations and the design of Tools Levels of Everyday Creativity (Sanders 2006) All People are creative. The level of everyday creativity differ from People to People. 90% TOOLS will be designed and used for valuing the creativity of People in their everyday praxis (sanders, shove) Passion To express my creativity Creating Genuine interest To make something with my own hands Making Some interest To make something my own Adapting Minimal interest To get something done To be Productive Doing Requirements Motivations Level of Creativity
90% Tools shall not only develop solutions for state-of-art needs and experiences, but for those of the future: 90% tools shall access the latent knowledge of People and give People the tools to make solutions that comply with their dreams and feelings. POSITIONING 90% TOOLS - in the process of Time ad Experiences stappers and sanders Experiences belong to the moment, the past and the future (stappers and sanders) - what People do capture experiences of the moment - what People say capture experiences of the near past and future - what People make, from feelings and dreams, capture experiences of the past and further into the future Focus on capturing experiences that reflects the future
POSITIONING 90% TOOLS - in the relevant Process’ 90% TOOLS will not offer a complete process on how Organizations can identify, assess and succeed projects in 90% Countries* 90% TOOLS are additional tools to support a given process and guideline to ensure the inclusion of People in the process * focus on a complete process is to be part of the platform DESIGN WITH PEOPLE, on a later stage
90% TOOLS will be seen in relation to relevant process’ of relevant approaches; Innovation and Product Development by, and for, 10% Countries > Innovation process ; to “speak the current language of the organizations” Product Development, Design and Market Creation for “BoP” in 90% Countries > TuDelft Design Process for BoP 2008 ; leading practitioner of design for BoP > Process of Human Centered Design by IDEO 2008; leading design consultancy within HCD > In-field processes of BoP Protocol 2.0 by Cornell University 2008; framework for the BoP approach > GIM Strategy Matrix by UNDP 2008; primary framework for doing business with the poor > 3-Stage Model for working with the BoP by DI 2007 ; relevant framework for Danish Organizations Development of 90% Countries > PRA / PLA Approach by Robert Chambers and other ; dominant approach to participatory development POSITIONING 90% TOOLS ..and added value in relevant Process’ Following slides where and what value the 90% TOOLS can add to relevant process´ and guidelines
POSITIONING 90% TOOLS - in a Innovation Process i~design, sandes etc. Tools set focus on the “Fuzzy Front End of the Development process and further include initial creation Inclusive Design Process (i~design) Innovation Process (Sanders) 90% TOOLS provides specific tools for the fuzzy front end of the Innovation Process: - creative insight and ideas of the People to support the organization to Formulate Innovative concepts and to Decide whether or not to invest resources in the further development of the ideas. Next to product form, function, and usability, increasingly deeper levels of product experience regarding emotion, value, needs and dreams have become ingredients to inform the design process.
POSITIONING 90% TOOLS - in the TuDelft Design Process for BoP kandachar Ensure and Strengthen the voice and creativity of the People and the needs of the future People & 90% TOOLS supplement the TuDelft Design Process with additional focus’ - user data not only on Peoples need and context but feelings, emotions and dreams, reflecting future needs - solutions not only in the hand of Entrepreneurs, but of People
POSITIONING 90% TOOLS - in the Process of Human Centered Design IDEO Supplement the HCD TOOLKIT with tools to facilitate final solutions with a higher level of creativity from People 90% TOOLS supplement the HCD Process and TOOLKIT with additional focus’ - activate feelings, emotions and dreams of People, and provide tools for People to create ideas upon dreams - provide specific physical Tool templates for the creative sessions Peoples Dreams and Desires Ideas based on Peoples Dreams Physical Tool Templ. Increasing focus on co-creation with People
POSITIONING 90% TOOLS - in the In-field processes of BoP Protocol 2.0 hart and prahalad facilitate the Project Team to explore potential needs based upon feeling, emotions and dreams initiate Peoples immersion into experiences e.g during the home-stays facilitate bisociation (Koestler) and expression through Peoples creations 2 1 3 4 Based on PRA & ABCD
POSITIONING 90% TOOLS 1 2 3 4 generate creative ideas based on Peoples feelings and dreams, after the initial action learning and field experiments Based on PRA & ABCD - in the In-field processes of BoP Protocol 2.0 hart and prahalad
POSITIONING 90% TOOLS Setting higher focus on the creativity and creation of the People 90% TOOLS can supplement the in-field process of BoP Protocol 2.0 by - not only foster creative solutions “spurred by joint analysis” but give People the tools to create the solutions - ensure that solutions not only comply to the “needs of today” but the need of the near future Based on PRA & ABCD 4 2 1 3 initiate new Peoples immersion into experiences to provide creative feedback facilitate and include the creations of the People themselves BoP Protocol have shifted focus from People being “consumers” to “business partners” and “co-creators” Physical Tool Templ. - in the In-field processes of BoP Protocol 2.0 hart and prahalad
POSITIONING 90% TOOLS Tools to address a People-centered approach on how to act according to the strategies on how to navigate in the field 90% TOOLS can supplement the GIM Strategy Matrix by - bringing a focus beyond the Organizations (Entrepreneurs) ingenuity, but value the ingenuity of the People - in the Growing Inclusive Markets Strategy Matrix UNDP Tools to clarify how and what to adapt based on Peoples ideas Tools to identify market constraints and to develop solutions based on Peoples ideas Tools to facilitate mutual learning and to bring out Peoples ideas for new products and services specific tools to include the creativity and value of Peoples own ideas and perception of needs STRATEGIES
POSITIONING 90% TOOLS - in the 3-Stage Model for working with the BoP danish industry business development Ensure that the Business Model have taken the Peoples own innovations and creative creations into account 90% TOOLS can supplement the 3-Stage Model by DI by - ensure that generated ideas reflect the Peoples creativity and innovations to meet the needs of near future - provide a set of specific tools to support the work in the early stages of a new BoP project Specific Tools
POSITIONING 90% TOOLS - in the PRA / PLA (and RRA) methodology chambers 90% TOOLS to focus more on Peoples creativity through exprience, and the creation of products and technologies “ A growing family of approaches and methods to enable local people to share, enhance and analyze their knowledge of life and conditions , and to plan, act, monitor and evaluate (and reflect )” Inspiration from local board games Emphasis on creation/modeling by People - setting a higher focus on creation of technologies/products 90% TOOLS can supplement the PRA/PLA and RRA tools by - set more focus on Peoples creativity to benefit beyond empowerment and development, by ensuring that not only Peoples knowledge is captured but their feelings and the tools for the People to create solutions based upon them Feel ings/Emotions/Dreams
Specific Tools … Experts / Creators Below diagram does not indicate “right” or “wrong” process’ on how to guide work in 90% Countries but highlight the need for additional focus on People as Creators and specific Tools to compliment general guidelines POSITIONING 90% TOOLS 90% TOOLS supplement guidelines by including specific tools that set focus on People a Lead-Creators General Guidelines (for work in 90% Countries) People as… … Consumers - based on communication form, mindset and actions … Partners (for work in 90% Countries)
POSITIONING 90% TOOLS 90% TOOLS will primary add focus on Design for Innovation as support for Design for Business and Development Design for Development Design for Consumption Design for Creativity ! Current innovative strategies (BoP) set focus on how to combine “Design for Business” with “Design for Development” This project target to include a increasing focus on Design for Creativity & Innovation as a driver. Below diagram does not indicate “right” or “wrong” process’ on what to Design for but highlight that still limited focus have been set on Design for Innovation ....focus on what People do, adapt, make, create ....focus on what People shop, use, buy, own ....focus on what People need - based on the underlined intentions of the process´ [local and global] ....People practitioners not Consumers (Røpkte, Warde) focus on practices draws attention to doing rather than having in relation to consumption, and to the use rather than the display of products (shove) 2007 emphasis on doing implies attention to the competence of consumers, since things are only useful to those who have the skills to use them.
FRAMEWORK FOR CONCEPT I - the red-thread of the first 90%TOOLS to be developed the process of harnessing Peoples Creativity ideas for tools
90% TOOLS CONCEPT I Framework (sanders, koestler) A/ Immersion: Discover what People Know B/ Activations of feeling and emotions: Elicit an understanding of what people Feel C/ Dreaming: Evoke People to Dream D/ Bisociation and Expression: Give People tools to create & express their own ideas - the process of harnessing Peoples Creativity Converted into the use in 90% Countries
90% TOOLS CONCEPT I - how to develop? 1 Define criteria for each phase of the framework 2 Idea generation; brainstorm on tools that can meet the criteria listed (frameworks for brainstorms will include the review of PLA/PRA tools, Design Games, theory on style of learning and Peoples Praxis) 3 Assess and define ideas; confront people with a concept catalogue (listing criteria of the phases and a list of possible tools) to assess the criteria and ideas for additions and definitions 4 Select a number of ideas based on feedback and design of framework 5 Select case-study and develop prototypes of the tools to fit the context (identification initiated earlier) 6 Test the prototype tools in field work 6 Assess the field-use and further develop the solutions Seek continues feedback on the approach and methodology from relevant researchers, practitioners and possible end-users.
QUESTIONS AND COMMENTS Marie Louise M Larsen P: +84 12 9482 0637 E: email@example.com