Design
Thinking in
Business:
an introduction to imagineering and
an illustration of the concept
Mario Ramírez Reyes
(NHTV,...
Design
Industry enhanced capabilities of
material production more types/
quantities of products utility
Industry enhanced capabilities of
material production more types/
quantities of products utility

Art search for aesthetic...
Utility   Appearance
Function   Form
Useful work   Useless toil

                   William Morris
Hideous     Beautiful
things to   things to
use         look at
                 Bruno Munari
Function   +   Form
FORMAL
COHERENCE
So...
So...
what does this have to do
with business?
There is
a need to
change
The human
context has
transformed
around the
institutions of
business
New context:
• New consumers
• New employees
• New communities (in general)
Companies’ utility   Companies’ form
The definitions
of the problems
facing organizations
continuously change
Two plus
two will
always be...
Two plus
two will
always be
four.
So...
So...
why design?
To define
design is to
demystify
design
de•sign (v)
de•sign (n)
design in
practice is
a (v)
Design in practice:
Commerce                      Communications                 Physical
  * Business design             ...
Designing is… “planning: as
objectively as possible of everything
that goes to make up the surrounding
and atmosphere in w...
Designing is… “to conceive and plan
out in the mind; to devise for a specific
function or end”.
                          ...
Designing is
a cognitive
activity.
It is an alternative
to the linear/
analytic approach.
Challenge the frame
of the problem
Diverge into multiple
possible solutions
Follow through
Inspiration     Ideation       Implementation

Tim Brown (Change by Design)
Inspiration


Ideation       Implementation
Designing in a
business context
is searching for
a holistic and
integrative attitude
to problem solving.
“Design problems
and solutions
lack pre-existing,
objective evaluation
criteria.”
             Simon (1969/1999)
Designing for
business is planning
organizations that
can transform with
their context
Designing for
business is planning
organizations that
can transform with
their context
FORMAL COHESION
“A designing
attitude is
complementary to a
decision attitude.”
            Boland and Collopy
So...
So...
what is Imagineering?
“Imagineering is a
design approach
to value creation
making use of
imagination.”
                Diane Nijs
Create a
compelling artifact
that engages
people
Inspiration     Creation




Organization   Exploration
Veritas
Antwerp
United Play
To conclude…
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Design Thinking in Business: An Introduction to Imagineering and an Illustration of the Concept

  1. 1. Design Thinking in Business: an introduction to imagineering and an illustration of the concept Mario Ramírez Reyes (NHTV, Internationaal hoger onderwijs Breda)
  2. 2. Design
  3. 3. Industry enhanced capabilities of material production more types/ quantities of products utility
  4. 4. Industry enhanced capabilities of material production more types/ quantities of products utility Art search for aesthetic beauty masterpieces appearance
  5. 5. Utility Appearance
  6. 6. Function Form
  7. 7. Useful work Useless toil William Morris
  8. 8. Hideous Beautiful things to things to use look at Bruno Munari
  9. 9. Function + Form
  10. 10. FORMAL COHERENCE
  11. 11. So...
  12. 12. So... what does this have to do with business?
  13. 13. There is a need to change
  14. 14. The human context has transformed around the institutions of business
  15. 15. New context: • New consumers • New employees • New communities (in general)
  16. 16. Companies’ utility Companies’ form
  17. 17. The definitions of the problems facing organizations continuously change
  18. 18. Two plus two will always be...
  19. 19. Two plus two will always be four.
  20. 20. So...
  21. 21. So... why design?
  22. 22. To define design is to demystify design
  23. 23. de•sign (v) de•sign (n)
  24. 24. design in practice is a (v)
  25. 25. Design in practice: Commerce Communications Physical * Business design * Book design * Architectural design * New product development * Communication design * Architectural engineering * Packaging design * Content design * Automotive design * Product design * Exhibition design * Cellular manufacturing * Service design * Graphic design * Ceramic and glass design * Information design * Design engineer Applications * Instructional design * Environmental design * Experience design * Motion graphic design * Fashion design * Game design * News design * Floral design * Interaction design[15] * Production design * Furniture design * Software design * Sound design * Garden design * Software development * Theatrical design * Geometric design * Software engineering * Typeface design * Industrial design * System design * Typography * Interior design/redesign * User experience design * Visual communication * Landscape architecture * User interface design * Mechanical engineering * Web accessibility Scientific and mathematical * Sustainable design * Web design * Combinatorial design[16] * Urban design * Design of experiments Source: Wikipedia
  26. 26. Designing is… “planning: as objectively as possible of everything that goes to make up the surrounding and atmosphere in which men live today.” Bruno Munari
  27. 27. Designing is… “to conceive and plan out in the mind; to devise for a specific function or end”. Dym, C.L. & Little, P. (Engineering Design)
  28. 28. Designing is a cognitive activity.
  29. 29. It is an alternative to the linear/ analytic approach.
  30. 30. Challenge the frame of the problem Diverge into multiple possible solutions Follow through
  31. 31. Inspiration Ideation Implementation Tim Brown (Change by Design)
  32. 32. Inspiration Ideation Implementation
  33. 33. Designing in a business context is searching for a holistic and integrative attitude to problem solving.
  34. 34. “Design problems and solutions lack pre-existing, objective evaluation criteria.” Simon (1969/1999)
  35. 35. Designing for business is planning organizations that can transform with their context
  36. 36. Designing for business is planning organizations that can transform with their context FORMAL COHESION
  37. 37. “A designing attitude is complementary to a decision attitude.” Boland and Collopy
  38. 38. So...
  39. 39. So... what is Imagineering?
  40. 40. “Imagineering is a design approach to value creation making use of imagination.” Diane Nijs
  41. 41. Create a compelling artifact that engages people
  42. 42. Inspiration Creation Organization Exploration
  43. 43. Veritas
  44. 44. Antwerp
  45. 45. United Play
  46. 46. To conclude…

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