ACI Creativity and Design 2014 Day 1

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ACI Creativity and Design 2014 Day 1

  1. 1. Creativity and Design Day 1: Basics of product design
  2. 2. Day 1: Creativity and Design The objective of this course is to introduce students to the basics of product design, including issues relating to product form and function, as well as aesthetics and experience. Students will learn how to integrate creative ideas into product designs that would appeal to consumers. Cutting edge and relevant issues in product designs will be discussed. Special emphasis will also be placed on examining product designs in an Asian cultural context. From: http://www.aci-institute.com/index.php/web/master_program/ProgStructure/5/104
  3. 3. Basics of product design Objectives: 1. to (re)define what is design and its value for businesses 2. to identify the key elements of the design process 3. to evaluate approaches to initiate and carry design 4. to put into practice basic elements of design 5. to distinguish the basics of product design in Asia
  4. 4. Word Association: Creativity What 3 words come instantly in your mind? Creativity Write each word on a separate sticky note and paste it in alphabetical order on the board.
  5. 5. http://www.wordassociation.org/words/creativity http://www.snappywords.com/?lookup=creativity
  6. 6. Word Association: Design What 3 words come instantly in your mind? Design Write each word on a separate sticky note and paste it in alphabetical order on the board.
  7. 7. http://www.wordassociation.org/words/design http://www.snappywords.com/?lookup=creativity
  8. 8. Demystifying Creativity Top results of “creativity” with Google Images (March 2014)
  9. 9. Comprehending Design Top results of “design” with Google Images (March 2014)
  10. 10. Not “Design Thinking”!
  11. 11. Introductions and expectations
  12. 12. -Break-
  13. 13. Bruce Archer (1960s) “The practice of design is a very complicated business, involving contrasting skills and a wide field of disciplines. It has always required an odd kind of hybrid to carry it successfully” Engineer, Professor of Design Research at the Royal College of Art Bruce Nussbaum (2010s) “Design Thinking is beginning to ossify and actually do harm, in order to appeal to the business culture of process, it was denuded of the mess, the conflict, failure, emotions, and looping circularity that is part and parcel of the creative process” Economist, Professor of Innovation and Design at Parsons The New School for Design
  14. 14. What is Design? ICSID: http://www.youtube.com/watch?v=d3hJcnWKezk Dyson Foundation: http://www.youtube.com/watch?v=SD6d8Em8q5A Roger Martin: https://www.youtube.com/watch?v=rLjj1MWX0bY Where
  15. 15. http://rfa.itwin.com http://inspirationfeed.com/inspiration/55-creative-examples-of-usb-designs/ (Sometimes “Big D” design is easy to distinguish)
  16. 16. http://inspirationfeed.com/inspiration/55-creative-examples-of-usb-designs/ http://www.trendhunter.com/trends/vilnvixn-intelligent-accessories (But very often “Big D” design is not so easy to define)
  17. 17. http://inspirationfeed.com/inspiration/55-creative-examples-of-usb-designs/ http://www.trendhunter.com/trends/vilnvixn-intelligent-accessories A key element of “Big D” design is a combination of creative technology and feasibility
  18. 18. 1994 by Don Chadwick and Bill Stumpf for Herman Miller
  19. 19. Joshua Silver: Adjustable liquid-filled eyeglasses
  20. 20. A great building must begin with the unmeasurable, must go through measurable means when it is being designed and in the end must be unmeasurable Louis Kahn, architect (1901-1974) Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it's really how it works. Steven P. Jobs, entrepreneur (1955-2011) Recognizing the need is the primary condition for design. Charles O. Eames, designer (1907-1978) What is design? It's where you stand with a foot in two worlds - the world of technology and the world of people and human purposes - and you try to bring the two together. Mitchell Kapor, entrepreneur (1950-) To invent, you need a good imagination and a pile of junk. Thomas A. Edison, inventor (1847-1931) A designer is an emerging synthesis of artist, inventor, mechanic, objective economist and evolutionary strategist. Richard Buckminster Fuller, architect, designer and inventor (1895-1983) Engineering, medicine, business, architecture and painting are concerned not with the necessary but with the contingent - not with how things are but with how they might be - in short, with design. Herbert A. Simon, economist, computer scientist (1916-2001) Form follows function - that has been misunderstood. Form and function should be one, joined in a spiritual union. Frank Lloyd Wright, architect (1867-1959) The practice of design is a very complicated business, involving contrasting skills and a wide field of disciplines. It has always required an odd kind of hybrid to carry it successfully Bruce Archer, engineer and designer (1922-2005)
  21. 21. Big-D innovation • Select an example of a recent great design (product, service or system) • Write down its impact(s) in design/technology/business • Share with two colleagues and identify criteria for Big-D • Present and discuss similarities, generalisations
  22. 22. Steve Jobs: One Person, One Computer (1980) http://youtu.be/0lvMgMrNDlg?t=2m23s 02:23 – 13:05
  23. 23. “We had absolutely no idea that people would do that…” “We had some feeling that we were on to something…” “We are just starting to get the glimmerings of where it’s going to go…” “Our whole company, our whole philosophical base is founded on one principle…” “Right now if you buy a computer system and you want to solve one of your problems, we immediately throw a big problem right in the middle of you and your problem” http://boscutti.com/2013/02/24/boscuttis-steve-jobs-scene-12/
  24. 24. A B C F K N R S http://www.goldcoastmodela.com/Early_Ford.pdf http://www.mtfca.com/discus/messages/331880/347933.html?1363551928 http://25.media.tumblr.com/935fa0bd19cd7f4edfcb7528cffd21ad/tumblr_mga6unWcNt1rgmlf9o1_1280.jpg Ford Model T The first car to achieve one million, five million, ten million and fifteen million units sold.
  25. 25. Henry Ford: “People seem to think that the big thing is the factory or the store or the financial backing or the management. The big thing is the product, and any hurry in getting into fabrication before designs are completed is just so much waste time. I spent twelve years before I had a Model T that suited me. I designed eight models in all before "Model T." They were: "Model A," "Model B," "Model C," "Model F," "Model N," "Model R," "Model S," and "Model K."” http://www.gutenberg.org/cache/epub/7213/pg7213.html
  26. 26. 61:30 video: http://blog.intelligent.ly/2013/02/seth-godin-video/ “See-Monkey Marketing is over. Product Design and Marketing are the same thing, and any organisation that is splitting them apart is making a huge mistake” sethgodin.typepad.com
  27. 27. -Break-
  28. 28. “The results have proven those who criticised Singapore's education system for encouraging rote learning at the expense of creative skills wrong, said education expert Andreas Schleicher at an event to release the rankings.”
  29. 29. 534M 328M 89M 12M
  30. 30. Strategic Impacts of Design in Businesses e Helsinki School of Economics, the University of Art and Design Helsinki and the Helsinki University of Technology http://www.muova.fi/documents/key20130416170946/Raportit%20ja%20julkaisut/MUSA_loppuraportti_2005.pdf
  31. 31. Strategic Impacts of Design in Businesses e Helsinki School of Economics, the University of Art and Design Helsinki and the Helsinki University of Technology http://www.muova.fi/documents/key20130416170946/Raportit%20ja%20julkaisut/MUSA_loppuraportti_2005.pdf “the longer the product lifecycle, the more probable design usage becomes in the companies”
  32. 32. Design National Policies • Finland • United Kingdom • Denmark • United States • India • Korea • Singapore • Japan A Comparative Analysis of Strategies for Design Promotion in Different National Contexts within the Discipline of Design by Gisele Raulik-Murphy (PhD Dissertation 2010)
  33. 33. Design Strategy is using the design process to understand an organisation’s consumers to discover short-term and long-term business opportunities. http://gsadesignglossary.com/design-strategy.html
  34. 34. Strategic Impacts of Design in Businesses e Helsinki School of Economics, the University of Art and Design Helsinki and the Helsinki University of Technology http://www.muova.fi/documents/key20130416170946/Raportit%20ja%20julkaisut/MUSA_loppuraportti_2005.pdf “The most important drivers for design usage are the maturity and velocity of the industry, customer type, and the size of the company. The less usual design usage is in the industry, the more beneficial it is”
  35. 35. http://www.dubberly.com/wp-content/uploads/2012/11/Dubberly_Jobs-and-Ive.pdf
  36. 36. TheDesignExperience:TheRoleofDesignandDesignersintheTwenty-firstCentury
  37. 37. eHelsinkiSchoolofEconomics,theUniversityofArtandDesignHelsinkiandtheHelsinkiUniversityofTechnology http://www.muova.fi/documents/key20130416170946/Raportit%20ja%20julkaisut/MUSA_loppuraportti_2005.pdf
  38. 38. Business Model Generation: http://www.businessmodelgeneration.com/canvas
  39. 39. marketing design engineering manufacturing sales “Over-the-wall” process
  40. 40. “Stage-Gate” process stage 1 stage 2 stage 3 gate 1 brief gate 2 concept gate 3 develop gate 4 test
  41. 41. Concurrent process marketing evaluatecreate modify design engineering finance legal sales quality manufacturing
  42. 42. need for a new product identified black-box design view detail design view product development: prototype early customers’ assessment production for release field performance overall business perspective New Product Development: http://www.springer.com/cda/content/document/cda_downloaddocument/9781848002708-c1.pdf?SGWID=0-0-45-559603-p173817911 non-physical (or abstract) conceptualization of the product with increasing level of detail physical embodiment of the product remainder of the product life cycle (production, sale, use) linking business objectives to desired product attributes links product attributes to product characteristics linking product characteristics to lower level product characteristics
  43. 43. The innovation process by: http://www.tuhh.de/tim/downloads/arbeitspapiere/Arbeitspapier_4.pdf
  44. 44. Product family design and platform-based product development: a state-of-the-art review. J Intell Manuf (2007) 18:5–29 DOI 10.1007/s10845-007-0003-2
  45. 45. Asimow 1962
  46. 46. http://www.alvarestech.com/temp/PDP2011/emc6605.ogliari.prof.ufsc.br/Restrito/EVBUOMWAM.PDF
  47. 47. “Since Bill Gore founded the company in 1958, Gore has been a team-based, flat lattice organization that fosters personal initiative. There are no traditional organizational charts, no chains of command, nor predetermined channels of communication.”
  48. 48. Ansoff's product/market growth matrix
  49. 49. Lynn and Akgun 1998/ modified by: http://www.tuhh.de/tim/downloads/arbeitspapiere/Arbeitspapier_4.pdf
  50. 50. http://www.maelabs.ucsd.edu/mae3/handouts/design-process-Ullman.pdf
  51. 51. von Hippel 1993/ modified by: http://www.tuhh.de/tim/downloads/arbeitspapiere/Arbeitspapier_4.pdf
  52. 52. Roger Martin: Rotman Business + Design http://videos.huffingtonpost.com/roger-martin-on-why-corporates-should-ban-the- phrase-prove-it-517389434 www.youtube.com/watch?v=fNgBRcp0u7w (0:0 – 4:56)
  53. 53. The lead user curve (von Hippel, Thomke, and Sonnack 1999) http://www.tuhh.de/tim/downloads/arbeitspapiere/Arbeitspapier_4.pdf
  54. 54. http://cdn.intechopen.com/pdfs/43555/InTech-Sustainable_product_innovation_the_importance_of_the_front_end_stage_in_the_innovation_process.pdf
  55. 55. http://v2.centralstory.com/about/squiggle/
  56. 56. Murthy, D. P., Rausand, M., & Østerås, T. (2008). Product reliability: specification and performance. Springerverlag.
  57. 57. H Plattner, C Meinel & LJ Leifer (Eds.), Design Thinking: Understand–Improve–Apply. Heidelberg, Germany: Springer.
  58. 58. http://www.designcouncil.org.uk/Documents/Images/Our%20work/Challenges/Health/AandE/Toolkit/DoubleDiamond_580.jpg
  59. 59. http://www.mech.utah.edu/senior_design/07/uploads /Main/Lect12-ConceptSelection.pdf
  60. 60. Funnel –key ideas 1. Temporary choices: Overall process is convergent (hence funnel), but relies heavily on divergent decision-making 2. Successive approximations: Problem-solution coevolve together 3. Ideas are not light bulbs: Eureka! is less having the idea, and more understanding it 4. Clear vision: but remain flexible (pivoting) 5. No right/wrong responses, but more/less appropriate 6. Abductive reasoning: ban the phrase “prove it!” 7. F4: Fail early, fail cheap, fail often, fail different
  61. 61. The div/conv linear model
  62. 62. 1 explore solution space 2 narrow down options 3 revise solution space 1 explore solution space 2 narrow down options 3 revise solution space 1 explore solution space 2 narrow down options 3 revise solution space (unpredictable)
  63. 63. http://www.d-rev.org/
  64. 64. http://worldwide.hyundai.com/WW/Innovation/Design/DesignProcess/index.html “Our global design network draws upon inspiration from major cities in the US, Europe, Japan, China and India to predict and lead worldwide trends”
  65. 65. http://worldwide.hyundai.com/WW/Innovation/Design/DesignProcess/index.html
  66. 66. http://worldwide.hyundai.com/WW/Innovation/Design/DesignProcess/index.html
  67. 67. http://worldwide.hyundai.com/WW/Innovation/Design/DesignProcess/index.html
  68. 68. http://worldwide.hyundai.com/WW/Innovation/Design/DesignProcess/index.html
  69. 69. http://www.electrolux.com.sg/Innovation/Inside/Meet-the-designers/KIM-LIM/
  70. 70. http://www.kia.com/worldwide/experience-kia/design/
  71. 71. http://www.jamesdysonfoundation.com/design/process.asp http://www.huffingtonpost.com/darby-roach/behind-the-scenes-at-nike_b_818132.html http://www.zurb.com/word/design-processhttp://dm9barcelona.wordpress.com/2012/03/15/understanding-zaras-success/ http://www.design.philips.com/sites/philipsdesign/about/design/aboutus/approach/index.page
  72. 72. “Fuzzy Front End” Activity • Make a quick diagram of the New Product Development process in your company • What has been your role in the ‘Fuzzy Front End’? • Trigger insightful questions throughout the process • Translator between different areas (costumers, technology, design) • Raise awareness of needs and opportunities • Facilitate processes across the team(s)
  73. 73. -Break-
  74. 74. Cooper-Hewitt: Bill Moggridge- What is Design? http://www.youtube.com/watch?v=cOx_Zx95hxM
  75. 75. The “Wovel” http://www.nytimes.com/2007/03/21/nyregion/21towns.html http://www.gizmag.com/go/6490/ http://www.wovel.com
  76. 76. “We identify opportunities to make your environment a little more enjoyable. We started with the alarm clock” http://www.nandahome.com/story/index.php
  77. 77. “TOMS matches shoes purchased with new shoes given to a child in need: One for One” http://www.toms.com/our-movement/l
  78. 78. Wovel: simplify an arduous task Clocky: more enjoyable daily life Toms: altruistic sustainable business model
  79. 79. What is the problem?
  80. 80. https://www.mangomoney.com
  81. 81. http://i.imgur.com/8oixIdR.jpg.jpg
  82. 82. Rule # 1: Don’t ask what people want Rule # 2: Don’t (only) ask people Rule # 3: Don’t (only) listen to people
  83. 83. 12/03: "Students have problems finding lecturers" 12/03: “Children not socialising due to technology" 12/03: “Help people interact with their neighbours" 12/03: “Poor teamwork skills due to limited social interaction”
  84. 84. Has your initial definition or general view of design changed in this first day of the course? How so?
  85. 85. Everyday creative ideas
  86. 86. “… you have to begin designing without all the information that you’ll eventually need”
  87. 87. “artistic skills are not necessary, but a shift in the way you think about work may be required…”
  88. 88. “… it goes from being a methodology to a mind- set”
  89. 89. “… simply chart the moments and experiences that comprise an entire day and find design opportunities at every turn”

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