SlideShare a Scribd company logo
@drkellypage!/drkellypage!
Socially Mediated Practices
& Social Design Thinking
@drkellypage!/drkellypage!
Activity
Designing for a Moment in Time
@drkellypage!/drkellypage!
You are a designer.
@drkellypage!/drkellypage!
Design Thinking?
•  A methodology that imbues the
full spectrum of innovation
activities with a human-centered
design ethos
•  Innovation is powered by a
thorough understanding, through
direct observation of what people
want and need, and what they
like and dislike.
•  Innovation blends art, craft,
science, business savvy, and an
astute understanding of customers
and markets.
•  Design thinking rests on the
designers sensibility.
--- Tim Brown, IDEO
@drkellypage!/drkellypage!
What is Design Thinking?
@drkellypage!/drkellypage!
Why Design Thinking Matters
“Thinking like a
designer can
transform the way
you develop
products, services,
processes and even
strategy … “
--- Tim Brown, IDEO
As economies in the
developed world shift
from industrial
manufacturing to
knowledge work and
service delivery,
innovation’s terrain is
expanding. Objectives
are no longer physical
products. They are
human centered
activities
New sorts
of
processes
and
services
IT-powered
interactions
Entertainment
Ways of
communication
and
collaborating
@drkellypage!/drkellypage!
Design Thinking Experience
DISCOVERY
Understand
Observe
Listen
IDEATION
Thematic
Mapping
Persona
Profiling
How could
we …
DEFINITION
Identify
Select
Define
PROTOTYPE
Draw
Play
Build
TEST
Opinion
Feedback
Analytics
Learn
REITERATE
REITERATE
REITERATE
REITERATE
@drkellypage!/drkellypage!
“Thinking of design as an experience
--- rather than as isolated objects"
helps us to deal with "
a much more complex world."
"
"
--- Tim Brown, IDEO
@drkellypage!/drkellypage!
Design View
Discovery
Ideation
DefinitionPrototype
Testing
Learning
Management View
Idea
Generation
Idea
Acceptance
Idea
Realization
“An ongoing possibility…”
@drkellypage!/drkellypage!
DISCOVERY
Observe
Listen
Understand
IDEATION
Thematic
Mapping
Persona
Profiling
How could
we …
DEFINITION
Identify
Select
Define
PROTOTYPE
Draw
Play
Build
TEST
Opinion
Feedback
Analytics
REITERATE
REITERATE
REITERATE
REITERATE
“Creating and Showing”
“… design has a fresh opportunity to be
influential because, as designers, we
know how to create a prototype of some
example that illustrates that change. We
can show something. We can show an
experience. We can show a design
solution, and that's much more real to
the management who are receiving the
input than the realistically dry report.”
--- Bill Moggridge, director of
Smithsonian’s Cooper-Hewitt, National
Design Museum
@drkellypage!/drkellypage!
@drkellypage!/drkellypage!
Characteristics of Design Thinkers
Empathy
Integrative Thinking
Optimism
Experimentalism
Collaboration
“They can imagine the world from
multiple perspectives.”
“Rely on analytical (either/or) and ability
to see all salient aspects of a problem.”
“No matter the constraints, see at least
one potential solution is better than
alternatives.”
“Design thinkers pose questions and
explore constraints in creative ways.”
“Work alongside and have experience
across multiple disciplines.”
--- Tim Brown, IDEO
@drkellypage!/drkellypage!
@drkellypage!/drkellypage!
TED: Tim Brown, IDEO
“Tim Brown says the design
profession is preoccupied with
creating nifty, fashionable
objects — even as pressing
questions like clean water
access show it has a bigger
role to play. He calls for a shift
to local, collaborative,
participatory “design thinking.”
— TED
@drkellypage!/drkellypage!
DGSB: Professor Jeanne Liedtka
“Design, be it for the design of
new software, media or
products, design has always
had to deal with
unpredictable situations.”
--- Professor Jeanne Liedtka
University of Virginia’s Darden Graduate
School of Business
@drkellypage!/drkellypage!
“A design mindset is critical to
be a truly social business."
--- @drkellypage
@drkellypage!/drkellypage!
What is Social Design Thinking?
Social design thinking is a process of design that is mindful of the
designer’s role and responsibility in society; and the use of the design
process to bring about social change.
“It’s is not just in design schools. It’s not just in mentorship programs at top shelf firms.
Design and education meet in the streets. Most graphic design education points to a
career as a design professional. But the same tools we use to undertake user research,
solve problems, and satisfy clients can be used by young people to voice their opinions
and meet the needs of their neighborhoods and communities. The stories below [see
reading] are shining examples of design as populism. The designers of these projects –
amateurs and professionals – have moved beyond a passive relationship to the world,
beyond the daily pattern of serving clients, responding to assignments, and deadlines.
By taking it outside, they are asserting a positive vision and owning the spaces they live
in – and in the process are making these places better for us all.”
— John Emerson (2008) “The Vision Thing: Seeing and creating change
through design”
@drkellypage!/drkellypage!
IDEO: Local Heroes
The design team heard from
San Franciscans that much
of the fear-based
communication around
disaster preparedness turns
people away. Instead, SF72
prompts us to leverage our
existing social networks—
digital, social, and local.
Source: http://www.ideo.com/work/local-heroes
@drkellypage!/drkellypage!
In October 2013, SF72 launched with 5 key calls to action:
1.  Get connected: How to use your Twitter account to stay up-to-date or
how to use AirBnB to find a place to stay when home isn’t an option.
2.  Gather Supplies: A friendly visual of the essentials you need to make it
through most emergencies: jugs of water, a first aid kit, flash lights,
food, and a can opener.
3.  Watch Stories: Fellow San Franciscans tell their disaster stories so you
can be better prepared.
4.  Make a plan: A step-by-step on how to build your emergency game
plan.
5.  Emergency Google map: A real-time map of disaster updates and
resources—in an emergency, this will become the homepage.
SF72’s content is hyper-local, but it was designed to be an open-source
tool for cities worldwide. From San Jose to Denver, other locales are
already expressing interest in making a 72 plan of their own.
IDEO: Local Heroes
Source: http://www.ideo.com/work/local-heroes
@drkellypage!/drkellypage!
PURPOSEFUL
 INTENTIONAL
SOCIAL DESIGN
@drkellypage!/drkellypage!
Skype Guest
DK, Business Designer, Empathy (NZ)
@drkellypage!/drkellypage!
@justadandak
Business Designer at Empathy, the best service design agency in the Southern
Hemisphere. Founded MediaSnackers (a term I coined early 2004/5′ish) which
advised plus developed and delivered training for a vast variety of clients
including The Gates Foundation, UNICEF, BBC, Welsh Assembly etc. Have
produced nearly 200 podcasts and vodcasts.
@drkellypage!/drkellypage!
THANK YOU J

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1.1 Social Design Thinking