Design Creativity Day01

Design and
Creativity
(D&C)
why?
who?
how?
what
if?
so
what?

Design and
Creativity (D&C)
To reconsider
what D&C is,
expectations,
risks, journey
To examine
D&C roles,
models,
strategies,
policies, cases
To practice
techniques and
develop
attitudes for
collaborative
D&C
To experience
an active
learning
journey of
creativity
To develop a
personal plan
to deploy and
cultivate D&C

The objective is…
“to introduce 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.”

Themes:
• Basics of creativity and (product) design
• Form, function, aesthetics, and experience
• Creative ideas and product design
• Understand and appeal consumers
• Asian context
• Cutting edge and relevant issues

Lessons learned from 2014
• MOST relevant topic(s) taught is(are):
• Significance of creativity in apparently non-creative jobs; Changing the
attitudes towards creativity and design
• Group dynamics; Harvesting ideas from ideation teams
• Fundamental principles of creativity and design: Form + Function +
Meaning = Impact; Human-centered design
• Creative thinking processes and tools: 6-3-5/C-Sketch, Brainstorming ,
6-3-5, SCAMPER, Pugh Matrix; Perceptual maps and moodboards
• Aspects which showed the explicit connection between marketing and
science and opened this up to non-scientists
• Problem(s) and their definition; all the opportunities for personal
reflection
• Design strategies; Introduction to tools and thinking processes - and
opportunities to form different groups and practice; LOVED to move
seats each day
• Idea sketching: expressing ideas through sketches
• How business people should deal with designers; Dealing with design-
focussed thinkers and how to manage them
• Learning about professors past design work
• "Show & Tell" process was simple yet effective; Daily reflection was the
best take away I got
• Everything
• LEAST relevant topic(s) taught is(are):
• I think the course may be overloaded with
content
• Design in Singapore and Asia
• Role of Design in Asia
• Aesthetics and design
• Can’t think of one
• Drawing technique
• I find all topics to be relevant and resonate well
with WHAT, HOW and WHY creativity and design
should be a social skill rather than just
a technical skill

Lessons learned from 2014
• Comments and suggestions:
• Didn't really enjoy the way the class was driven. It wasn't fun neither dynamic. I could also feel that the professor does
not enjoy teaching
• Ricardo introduced a wholly new concept of design and creativity to us and it's marvelous!
• This is an excellent and very important course for personal growth: the best one I've taken on the MSc in terms of
impact. It seemed to take a lot of the class outside their comfort zone (a good thing!)
• Ricardo at times seemed overwhelmed with the volume of material
• The class could be organised in better pace
• Excellent and professional lecturing. It is very engaging and I felt like we are leading the lecture than the prof. A whole
new experience
• I like the way of prof's teaching and communication with participants and want to take another one taught by the prof
• Thank you Dr Ricardo for sharing your marvellous life experiences and creative techniques. You've created a lasting
impact on my
• personal and professional views in last 5 days which is now deeply embedded in my thinking process

Main changes 2015:
• Better organisation
• More hands-on learning
• Contents prioritised (core)
• Take-away activities
• More ‘outside comfort zone’
• Update cases, examples
• Final project revised

Creativity and Design
Day 1: Why?

Widespread definitions and assumptions of
creativity and design are inaccurate, incomplete
1

Word Association
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.

http://www.wordassociation.org/words/creativity http://www.snappywords.com/?lookup=creativity

Image Association
Top results of “creativity” with Google Images (March 2014)

Word Association
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.

http://www.wordassociation.org/words/design http://www.snappywords.com/?lookup=creativity

Image Association
Top results of “design” with Google Images (March 2014)

What ideas dominate?
What ideas are missing?
“Thoroughly conscious
ignorance is the prelude to
every real advance in science”
― James Clerk Maxwell

“We cannot solve our problems with the same thinking
we used when we created them” A. Einstein
2
http://www.todayonline.com/
.

So, what should we be talking about?

Not “Design Thinking” (please!)

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 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
Design

Creativity and design are complex concepts, worth
studying and supporting systematically
3

Introductions and expectations

YikeBike is a statement about using smart
technology to solve the problems of our
increasingly congested, polluted,
stressful cities.
It is the first commercial expression of
the mini-farthing concept, created up by
a bunch of successful entrepreneurs,
engineers and dreamers.
We sat down to try and answer:
1. What is the simplest way to get from
A to B with the aid of a machine?
2. What is the smallest wheel you can
have to get a stable, safe,
comfortable ride?
3. Can you make something small
enough to be able to go with you
anywhere in a city?
4. Wonder if we could make a unicycle
dramatically easier to ride and fold?
Evaluating and Grading Design: Try it out!
http://www.yikebike.com/
$2,000 USD - $3,000 USD
Drive: Electric
Brushless DC motor
Battery: LiFePO4 -
40 min re-charge
Speed: 23 km/h
Range: 10 km

Creative, innovative designs…
a) Are extraordinary commercial successes
b) Push the boundary of what is possible
c) Generate new meanings and experiences

C&D: more than artistic or aesthetic skills, they are
strategic to an organisation (and a richer personal life)
4
.

3 Views of 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

http://rfa.itwin.com
http://inspirationfeed.com/inspiration/55-creative-examples-of-usb-designs/
(Sometimes “Big D” design is easy to distinguish)

http://www.trendhunter.com/trends/vilnvixn-intelligent-accessories
(But very often “Big D” design is not so easy to define)

http://www.trendhunter.com/trends/vilnvixn-intelligent-accessories
A key element of “Big D” design is a combination of creative technology and feasibility

1994 by Don Chadwick and Bill Stumpf for Herman Miller

Joshua Silver: Adjustable liquid-filled eyeglasses

Impact drives Creativity and Design5

http://www.gaadi.com/cycles/news/wp-content/uploads/2015/02/China.jpg

Design: changing a present situation into the specification
of a future imagined situation
Key ideas:
- But what is the situation?
- And how to imagine a future state?
- Finally, how to achieve a good specification?
6

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)
.

No recipe, formula or single definition. Creativity in every
area, domain, problem, situation remains to be
discovered. Start anywhere, but begin with a “vision”
7
Q: what was the initial core vision of Apple Computers?
Steve Jobs, 1980
http://youtu.be/0lvMgMrNDlg?t=2m23s
02:23 – 13:05

“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/

http://iwataasks.nintendo.com/interviews/#/wii/wii_channels/0/0
“…when I first entered the company I often said that I
wanted to make the sort of games you could play with
your grandmother. I had an image of games not feeling
out of place in the living room. Of course, this could
have been around the fireplace, at the dining table, the
coffee table, or anywhere. I just wanted to make a
game that would be fun for the entire family. Recently,
I've found myself sitting all alone, starting up a game
and feeling a bit cut off from the world. I wanted to
change this. That is, I wanted to make gaming a little
less lonely. In my mind, the Wii Remote belongs on the
coffee table. I spent a long time discussing with a whole
range of people about what we could do to achieve
this”

http://iwataasks.nintendo.com/interviews/#/wii/wii_channels/0/0
“As we talked, the concept of "fun for the entire family"
gradually took form in our minds. We didn't want any
member of the family to feel left out, either through not
understanding the Wii or feeling it had nothing to do with
them. An all-too-common trend in gaming is for the user to
play a game they like for hours and hours until they
complete it, and then never touch it again. This was
something we wanted to avoid.
Therefore, our working concepts were "fun for the entire
family", and "a console that will be used every day". We
tried to make sure that our discussions never strayed far
from these concepts”

http://iwataasks.nintendo.com/interviews/#/wii/rhythmheavenfever/0/5
“One of my criteria for what I consider to be a good game is
that it must be fun for bystanders to watch. A lot of the video
games that Nintendo has made and have become popular
were like that. Everyone doesn't mean that there are four
controllers and you all play simultaneously, but it's about how
everyone standing around watching one person play are
holding their breath and laughing at the player's mistakes.
Listening to everyone here talk about Wii reminds me that the
most important thing was clearly defining our vision. Even if
it was a vision without a precedent.”

Creative vision: the discovery of opportunities, problems
and emerging solution paths
8

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.

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

Breakthroughs may seem sudden, but they are long,
iterative processes of trial-and-error and learning
9

http://www.businessinsider.com.au/chart-of-the-day-ipad-estimate-sales-vs-iphone-ipod-nintendo-2010-4

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

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)

“Management teams
don't just need to
understand design
better, they need to
think and act like
designers”

https://www.youtube.com/watch?v=vh39UscphEI&index=3&list=PLF42DB60CA4D99A11
https://www.youtube.com/watch?v=uOo2ynlEsFU

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

Design Strategy is using the design process to
understand an organization and the market to
discover short-term and long-term business
opportunities
http://gsadesignglossary.com/design-strategy.html

http://www.dubberly.com/wp-content/uploads/2012/11/Dubberly_Jobs-and-Ive.pdf

eHelsinkiSchoolofEconomics,theUniversityofArtandDesignHelsinkiandtheHelsinkiUniversityofTechnology
http://www.muova.fi/documents/key20130416170946/Raportit%20ja%20julkaisut/MUSA_loppuraportti_2005.pdf

Lynn and Akgun 1998/ modified by: http://www.tuhh.de/tim/downloads/arbeitspapiere/Arbeitspapier_4.pdf

Design drives innovation by creating/modifying meaning10

https://youtu.be/yQU3oI_MbbY?t=52s

Every organisation needs creativity and design, but there
is no “one-size-fits-all”, no “silver bullet”
11

“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.”

Design problems are “wicked problems”
(as opposed to “tame problems”)
- what is the problem?
- assessment criteria?
- consequences?
- dynamic situations
- causality is complex
- human behaviour
12
http://stamps.umich.edu/images/site_images/Wicked_Diagram.png

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)
Design requires a different type of reasoning13

Earth: beautiful and resilient

The next two generations are key

3 billion urban residents in Asia by 2050

Asia: emerging markets (and aspirations)

Income ≠ success, consumption ≠ well-being
http://bernardoh.files.wordpress.com/2008/10/singaporeans-love-shopping.jpg

Income ≠ success, consumption ≠ well-being

Bloomberg Apr 15, 2013. Andrew Roberts in Paris at aroberts36@bloomberg.net
http://www.bloomberg.com/news/2013-04-14/made-in-asia-luxury-sheds-fake-image-challenging-vuitton.html
1. Demand is changing, Asian consumers start to
favor fresh designs over ubiquitous logos
2. While Asians accounted for half of worldwide
luxury purchases, “just a fraction” of $272
billion in sales came from Asian brands
3. “Hermes gets cashmere from Mongolia and
weaves it into scarves in Nepal… brands
drawing on local traditions and cultures are
starting to emerge”
4. More Asian companies are changing
perceptions of made-in-Asia
5. “Chinese adults under 35 consider the style of
a product more important than who makes
it”

http://www.htc.com/sea/smartphones/htc-one-x-plus/
http://www.faw.com

“Asia is a convergence of multi-faceted cultures rich in their
own cultural and historical heritage
Despite their differences, these countries individually present a
unique cultural character and identity that render their own
interpretations of Asian design
This year… a record high of 728 entries from 25 countries”
http://dfaaward.com/2012/page/en/about/message.php

http://www.ricoh.com/about/company/design/

“Ren” means caring for others, caring for the people.
Meanwhile, good and outstanding designs also benefit the
majority of the people, wherein the goodwill of design is
reflected. At this stage, the developing China and its
population need good design more than ever before”
http://en.bidt.org/doc/13/6.html

“the real issue is that it’s not merely about
designing a product, but an all encompassing
360 degree design strategy that satisfies all
aspect of the company’s requirements”
http://sgentrepreneurs.com/2006/07/09/asian-companies-able-to-embrace-design-as-a-business-strategy-part-1/

Design in Asia is a dynamic area, a fertile ground
for unprecedented design-driven innovation
14

Has your initial definition or general view of design changed in this first day of the course? How so?

Design Creativity Day01

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