SlideShare a Scribd company logo
Why some designs
better than others
Michael Hendrix @rmichael @ideo
(and what you can do about it)
D E S I G N & I N N O VAT I O N
IDEO - Why some designs are better
IDEO - Why some designs are better
IDEO - Why some designs are better
ORGANIZATION DESIGNER
INDUSTRIAL DESIGNER
DESIGN RESEARCHER
INTERACTION DESIGNER
SYSTEMS DESIGNER
CODER
PROTOTYPER
MECHANICAL ENGINEER
COMMS DESIGNER
ARCHITECT
WRITER
FOOD SCIENTIST
MANUFACTURING SPECIALIST
BUSINESS DESIGNERINFORMATION TECHNOLOGY
DESIGN RESEARCHER
IDEO - Why some designs are better
exploring
framing the
opportunity
distilling
learnings
developing
building to
think
evaluating
exploring
framing the
opportunity
distilling
learnings
developing
building to
think
evaluating
methods +
sensibilities
D E S I G N T H I N K I N G
D E S I G N T H I N K I N G
methods
sensibilities
= what, why
= how
A B
A BA B
A B
IDEO - Why some designs are better
IDEO - Why some designs are better
IDEO - Why some designs are better
Vitor Meireles
visual
pollution
IDEO - Why some designs are better
IDEO - Why some designs are better
warmth=
affection
warmth=
generous
weight=
value
Metaphor is evidence of a
link between our 5 senses
and our emotions
(not just an illustrative grammar tool)
CHOMSKY
v. LAKOFF
HEAVYWEIGHT LINGUIST CHAMPIONSHIP
THE BAY STATE V. BAY AREA BATTLE
IDEO - Why some designs are better
Time is money.
You’re wasting my time.
How do you spend your time these days?
That flat tire cost me an hour.
I’ve invested a lot of time in her.
You need to budget your time.
Is that worth your while?
Thank you for your time.
Yes!
vs.
Reason is transcendent.
René Descartes c.1630
Whether we sense or imagine,Whether we sense or imagine,
it is all the same to the brain.
embodied
cognition
S M E L L
S O U N D T A S T E
S I G H T
T O U C H
download at:
bit.ly/designmeta4s
S M E L
S O U N D T A S T E
I G H T
C L E A N
D I R T Y
D A R K
B R I G H T
F R E S H
O L D
S O U R
S A L T Y
S A V O R Y
B I T T E R
S W E E T
C L E A R
M U R K Y
A L I V E
L O U D
Q U I E T
D E A D
R A W
arbitrary
confused
vulgar
weathered
new
healthy
current
young
honest
exposed
informative
cheerful
positive
juvenile
overdone
understated
lost
simple
boastful
noticable
grungy
sexy
noisy
retro
worn
historic
meaningful
irrelevant
enjoyable
kind
offputting
satisfying
sophisticated
muted
melancholy
overwhelming
S M E L
S O U N D T A S T E
I G H T
C L E A N
D I R T Y
D A R K
B R I G H T
S O U R
S A L T Y
S A V O R Y
B I T T E R
S W E E T
C L E A R
M U R K Y
A L I V E
L O U D
Q U I E T
D E A D
arbitrary
confused
vulgar
weathered
honest
exposed
informative
cheerful
positive
understated
lost
simple
boastful
noticable
grungy
sexy
noisy
enjoyable
kind
offputting
satisfying
sophisticated
muted
melancholy
overwhelming
IDEO - Why some designs are better
WE USED APPLES TO IMPROVE THE DESIGN OF BEDS
S M E L
S O U N D T A S T E
I G H T
C L E A N
D I R T Y
D A R K
B R I G H T
F R E S H
O L D
S O U R
S A L T Y
S A V O R Y
B I T T E R
S W E E T
C L E A R
M U R K Y
A L I V E
L O U D
Q U I E T
D E A D
R A W
arbitrary
confused
vulgar
weathered
new
healthy
current
young
honest
exposed
informative
cheerful
positive
juvenile
overdone
understated
lost
simple
boastful
noticable
grungy
sexy
noisy
retro
worn
historic
meaningful
irrelevant
enjoyable
kind
offputting
satisfying
sophisticated
muted
melancholy
overwhelming
S M E L
S O U N D T A S T E
I G H T
C L E A N
D I R T Y
D A R K
B R I G H T
S O U R
S A L T Y
S A V O R Y
B I T T E R
S W E E T
C L E A R
M U R K Y
A L I V E
L O U D
Q U I E T
D E A D
arbitrary
confused
vulgar
weathered
honest
exposed
informative
cheerful
positive
understated
lost
simple
boastful
noticable
grungy
sexy
noisy
enjoyable
kind
offputting
satisfying
sophisticated
muted
melancholy
overwhelming
IDEO - Why some designs are better
WE DESIGNED CONVERSE TO WEAR IN, NOT WEAR OUT.
IDEO - Why some designs are better
IDEO - Why some designs are better
IDEO - Why some designs are better
© Jo¥2 via Flickr
IDEO - Why some designs are better
IDEO - Why some designs are better
IDEO - Why some designs are better
IDEO - Why some designs are better
IDEO - Why some designs are better
IDEO - Why some designs are better
IDEO - Why some designs are better
IDEO - Why some designs are better
Naoto Fukasawa
PillPack
IDEO - Why some designs are better
One more test
Bouba & Kiki
A B
smart
safe & positive transparent protectedsafe & positive transparent protected
IDEO - Why some designs are better
Pip Mothersill
IDEO - Why some designs are better
IDEO - Why some designs are better
IDEO - Why some designs are better
Why some
designs better
than others
Michael Hendrix @rmichael @ideo
ng..

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IDEO - Why some designs are better

  • 1. Why some designs better than others Michael Hendrix @rmichael @ideo (and what you can do about it)
  • 2. D E S I G N & I N N O VAT I O N
  • 6. ORGANIZATION DESIGNER INDUSTRIAL DESIGNER DESIGN RESEARCHER INTERACTION DESIGNER SYSTEMS DESIGNER CODER PROTOTYPER MECHANICAL ENGINEER COMMS DESIGNER ARCHITECT WRITER FOOD SCIENTIST MANUFACTURING SPECIALIST BUSINESS DESIGNERINFORMATION TECHNOLOGY DESIGN RESEARCHER
  • 8. exploring framing the opportunity distilling learnings developing building to think evaluating exploring framing the opportunity distilling learnings developing building to think evaluating
  • 9. methods + sensibilities D E S I G N T H I N K I N G
  • 10. D E S I G N T H I N K I N G methods sensibilities = what, why = how
  • 11. A B
  • 13. A B
  • 23. Metaphor is evidence of a link between our 5 senses and our emotions (not just an illustrative grammar tool)
  • 24. CHOMSKY v. LAKOFF HEAVYWEIGHT LINGUIST CHAMPIONSHIP THE BAY STATE V. BAY AREA BATTLE
  • 27. You’re wasting my time. How do you spend your time these days? That flat tire cost me an hour. I’ve invested a lot of time in her. You need to budget your time. Is that worth your while? Thank you for your time.
  • 28. Yes!
  • 30. Whether we sense or imagine,Whether we sense or imagine, it is all the same to the brain.
  • 32. S M E L L S O U N D T A S T E S I G H T T O U C H download at: bit.ly/designmeta4s
  • 33. S M E L S O U N D T A S T E I G H T C L E A N D I R T Y D A R K B R I G H T F R E S H O L D S O U R S A L T Y S A V O R Y B I T T E R S W E E T C L E A R M U R K Y A L I V E L O U D Q U I E T D E A D R A W arbitrary confused vulgar weathered new healthy current young honest exposed informative cheerful positive juvenile overdone understated lost simple boastful noticable grungy sexy noisy retro worn historic meaningful irrelevant enjoyable kind offputting satisfying sophisticated muted melancholy overwhelming S M E L S O U N D T A S T E I G H T C L E A N D I R T Y D A R K B R I G H T S O U R S A L T Y S A V O R Y B I T T E R S W E E T C L E A R M U R K Y A L I V E L O U D Q U I E T D E A D arbitrary confused vulgar weathered honest exposed informative cheerful positive understated lost simple boastful noticable grungy sexy noisy enjoyable kind offputting satisfying sophisticated muted melancholy overwhelming
  • 35. WE USED APPLES TO IMPROVE THE DESIGN OF BEDS
  • 36. S M E L S O U N D T A S T E I G H T C L E A N D I R T Y D A R K B R I G H T F R E S H O L D S O U R S A L T Y S A V O R Y B I T T E R S W E E T C L E A R M U R K Y A L I V E L O U D Q U I E T D E A D R A W arbitrary confused vulgar weathered new healthy current young honest exposed informative cheerful positive juvenile overdone understated lost simple boastful noticable grungy sexy noisy retro worn historic meaningful irrelevant enjoyable kind offputting satisfying sophisticated muted melancholy overwhelming S M E L S O U N D T A S T E I G H T C L E A N D I R T Y D A R K B R I G H T S O U R S A L T Y S A V O R Y B I T T E R S W E E T C L E A R M U R K Y A L I V E L O U D Q U I E T D E A D arbitrary confused vulgar weathered honest exposed informative cheerful positive understated lost simple boastful noticable grungy sexy noisy enjoyable kind offputting satisfying sophisticated muted melancholy overwhelming
  • 38. WE DESIGNED CONVERSE TO WEAR IN, NOT WEAR OUT.
  • 42. © Jo¥2 via Flickr
  • 55. A B
  • 56. smart safe & positive transparent protectedsafe & positive transparent protected
  • 62. Why some designs better than others Michael Hendrix @rmichael @ideo ng..