Systematic Creativity at an Agency Level. Creativity is the lifeblood of any design agency. Why leave it to chance, luck or flashes of genius? Author: Robert Bau
How Design Triggers Transformation presented by Tjeerd Hoekfrog
This document summarizes the perspective of a design innovation firm. It discusses how the firm helps clients transform their businesses through design-driven innovation. The firm focuses on deep customer insights, concept development using emerging technologies, and inspiring organizations through visual designs. The firm aims to create meaningful products and experiences for clients that have lasting brand equity and business impact.
We all know that really good designers somehow think differently about new products from you and me. But just exactly what does this difference consist of? Simon Rucker of Seymourpowell discusses...
Ready for Ten - a peer-to-peer parenting platform for Robinson's Fruit shootCharlotte Hillenbrand
A talk first delivered at the NMA Online Marketing Show at Olympia, London on 29th June 2010.
An integrated team from Britvic Soft Drinks (owners of Robinson's Fruit Shoot), Made by Many and BBH talk about their parenting platform Ready for Ten which uniquely targets parents of 6-9 year olds – those most likely to choose and buy the Fruit Shoot brand -- and creates a valuable utility by bringing them tips, information and conversation from hand-picked mummy bloggers, twitter and the best of the web.
DESIGN THINKING RESOURCES is free PDF collection with very inspirational books, tools, toolkits, blogs and companies in the subject of Design Thinking and Service Design.
Author: PLEO group, Paweł Krzciuk
http://pleogroup.com/
This document discusses Richard Buchanan's views on design thinking and "wicked problems" in design. It makes three key points:
1. Design problems are often "wicked problems" that are indeterminate, have incomplete requirements, and lack clear solutions unlike problems addressed by other disciplines. This challenges linear models of the design process.
2. Communicating between designers and scientists is difficult as they have different specialized approaches, yet both use design thinking. Wicked problems require an integrative approach.
3. Buchanan argues that design should be considered a new "liberal art" that uses synthesis to integrate ideas across disciplines to address complex problems in society, not just a technical skill.
Design Toolbox — teaching design, its processes & methodsMartin Jordan
‘Design Toolbox’ was a 3-week design class that examined a practical understanding of design, its process and methods through inputs, hands-on sessions and small assignments.
Taught at University of Applied Sciences Potsdam, Germany in October 2013.
How Design Triggers Transformation presented by Tjeerd Hoekfrog
This document summarizes the perspective of a design innovation firm. It discusses how the firm helps clients transform their businesses through design-driven innovation. The firm focuses on deep customer insights, concept development using emerging technologies, and inspiring organizations through visual designs. The firm aims to create meaningful products and experiences for clients that have lasting brand equity and business impact.
We all know that really good designers somehow think differently about new products from you and me. But just exactly what does this difference consist of? Simon Rucker of Seymourpowell discusses...
Ready for Ten - a peer-to-peer parenting platform for Robinson's Fruit shootCharlotte Hillenbrand
A talk first delivered at the NMA Online Marketing Show at Olympia, London on 29th June 2010.
An integrated team from Britvic Soft Drinks (owners of Robinson's Fruit Shoot), Made by Many and BBH talk about their parenting platform Ready for Ten which uniquely targets parents of 6-9 year olds – those most likely to choose and buy the Fruit Shoot brand -- and creates a valuable utility by bringing them tips, information and conversation from hand-picked mummy bloggers, twitter and the best of the web.
DESIGN THINKING RESOURCES is free PDF collection with very inspirational books, tools, toolkits, blogs and companies in the subject of Design Thinking and Service Design.
Author: PLEO group, Paweł Krzciuk
http://pleogroup.com/
This document discusses Richard Buchanan's views on design thinking and "wicked problems" in design. It makes three key points:
1. Design problems are often "wicked problems" that are indeterminate, have incomplete requirements, and lack clear solutions unlike problems addressed by other disciplines. This challenges linear models of the design process.
2. Communicating between designers and scientists is difficult as they have different specialized approaches, yet both use design thinking. Wicked problems require an integrative approach.
3. Buchanan argues that design should be considered a new "liberal art" that uses synthesis to integrate ideas across disciplines to address complex problems in society, not just a technical skill.
Design Toolbox — teaching design, its processes & methodsMartin Jordan
‘Design Toolbox’ was a 3-week design class that examined a practical understanding of design, its process and methods through inputs, hands-on sessions and small assignments.
Taught at University of Applied Sciences Potsdam, Germany in October 2013.
This document discusses how design thinking and service design can help companies develop engaging cross-channel solutions for local shopping. It highlights how these approaches integrate different perspectives like human values, business needs, and technology feasibility. Key elements of design thinking discussed include having a creative team process, conducting user research, building prototypes, and focusing on the customer experience. The document advocates using these methods to transform separate departments into a collaborative pipeline supported by information technology.
The document discusses using design thinking to tackle complex public problems. It provides examples of government innovation labs around the world that use human-centered design and co-creation with citizens and businesses to develop new public policies and services. The document outlines key aspects of design thinking such as empathizing with users, iterating ideas through prototyping, and taking a systemic view to create sustainable solutions. It argues that design thinking can help governments better engage citizens and private sector partners in reinventing public services and shaping the future.
Design thinking is a human-centered approach to problem solving that relies on three main principles: empathy, collaboration, and experimentation. It involves understanding user needs through discovery, developing ideas through interpretation and ideation, and making ideas a reality through prototyping and experimentation. The process is non-linear and involves divergent and convergent thinking. Key tools used in design thinking include observation, interviews, storyboarding, paper prototyping, and other methods of understanding user needs and testing potential solutions.
How Design Thinking works, or: Design Thinking Unpacked: an evolutionary algo...J. M. Korhonen
A presentation accompanying a paper* presented at EAD 2009 conference in Aberdeen, Scotland. We're trying to develop a theory why "design thinking" works in practice, and what may be its limits. The idea is that "design thinking" has similarities to a general class of algorithms known as evolutionary algorithms, and some comparisons can be made.
* Korhonen, J. M. & Hassi, L. (2009). Design Thinking Unpacked: An Evolutionary Algorithm. In Proceedings of the Eight European Academy of Design International Conference, 261-265. Aberdeen, UK.
How to bring innovation to life within your organisation by embedding it within your culture and people.
Tools, insights and ideas to help you look at problems and solutions from a different perspective.
Key points taken from "Business Innovation: A little book of big ideas"
This set of method cards introduces briefly the design thinking approach. It explains the design process as well as the prototyping phases of design thinking projects.
There basically 2 ways of getting involved with the University of St.Gallen in order to have a design thinking team working for your organization.
1. Design Thinking @ HSG
2. Embedded Design Thinking
Both ways are explained in the set.
For more information visit http://dthsg.com
This document introduces design thinking as a process that can help educators address everyday challenges in schools. It describes design thinking as a structured yet experimental approach that gives educators confidence to develop new, better solutions. The design process involves generating and evolving ideas through phases that integrate tangible problem-solving and abstract thinking. It is a human-centered approach that relies on interpretation and developing ideas that are meaningful to those being designed for.
The first prototype of our approaches to move beyond design thinking at DNA. Touching on a number of new tools and techniques as well as theoretical positions from a number of sources. Very much the bleeding edge of our current position.
Presentation of the Design Thinking Workshop Berlin
It is a brief introduction about what it is Design Thinking (check the links) and a guide to follow some creativity tools to work on the business ideas of the participants
D.school's design thinking process mode guideGeoffrey Dorne
The document provides an overview of the design thinking process, which includes the key modes of Empathize, Define, Ideate, Prototype, and Test. It describes each mode in terms of what it is, why it is important, and how to execute it. The Empathize mode involves understanding users through observation and engagement to gain insights. Define is about synthesizing research to craft a problem statement. Ideate is the generation of ideas. Prototype creates artifacts to test ideas. Test gets feedback on prototypes from users.
This document provides an introduction to incremental design. It discusses different types of design such as industrial design, graphic design, and interaction design. It explores defining design and discusses its boundaries. Design is metaphorically described as having a heart (applied arts), body (rational processes), and mind (thinking methods). The document also examines components of good design like the design process, users, and experts. It outlines categories of design and shows models of design thinking and design management.
DESIGN THINKING RESOURCES is free PDF collection with very inspirational books, tools, toolkits, blogs and companies in the subject of Design Thinking and Service Design.
Author: PLEO group, Paweł Krzciuk
http://pleogroup.com/
The document describes various design thinking methods used by IDEO, including anthropometric analysis, error analysis, character profiles, flow analysis, cognitive task analysis, secondary research, long-range forecasts, and competitive product surveys. For each method there is a brief explanation of how it is used and why it is helpful for design. Examples are given of how IDEO has applied several of these methods to design projects.
EST 200, Design Thinking in Automobile IndustryCKSunith1
The attached narrated power point presentation attempts a case study exploration of how automobile industry has benefited through the implementation of design thinking and innovation. The material will be useful for KTU second year B Tech students who prepare for the subject EST 200, Design and Engineering.
The document provides an outline for a training on managing creativity in the workplace. It includes an agenda for the day with times allocated to activities like introductions, explaining concepts like the four stages of creative process and foursight profiles, exercises for generating ideas and evaluating them, and providing feedback on the training. The goal is to help participants understand how to incorporate creativity into their work and build a creative climate within their organization.
The document discusses materials from a design thinking course and workshop hosted by Touch360 on front-end innovation and human-centered design, including topics around understanding users, integrating human factors into product development, and communicating between humans and machines. The presentation covers strategies for innovating products and experiences through a human-centered design approach focused on understanding user needs. It provides examples of how understanding human cognition and emotions can be applied to optimize products and interactions between humans, machines, and integrated systems.
How Design Thinking will fix Design ThinkingBert Bräutigam
1. Design thinking has been misperceived as only involving designers when it actually requires interdisciplinary teams across design, business, and technology disciplines.
2. Effective product teams have design, business, and technology leads working together, with the design discipline playing a transversal role rather than being dissolved into other areas.
3. Experience metrics are now part of product key performance indicators to measure user behavior and experience, alongside traditional business and technology metrics.
Innovation within Design Thinking as a learning processRizal Yatim
The document discusses design thinking and innovation. It argues that design thinking is not exclusive to designers, as creativity and innovation are innate processes that can be developed through learning. It examines definitions of innovation, theories of how ideas are generated, and components necessary for creative responses. It suggests design thinking be viewed as a learning process where individuals with different cognitive styles can be assigned based on their strengths to cultivate cross-disciplinary innovation teams.
Taking The No Out Of Innovation Mike Brown 1231639337322878 2dougwelsh
The document is a book about enhancing innovativeness titled "Taking the NO Out of InNOvation" by Mike Brown. It touches on eight perspectives and techniques for developing innovativeness, including being introspective to understand creative strengths, building a diverse creative team, refreshing perspectives by forgetting conventional wisdom, borrowing and improving upon existing ideas, embracing new possibilities, asking inquisitive questions, prioritizing and creating artifacts from ideas, and persisting through the innovation process. The book provides examples and exercises to develop each of these perspectives.
Blirt is a creative consulting firm that helps organizations lead better through creative thinking. They use visual thinking tools to improve communication, business models, and team performance. Originally a brand agency, Blirt realized creativity was needed across organizations. Their goal is unleashing creativity across entire organizations by applying tools to think differently, see clearly, and act with purpose.
The document discusses usability and user-centered design. It begins with definitions of usability and its key components. It emphasizes understanding users by learning about their goals, workflows and needs in order to design products and services that are easy and satisfying to use. The document recommends taking a user-centered approach through research and design processes that focus on users throughout development.
This document discusses how design thinking and service design can help companies develop engaging cross-channel solutions for local shopping. It highlights how these approaches integrate different perspectives like human values, business needs, and technology feasibility. Key elements of design thinking discussed include having a creative team process, conducting user research, building prototypes, and focusing on the customer experience. The document advocates using these methods to transform separate departments into a collaborative pipeline supported by information technology.
The document discusses using design thinking to tackle complex public problems. It provides examples of government innovation labs around the world that use human-centered design and co-creation with citizens and businesses to develop new public policies and services. The document outlines key aspects of design thinking such as empathizing with users, iterating ideas through prototyping, and taking a systemic view to create sustainable solutions. It argues that design thinking can help governments better engage citizens and private sector partners in reinventing public services and shaping the future.
Design thinking is a human-centered approach to problem solving that relies on three main principles: empathy, collaboration, and experimentation. It involves understanding user needs through discovery, developing ideas through interpretation and ideation, and making ideas a reality through prototyping and experimentation. The process is non-linear and involves divergent and convergent thinking. Key tools used in design thinking include observation, interviews, storyboarding, paper prototyping, and other methods of understanding user needs and testing potential solutions.
How Design Thinking works, or: Design Thinking Unpacked: an evolutionary algo...J. M. Korhonen
A presentation accompanying a paper* presented at EAD 2009 conference in Aberdeen, Scotland. We're trying to develop a theory why "design thinking" works in practice, and what may be its limits. The idea is that "design thinking" has similarities to a general class of algorithms known as evolutionary algorithms, and some comparisons can be made.
* Korhonen, J. M. & Hassi, L. (2009). Design Thinking Unpacked: An Evolutionary Algorithm. In Proceedings of the Eight European Academy of Design International Conference, 261-265. Aberdeen, UK.
How to bring innovation to life within your organisation by embedding it within your culture and people.
Tools, insights and ideas to help you look at problems and solutions from a different perspective.
Key points taken from "Business Innovation: A little book of big ideas"
This set of method cards introduces briefly the design thinking approach. It explains the design process as well as the prototyping phases of design thinking projects.
There basically 2 ways of getting involved with the University of St.Gallen in order to have a design thinking team working for your organization.
1. Design Thinking @ HSG
2. Embedded Design Thinking
Both ways are explained in the set.
For more information visit http://dthsg.com
This document introduces design thinking as a process that can help educators address everyday challenges in schools. It describes design thinking as a structured yet experimental approach that gives educators confidence to develop new, better solutions. The design process involves generating and evolving ideas through phases that integrate tangible problem-solving and abstract thinking. It is a human-centered approach that relies on interpretation and developing ideas that are meaningful to those being designed for.
The first prototype of our approaches to move beyond design thinking at DNA. Touching on a number of new tools and techniques as well as theoretical positions from a number of sources. Very much the bleeding edge of our current position.
Presentation of the Design Thinking Workshop Berlin
It is a brief introduction about what it is Design Thinking (check the links) and a guide to follow some creativity tools to work on the business ideas of the participants
D.school's design thinking process mode guideGeoffrey Dorne
The document provides an overview of the design thinking process, which includes the key modes of Empathize, Define, Ideate, Prototype, and Test. It describes each mode in terms of what it is, why it is important, and how to execute it. The Empathize mode involves understanding users through observation and engagement to gain insights. Define is about synthesizing research to craft a problem statement. Ideate is the generation of ideas. Prototype creates artifacts to test ideas. Test gets feedback on prototypes from users.
This document provides an introduction to incremental design. It discusses different types of design such as industrial design, graphic design, and interaction design. It explores defining design and discusses its boundaries. Design is metaphorically described as having a heart (applied arts), body (rational processes), and mind (thinking methods). The document also examines components of good design like the design process, users, and experts. It outlines categories of design and shows models of design thinking and design management.
DESIGN THINKING RESOURCES is free PDF collection with very inspirational books, tools, toolkits, blogs and companies in the subject of Design Thinking and Service Design.
Author: PLEO group, Paweł Krzciuk
http://pleogroup.com/
The document describes various design thinking methods used by IDEO, including anthropometric analysis, error analysis, character profiles, flow analysis, cognitive task analysis, secondary research, long-range forecasts, and competitive product surveys. For each method there is a brief explanation of how it is used and why it is helpful for design. Examples are given of how IDEO has applied several of these methods to design projects.
EST 200, Design Thinking in Automobile IndustryCKSunith1
The attached narrated power point presentation attempts a case study exploration of how automobile industry has benefited through the implementation of design thinking and innovation. The material will be useful for KTU second year B Tech students who prepare for the subject EST 200, Design and Engineering.
The document provides an outline for a training on managing creativity in the workplace. It includes an agenda for the day with times allocated to activities like introductions, explaining concepts like the four stages of creative process and foursight profiles, exercises for generating ideas and evaluating them, and providing feedback on the training. The goal is to help participants understand how to incorporate creativity into their work and build a creative climate within their organization.
The document discusses materials from a design thinking course and workshop hosted by Touch360 on front-end innovation and human-centered design, including topics around understanding users, integrating human factors into product development, and communicating between humans and machines. The presentation covers strategies for innovating products and experiences through a human-centered design approach focused on understanding user needs. It provides examples of how understanding human cognition and emotions can be applied to optimize products and interactions between humans, machines, and integrated systems.
How Design Thinking will fix Design ThinkingBert Bräutigam
1. Design thinking has been misperceived as only involving designers when it actually requires interdisciplinary teams across design, business, and technology disciplines.
2. Effective product teams have design, business, and technology leads working together, with the design discipline playing a transversal role rather than being dissolved into other areas.
3. Experience metrics are now part of product key performance indicators to measure user behavior and experience, alongside traditional business and technology metrics.
Innovation within Design Thinking as a learning processRizal Yatim
The document discusses design thinking and innovation. It argues that design thinking is not exclusive to designers, as creativity and innovation are innate processes that can be developed through learning. It examines definitions of innovation, theories of how ideas are generated, and components necessary for creative responses. It suggests design thinking be viewed as a learning process where individuals with different cognitive styles can be assigned based on their strengths to cultivate cross-disciplinary innovation teams.
Taking The No Out Of Innovation Mike Brown 1231639337322878 2dougwelsh
The document is a book about enhancing innovativeness titled "Taking the NO Out of InNOvation" by Mike Brown. It touches on eight perspectives and techniques for developing innovativeness, including being introspective to understand creative strengths, building a diverse creative team, refreshing perspectives by forgetting conventional wisdom, borrowing and improving upon existing ideas, embracing new possibilities, asking inquisitive questions, prioritizing and creating artifacts from ideas, and persisting through the innovation process. The book provides examples and exercises to develop each of these perspectives.
Blirt is a creative consulting firm that helps organizations lead better through creative thinking. They use visual thinking tools to improve communication, business models, and team performance. Originally a brand agency, Blirt realized creativity was needed across organizations. Their goal is unleashing creativity across entire organizations by applying tools to think differently, see clearly, and act with purpose.
The document discusses usability and user-centered design. It begins with definitions of usability and its key components. It emphasizes understanding users by learning about their goals, workflows and needs in order to design products and services that are easy and satisfying to use. The document recommends taking a user-centered approach through research and design processes that focus on users throughout development.
The document discusses a 4 step creative to innovative business formula. Step 1 focuses on understanding creativity and how to use it for business. Step 2 builds on this with practical creative problem solving methods. Step 3 explores innovative environments and audiences. Step 4 guides clients through the innovation process and tools to bring ideas to life. It also summarizes the services of Creative Energy Inc., which helps companies identify, develop and communicate their unique value through brand integration, research, communication, design science and a collaborative process.
Bang Design is an exploratory design consultancy that creates meaningful products, services, and experiences for influential businesses around the world. The document provides an introduction to Bang Design's company profile and portfolio, as well as information on their consulting services including packaging design, their design process and approach, examples of work designing high-tech consumer durables, and contact details.
It doesn’t matter if you’re a one-person freelancer, a budding 5-10 person agency, or an established small to mid-sized company - you will always contend with the challenges of growth. This month, key employees from Raleigh-based web shop Atlantic BT (ABT) will share their experiences on how to build and maintain a foundation for growth in light of pressures from increasing demand.
COO, Software Development Manager, and Creative Director will share some patterns that triggered growth, and how each handled them.
This document proposes a framework for designing products and services for people at the bottom of the economic pyramid. It involves understanding the constraints and aspirations of those living in poverty, evaluating existing approaches that either design for or help the poor design for themselves, and creating new collaborative models in partnership with community organizations to design solutions that are socially and economically beneficial.
最近はマーケティング視点から、私たちがコミュニケーションデザイナーへの変貌を遂げる必要性が説かれるようになりました。しかし、Web に関わる仕事が「コミュニケーションデザイナー」という役割一つでまかなえるわけではありません。また、今 Web の仕事に就いている人たちのキャリアの道筋も、それぞれの資質や経験・スキルを活かし、もっと多様な可能性をもてるはずです。
当セミナーでは、今後必要とされるであろう Web プロフェッショナルの姿をテクノロジー視点、クリエイティブ視点から紹介していきます。年初め、5 年後、10 年後のご自身のキャリアを考えてみませんか。
Design for business Impact: How design triggers transformationfrog
This document discusses how design can trigger business transformation. It argues that design goes beyond just drawing and sketching, and should be viewed as a management philosophy that drives innovation. The document outlines how design can provide tangible solutions to address change, help test ideas, and inspire communication. It also discusses challenges such as resistance to new ideas, focusing too much on incremental improvements, and the importance of differentiating products through excellent design.
The Design Mind: Design Thinking Strategies for Facilitating Growth and Perfo...Aggregage
Design thinking is at the root of creative success. Seriously! But do you know how to shift your mindset and creative process – as well as that of your team – to create and ideate in ways that are truly innovative? The most inspired and innovative teams and individual designers need to be a part of a culture that enables forward-thinking, acceleration, and efficiency. It’s a combination of creative, analytical, and collaborative approaches that produce results.
The 5 step design process involves:
1) Collecting a design brief from the client
2) Conducting research and developing logo concepts
3) Presenting concepts and getting feedback from the client
4) Making revisions based on client feedback
5) Finalizing and delivering the logo design to the client
This document discusses moving advertising and branding toward more participatory and interactive models. It suggests conceptualizing brands as APIs and platforms that allow users to project themselves. The author advocates for generating campaign models with as little waste as possible using lean startup principles of continuous learning through prototyping, testing and customer interaction. A process of customer discovery is outlined involving generating hypotheses, talking to customers, being honest about findings and repeating the process of learning and building minimal viable products or campaigns.
Matt Howell, President of Modernista!, presents his vision for the new brand team, individual roles, and the process necessary to go from making messages to building platforms.
BrandHOUSE is a creative consultancy that provides branding, advertising, print, and interactive design services to help clients communicate their stories and build human connections. They work with clients either as a project-based contractor or in-house partner to create brand strategies and identities. BrandHOUSE has 20 years of experience working with clients across many sectors locally, nationally, and internationally.
Strategic Planning In Advertising - Griffin FarleyIgnasi Pardo
This document provides an overview of different types of strategic planning in advertising, including brand planning, account planning, media planning, connection planning, propagation planning, and transmedia planning. It discusses who typically performs each type of planning and what deliverables they produce. Examples and case studies are provided to illustrate tools and best practices for each planning approach. The goal is to add new concepts and strategies to the audience's marketing toolbox.
Propagation planning involves spreading brand messages through various media and platforms. The speaker will discuss different forms of strategic planning including brand planning, account planning, media planning, connection planning, transmedia planning, and propagation planning. The goal is to provide tools and case studies to help add something new to the audience's marketing toolbox.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
This document discusses how to communicate a clear design vision and strategy by first defining business and user goals. It recommends discovering user needs through research, synthesizing insights, and visualizing goals. The focus is on developing focus statements to articulate where business and user goals intersect. Stories and scenarios with users are used to visualize and guide design work. Communicating value helps get consensus on concepts. Defining strategy upfront helps solve the right problems, while user research uncovers opportunities to support goals.
Qube is an independent creative agency that transforms brand communications and design through a strategic framework focused on building brand affinity. With over 20 years of global experience across multiple markets and sectors, Qube offers a complete spectrum of branding and design services. Qube is dedicated to creative excellence and integrity to engage audiences, connect with customers, and create business success for its clients.
BrandHOUSE is a creative consultancy that provides branding, advertising, graphic design, and social media services. They help clients communicate their stories and have conversations on their behalf to connect brands to people. BrandHOUSE uses transformational design and storytelling to build human connections and change perceptions. They work with clients in either a project-based or in-house partnership model.
Design Thinking - unlock your creative potentialSameer Chavan
Design thinking is a human-centered approach to problem solving that involves divergent and convergent thinking. It emphasizes generating many ideas through brainstorming and then converging on the best solutions. The process involves understanding user needs, rapid prototyping, and iterating based on user feedback. At Intuit, adopting design thinking led to transforming the company into one driven by a focus on customer experience and innovation. After initial success improving their Net Promoter Score stalled, Intuit's CEO decided to focus on the role of design in innovation. This included creating a team of "innovation catalysts" and holding forums to teach employees design thinking techniques.
Similar to Robert Bau Systematic Creativity PDA 090612 (20)
1. Sssshhh... Don’t Tell the Clients
The Sorry State of Creativity in Design Agencies
»Innovation by Design«
37th PDA Congress in Stockholm
Pan-European Brand Design Association
Robert Bau
12 June 2009
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
2. Systematic Creativity
Creativity is the lifeblood of any design agency.
So why leave it to chance, luck or flashes of genius?
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
3. Robert Bau: Consultant to creative consultancies
Type of clients:
Branding consultancies
Packaging design agencies
Industrial design agencies
Service design agencies
Web/digital/interactive agencies
Architectural firms
Advertising agencies
PR firms
Management & innovation consultancies
Design departments at client companies
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
4. Robert Bau: Consultant to creative consultancies
Type of work:
Audits
Strategies and plans
Services
Processes
Methods and tools
Brand/marketing communications
Training
Mentoring
Workspace design
Etc.
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
5. Robert Bau: Consultant to creative consultancies
My work experience and educational background:
Now: Independent brand, innovation and design strategist
based in London with a wide range of clients all over Europe
Now: Mentor and business coach for startups and SME’s in
the creative industries
Now: Popular lecturer and teacher at leading business and
design schools in Europe
Previously: Client Director at leading consultancies
developing strategies, managing large-scale projects,
and leading multi-disciplinary design teams
MBA Design Management (London), MSc Business
Administration and Economics (Stockholm), Diploma in
Art Direction (roughly equivalent to a BA; Stockholm)
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
6. Agency Creativity: Definitions & Boundaries
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
7. Definitions & Boundaries
Creativity is a core competence,
a process and a service...
...and not merely a brainstorming activity
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
8. Definitions & Boundaries
External Stakeholder
Agency
Team
Individual
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
9. Definitions & Boundaries
Design is an insight-generating, opportunity-
identifying, problem-solving activity...
...and not merely a »standing-out-on-the-shelf« service
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
10. Definitions & Boundaries
Design is a means to an end
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
11. Definitions & Boundaries
Creativity is the grease
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
12. Definitions & Boundaries
Managing Creativity
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
13. Definitions & Boundaries
The act or process of coming up with
Managing Creativity something contextually different
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
14. Definitions & Boundaries
Making sure you know how do it,
who to include, and which tools to use
Making sure you do it
without wasting resources
Making sure you know why you
are doing it in the first place
Managing Creativity
Making sure you tap into
relevant sources of inspiration
Making sure the outcome
seems viable and feasible
Making sure you know how to
convert great ideas into reality
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
15. Definitions & Boundaries
Making sure you nourish
and encourage it properly
Making sure you can do it
even without your best people
Making sure you can do it time and
time again to the same standards
Managing Creativity
Making sure you know how to get
clients to buy (and buy into) your ideas
Making sure you learn from
past successes and failures
Making sure you reward
creative efforts
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
16. Agency Creativity: Myths & Half-Truths
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
17. Myths & Half-Truths
Designers are inherently creative
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
18. Myths & Half-Truths
Only designers can be creative
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
19. Myths & Half-Truths
Creativity should be a solo activity
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
20. Myths & Half-Truths
Consumer testing is bad for creativity
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
21. Myths & Half-Truths
Creativity needs a director
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
22. Myths & Half-Truths
Creativity cannot be managed
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
23. Agency Creativity: Problems & Challenges
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
24. Problems & Challenges
Designers feel reluctant to
employ creative methods
(hey, they can’t even brainstorm properly)
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
25. Problems & Challenges
The physical environment is
often quite discouraging
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
27. Problems & Challenges
Client briefs and agency debriefs are
often unhelpful and uninspiring
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
28. Problems & Challenges
Poor understanding of end-users
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
29. Problems & Challenges
The agency culture is either
too autocratic or too democratic
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
30. Problems & Challenges
Big divide between strategy and design
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
31. Problems & Challenges
Designers do not always see
(or want to see) the big picture
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
32. Problems & Challenges
Limited creative exploration
(in terms of sources and time spent)
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
33. Problems & Challenges
Creativity seems confined to a rather
limited part of the design process
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
34. Problems & Challenges
Designers do not want to or know how
to collaborate with non-designers
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
35. Problems & Challenges
Agencies do not know how
to charge properly for creativity
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
36. Problems & Challenges
No evaluation, no feedback, no learning,
no knowledge transfer, no nothing
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
37. Agency Creativity:
Suggestions & Recommendations
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
38. Suggestions & Recommendations
Create a systematic process for creativity
and develop a comprehensive tool kit
(and teach people how to use it!)
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
40. Suggestions & Recommendations
Creativity – 10 core methods
Brainstorm List & Twist Challenge Unblock Visualise
Change Reverse/ Screen &
Associate Provoke
Perspective Oppose Evaluate
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
41. Suggestions & Recommendations
Creativity – 10 core methods
Associate
Brainstorm Visualise
Screen &
List & Twist
Evaluate
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
42. Suggestions & Recommendations
End-users are a wonderful source of inspiration
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
43. Suggestions & Recommendations
People-Centred Research – 10 core methods
Search & Enact & Deconstruct
Ask & Listen Track & Map
Study Perform & Reveal
Observe & Measure & Empower Demonstrate Cluster &
Probe Calculate & Consult & Validate Humanise
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
44. Suggestions & Recommendations
Apply creative principles and tools to
rethink and reframe problem definitions
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
45. Suggestions & Recommendations
Principles & tools:
Identify and challenge client viewpoints, assumptions,
preconceptions, prejudices, contradictions, etc.
Change perspective – identify stakeholders and investigate
their viewpoints, assumptions, etc.
Identify causes and effects
Generate plenty of alternatives
Tools: 5 Why’s, fishbone diagrams, systems thinking,
deconstruction, OPV, C&S, reversal, reframing,
brainstorming, metaphors & analogies, etc.
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
46. Suggestions & Recommendations
Employ creative tools throughout the entire
development and design process
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
47. Suggestions & Recommendations
Work in multi-disciplinary teams
(and not just designers)
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
48. Suggestions & Recommendations
Encourage feedback from insiders and outsiders
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
49. Suggestions & Recommendations
Co-create with clients, end-users, students, etc.
(tap into their creativity)
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
52. Suggestions & Recommendations
Reevaluate and redefine the role of the designer
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
53. Suggestions & Recommendations
Expose the agency to new stimuli
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
54. Suggestions & Recommendations
Visualise, prototype and test
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
55. Suggestions & Recommendations
Create stimulating meeting spaces and places
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
57. Suggestions & Recommendations
Store creative approaches, ideas, solutions, etc.
(and make them accessible for everybody)
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
58. Suggestions & Recommendations
Evaluate agency creativity
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
59. Suggestions & Recommendations
Inputs Process Outputs Outcomes
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
60. Summing Up
Agency Creativity:
Definitions & Boundaries
Myths & Half-Truths
Problems & Challenges
Suggestions & Recommendations
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
61. How do you nourish creativity in your agency?
Let’s share our best ideas (and best-kept secrets).
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
62. Nourishing Creativity at an Agency level
Methods & tools
Organisational culture
Organisation
Leadership/management
Process(es)
Training/Education
Recruitment
Activities
Environment/Settings
Systems (reward systems, knowledge management systems, trend watching systems, etc.)
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
63. Thank you and please keep in touch!
Robert Bau
robert.bau@mindyourtablemanners.com
+447887718240
mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009