The document discusses the design attitude and process. It emphasizes that design is about doing, prototyping, and iterating rather than just thinking. Designers engage in an open-ended process that involves risk, change, and improvisation. They make ideas visible through prototypes in order to deeply understand problems and envision solutions. The document also references Apple's approach of developing 10 concepts, narrowing to 3 prototypes, and ultimately deciding on 1 strong solution. Overall, it portray's design as an empathetic, sensory-based process aimed at creating positive change.

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design attitude

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a mindset that contrasts
with decision mindset

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it is not about
“look & feel”

4. it is not about
“THINKING”

5. it is about
DOING

6. designers re-frame

11. Apple’s secret
weapon?

15. 1950s seaports

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21. designers prototype

22. Language is convincing.
Seeing is believing.
Touching is reality.

23. physically engaging with
a n a c t u a l o b j e c t
p ro d u c e s a d e e p e r
u n d e r s t a n d i n g ; i t
stimulates the kind of
intuition that is often
critical to a designer.
Although one can study and understand a
concept through literature and diagrams,

24. “I think with my hands.
My process balances analytic
study, based very much on
research, with, in the end, a
purely intuitive gesture.”

25. The aim of art and meditation
is to produce attentiveness
and quiet the mind so that it
can discard pre-existing
ideas in order to see what is
real.
Milton Glaser
Drawing is Thinking

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27. designers iterate

30. Apple’s 10 to 3 to 1
Apple’s designers come up with 10
entirely different mock ups of any new
feature...Later they whittle that number
to three, spend more months on those
three and then finally end up with one
strong decision.

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32. designers improvise

34. Open-ended
• engaging uncertainty
• accepting risk
• avoiding premature closure
• enjoying improvisation
• embracing change
Bringing to life
• manifesting ideas
• making visible
Empathic
• focus on the human side
• empathize with customers
• commercial empathy
• deep (authentic) listening
Multi-dimensional
• seeing the whole
• analytic-synthetic loops
• reconciling objectives
Sensory
• thinking through drawing
• relying upon tacit knowing
• feeling aesthetically
Design Attitude
acting to create
a better future