What exactly is "Design" - its an inflationary used word with very different meanings. I would like to present an idea how to specify "Design"

1. ON DESIGN.
THORSTEN JANKOWSKI

2. WHAT IS DESIGN?

3. CAKE DESIGN
ECO DESIGN
DATABASE DESIGN
DESIGNER-OUTFIT
DESIGNER-CLOTHES
ARCHITECTURE DESIGN
WORKPLACE DESIGN
DESIGNER FOOD
LIFESTYLE DESIGN
INTERFACE DESIGN
INTERACTION DESIGN
CAR DESIGN
MAKEUP DESIGN
HAIR DESIGN
NAIL DESIGN

4. AND WHAT’S NOT DESIGN?

5. DESIGN
≠
TASTE

6. DESIGN
≠
FORM

7. DESIGN
≠
COLOUR

8. DESIGN
≠
ORNAMENT

9. DESIGN
≠
NICE IMAGES

10. SOME UGLY WORDS.

11. „MAKE IT NICE!“

12. „LOOKS COOL!“

13. „SEXY LAYOUT…“

14. ALL NOT WRONG.
BUT ALSO NOT RIGHT.

15. SOME GOOD WORDS.

16. „WORKS GOOD!“

17. „FEATURES
WHAT I NEED“

18. „MAKES SENSE“

19. NOW WE AREN’T VERY
MUCH SMARTER, RIGHT?

20. MAYBE I SHOULD
EXPLAIN IT IN GERMAN

21. GESTALTUNG.
THE GERMAN WORD FOR DESIGN.

22. GESTALTUNG.
IT MEANS: CREATE A CONCEPT FOR SOMETHING

23. GESTALTUNG.
IT MEANS: GIVE SOMETHING A MEANING

24. GESTALTUNG.
IT MEANS: CREATE A CONCRETE FORM OR VISUALIZATION

25. ETWAS EINE
GESTALT GEBEN
IT MEANS: GIVE SOMETHING A SHAPE

26. SOUNDS LIKE A RAW
BRIEFING, HM?

27. WHAT IS
„EINE GESTALT“?
SOMETHING UNCONCRETE
SOMETHING UNSHARP
SOMETHING UNKNOWN

28. HOW CAN I GIVE SOMETHING
UNCONCRETE, UNSHARP AND UNKNOWN
A CONCEPT, A MEANING, A FORM, A VISUALIZATION: A SHAPE?

29. MAKE FRIEND WITH
THE UNKNOWN.

30. UNDERSTAND
THE TASK.

31. BUILD EMPATHY.

32. EMPATHY FOR:
THE TASK
THE STAKEHOLDERS
THE BUSINESS
THE USERS
THE TECHNOLOGY
THE UNKNOWN

33. SOUNDS LIKE
USER CENTERED
DESIGN, HM?

34. OR LIKE
DESIGN THINKING?

35. YES, BUT…

36. THAT’S ONLY ONE
SIDE OF THE MEDAL.

37. UCD & DT DELIVER:
INSIGHTS,
CONCEPTS,
BUSINESS MODELS,
PROTOTYPES,
BLUEPRINTS,
ROADMAPS,
ETC.

38. BASED ON
USER NEEDS.

39. UCD AND DT DO
NEITHER FOCUS ON
DESIGN STRATEGY
OR IMPLEMENTATION.

40. FLASHBACK:
MAKE FRIEND WITH THE UNKNOWN.
UNDERSTAND THE TASK.
BUILD EMPATHY.

41. PLUS?

42. A UNIQUE
UNDERSTANDING OF:
PRINCIPLES.
VALUES.
RULES.

43. USER NEEDS
+
(PRINCIPLES + VALUES + RULES)
=
DESIGN SYSTEM

44. IF YOU BUILD YOUR PRODUCT, SERVICE OR SYSTEM ON
INSIGHTS OF USER NEEDS AND YOUR FOUNDATION ARE
DESIGN PRINCIPLES, GUIDELINES, REUSABLE BEST PRACTICES
AND ASSETS, THE CONCRETE DESIGN IS A LOGICAL
CONSEQUENCE.

45. HOW?

46. EMPOWER YOUR TEAM* TO BUILD & USE:
UCD, DT, AGILE & UX METHODS (USE ALL WHAT FITS FOR YOU)
DESIGN PRINCIPLES
LIVING AND ADAPTIVE STYLEGUIDES
COMMON, OPEN AND COLLABORATIVE STANDARDS
HEAVY MULTICHANNEL COMMUNICATION
INFORMAL NETWORKS
*OH YES, YOU NEED A SPECIALIZED TEAM, BTW.

47. EINFACH MACHEN.
THORSTEN JANKOWSKI