This document discusses design thinking and the design process. It argues that the traditional artifact-oriented design process, where the designer focuses only on creating the object, is flawed. Instead, it promotes an experience-oriented process where the designer focuses first on designing scenarios of how people will interact with and experience a product. The key aspects are empathizing with user needs and designing for useful experiences rather than just making things. For true design thinking to occur, the designer must genuinely care about how the product impacts people.

1. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
WHERE
DOES
DESIGN
THINKING
START
ARSENYEV RODION
RED KEDS
ANATOMY
OF DESIGN
THINKER
POWER
OF GOOD

2. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
PLEASED TO MEET YOU
DESIGN DIRECTOR
ART DIRECTOR
TEACHER

3. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
THIS IS OBVIOUS!
ORLY?
ATTENTION! TRIVIALITY DETECTED!

4. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
PEOPLE ARE REAL
We do things for people. They exist.
They are real!
FOUNDATIONS
EVERYONE IS A HAPPINESS SEEKER
Everyone wants to be happy. Even you!
PEOPLE HAVE MANY NEEDS
TO BE FULFILLED
Food, sleep and … those aren’t the only ones.
There’s lots of them.

5. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
OUR LITTLE
BIG SECRET
CHAPTER NUMBER ONE

6. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
IT’S SIMPLE AND CLEAR
BIGBADABOOM
WE CARE

7. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
DESIGN THINKING IS WHEN YOU’RE TRULY CONCERNED WITH THE SUBJECT
THE MOST POWERFUL WEAPON OF DESIGN
THINKER: THE ABILITY TO CARE

8. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
BIGBADABOOM
М
О
I
V S
Т
R
U
E
P
R
О
C
Е
S
S
U
G
O
L
A
IT’S SIMPLE AND CLEAR
T
C
A S
E
D
O
WE CARE

9. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
WE CARE
ABOUT PEOPLE
BIGBADABOOM
М
О
I
V S
Т
R
U
E
P
R
О
C
Е
S
S
U
G
O
L
A
IT’S SIMPLE AND CLEAR
T
C
A S
E
D
O
WE CARE

10. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
WE CARE
ABOUT PEOPLE
WE CARE
ABOUT PEOPLE’S
NEEDS AND EXPERIENCE
BIGBADABOOM
М
О
I
V S
Т
R
U
E
P
R
О
C
Е
S
S
U
G
O
L
A
IT’S SIMPLE AND CLEAR
T
C
A S
E
D
O
WE CARE

11. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
WE CARE
ABOUT PEOPLE
WE CARE
ABOUT PEOPLE’S
NEEDS AND EXPERIENCE
BIGBADABOOM
М
О
I
V S
Т
R
U
E
P
R
О
C
Е
S
S
U
G
O
L
A
IT’S SIMPLE AND CLEAR
T
C
A S
E
WE CARE
ABOUT DESIGN
PRODUCTS
D
O
WE CARE

12. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
WE CARE
ABOUT PEOPLE
WE CARE
ABOUT PEOPLE’S
NEEDS AND EXPERIENCE
WE CARE
ABOUT BUSINESS
GOALS
BIGBADABOOM
М
О
I
V S
Т
R
U
E
P
R
О
C
Е
S
S
U
G
O
L
A
IT’S SIMPLE AND CLEAR
T
C
A S
E
WE CARE
ABOUT DESIGN
PRODUCTS
D
O
WE CARE

13. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
THE BIG IDEA

14. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
THE BIG IDEA
FOR ME
DESIGN THINKING
IS THE SKILL OF EMPATHY
The naked truth is that
we sell our caring.

15. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
THE BIG IDEA
FOR ME
DESIGN THINKING
IS THE SKILL OF EMPATHY
The naked truth is that
we sell our caring.
People don’t want
brands.
They want good and
experience.
DESIGN
IS NOT FOR
THE BRANDS.
IT’S FOR PEOPLE!

16. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
DESIGNER IS NOT
THE KEY PERSON
IN DESIGN PROCESS
PEOPLE WHO USE
DESIGN PRODUCTS
ARE THE KEYS
SIGNIFICANT STATEMENTS
Design in not
an art. It’s a tool that we
use to make people
happier. To design things
driven by selfish reasons
is the professional
deadlock.

17. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
THINK WITH YOUR
HEART
FEEL WITH YOUR
BRAIN
CHAPTER NUMBER TWO

18. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
LOST IN TRANSLATION
HOW
DO WE
UNDERSTAND
DESIGN?

19. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
WORLD OF WORDS
DETERMINATION
Design is the creation of a
plan or convention for the
construction of an object or
a system (as in
architectural blueprints,
engineering
drawing,business process,
circuit diagrams and
sewing patterns). Design
has different connotations
in different fields (see
design disciplines below).
In some cases the direct
construction of an object
(as in pottery, engineering,
management, cowboy
coding and graphic design)
is also considered
to be design.
VISUAL DESIGN
URBAN DESIGN
WEB DESIGN
SOFTWARE DESIGN
SERVICE DESIGN
PROCESS DESIGN
PRODUCT DESIGN
PRODUCT DESIGN
LIGHTING DESIGN
INTERIOR DESIGN
INTERACTION DESIGN
INSTRUCTIONAL DESIGN
INDUSTRIAL DESIGN
GRAPHIC DESIGN
FASHION DESIGN
GAME DESIGN
ENGINEERING DESIGN
COMMUNICATION DESIGN

20. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
WORLD OF WORDS
DETERMINATION
Design is the creation of a
plan or convention for the
construction of an object or
a system (as in
architectural blueprints,
engineering
drawing,business process,
circuit diagrams and
sewing patterns). Design
has different connotations
in different fields (see
design disciplines below).
In some cases the direct
construction of an object
(as in pottery, engineering,
management, cowboy
coding and graphic design)
is also considered
to be design.
VISUAL DESIGN
URBAN DESIGN
WEB DESIGN
SOFTWARE DESIGN
SERVICE DESIGN
PROCESS DESIGN
PRODUCT DESIGN
PRODUCT DESIGN
LIGHTING DESIGN
INTERIOR DESIGN
INTERACTION DESIGN
INSTRUCTIONAL DESIGN
INDUSTRIAL DESIGN
GRAPHIC DESIGN
FASHION DESIGN
GAME DESIGN
ENGINEERING DESIGN
COMMUNICATION DESIGN

21. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
DESIGN
IS NOT
A SCIENCE
SOME THINGS NEED NO DEFINITION TO BE UNDERSTOOD

22. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
DESIGN
IS
BELIEF
YOU NEED TO FEEL TO UNDERSTAND

23. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
BELIEF
IN PEOPLE
DESIGN IS
They exist! They are real!
Belief in their problems.
They are like you.

24. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
BELIEF
IN USEFULNESS
DESIGN IS
People wants to be happy.
We can help.
Useless design is absurdness.
The deadlock for all.
They are like you.

25. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
BELIEF
IN YOURSELF
DESIGN IS
It’s really hard to believe in yourself until you
start to believe in other people.
We have to do something for people,
but they have no need to say thank you.
You are the same as them.

26. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
HUMAN
DESIGNER
DESIGN PRODUCT
CHAPTER NUMBER THREE: EXPERIENCE-ORIENTED DESIGN PROCESS SCHEME

27. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
CLASSIC ARTIFACT-ORIENTED
DESIGN PROCESS SCHEME
IMPULSES
Designer
DESIGN
ARTIFACT
Design product People who use
design things
In this case the designer stop
caring about the design product
after he finishes it.
Designer only thinks about the
artifact that he’s creating at the
moment: about content and the
formal appearance.

28. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
CLASSIC ARTIFACT-ORIENTED
DESIGN PROCESS SCHEME
IMPULSES
Designer
DESIGN
ARTIFACT
Design product
Most people think that design happens
in this area
People who use
design things
In this case the designer stop
caring about the design product
after he finishes it.
Designer only thinks about the
artifact that he’s creating at the
moment: about content and the
formal appearance.

29. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
We have two impulses. The first
one is when designing of an artifact
happens. The second is when the
design artifact interacts with people.
In this case we have a problem.
Both impulses are completely
separated from each other.
This is the artifact-oriented design
process that lead us to everywhere
but usefulness for the people.
CLASSIC ARTIFACT-ORIENTED
DESIGN PROCESS SCHEME
IMPULSES
Designer
DESIGN
ARTIFACT
Design product People who use
design things

30. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
Impulse #1
We have two impulses. The first
one is when designing of an artifact
happens. The second is when the
design artifact interacts with people.
In this case we have a problem.
Both impulses are completely
separated from each other.
This is the artifact-oriented design
process that lead us to everywhere
but usefulness for the people.
CLASSIC ARTIFACT-ORIENTED
DESIGN PROCESS SCHEME
IMPULSES
Designer
DESIGN
ARTIFACT
Design product People who use
design things

31. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
Impulse #1 Impulse #2
We have two impulses. The first
one is when designing of an artifact
happens. The second is when the
design artifact interacts with people.
In this case we have a problem.
Both impulses are completely
separated from each other.
This is the artifact-oriented design
process that lead us to everywhere
but usefulness for the people.
CLASSIC ARTIFACT-ORIENTED
DESIGN PROCESS SCHEME
IMPULSES
Designer
DESIGN
ARTIFACT
Design product People who use
design things

32. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
Impulse #1 Impulse #2
We have two impulses. The first
one is when designing of an artifact
happens. The second is when the
design artifact interacts with people.
In this case we have a problem.
Both impulses are completely
separated from each other.
This is the artifact-oriented design
process that lead us to everywhere
but usefulness for the people.
CLASSIC ARTIFACT-ORIENTED
DESIGN PROCESS SCHEME
IMPULSES
Designer
DESIGN
ARTIFACT
Design product People who use
design things

33. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
IT’S ALL ABOUT THE EXPERIENCE, BABY!
We do not create design things first.
We design the experience which
is connected to an artifact that we
create.
Design artifact is the result of
designing experience scenarios.
EXPERIENCE-ORIENTED
DESIGN PROCESS SCHEME
DESIGN
ARTIFACT
Designer Design product People who use
design things

34. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
IT’S ALL ABOUT THE EXPERIENCE, BABY!
We do not create design things first.
We design the experience which
is connected to an artifact that we
create.
Design artifact is the result of
designing experience scenarios.
For me, the real design area is here
Experience
EXPERIENCE-ORIENTED
DESIGN PROCESS SCHEME
DESIGN
ARTIFACT
Designer Design product People who use
design things

35. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
IT’S ALL ABOUT THE EXPERIENCE, BABY!
We do not create design things first.
We design the experience which
is connected to an artifact that we
create.
Design artifact is the result of
designing experience scenarios.
For me, the real design area is here
Experience
EXPERIENCE-ORIENTED
DESIGN PROCESS SCHEME
DESIGN
ARTIFACT
Designer Design product People who use
design things

36. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
IT’S ALL ABOUT THE EXPERIENCE, BABY!
We do not create design things first.
We design the experience which
is connected to an artifact that we
create.
Design artifact is the result of
designing experience scenarios.
For me, the real design area is here
Experience
EXPERIENCE-ORIENTED
DESIGN PROCESS SCHEME
DESIGN
ARTIFACT
Designer Design product People who use
design things

37. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
IT’S ALL ABOUT THE EXPERIENCE, BABY!
We do not create design things first.
We design the experience which
is connected to an artifact that we
create.
Design artifact is the result of
designing experience scenarios.
For me, the real design area is here
Experience
EXPERIENCE-ORIENTED
DESIGN PROCESS SCHEME
DESIGN
ARTIFACT
Designer Design product People who use
design things

38. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
IT’S ALL ABOUT THE EXPERIENCE, BABY!
We do not create design things first.
We design the experience which
is connected to an artifact that we
create.
Design artifact is the result of
designing experience scenarios.
For me, the real design area is here
Experience
EXPERIENCE-ORIENTED
DESIGN PROCESS SCHEME
DESIGN
ARTIFACT
Designer Design product People who use
design things

39. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
FIRST GOES FIRST
DESIGNING
IS A PROCESS
OF CREATING
SCENARIOS
OF INTERACTIONS
DESIGN
ARTIFACT

40. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
WE SHOULD BECOME
THE USER OF OUR
PRODUCT BEFORE
WE CREATE IT
A Curriculum Statement
Designing Experiences, Not Objects
Meredith Davis
AIGA Journal of Interaction Design Education
November 2000
“THE CONCLUSION REACHED
BY THIS GROUP IS THAT
DESIGN IS INCREASINGLY
LESS ABOUT CREATING
OBJECTS AND MORE ABOUT
CREATING CONDITIONS THAT
SUPPORT USER EXPERIENCES,
AND THAT THIS EXPERIENTIAL
NATURE OF INTERACTIVE
COMMUNICATION AND PRODUCTS WILL
ONLY ACCELERATE UNDER RAPID
TECHNOLOGICAL DEVELOPMENT
THAT REDUCES THE NEED TO BE
IN A PARTICULAR PLACE AT
A PARTICULAR TIME TO
ACCOMPLISH A TASK..”
TIP AND TRICK
DESIGN
ARTIFACT

41. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
YOU CAN’T
CREATE
EXPERIENCE
IF
YOU DON’T
CARE
HERE IS THE EXAMPLE
KEETRA DEAN DIXON
ANONYMOUS HUGGING, ALASKA, 2008

42. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
YOU CAN’T
CREATE
EXPERIENCE
IF
YOU DON’T
CARE
HERE IS THE EXAMPLE
Experience
KEETRA DEAN DIXON
ANONYMOUS HUGGING, ALASKA, 2008

43. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
YOU CAN’T
CREATE
EXPERIENCE
IF
YOU DON’T
CARE
HERE IS THE EXAMPLE
Experience
Idea
KEETRA DEAN DIXON
ANONYMOUS HUGGING, ALASKA, 2008

44. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
YOU CAN’T
CREATE
EXPERIENCE
IF
YOU DON’T
CARE
HERE IS THE EXAMPLE
Experience
Design artifact
Idea
KEETRA DEAN DIXON
ANONYMOUS HUGGING, ALASKA, 2008

45. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
YOU CAN’T
CREATE
EXPERIENCE
IF
YOU DON’T
CARE
HERE IS THE EXAMPLE
Experience
Designer
Design artifact
Idea
KEETRA DEAN DIXON
ANONYMOUS HUGGING, ALASKA, 2008

46. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
THEY ARE
AS REAL
AS WE ARE
BULLET PROOF

47. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
AS REAL AS WE ARE

48. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
AS REAL AS WE ARE

49. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
THE CORES
OF DESIGN
THINKING
CHAPTER NUMBER FOUR

50. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
DO CARE
6 CORE MUSCLES OF DESIGNER’S HEART

51. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
HONESTY
6 CORE MUSCLES OF DESIGNER’S HEART

52. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
CONSCIOUSNESS
6 CORE MUSCLES OF DESIGNER’S HEART

53. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
COMMON SENSE
6 CORE MUSCLES OF DESIGNER’S HEART

54. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
DESIGN SKILLS
6 CORE MUSCLES OF DESIGNER’S HEART

55. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
TECHNOLOGY’S LOVER
6 CORE MUSCLES OF DESIGNER’S HEART

56. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
CONCLUSION
LET’S STRESS IT AGAIN

57. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
3 SIMPLE THINGS
TO REMEMBER
ANATOMY OF DESIGN THINKING

58. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
3 SIMPLE THINGS
TO REMEMBER
ANATOMY OF DESIGN THINKING
WHO
People and their needs

59. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
3 SIMPLE THINGS
TO REMEMBER
ANATOMY OF DESIGN THINKING
HOW
Design and technologies
WHO
People and their needs

60. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
WHAT
Usefulness and experience
3 SIMPLE THINGS
TO REMEMBER
ANATOMY OF DESIGN THINKING
HOW
Design and technologies
WHO
People and their needs

61. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
GRAND
MOTIVATION
HOW ABOUT THE MOTIVATION?

62. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
GRAND MOTIVATION
WE‘RE ALL
GONNA
DIE

63. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
PENULTIMATE SLIDE
“THEY SAY THAT
DEATH KILLS YOU,
BUT DEATH DOESN'T
KILL YOU. BOREDOM
AND INDIFFERENCE
KILL YOU”

64. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013
THANK YOU!