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Introduction to design thinking
- 2. Making the simple complicated is commonplace; making the
complicated simple, awesomely simple, that's creativity.” Ch. Mingus
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 4. About design, as an activity
Design is a creative activity whose aim is to establish the multi-faceted qualities of
objects, process, services, and their systems in whole life cycles. Therefore design is
the central factor of innovative humanisation of technologies and the crucial factor
of cultural and economic exchange.
ICSID (International Council Society of Industrial Design)
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 5. About design, as an activity
50 design disciplines listed on wikipedia: experience ecosystems
viability
samples of Apple design activities
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 6. About design, as a methodology
Design is a creative synthesis activity @ the junction of:
feasibility(technology)/desirability(people & environment)/viability(business)
feasibility desirability
design
viability
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 7. About design, as a methodology
Design is a creative synthesis activity @ the junction of:
• top-down approach: a value-led experience system: an ethos, a culture, a zeitgeist,
un imaginaire, encapsulated in a brand.
• bottom-up approach: a usage and people-led experience system: focusing on
people’s needs.
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 8. About design, as a methodology
Design is a creative synthesis activity: aiming at balancing 3 values.
Desirable
design
usable useful
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 9. About design, as a methodology
Design is a creative synthesis activity: aiming at balancing experiential qualities.
viceral calimorphic
cognitive practical
experience
experience experience
bebavioural reflective experiential socioplastic
sensorial emotionnal
Nokia’s DNA experience model Donald Norman’s experience model Stephane Vial’s experience model
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 10. About design, as a methodology
Design is a creative synthesis activity processing a an abductive thinking: a logic
inference described as ‘guessing’ and ‘projecting’: dessin à dessein.
This approach values:
• rapid iterative trials & errors process: prototyping
• a holistic vision within which the whole is greater than the sum of its parts: gestalt
Ideo medical tool rapid prototype out os stationary features vs gestalt, the CD player feature list vs the Muji CD player list
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 12. Important background about innovation
The myth of methodology, in short form, is the belief that a playbook exists
for innovation. Scott Berkun, The myths of innovation.
Without change there is no innovation, creativity or incentive for improvement.
Those who initiate change will have better opportunity to manage the change
that is inevitable. C. William Pollard, the soul of the firm.
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 13. About cognition or how people learn and adapt
Piaget: To solve experience B, a child builds on previous experience A... from this
comes the concept of affordances: actions possibilities that are readily perceivable
by an actor from remembered experiences... this is an adbuctive thinking process
therefore...
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 14. About cognition or how people learn and adapt
• There is no such a thing as disruption in usage: disruption is a marketing concept.
• There is a tension for the designer between addressing a marketing need to
value the perception of a disruption / people’s need to capitalise on experience.
• There is a tension between 3 mental models: design/maintenance/use...
• There is no such absolute concept as simplicity without an understanding of what
a user knows from a personal and a cultural point of view. what we think as
natural is to a large extend learnt, then projected on affordances/feedbacks.
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 15. About cognition or how people learn and adapt
For example, the desktop metaphor was purposefully referring to real world
objects as metaphors to help one grasp the abstraction of a digital ‘space’.
And this is not exclusive to digital devices.
original desktop metaphor
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 16. About cognition or how people learn and adapt
Understanding affordances happens everyday. While facing an un-experienced
situation, we will aim at capitalising on our knowledge to speculate how
something works:
door push/pull? door push/pull?
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 17. About cognition or how people learn and adapt
BBC NEWS | UK | Magazine | Giving up my iPod for a Walkman 03/04/2011 12:41
BBC NEWS | UK | Magazine | Giving up my iPod for a Walkman BBC NEWS | UK | Magazine | Giving up my iPod for a Walkman
03/04/2011 12:41 03/04/2011 12:41
In some classes in school they let me listen to music and one each boasting bigger and better features than its predecessor, it is
teacher recognised it and got nostalgic. hard to imagine the prospect of purchasing and using a bulky
cassette player instead of a digital device.
It took me three days to figure out that there was another side to
the tape. That was not the only naive mistake that I made; I Furthermore, there were a
Page last updated at 10:10 GMT, Monday, 29 June 2009 11:10 UK mistook the metal/normal switch on the Walkman for a genre- number of buttons protruding
News Front Page
specific equaliser, but later I discovered that it was in fact used to from the top and sides of this
E-mail this to a friend Printable version switch between two different types of cassette. device to provide functions such
as "rewinding" and "fast-
Africa
Giving up my iPod for a Walkman Another notable feature that the
iPod has and the Walkman doesn't I managed to create an forwarding" (remember those?),
impromptu shuffle feature simply which added even more bulk.
Americas is "shuffle", where the player by holding down 'rewind' and
Asia-Pacific
selects random tracks to play. Its releasing it randomly As well as this, the need for
In today's Magazine
a function that, on the face of it, changing tapes is bothersome in
Europe
Big beasts the Walkman lacks. But I managed to create an impromptu shuffle itself. The tapes which I had Music on the move
Middle East
How elephants helped to feature simply by holding down "rewind" and releasing it randomly - could only hold around 12 tracks
South Asia shape human history, by effective, if a little laboured. each, a fraction of the capacity of the smallest iPod.
UK David Cannadine
I told my dad about my clever idea. His words of warning brought Did my dad, Alan, really ever think this was a credible piece of
England
Change a-coming home the difference between the portable music players of today, technology?
Northern Ireland
Justin Webb on which don't have moving parts, and the mechanical playback of old.
Scotland America's love affair with "I remembered it fondly as a way to enjoy what music I liked, where
In his words, "Walkmans eat tapes". So my clumsy clicking could
Wales progress I liked," he said. "But when I see it now, I wonder how I carried it!"
have ended up ruining my favourite tape, leaving me music-less for
UK Politics the rest of the day.
Audience of one
Education WALKMAN 1, MP3 PLAYER 0
Would you watch a play
Magazine When the Sony Walkman was launched, 30 years ago Digital relief
all on your own?
But it's not all a one-way street when you line up a Walkman against
Business this week, it started a revolution in portable music. But Throughout my week using the Walkman, I came to realise that I
an iPod. The Walkman actually has two headphone sockets, labelled
Health have very little knowledge of technology from the past. I made a
how does it compare with its digital successors? The 7 days quiz A and B, meaning the little music that I have, I can share with
Science & Environment What now for Paul the number of naive mistakes, but I also learned a lot about the
Magazine invited 13-year-old Scott Campbell to swap friends. To plug two pairs of headphones in to an iPod, you have to
Technology eight-limbed oracle? grandfather of the MP3 Player.
buy a special adapter.
Entertainment
his iPod for a Walkman for a week. You can almost imagine the excitement about the Walkman coming
Another useful feature is the power socket on the side, so that you
Also in the news out 30 years ago, as it was the newest piece of technology at the
My dad had told me it was the iPod of its day. Magazine regulars can plug the Walkman into the wall when you're not on the move.
----------------- time.
But given the dreadful battery life, I guess this was an outright
Video and Audio
-----------------
He had told me it was big, but I hadn't realised he meant THAT big. Tweetbook Perhaps that kind of anticipation necessity rather than an extra function.
Programmes It was the size of a small book. Say goodbye to and excitement has been
worktime boredom. Scott Campbell co-edits his own news website, Net News Daily.
Have Your Say When I saw it for the first time, its colour also struck me. Nowadays somewhat lost in the flood of new
Follow us on Facebook
gadgets come in a rainbow of colours but this was only one shade - or Twitter products which now hit our
In Pictures
shelves on a regular basis. Return to link
Country Profiles a bland grey. Magazine Monitor
Paper Monitor, Your Letters, Quote of the
Special Reports So it's not exactly the most LISTEN UP TEENAGERS... THE Day, Caption Competition and more Personally, I'm relieved I live in
the digital age, with bigger A selection of your comments appears below.
aesthetically pleasing choice of CLASSIC WALKMAN EXPLAINED
Related BBC sites choice, more functions and
music player. If I was browsing in Oh, I remember being so jealous of my classmates who had
Sport
a shop maybe I would have smaller devices. I'm relieved that Walkmans. When they first came out, they were over $200. Such joy
Weather
MOST POPULAR STORIES NOW
chosen something else. the majority of technological when the cheap electronics brands started making them! Every long
On This Day SHARED READ WATCHED/LISTENED advancement happened before I trip, I carried a big bag full of tapes and extra batteries. When the
Editors' Blog From a practical point of view, the was born, as I can't imagine iPod came out, I was in awe at the idea of being able to carry my
BBC World Service Walkman is rather cumbersome, Sheen live show bombs in Detroit
having to use such basic entire music collection in one small device that would fit in my
and it is certainly not pocket- French take over Abidjan airport equipment every day. pocket. I'd never trade my iPod for a Walkman, of course, but this
sized, unless you have large Fukushima workers' bodies found The Walkman was a nostalgic sight for brought back some great memories, and I really enjoyed the article.
pockets. It comes with a handy Having said all that, portable
Scott's parents Maybe next you should try out a Commodore 64 for a week?
Fighting resumes in Libyan cities music is better than no music.
belt clip screwed on to the back, Michelle, Portland, Oregon, USA
yet the weight of the unit is Afghan Koran protests spreading
Now, for technically curious readers, I've directly compared the
enough to haul down a low-slung Transocean executives get bonuses portable cassette player with its latter-day successor. Here are the The one he is using now should be the earliest stage of Walkman
pair of combats. main cons, and even a pro, I found with this piece of antique history. I still remember my last walkman 8 years ago was actually
US jets grounded after hole scare
technology. powered by a single AAA battery only and can last for few hours. I
When I wore it walking down the Thousands are missing in Mexico agree perfectly to what he said about '.... with a satisfying clunk " o
street or going into shops, I got men... this was absolutely a SATISFACTION !!
UN Gaza report 'should be buried'
strange looks, a mixture of Chester Kev, Malaysia
Joy and desolation after cricket final SOUND
surprise and curiosity, that made
1: Clunky buttons
me a little embarrassed. This is the function that matters most. To make the music play, you You mention the lack of capacity and the limited number of tracks
2: Switch to metal (that's a type of Most popular now, in detail
push the large play button. It engages with a satisfying clunk, unlike you could carry around, I seem to quite merrily recall ALSO carrying
As I boarded the school bus, cassette, not heavy rock music)
the finger tip tap for the iPod. around a slick over the shoulder carry case for up to 20 cassettes
where I live in Aberdeenshire, I 3: Battery light - usually found
flickering in its death throes should my friends and I be heading out. And all the song lyrics were
was greeted with laughter. One When playing, it is clearly evident that the music sounds significantly handily printed out on the inside of the cassette cover, how ingenius
4: Double headphone jack (not to
boy said: "No-one uses them any different than when played on an MP3 player, mainly because of the was that!
be found on an iPod)
more." Another said: "Groovy." hissy backtrack and odd warbly noises on the Walkman. Andrew McCreath, Wateringbury, Kent
5: Door ejects - watch out for
Yet another one quipped: "That flying tapes and eye injuries
would be hard to lose." The warbling is probably because of the horrifically short battery life; Memories! I still have exactly the same model that Scott used for his
Walkman v iPod: Scott's verdict it is nearly completely dead within three hours of firing it up. Not review - brought back floods of memories from the 80s - especially
My friends couldn't imagine their long after the music warbled into life, it abruptly ended. using the double headphone socket so my girlfriend (now wife) and I
parents using this monstrous box, but there was interest in what the could share Phil Collins (!?). Between myself and my 3 kids I've now
thing was and how it worked. bought every model of iPod/Phone, but I doubt I'll have those
CONVENIENCE
memories again.
With the plethora of MP3 players available on the market nowadays, Jim Mantle, Melbourne, Australia
http://news.bbc.co.uk/2/hi/8117619.stm Page 1 of 6
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Page Page 3 of 6
BBC experiment on simplicity: asking an iPod’s generation teenager to play a walkman... http://news.bbc.co.uk/2/hi/8117619.stm
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 18. ...therefore...
• design builds on empathy: put your feet in user’s shoes, learn what they know.
• design focuses on people, not users, neither customers: people do connect or
adapt things to fit their life in ways you don’t think of, they hack.
• field observation, and role play in context are fundamental to help one discover
practices, routines, patterns, by nature not verbalised, but grounding innovation.
• iterations, prototyping and testing are key to avoid conceptual speculations.
• design is relevant in context: time, cultural, religious, political, economical, social.
• it is an iterative & collaborative approach.
• it is a holistic vision: the hole is bigger than the sum of its parts: gestalt
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 19. Why is the design-driven innovation
now popular?
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 20. Failed futures
Deductive practices are failing to predict future.
Future forecast are only 20-25% right (Steven Schnaars).
Zeitgeist (60’s: space race, 80’s: virtuality, now UGC: ‘we are the media’) mis-lead us.
Change is not linear and very slow.
Interaction among the various trends are commonly ignored, and unexpected.
Development is by definition not taken into account (John Paulos).
Bad understanding of ‘users’: abstracted, isolated and sillowed target.
The average human myth & modernity: tati’s play time...
... Exceptions always kill modern automations myths.
Making things more natural: mapping reality into artificial intelligence: always fails.
Modernity & utilitarian fallacy.
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 21. Failed futures
Over-optimism, people smile on pics.
Recurring re-invention of the wheel.
Little knowledge of similar attempts (conviction a new project is totally different).
Persuasion this proximal future is the holy grail.
Sincerity!
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 22. Failed futures
Innovation is not linear, Gartner hype cycle.
Gartner technology adoption/hype curve
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 23. Failed futures
Moore’s chasm, a modernist approach versus lifestyle segments, post-modernist.
modern vision of adoption post-modern vision of adoption
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 24. Failed futures
We are designing semi-finished products, open to appropriation.
Hacking and appropriation happen...
Innovation always bring with them un-intended consequences:
• Railways invention have lead the genesis of time zone.
• Transferable communication credit in Africa have lead to the genesis of a parallel
banking system.
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 25. A new renaissance period
We are entering a new renaissance period led by digital technologies
which started to deeply transform our society:
• Less dependance on established forms of authorities.
• Convergence of business (example: media/telecom/web).
• Opening bottom-up innovation.
• Accelerating innovation cycles.
• Enabling co-creation, adaptation, diversion, hacking.
• Provide power to doers.
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 26. ‘Sociologie de l’imaginaire’: now in a post-modern period
This renaissance develops as modern myths die. We are in a post-modern period
with specific myths.
People are more complex, and less predictable than expected during modernist
period, exposing faceted identities rather than unity.
Most research labs, and to some extend marketing, tend to live on modernist myths
which ‘imaginaire’ is now ‘passé’.
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 27. ‘Sociologie de l’imaginaire’: a post-modern period
From Apollon’s myth to Dyonisos myth...
Apollon’s myth: rational persona, autonomous, independant, knowing.
Key values in identity building: ‘emancipation’, control, ‘domestication’, liberation,
intellectualisation.
Temporality: future, long-term, identity formed on ‘conditionnel’, expectation.
Mai 68: ‘le bourgeois ne jouit pas, il thésaurise.’
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 28. ‘Sociologie de l’imaginaire’: a post-modern period
Dionysos’ myth: relational experience, in situ, here and now, avatar, pseudo, friends’
network, tribes, group’s narcissism, from identity to identification dynamic.
Key values in identity building:
Dependancy, sociability, adaptability, connexion,
Temporality: hic & nunc (here & now), ‘utopies interstitielles’.
Mysticism.
Such cultural context is the ground for new innovation practices.
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 29. What is design-driven innovation
or design-thinking?
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 30. Design thinking, definition, wikipedia
Design thinking is a process for practical creative resolution of problems or issues
that looks for an improved future result. It is the essential ability to combine
empathy, creativity and rationality to meet user needs and drive business success.
Unlike analytical thinking, design thinking is a creative process based around the
"building up" of ideas. There are no judgments early on in design thinking. This
eliminates the fear of failure and encourages maximum input and participation in
the ideation and prototype phases. Out-of-the box thinking is encouraged in these
earlier processes since this can often lead to creative solutions.
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 31. Design thinking, definition, wikipedia
In organisation and management theory, design thinking forms part of the
Architecture/Design/Anthropology (A/D/A) paradigm, which characterises
innovative, human-centered enterprises.
This paradigm also focuses on a collaborative and iterative style of work and an
abductive mode of thinking, compared to practices associated with the more
traditional Mathematics/Economics/Psychology (M/E/P) management paradigm.
Design is a creative synthesis building on Gestalt’s theory:
the whole is bigger than the sum of it’s parts.
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 32. Innovation & design
Roberto Vergnanti/Donald Norman
technology technology
technology change
push epiphany
incremental change radical change
or meaning change
design
market pull design
(user centred)
Human
technology
product
Centred
Design
incremental change radical change time
meaning
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 33. Design thinking, a definition, the double diamond model
Design thinking is a creative problem solving process.
As such, it distances design from being reduced to a function in a process.
It encompasses 2 key phases: what is to be design & how to design it well:
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Observe Define Develop Deliver
Observations Insights Concepts Prototypes
Source: Design council/Design Management in 11 companies
Design the right thing Design the thing right
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 34. Design thinking, a definition, the double diamond model
But way too often, I contemplate the ‘concours Lepine’ syndrome: jumping right
from 1 to 3, from a non digested observation to design. Each phase delivers
prototypes to animate debate and decision making.
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di
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Observe Define Develop Deliver
Observations Insights Concepts Prototypes
Source: Design council/Design Management in 11 companies
Design the right thing Design the thing right
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 35. Design, a facilitation skill
Prototyping to animate debate, decision making, to build knowledge, to engage...
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 36. Design, a change managment skill
A good product needs the right culture and the right organisation to exist:
Without change there is no innovation, creativity or incentive for improvement.
Those who initiate change will have better opportunity to manage the change
that is inevitable. C. William Pollard, the soul of the firm.
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 38. References
ideo, the art of innovation,
ideo, the 10 faces of innovation,
ideo, innovation by design
ideo cards,
change by design
m kuniavski, observing the user
d norman, the design of every day things
d norman, emotional design
d norman, designing complexiy
r vergnanti, design driven innovation,
s berkun, the myths of innovation,
designing the perfect design brief,
b borja, design management,
nicolas nova,
stephane hugon.
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
- 39. Design thinking, the double diamond model, tools, samples
Briefing-1 Observe Define Briefing-2 Developp Implementation
Stakeholder interview Ethnography Cluster insights, paterns, needs Sketches Technical feasibility
Organizational structure Journal study Empathy map Wireframes SW architecture
Video-online diary Cluster user archetypes Task analysis HW limitations
Current state analysis Cultural inventory Cluster scenarios archetypes Task flow User ecceptance test
Understand objectives Lucking Journey map User scenario
Quantitative studies Shadowing Power of ten Outputs Comics Outputs
User gegmentation In home interviews 2X2 matrix Insights Storyboard Collaborative design sessions
AEIOU Metaphors matrix Models Navigation concepts with engineers
Trends (tech, social, business) Trend analysis low laddering Competitive audit Participatory design
Card sorting point of view madlib Need analysis IA mapping
Outputs Contextual inquiry point of view metaphor Paper prototypes
Transcripts Experts interviews Point of view want add Digital prototypes
Objectives, constraints, What/How/Why Brainstorming Design sprints
conditions User camera study BodyStorming Iterative design
Schedule Conceptual models Usability test
Value proposition Visual story telling, scenarios Brainstorming
Benchmarking Reverse-brainstorming Defining statements
Heuristic evaluations Design principles Postion mapping
Periodical reviews Value curve
Outputs Mental models
Outputs Design brief-2 Card sorting
Test plan and screener Insights Collaborative ideation
Participant board Models Market differentiation
User patterns, models Competitive audit Artifact from the future
User segmentation Need analysis Affinity diagrams
Feature/function map Graphic facilitation
Personas Backcasting
Opportunities report Evolution model
Imprtance vs feasibility
priorization
Outputs
UI guidelines
Design principles
Annotated wireframes
Presentation
Digital prototypes
Physical prototypes
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011