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My take on Design [Thinking]

Marcel Zwiers
Marcel Zwiers
Marcel ZwiersMinister ad interim at Ministerie van Design en Ministerie van Design

Over the last couple of years I've talked a lot on Design Thinking, Design in general and Service Design. This presentation is my incomplete story on the topic, with storyline. Hope you like it, love your comments...

My take on Design [Thinking]

1 de 77
DESIGN THINKING
A talk on …
Marcel Zwiers
@marcelzwiers
linkedin.com/in/zwiers
marcel@31volts.com
short introduction
Marcel Zwiers, Founder and Creative Director at 31Volts,
First Service Design practice in the Netherlands.
1995. Graduation project that looks like a cardboard bicycle design, but turned
out to be of strategic value to sponsor Fokker Aircraft.
Fokker Aircraft filed for bankruptcy. It’s hard to save the world with one project…
The current design practice at 31Volts is very dynamic with lots of interactions with client
teams and their customers. New service concepts are created by designing with people.
Publicidad

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My take on Design [Thinking]

  • 1. DESIGN THINKING A talk on … Marcel Zwiers @marcelzwiers linkedin.com/in/zwiers marcel@31volts.com
  • 3. Marcel Zwiers, Founder and Creative Director at 31Volts, First Service Design practice in the Netherlands.
  • 4. 1995. Graduation project that looks like a cardboard bicycle design, but turned out to be of strategic value to sponsor Fokker Aircraft.
  • 5. Fokker Aircraft filed for bankruptcy. It’s hard to save the world with one project…
  • 6. The current design practice at 31Volts is very dynamic with lots of interactions with client teams and their customers. New service concepts are created by designing with people.
  • 7. … and by Design Research to better understand people, …
  • 8. … and by Prototyping new ideas quickly and cheaply. Fail often to succeed sooner is what design and design thinking is all about.
  • 9. Incomplete history of Design Incomplete theory of Design Thinking How Design Thinking works The Values of Design Book & Video Tips slide 10 slide 23 slide 50 slide 60 slide 68 Content
  • 12. The stone spear heads, dating back 500.000 years, might be the first sign of a product that has been created with a human centric use case and purpose in mind.
  • 13. Louis Henry Sullivan "father of skyscrapers" (September 3, 1856 – April 14, 1924) Price of Steel at Bessemer Steel Rails 1867 to 1895 1867- $166 ($/ton) 1870- $107 1875- $69 1880- $68 1885- $29 1890- $32 1895- $32 Prudential Building, Buffalo, New York, 1894 Different dynamics in society (people moving to cities), economics (cheap materials) and new technologies (mass produced steel beams) created opportunities for architects.
  • 14. The re-invention of Multiplex by Immanuel Nobel (1801–1872) provided new opportunities for designing and building furniture.
  • 15. Not only is design used to build a brand, the designer also created an entirely new way of consumption. More individual and free of a fixt location (bar).
  • 16. Designer Dieter Rams was not only the main designer of BRAUN, creating beautiful products, he also understood the need for optimism in post WW2 Germany.
  • 17. In the 80-ties and 90-ties of the last century, the designers became more and more rockstars. You didn't buy a new chair, you bought a Philippe Starck.
  • 18. With products like televisions and computers some product became less important (like this remote) because they are just interfaces for something else.
  • 19. Smart phones are nice examples of products that are valuable through installed software. Helping you find your way around, take notes, stay in contact with others and much more ..
  • 21. Design in the 21st century is still about beauty, form & function, etc. However…
  • 22. … the starting point is often very complex. The way people think and do, their values, needs and other intangible aspects that are becoming more important.
  • 25. ”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.”
  • 26. Design as a proces. Design with its own tools&methods. Design for Innovation. Design for Business. Design and dealing with uncertainty. And much more… These are some topics on Design that are key to understand. Like: Design has become a topic beyond the classic field of designers like graphic or industrial design. Design as a way of doing in stead of design as quality of things.
  • 27. Richard Buchanan introduced an approach of design challenges he called: The Four orders of Design: note: we prefer to switch the first with the second order… Four Order of Design
  • 28. The following example deals with an airline that wants to improve the waiting experience. Most practical (1st) is to provide chairs so people can sit while waiting. The last (4th) is to eliminate waiting completely because that is not what customers are paying for.
  • 29. Communication Products Four Orders of design Systems and Services Environment and Context 1st 3rd 4th 2nd
  • 30. 1st order design challenge
  • 31. Communication Products Systems and Services Environment and Context 1st 3rd 4th 2nd Four Orders of design
  • 32. 2nd order design challenge
  • 33. Communication Products Systems and Services Environment and Context 1st 3rd 4th 2nd Four Orders of design
  • 34. 3rd order design challenge
  • 35. Communication Products Systems and Services Environment and Context 1st 3rd 4th 2nd Four Orders of design
  • 36. 4rd order design challenge
  • 37. Design is not only useful for designing products and communication, the classic areas of use. In this time of accelerated change and a world full of wicked problems, design might be key to succes. Thinking in these four orders will help designers and their customers better formulate their design challenge! link to Keynote Richard Buchanan Four Orders of design
  • 38. Roger Martin has written a lot about Design Thinking from his business perspective, helping companies like Procter & Gable to become more innovative. The Design of Business
  • 39. In THE DESIGN OF BUSINESS he introduces the three kinds of reasoning.
  • 40. Deductive Reasoning Deductive Reasoning is where you will find truth. This is where management reigns. ’If X=1 and Y=2, all outcomes of any calculation are predictable.’ There is no NEW here!
  • 41. Inductive Reasoning Inductive Reasoning is where intuition lives and where hypotheses are born. ’If all swans you’ve ever seen are white, all swans must be white…’ (gut feeling)
  • 42. InductiveAbductiveDeductive In the overlap you will find Abductive Reasoning or; What can be: ’The process of discovery of new ideas that arise when data doesn’t fit the existing models.’
  • 43. InductiveAbductiveDeductive Here you will find Design (Thinking). Take a chair for example: It will fit the human body and weight, but there are many versions (designs) of a chair . DESIGN
  • 44. Three ways of Reasoning Understanding these three ways of reasoning will help you better understand the value of design as an approach towards challenges for innovation. link to Roger Martin
  • 45. More and more business leaders recognize the value of design as a way of growing the business. Design within large Organizations
  • 47. Download In 2010 IBM conducted a research project in which they interviewed 1500 CEO’s about what they think would be valuable in the near future for business.
  • 49. Design within large Organizations Apple is often named as a design centric company fostering the values of design throughout the whole organization. However, they are not alone. Ebay, Procter & Gamble, Herman Miller, Schneider Electric and IBM have also invested strategically in design. Link to Capitalising on Complexity (download) Link to Design Driven Companies index on DMI
  • 52. INSIGHTS OPPORTUNITIES OBSERVATIONS SOLUTIONS ABSTRACT CONCRETE NOW FUTURE Design Thinking is all about the detour. Go slow to go fast. Too often solutions are selected based on the first (obvious) observation, missing the context of the real issue.
  • 53. INSIGHTS OPPORTUNITIES OBSERVATIONS SOLUTIONS ABSTRACT CONCRETE NOW FUTURE By investing time in learning about peoples (their lives, behaviors and more..), opportunities will emerge, creating truly sustainable solutions.
  • 54. INSIGHTS OPPORTUNITIES OBSERVATIONS SOLUTIONS ABSTRACT CONCRETE NOW FUTURE #1 FRAME #2 LEARN #4 DELIVER #3 CREATE Design Thinking has transformed this model into a proces.
  • 55. Musea “de collectie is datgene waarvoor mensen komen” ruimtelijke context collectie/ tentoonstelling Utrecht middeleeuws de Dom als baken studenten Hart van Nederland “heeft geen icoon” schaal kwartier Utrecht museum bezoeker samenwerking thematiekaan laten sluiten bij programmering bezoekcijfers delen geen concurrentie in het kwartier Utrecht pas/ museum paspartoe gebouw audiotour vormgeving info interactie tentoonstelling agenda voor buitenlandse bezoekers, meerdere musea bezoeken op een dagstrippenkaart “is een uitdaging” samenwerking buiten de musea met bijvoorbeeld festivals website helpt bij: enthousiasmeren “wat staat mij te wachten” indruk van de tentoonstellingen/ musea PR bekende namen gezamenlijk tien collecties, een kwartier add on/ extra faciliteiten koffie inkomsten verblijfsduur “lekkerste koffie als aanleiding” draagt bij aan state of mind (musea beleving) “gedeelde agenda” kennis taal niveaus symbiose locatie & collectie context gebouw leeftijd verwachting managen de grote van de tentoonstelling “tijd”vorm actief passief voorpret poster recensie tv web inhoudelijk achtergrond en geschiedenis “waarom deze tentoonstelling” overzichtelijk “mooi” “je thuis/ op je gemak voelen” nieuw en verrasssend oud en vertrouwd oud maar nieuw gepresenteerd context info spits meter vorm van de tentoonstelling “like knop” werkplaats/ activiteit korte termijn lange termijn shop “Wat ik zou willen, is dat wij als museum, mensen een ervaring meegeven die ze de rest van hun leven bijblijft.” verdieping thuis (boek) uitgebreid aanbod gewenst, “gecureerd” verlengt de ervaring van het museum bezoek rondstruinen “shoppen” #1 Framing the challenge in order to understand the true challenge. In this example it turned out that there was little understanding (and value perception) of the visitor. visitor
  • 56. #2 Learn to understand people and the things they value.
  • 57. #3 Co-create with people. Have them participate in the design proces to create solutions that matter.
  • 58. #4 Deliver practical solutions, service scenario’s or strategies for change.
  • 59. And products. Physical and/or digital.
  • 63. A Strategic ambition Translated into projects A Dedicated Team The Freedom to Fail A set of Tools & Methodes A Creative Space Design Thinking Requires
  • 64. ‘Design is about what could be, not about what already is.’
  • 65. ‘Design is a verb, more then a characteristic.’
  • 66. ‘Design is about being a strategic maker.’
  • 67. ‘Design is too important to be left to designers.’
  • 69. Book & Video Tipson Design Thinking