Some reflections on design thinking, mostly about the thinking part.

1. Jacques Carelman
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Jacques Carelman

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4. Charles Eames, Architect, Graphic
and Industrial Designer, Filmmaker
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“Design is a plan for
arranging elements in
such a way as best to
accomplish a particular
purpose.”

5. Milton Glaser, Graphic Designer
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“To design is to
communicate clearly
by whatever means
you can control or
master.”

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The International Design Museum, Munich

7. Paul Rand, Graphic Design Pioneer
and Educator
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“Design is everything.
Everything!”

8. Steve Jobs, Founder and CEO, Apple
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“Design is the fundamental soul
of a human-made creation that
ends up expressing itself in
successive outer layers of the
product or service.”

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9

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“Good design is good business”
Thomas J. Watson

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Design is art
optimized to
meet objectives
设计是为了达到目标而最优化的艺术。
El diseño es arte optimizado para conseguir objetivos
Diseño es arte optimizado para conseguir objetivos
© Design Within Reach

12. Objectives
?
Discovery
Optimization
Constraints
/Enablers
Creativity
Prototype
Knowledge
Methods
Process
Know-how
Design
Solution
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Design is the discovery of constraints and relevant
knowledge, and the application of processes, methods,
creativity, and know-how to the creation of a new optimized
solution that meets objectives.

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15. Explicit knowledge based
Tacit knowledge based
Where engineering
becomes art
Increasing role of
emotions, intuition,
experience, personality...
System complexity
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Design divergence

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Jacques Carelman

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Design is redefined and the role of the designer is
expanding beyond aesthetics:
• More strategic
• More business-oriented
• Larger scope of problems to solve
• Bigger roles in organizations

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Experience innovation
Emotional innovation
Business
People
Desirable
Design
Viable
Marketing
Process innovation
Technology
Feasible
Engineering
Functional innovation

19. T-shaped
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The Design Thinker:
• Empathic
• Integrative thinking
• Optimism
• Experimentalism (Experientialism?)
• Collaborative

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Principles:
• Prototyping
• Iterative process
• User-centric
• Team effort
• Experience design (emotional aspects)
• Systems thinking (holistic)
• More weight to qualitative/observational research
• Embraces chaos
• Process moves through Inspiration, Ideation and
Implementation

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Martin Rogers, Dean
Rotman School of Management, U. of Toronto
Reliability Vs. Validity

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Thinking
•
•
•
•
Action
Reflect
• Observations
• Analysis
• Insights
Expansions
Inductive thinking
Intuition
Abstractions
Learn
Formulate
• Express value exchange
• Formulate strategies
• Communicate (stories,
personas...)
• Ideations
• Product development
(MRD...)
Execute
Analysis
Synthesis

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Thinking
•
•
•
•
Action
Reflect
• Observations
• Analysis
• Insights
Expansions
Inductive thinking
Intuition
Abstractions
Learn
Formulate
• Express value exchange
• Formulate strategies
• Communicate (stories,
personas...)
• Ideations
• Product development
(MRD...)
Execute
Analysis
Synthesis

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Jacques Carelman

29. Top view
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?
Side view
Front view

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Top view
Side view
Front view

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http://foodswallpaper.com/

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5+X=7
Domain-free problem

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Design the black box so that the current is reduced by 50%
0.5 =
5
𝑅
5
𝑅=
= 10
0.5
1A
5V
• Requires domain knowledge
• Small number of variables

34. • Requires domain knowledge
• Many variables
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Redesign this clutch to dissipate half the heat

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Using 4 straight lines (or less), link all 9 dots
without lifting the pen and without tracing the
same line more than once.

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Using 4 straight lines (or less), link all 9 dots
without lifting the pen and without tracing the
same line more than once.

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Transcranial direct
current stimulation
(tDCS) stimulated right
hemisphere and
decreased excitability of
the left.
Brain stimulation enables the solution of an inherently difficult problem
Richard P. Chi, Allan W. Snyder
This finding suggests that our stimulation paradigm might be helpful for mitigating
cognitive biases or dealing with a broader class of tasks that, although deceptively
simple, are nonetheless extremely difficult due to our
cognitive makeup.

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46. What’s the difference
between problem solving
and design?

47. Design
Transport
Humans
Surface
Air
Sea
Airplanes
Land
Balloons
Heat
Generate
Burn
Helicopters
Helium
Acquire
Atomic
Fission
Fusion
Sun
RF
transmission
Problem solving

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Jacques Carelman

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http://statpics.blogspot.com/

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Modelling the evolution of human trail systems Dirk Helbing

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www.flickr.com/photos/kodomut/

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What’s the difference
between production and
design?

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George Watchmaker

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www.reprap.org

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What is
meta-meta-design?

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70. Q+A
Shimon Shmueli
+1.503.410.1203
shimon@touch360.com
www.touch360.com