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about design yves pigneur alliance

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design managing as designing d.manifesto power of design (IDEO) design science

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design

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“ Engineering, medicine, business , architecture and painting are concerned not with the necessary but with the contingent, not with how things are but with how they might be, in short, with design ” Herbert Simon

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design

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“ To synthesize a solution from all of the relevant constraints, understanding everything that will make a difference to the result; to frame, or reframe, the problem and objective; to create and envision alternatives; to select from those alternatives, knowing intuitively how to choose the best approach ; to visualize and prototype the intended solution” Bill Moggridge

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managing as designing

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“ The premise […] is that managers are designers as well as decision makers and that although the two are inextricably linked in management action, we have for too long emphasized the decision face of management over the design face” Richard Boland and Frank Collopy

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Decision Vs. Design attitude <ul><li>Decision attitude </li></ul><ul><ul><li>Easy to come up with alternatives, but difficult to choose among them </li></ul></ul><ul><ul><li>CLOSED </li></ul></ul><ul><li>Design attitude </li></ul><ul><ul><li>Difficult to design, to invent, good alternatives </li></ul></ul><ul><ul><li>OPEN </li></ul></ul>Manage inventory Eliminate inventory

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The designer stance <ul><li>Engineering, as problem solving Vs design, as creating </li></ul><ul><li>Mathematics and certainty Vs messiness and ambiguity </li></ul><ul><li>Follow a methodology Vs avoid stereotyping </li></ul><ul><li>Need for certainty Vs uncertainty of design </li></ul><ul><li>Fixing what exists Vs dream beyond what exists </li></ul>David Kelley (IDEO) interviewed by Bradley Hartfield (Stanford)

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d.manifesto

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© 2008, Pigneur http://www.stanford.edu/group/dschool/

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power of design

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“ IDEO offers innovation strategy and design services. We identify opportunities for innovation by understanding latent user needs, technology factors, and business requirements for success. We evaluate potential solutions through user observation and iterative rapid prototyping” David Kelley

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co-design

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“ Our multidisciplinary teams include specialists in human factors research ; business strategy ; industrial and interaction design; environments design; mechanical, electrical, software , and manufacturing engineering; design validation; and more” David Kelley

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co-design method

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observe

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design

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prototype

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implement

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design science

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d-school ?