design thinking. a driver for innovation
DESCRIPTION
Design Thinking. A Driver for Innovation and an approach to tackle problems of all ranges of complexity and scale was presented at UNSW COFA (University of New South Wales) to Integrated Design students exploring a food social innovation challenge.TRANSCRIPT
DESIGN THINKING A driver for innovation
UNSW COFA: iNtegrAted deSigN@vivieNSUNg
in the last number of years, we have experienced enormous cultural, technological and economic shifts.
THE cHaNGING laNDScapE
DEmocracIzED ToolS
commoDITIzaTIoN
crowD-SourcED DESIGN
SElf publISHING ToolS
THE aSIaN cENTuryGlobal warmING
SocIal mEDIa rISE
parTIcIpaTIoN EcoNomy purpoSE EcoNomy
Two-way coNvErSaTIoNS
collaboraTIvEcoNSumpTIoN
At a time when the pace of change and market disruption is increasing, the ability to reframe problems, uncover new opportunities, and deliver creative solutions is a business imperative, not just a market differentiator.
Michael Westcott, Design Management Institutehttp://bit.ly/1uHOhXD
DESIGN = problEm SolvING Tool
traditionaldesign
Service & experience design
OrganisationalStrategic design
Socialtransformation
design
CommunicationsProductsBuilt form
Servicesexperiencesinteractions
OrganisationalSystemsCultureConversations
WickedSocialglobalPublic
Higher complexity
1.0 2.0 3.0 4.0
intangibletangible You can’t solve a wicked problem but you can make it better.Jane Treadwell, former CEO Designgov
By shifting the conversation and context of design from products and communication to systems, services, and strategic solutions, designers are making their presence felt far beyond the borders of corporate design departments by tackling “wicked problems” that governments and traditional bureaucracies have been unable to resolve. Michael Westcott, DMI (Design Management Institiute)
References: Humantific, The Other Design Thinking
DESIGN = SolvING complEx problEmS
Images from Humantific. The Other Design Thinking.
traditionaldesign
Service & experience design
OrganisationalStrategic design
Socialtransformation
design
• Facilitation of stakeholders• Co-design• Observation & human-behaviour• Collaboration• Multi-disciplinary
design thinking provides an approach and process to solving complex problems. design offers an approach to managing uncertainty by facilitating a safe space to think aloud and to fail. this space is key to innovation.
pEoplE(desirability)
buSINESS(viability)
*TEcHNIcalfeasibility
DESIGN THINKING
Above left - Creative Confidence. By Tom and David Kelly
buSINESSDESIGN
‘design skills and business skills are converging’ Roger Martin, Rotman School of Management, University of Toronto
Around the world, it is increasingly recognised that creative industries, with their associated skills and capabilities, are a major driver of competitive advantage in global markets and supply chains.Roy Green and Lisa Colley, The Conversationhttp://bit.ly/Vw5qUR
5 NEw DESIGN carEErS for THE 20TH cENTury
5 New Design Careers for the 21st Century. Tim Brown. Jul 22, 2014
the Business designer
the Social innovator
the Hybrid design
researcher
the design
entrepreneur
the designer
Coder
Combining entrepreneurialism and design is the hot thing.
Every start-up worth its salt has a designer on its founding team.
Designers designing for the social sector. creating maximum positive
impact and exciting new innovations to those most in need.
Designers who can also code possess a powerful set of tools - to conceive new ideas and the ability to launch
them quickly into market.
Designers looking at innovation beyond end product to business
model, channel strategy, marketing, supply chain etc.
Designers knowing how to tap into technology/real-time data to
reveal user behavior combined with qualitative research.
Prototype designer
Conversation designer
Strategic designer
visualdesigner
Servicedesigner
Knowledgedesigner
Chiefdesign Officer
innovationAdvisor
CustomerCentreddesigner
Chiefexperience
Officer
dataStrategist
DESIGN rolES IN auSTralIa
DESIGN THINKING
DESIGN THINKING
a problem-solving toolkit to approach problems of all scales and complexity
a strategic way to innovate
Image: http://www.myisco.com
DESIGN THINKING ISHumaN-cENTrED
the ultimate experts about any challenge you are addressing are the
people you are designing for.
collaboraTIvEHuman-centred design benefits from
multiple perspectives and different skill sets. A few minds are better than one.
ITEraTIvEit’s about learning by doing, and about trying ideas out by prototyping, getting
feedback and making it better.
opTImISTIcdesign is about tranforming difficult
challenges into opportunities for design.
DISCOVEr DEfInE DEVElOp DElIVEr
diverge
diverge
converge
converge
ideation, generating multiple ideas and solutions.
taking the best ideas to refine, iterate. develop models, and evaluate.
Synthesis to extract key insights. develop opportunity questions.
empathetic research to understand the problem and users.
SuStaInabIlIty = EnVIrOnmEntal + SOCIal + ECOnOmIC
SyDnEySuStaInabIlIty Jam
SyDSuS
SyDSuS
SyDSuS
InSpIrEr mEntOrJamHOSt
I tO Jam
SyDSuS
https://www.youtube.com/watch?v=pU9gS3r9FXQ
lovE compoST
Love Compost is a composting program that gets communities to put their food waste back into the soil.
How might we inspire and educate people to understand food so they waste less and reduce impact on the environment?
opporTuNITy poSTOpportunity Post is an invitation to connect, acknowledge
& respect that the street is home to some people.
https://www.youtube.com/watch?v=yZhC_wgirtU
How might we create positive connections for homeless to
share skills and stories?
How might we connect, acknowledge & respect that the street is home to some people?
DISCOVEr DEfInE DEVElOp DElIVEr
empathetic research to understand the problem and users.
EmpaTHETIc rESEarcH
TEST aSSumpTIoNS
uNcovEr uNmET NEEDS
paIN poINTS
moTIvaTIoNS
uNDErSTaNDING DIffErENT STaKEHolDErS
aSpIraTIoNSuNDErSTaND bEHavIourS
IS IT rEally a problEm?
take a beginners mindset, and ask ‘Why?’Ask open questions to seek stories. tell me about....Seek extreme users and analagous situations.
obSErvaTIoN
INTErvIEwS
Daniel, 25 year old musician
it’s weird to think all these inner city areas were creative or working class or immigrants 30, 40 years ago and now it’s inaccessible. it’s just the way it is, you have to move further out.
ImmErSIoN
Image: Souplab
SHaDowING
Image: http://boltgroup.com/product-innovation/research
culTural probES
Image: Healthy Food Cultural Probe (Design for America RISD|Brown) by Benjamin Chan
DISCOVEr DEfInE DEVElOp DElIVEr
Synthesis to extract key insights. develop opportunity questions.
http://youtu.be/Z2D54ukpLoU
SToryTEllING
Say & do, think & feel
fINDING THEmES
mappING / crEaTING framEworKS
http://www.hcdconnect.org/methods/create-frameworks
framING opporTuNITIES
How might we enable lower income earning artists like William to continue to choose to live where they love as they transition through different life stages?
William is a 29 yr old musician who loves his inner city community. His girlfriend Ana and he don’t want to have to move out to the suburbs to settle down.
DISCOVEr DEfInE DEVElOp DElIVEr
ideation, generating multiple ideas and solutions.
IDEaTING
DISCOVEr DEfInE DEVElOp DElIVEr
taking the best ideas to refine, iterate. develop models, and evaluate.
‘the Secret to innovation: think Like a Kid’tim Brown, ideOhttp://linkd.in/1brrH2s
proToTypING
TESTING
insightsOnly night markets in the City of Sydney
Light is one of the biggest opportunities at a night market to activate the space
Other Asian cultures have moved to Chinatown and are an important factor to the vibrancy and relevance of Chinatown today
Markets have the potential to offer more cultural value than just a place to sell stuff
People crave authentic experiences
Image right: Pamela See, Crossing Boundaries exhibition
How might we transform Sydney Chinatown Markets to a place you can experience the vibrancy and dynamism of Asian culture and all it has to offer?
where cultures meet
sYDNeY chINAtOwN
mArKets
fish
= ab
unda
nce
sYDNeY chINAtOwNmArKets
China australia Millennial ProjeCt (CaMP)200 YOUNG INNOVATORS / 2 COUNTRIES / 1 CITY
australiachina.org
camp INNovaTIoN lab
A model of what what we’d like to see in the future. Collaboration cross-sector and cross-culture. equality and respect across gender and ethnicity.
Connecting young innovators in Australia and China.
Providing a platform for young leaders (18-35) from Australia and China to connect, solve problems, develop networks and do business.
CAMP creates a blueprint for positive bilateral relations, helping Australia become an author, not a bystander, of the Asian Century.
Building a trusted community from mulit-sector to create with us. Our first co-design workshop, we invited creative and digital economy, government, social enterprise and corporate sectors.
CO-deSigN / PArtiCiPAtiONtrAditiONAL MOdeL
co-DESIGN = Designing with not for
crEaTING THE fuTurE
visioning 20501. economy & business
2. sustainability3. politics
4. education5. communication & innovation
6. people & culture
TrustRespectCommunication/dialogue and open communicationUnderstanding/mutual understandingHonestyFun/laughter/humourIntegrityCommon ground/objectives/experiencesShared interestShared valuesSharing FlexiblityShared optimismShared goals/futureShared visionTransparencyMutual interestMutual benefitOpennessPerseveranceAligned beyond cultureStorytellingIndependenceFreedom to adventureReliableAuthenticityPerfectionSay no when it countsGenerosityGenuineMutualityReciprocityIntegrationListeningSharing friendsStorytellingGifting
what Makes a good relationshiP?
What are your hopes for the Australia China relationship
in 2050?
A coming together in a way that creates mutual benefit – based on respect for each
other and the strengths each can bring.
that we will be close partners tackling global environmental, health and social challenges.
that Mandarin is a commonly spoken language in Australia
By 2050, many of the current politicians of the world will be dead.
So there is hope.
How migHt we make CamP awesome?
1 Partnerships2 Recruitment and talent scouting
3 Hard event design - formal learning4 soft event design - informal learning
5 Publicity and Reach6 Community building
the designer who has problem-solving skills and can use design to approach problems of various complexities and scale will be a valuable asset.
Problems are opportunities in disguise.