1. Design ThinkingYuechi Li Graphic Design Seminar: Methodologies GRDS-701-OL1 Project A, Part 2

2. What is Design? 3. Design as an innovation technique is always a problem solving activity."Professor Brigitte Borja de Mozota Universite Rene Descartes in France 4. Types of Problem Simple ProblemsQuestionsClear problemSolutionsClear solution and end point 5. Difficult Complex ProblemsQuestionsOther QuestionsWell understoodSolutions 6. Difficult Complex ProblemsQuestionsSolutionsWicked ProblemsBut not well understoodMore QuestionsMore Questions 7. Wicked Problems looks like this 8. Usually People are involved in the problem which why it is wicked 9. Wicked Problems Characteristics No stopping rule No right or wrong Unique and novel Solution is one-shot operation No alternative solutions 10. Smart people + technologySolutions 11. Design Thinking 12. Thinking of design as an experience rather than as isolated objects Help us deal with a much more complex world. Tim Brown 13. Design thinking is a humancentered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success. Tim Brown, president and CEO 14. Design Thinking Process EmpathizeDefineTestingPrototypingIdeation 15. EmpathizeA human-centered design process Qualitative methodsUncover NeedsIdentify right usersGuide InnovationDiscover emotionsObservationsImmersionInterviews 16. DefineReframe problems from designers point of view Focus on specific usersProvides focus and frames the problem Captures the hearts and minds of peopleProvides a reference for evaluating competing ideas Empowers team members to make decisions 17. Ideation Brainstorming and coming up with creative solutions Step beyond general solution and make innovationUncover unexpected areas of explorationHarness Collective perspectiveCreate fluency and flexibility in innovation Options 18. PrototypingBuilding a representation of ideas to show to othersBuild to think- explorationTesting- refine solution with usersInspiration othersSolve disagreementsFail quickly and cheaplyManage the solution- building process 19. Returning to original user group and testing ideas for feedbacks.TestingRefine prototypes and solutionsTest and refine point of viewLearn more about usersFeedback Capture GridWizard of Oz PrototypingTesting with Users 20. ApplicationsMRI Scan for children a problem Problems: Children get scared about the machine need to be sedated Difficult process 21. Pirate Ship The number of patients were reduced. More patient can get scanned every day. Patient satisfaction was increased. 22. Culture required for supporting Design ThinkingCultural DiversityPhysical EnvironmentMulti-disciplinary CollaborationOrganization/Leadership 23. Arguments Design Thinking is a failed experiment. The success rate for Design Thinking processes was very low. Bruce Nussbaum Processes do need to be in place; but too much emphasis on process can turn off talented designers. Process is not enough, success also requires design leaders to set the right context and deploy high-quality design talent Kevin McCullaghRadical innovation does not come from users Designers have become less visionary. They have spent the last 10 years getting close to consumers and trying to become businessmen, and have lost their visions.Verganti 24. ArgumentsCounterBrainstorming is not a best template for group creativity. Individual comes out more ideas than the teams.Brainstorming and nearly all idea generation techniques are divergence acts which is not convergence methods.Criticism in the brainstorming is more productive.Brainstorming is idea volume, not depth or quality. The people leading an idea generation session matters.Building 20 ranks as one of the most creative environments of all time but brainstorming has achieved nothing. GROUPTHINK The brainstorming myth. BY JONAH LEHRERGenerating ideas is a small part of the process.IN DEFENSE OF BRAINSTORMING: AGAINST LEHRERS NEW YORKER ARTICLE 25. Thank you