Steve Jobs: Apple CEO “We wanted to get rid of anything other than what was absolutely essential. To do so required total collaboration between the designers, the product developers, the engineers, and the manufacturing team. We kept going back to the beginning, again and again.”

Tim Cook: Apple CEO Certain decisions are made due to “my deep belief that collaboration is essential for innovation. You look at what we are great at. There are many things. But the one thing we do, which I think no one else does, is integrate hardware, software, and services in such a way that most consumers begin to not differentiate anymore. So how do we keep doing that and keep taking it to an even higher level? You have to be an A-plus at collaboration.”

DK Holland: Writer, Strategist, Art Director “Design Thinking puts the thinking ahead of aesthetics, calls for many perspectives to be received without judgment. Rather than reacting to a specific part, outcome or event, a systems thinker considers the whole to be the sum of its parts. As evident in their artifacts and lore, many early peoples seemed to understand their interconnectedness.”

Tim Brown: CEO and President of IDEO Design Thinking is “a way of describing a set of principals that can be applied by diverse people to a wide range of problems. The principles of design thinking turn out to be applicable to a wide range of organizations, not just to companies in search of new product offerings. Only gradually did I come to see the power of design not as a link in a chain but the hub of a wheel.”

DSGN 105 Survey of Collaborative Design Spring 2013 Fridays 10:00 -1:00 CRN 32291 CRN 32562 CRN 32563

Instructor: Nadereh Degani