redesign
DESCRIPTION
These slides complement Paul Pangaro's presentation at PICNIC '10. Watch the video here: http://vimeo.com/15836403TRANSCRIPT
PICNIC Festival
Amsterdam
Paul Pangaro, ph.d.
September, 2010
Rethinking Design Thinking
PICNIC Festival / Amsterdam / Rethinking Design Thinking
Wicked Problems
Hard or impossible to agreeWhat do we focus on? Why? Who says?
Each wicked problem is uniqueHow do we use what we’ve learned before?
Hard to know when "solved"When are we "done"?
Demands new perspectivesBy definition it's not been done before!
Today’s really important design problems — economic, social, environmental — are wicked problems
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PICNIC Festival / Amsterdam / Rethinking Design Thinking
Design Thinking
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PICNIC Festival / Amsterdam / Rethinking Design Thinking
Design Thinking
Beyond analytical thinking Designers from the start Empathy for users Open & inclusive process Brainstorming
Rapid prototyping
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PICNIC Festival / Amsterdam / Rethinking Design Thinking
Genesis of Design Thinking
Value of the systemic approach
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PICNIC Festival / Amsterdam / Rethinking Design Thinking
Genesis of Design Thinking
Value of the systemic approachDesign methods movement in late 1960s
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PICNIC Festival / Amsterdam / Rethinking Design Thinking
Genesis of Design Thinking
Value of the systemic approachDesign methods movement in late 1960sDesign as science — Herbert Simon
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PICNIC Festival / Amsterdam / Rethinking Design Thinking
Today’s Enthusiasts
David Kelley, Tom Kelley, Tim Brown at IDEO
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PICNIC Festival / Amsterdam / Rethinking Design Thinking
Today’s Enthusiasts
David Kelley, Tom Kelley, Tim Brown at IDEOHasso Plattner at Stanford's "d-school"
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PICNIC Festival / Amsterdam / Rethinking Design Thinking
Today’s Enthusiasts
David Kelley, Tom Kelley, Tim Brown at IDEOHasso Plattner at Stanford's "d-school"Pat Whitney at IIT's Institute of Design
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PICNIC Festival / Amsterdam / Rethinking Design Thinking
Today’s Enthusiasts
David Kelley, Tom Kelley, Tim Brown at IDEOHasso Plattner at Stanford's "d-school"Pat Whitney at IIT's Institute of DesignRoger Martin at Rotman School
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PICNIC Festival / Amsterdam / Rethinking Design Thinking
Today’s Enthusiasts
David Kelley, Tom Kelley, Tim Brown at IDEOHasso Plattner at Stanford's "d-school"Pat Whitney at IIT's Institute of DesignRoger Martin at Rotman School
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PICNIC Festival / Amsterdam / Rethinking Design Thinking
Business Argument for Design Thinking
Business success = innovation Innovation = design thinking
ThereforeBusiness success = design thinking
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PICNIC Festival / Amsterdam / Rethinking Design Thinking
Business Argument for Design Thinking
Business success = innovation Innovation = design thinking
ThereforeBusiness success = design thinking
Which impliesA repeatable process... Applicable to many situations
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PICNIC Festival / Amsterdam / Rethinking Design Thinking
Iconic Examples of Design Collaborations
Andriano Olivetti with Marcello Nizzoli at Olivetti
Tom Watson with Eliot Noyes at IBM
Max Dupree with George Nelson at Herman-Miller
Hiroshi Yamauchi with Shigeru Miyamoto at Nintendo
Steve Jobs with Jonathan Ive at Apple
after Hugh Dubberly
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PICNIC Festival / Amsterdam / Rethinking Design Thinking
Rethinking Design Thinking
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PICNIC Festival / Amsterdam / Rethinking Design Thinking 17
Design Thinking
What is the process?
PICNIC Festival / Amsterdam / Rethinking Design Thinking 18
Observe
Brainstorm
Prototype
What is the process?
PICNIC Festival / Amsterdam / Rethinking Design Thinking 19
Ethnography Observe
Brainstorm
Prototype
What does that mean?
Open-ended idea generation
Making and testing
PICNIC Festival / Amsterdam / Rethinking Design Thinking 20
Observe
Brainstorm
Prototype
Eval
uate
What does that mean?
PICNIC Festival / Amsterdam / Rethinking Design Thinking 21
Observe
Brainstorm
Prototype
Eval
uate
Itera
te
What does that mean?
PICNIC Festival / Amsterdam / Rethinking Design Thinking 22
Observe
Brainstorm
Prototype
Eval
uate
Itera
te
How do we judge what is better?
PICNIC Festival / Amsterdam / Rethinking Design Thinking 23
Specific?
Rigorous?
Repeatable?
Observe
Brainstorm
Prototype
Eval
uate
Itera
te
Limitations
PICNIC Festival / Amsterdam / Rethinking Design Thinking 24
Observe
Brainstorm
Prototype
Eval
uate
Itera
te
Limitations
Clear?
Quantifiable?
Directed?
Specific?
Rigorous?
Repeatable?
PICNIC Festival / Amsterdam / Rethinking Design Thinking
Observe
Brainstorm
Prototype
Eval
uate
Itera
te
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Rethinking...
PICNIC Festival / Amsterdam / Rethinking Design Thinking 26
Design theconversations
Brainstorm
Prototype
Eval
uate
Itera
te
Design the Conversations
PICNIC Festival / Amsterdam / Rethinking Design Thinking
Design theconversations
Find afocusing problem
Prototype
Eval
uate
Itera
te
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Find a Focusing Problem
PICNIC Festival / Amsterdam / Rethinking Design Thinking
Design theconversations
Find afocusing problem
Prototype
Eval
uate
Itera
te
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Find a Focusing Problem
EconomicFrom atoms to bits
SocialConsistent with who we are
PICNIC Festival / Amsterdam / Rethinking Design Thinking
Design theconversations
Prototype a solution
Find afocusing problem
Eval
uate
Itera
te
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Prototype a Solution
PICNIC Festival / Amsterdam / Rethinking Design Thinking
Design theconversations
Prototype a solution
Find afocusing problem
Eval
uate
Itera
te
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Iterate & Evaluate
PICNIC Festival / Amsterdam / Rethinking Design Thinking
Design theconversations
Prototype a solution
Find afocusing problem
Eval
uate
Itera
te
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Iterate & Evaluate
Measure improvement in user experience
PICNIC Festival / Amsterdam / Rethinking Design Thinking
Design theconversations
Prototype a solution
Find afocusing problem
Eval
uate
Itera
te
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Iterate & Evaluate
Measure improvement in user experience
Measure convergence on design goals
PICNIC Festival / Amsterdam / Rethinking Design Thinking
Conversation toAgree on Means
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Conversation is the core
Measure improvement in user experience
Measure convergence on design goals
PICNIC Festival / Amsterdam / Rethinking Design Thinking
Conversation toAgree on Means
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Rethinking Design Thinking
PICNIC Festival / Amsterdam / Rethinking Design Thinking 35
Conversation toAgree on Means
Design as Conversation
PICNIC Festival / Amsterdam / Rethinking Design Thinking 36
Conversation toAgree on Means
Conversation toAgree on Goals
Eval
uate
Itera
te
Design as Conversation
PICNIC Festival / Amsterdam / Rethinking Design Thinking 37
Conversation toAgree on Means
Conversation toAgree on Goals
Conversation toCreate New Language
Eval
uate
Itera
te
Evaluate
Iterate
Design as Conversation
PICNIC Festival / Amsterdam / Rethinking Design Thinking 38
Conversation toDesign the Designing
Conversation toAgree on Means
Conversation toAgree on Goals
Conversation toCreate New Language
Eval
uate
Itera
te
Evaluate
Iterate
Eval
uate
Itera
te
Design as Conversation
PICNIC Festival / Amsterdam / Rethinking Design Thinking 39
Conversation toDesign the Designing
Conversation toAgree on Means
Conversation toAgree on Goals
Conversation toCreate New Language
Eval
uate
Itera
te
Evaluate
Iterate
Evaluate
Iterate
Eval
uate
Itera
te
Design as Conversation
PICNIC Festival / Amsterdam / Rethinking Design Thinking
Conversation Leads to Agreement
Agreement leads to action or transaction
Action repeated over time leads to relationship
Relationship maintained over time leads to trust Trust provides a fertile ground for change
Change is the pivot-point of innovation
Innovation requires new language
New language is created in conversation
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PICNIC Festival / Amsterdam / Rethinking Design Thinking
Redesigning Design – PICNIC ‘10
MAKING DESIGN REAL – Tim Kobe, Founder & Principle, Eight IncCo-creating conversations with brands and with consumers
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PICNIC Festival / Amsterdam / Rethinking Design Thinking
Redesigning Design – PICNIC ‘10
MAKING DESIGN REAL – Tim Kobe, Founder & Principle, Eight IncCo-creating conversations with brands and with consumers
MEET YOUR MAKER – Matthew Stinchcomb, Director, Europe, Etsy.comBeing connected to products and the people behind them is a good idea
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PICNIC Festival / Amsterdam / Rethinking Design Thinking
Redesigning Design – PICNIC ‘10
MAKING DESIGN REAL – Tim Kobe, Founder & Principle, Eight IncCo-creating conversations with brands and with consumers
MEET YOUR MAKER – Matthew Stinchcomb, Director, Europe, Etsy.comBeing connected to products and the people behind them is a good idea
OPEN DESIGN – John B. Rogers, Jr., CEO & Founder, Local MotorsCo-creating design, development & build with customers on a local level
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PICNIC Festival / Amsterdam / Rethinking Design Thinking
Redesigning Design – PICNIC ‘10
MAKING DESIGN REAL – Tim Kobe, Founder & Principle, Eight IncCo-creating conversations with brands and with consumers
MEET YOUR MAKER – Matthew Stinchcomb, Director, Europe, Etsy.comBeing connected to products and the people behind them is a good idea
OPEN DESIGN – John B. Rogers, Jr., CEO & Founder, Local MotorsCo-creating design, development & build with customers on a local level
44
PICNIC Festival / Amsterdam / Rethinking Design Thinking 45
Conversation toDesign the Designing
Conversation toAgree on Means
Conversation toAgree on Goals
Conversation toCreate New Language
Eval
uate
Itera
te
Evaluate
Iterate
Evaluate
Iterate
Eval
uate
Itera
te
Design as Conversation