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I gave this talk - "Four Ideas of Design" - as part of the "Innovate through Design" workshop at the Indian School of Business on 2nd Aug 2013.
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FOUR IDEAS OF DESIGNdesign workshop @ ISB
9.8.2013
arun rajappaISB, c/o 2003
WHO AM I?
(not a designer)
Idea 1
Idea 2
Idea 3
Idea 4
AGENDA – FOUR IDEAS OF DESIGN
design.
an argument.(what is the argument?)
design is valuable.
“ah, consumer electronics ok, but not in a commodity business...
like socks!”
“pfwah, teenage girls, fashion-vashion, ok…
but what about simple, household things?”
philippe starck lemonade squeeze(how much would you pay for it?)
www.starck.com/
$198
target customer:? people with arthritis(it also works for everyone!)
$22.95
target customer: everyone$10.99
“ok, but you need lower costs – not design – when there is an entrenched market
leader!”
(experience trumps products)average bear at build a bear workshops: $40
“fine, maybe for products! but not for things like banking services…”
citibank video(design thinkingrepeatable way
how to start from the outsidedesign principlesexisting company
“why” before “what”)
ok, products & services… but not for experiences!
2005: $530 mn; 2007: $750 mn; 2011: ~ 1 bn
“hmm. design is too costly. it’s not valuable in developing markets – no one
will pay for it!”
(traditional, yet modern)
MP Ranjan – Low cost bamboo toysMitti cool
Load carrier for laborers
design.
bottom-of-pyramid & high-end customersdeveloping nations & developed economies
products, services & experiencesbusiness & social
design is sweet!
(aside: design in businesses today)
(aside: design in businesses today)
case: closeddesign affects every business
design is everyone’s businessdesign can transform businesses
business leaders need to understand design
idea 1: design is business
so what is design?http://www.youtube.com/watch?v=n7ULeWyBN8w
collaborativeinter-disciplinary
integrativecreative
disruptivesustainableresponsibleaffordableinnovativebeautiful
BLAH
BLAH
BLAH
BLAH
BLAH
BLAH
BLAH
for the customer…
useful. usable. desirable.
idea 2: design is a (repeatable) process
EASY RECIPE FOR DESIGN THINKING!
observe real people in real life situationsdescribe problems & opportunities with scenarios
evaluate multiple solutions & prototype through quick iterations
(iterate)
implement the final concept
directly observe custom
ers
describe problems &opportun
ities
consider
multiple solution
s
prototype a fewsolution
s
experimentalapproach
iterate
envision
understand
diverge
converge
DIVER
GE > CO
NVERGE >
plandesign
customerresearchscenariosmetrics
brainstormstoryboardprototypesuser testfeasibility
prototypesuser test feasibility
prototypesuser testfeasibility
build
3 rough alternatives
specsbuilt
productprioritizedscenarios
design walkthrough
(reality)
exam cheat sheet!
observe peoplewrite scenarios
prototypeiterate
OBSERVE!
people in their environment
(be curious)
world bank toilet story…& the potty project
http://vimeo.com/thepottyproject/videos/page:2/sort:date
oral-b
(affordance)
fiskars
SCENARIOS
a good scenario has SPICE!
S tells a STORY
P includes PERSONAL details
I reveals INSIGHTS about customer needs
C told in the CUSTOMER’s voice
E includes EMOTIONS & ENVIRONMENT
PRINCIPLES
(aside)
not copied…
inspired!
(with respect – design is a narrative)
PRINCIPLES OF DIETER RAMS
PRINCIPLES OF DIETER RAMS
PRINCIPLES OF DIETER RAMS
METRO DESIGN PRINCIPLES
Pride in craftsmanshipDo more with lessBe fast and fluid
Be authentically digitalWin as one
(from http://msdn.microsoft.com/en-us/library/windows/apps/hh464920.aspx)
what are your design principles?
PROTOTYPE
&
ITERATE
(wish it were this easy!)
(reality)
prototyping doesn’t need to be expensive(“we cant prototype because we don’t have a 3d printer”)
paper prototyping video
key points
observe people to form insightswrite scenarios
define principlesmultiple prototypes
iterate, iterate, iterate
idea 3: design as conversation
DESIGN AS CONVERSATION
Good conversation…Is about people!
Brings together organizations
-*-Good conversationalists…Observe & understand people
Listen wellAre rational, and empathetic; analytical, and emotional.
Build on the ideas of othersKnow what to say, and what not to say
-*-Question to ponder…
When does the conversation stop?
idea 4: design as lifelong learning
TipsBe curious
Study the liberal artsIndulge in people-watching
Sketch – even if badlyTravel widely
Learn to tell stories
ToolsBrainstorming
Affinity mappingSketching
Storyboards
Questions to ponderWhen are you done?
What are you not going to do?What kind of designs do you like?What is your design philosophy?What trade-offs will you make?
What are you designing for?
SKETCHING VIDEO(if we have time)
A side word on creativity
Not left brained, not right brained – just whole brained!
ISB, meet le corbusier
chandigarh is great for design thinkers. I recommend…
•sukhna lake for vision•rock garden for inspiration•sector 17 for people watching•long happy hours for creativity!
GET OUT OF THE IVORY TOWER!
My favorite books
FOUR IDEAS OF DESIGN
Design as business
Design as (repeatable) process
Design as conversation
Design as lifelong learning
And finally…
Recommended