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Kevin's closing keynote presentation at the Design Management Institute's conference in London in 2010. The presentation tackled two key questions: Why is design thinking such a hot topic with executives, but leaves so many designers cold? And: Does the demand for design thinking represent more of an opportunity than the thinking itself? It was based on an article of the same title for the Design Management Review http://www.plan.bz/plan-views/2010/september/steppingup
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DMI Transforming Design
Stepping up Kevin McCullaghFounder, Plan
08 September 2010
Design thinking Wicked problems / user-driven / inter-disciplinary iterative / prototyping / failing early
The opportunity
Stepping up
Why it leaves so many designers cold
Stepping up
Why it leaves so many designers cold
Why it’s such a hot topic with business
Stepping up
Why it leaves so many designers cold
Why it’s such a hot topic with business
How designers can step up to seize the opportunity
Designers left cold
Stepping up
2009
Milan2009
‘Even turkeys can fly in a tornado’
Designers drinking too much of their own Kool Aid?
Milan2009
Milan2009
Fluffy concept
Design thinking An ill-defined notion
Roger MartinA way of thinking
Tim BrownDesigner’s sensibility and methods
Balanced left and right brain thinking
Analytical Intuitive
Martina Navratilova
Designers’ brain
Tim BrownA false distinction
Designthinking
Designdoing
Tim Brown 2008
Designthinking
Designdoing
Tim Brown 2009
DesignThinking
DesignDoing
Design thinking = Design processtool for managers to tackle a wide range of business problems
Source: Tim Brown, ‘Design Thinking’, Harvard Business Review, June 2008
Bill Moggridge New story, old idea
‘ design thinking is a new story, not a new process.’
Bill Moggridge, Designerly Thinking: In conversation with Bill Moggridge, NESTA, 12 June 2007
Design thinking An ill-defined notion
Roger MartinA way of thinking
Tim BrownDesigner’s sensibility and methods
Roger MartinA way of thinking
Tim BrownDesigner’s sensibility and methods
Title Sub-headingDesign thinking An ill-defined notion
Thinking
Title Sub-headingDesign thinking An ill-defined notion
Roger MartinA way of thinking
Tim BrownDesigner’s sensibility and methods
Thinking
Designing
Helen WaltersFormer editor of Design and Innovation, Bloomberg BusinessWeek
‘ [we] need [a] better definition of design thinking, more widely understood. [it’s a] Wild west of interpretation right now.’
Helen Walters, Tweet, 9 March 2010
Don Norman
‘ Design thinking is a nonsensical phrase that deserves to die’ Don Norman, ‘The Research-Practice Gulf’, Design Research Conference, 11 May 2010
Don Norman
‘ Design thinking is a public relations term for good, old-fashioned creative thinking.’ Don Norman, ‘Design Thinking: A useful myth’, Core77, 25 June 2010
Hot topic with business
Stepping up
Redesign Business Summit11-12 March 2010
The Big Re-Think Redesigning business summit 11-12 March 2010
‘ Business leaders are casting around for new ideas... ...design thinking is offering itself up as one of the new ideas’
Vijay V Vaitheeswaran, ‘The Big Re-Think: redesigning business summit’, 11-12 March 2010
Vijay V Vaitheeswaran, Global Correspondent, The Economist
Crisis of trust and legitimacy
Richard Fuld, Ex-CEO Lehman Bros
Discredited ideas Efficient markets
Shareholder value
The wisdom of crowds
High pay = high talent
Light-touch regulation
The rise of design
Leaders discredited, designers legitimated
Leaders
Designers
Section heading
198719972007
Margaret Thatcher
1987
Hair
1987
1987
Ford Escort
1987
Newcastle PolytechnicBA Design for Industry
Design craftsman
Design thinker
1987
Design was a cult
1987
Section heading
198719972007
The return of Steve Jobs
1997
New Labour elected
1997
Creative Britain
‘ We can say with pride that Britain is the “design workshop of the world” – leading a creative revolution’
Tony Blair, ‘Britain’s design industry, Foreign and commonwealth office, 1998
1997
The creative sector40 million Americans !
Fine art auctionsAdvertisingIT servicesMusic industry DesignGallery and museum attendants
1997
Death of Diana
1997
Emoting
1997
Culture of emotions A shift from the head to the heart
1997
Section heading
198719972007
Design on TV
2007
Raised aesthetic expectations
‘ The rise of look and feel – aesthetics are a universal human desire NOT a luxury’
Virginia Postrel, ‘The Substance of Style’, 2003
2007
Creativity a mass aspiration
2007
Tim Brown is a big hit at Davos
2007
Stepping up – seizing the opportunity
Stepping up
Cut down on the Kool Aid!
Design Thinking©®™
Not a magic process
New capabilitiesSkills + Knowledge
Facilitation / Corporate perspective / Technical & Marketing knowledge
Specification
Prototyping
CAD/DTP
Detailing
Sketching
Creativity
Synthesis
Trends analysis
User research
Craft skills
Strategic skills
New skillsDifferent problems require different specialist knowledge and skills
Facilitation / Corporate perspective / Technical & Marketing knowledge
????
????
Specification
Prototyping
CAD/DTP
Detailing
Sketching
Creativity
Trends analysis
User research
Craft skills
Strategic skills
Section heading
FoundationsRecent stepsNext steps
More than stylists5 levels of design
Source: adapted from www.bplusd.org
Foundations
5 Problem framing
4Problem solving
3Functionality & usability
2Aesthetics
1Accidental design
More than stylists
5 Problem framing
4Problem solving
3Functionality & usability
2Aesthetics
1Accidental design
Design
Source: adapted from www.bplusd.org
Foundations
More than stylists
5 Problem framing
4Problem solving
3Functionality & usability
2Aesthetics
1Accidental design
Design thinking
Design
Source: adapted from www.bplusd.org
Foundations
Cross-silo facilitators Taking a holistic view as interdisciplinary translators and bridges between silos
Cus
tom
er s
uppo
rt
Cha
nnel
Pac
kagi
ng d
esig
n
Fina
nce
UX
Pro
duct
des
ign
Mar
ketin
g
R&D
Designers
Foundations
Cross-silo facilitatorsChristopher Lorenz envisaged a bigger role for designers in 1980s
‘ [designers good] translators, bridges and catalysts [between corporate silos]... [playing the role of] facilitator, coordinator, evaluator and completer.’
Christopher Lorenz, ‘The Design Dimension’, 1986
Foundations
Resolving and completing
‘ Design is the best you can do by next Wednesday!’
Charles Eames
Foundations
Basic skills
Creativity
Prototyping
Visualising
Foundations
SynthesisersChristopher Lorenz envisaged a bigger role for designers in 1980s
‘ It is not the mundane skills of sketching, shaping and colouring which make the industrial designer such a valuable resource, but the multi-faceted ability to contribute to the work of other disciplines, and to stimulate, interpret and synthesise it.’
Christopher Lorenz, ‘The Design Dimension’, 1986
Foundations
Synthesisers
Foundations
‘ Laser intelligence probes deeply into a topic, but ignores opportunities to cross-pollinate... Searchlight intelligence may not probe as deeply but is always scanning the environment and [spotting] connections across spheres.’
Howard Gardner, ‘Five Minds for the Future’, 2007
Ambiguity Tackling fuzzy and multi-dimensional ‘wicked problems’
Foundations
Title Sub-headingScope
Foundations
Title Sub-headingFrame
Foundations
Title Sub-headingAnalyse
Foundations
Title Sub-headingSynthesis Knitting together disparate information into a new and coherent whole
Foundations
‘ It was about being very focused and not trying to do too much… the key was getting rid of stuff’
Jonathan Ive quoted in ‘The guts of a new machine’, New York Times, 30 November 2003
Editors Disciplined focus
Foundations
Cultural interpretersNo need to be defensive about aesthetics
Foundations
‘ [Design is] ‘problem solving in a cultural context’
Ron Arad
FoundationsRecent stepsNext steps
Better at communicating process
Recent steps
User research methods have been formalised
Recent steps
Experience design A genuinely new and powerful approach
Recent steps
Service design A genuinely new and powerful approach
Trip planning At airport In aircraft Destination
Recent steps
Social design
Engagement facilitators
‘ those looking for a prescribed way to implement design thinking are destined to be disappointed. It’s a messy, opaque process that depends as much on group dynamics as intellect or insight....the process was more important than the product.... the idea is that people need a way to engage in multiple places within their community.’
Helen Walters, ‘Inside the Design Thinking Process’, Businessweek.com,14 December 2009
Recent steps
FoundationsRecent stepsNext steps
Design needs to raise its game
‘ Creativity is not in short supply... Design no longer delivers competitive advantage’
Roberto Verganti, Design-Driven Innovation, 2009
Next steps
Design needs take more of its own medicine
We need to innovate how we innovate
There is no one size fits all approach to innovation
Roberto Verganti
Next steps
High quality design is hardWe’re all designers, it’s what separates us from the apes
‘ Design is not important. Good design is important.’
Jonathan Ive, ‘Lessons from America’, Design Council / HEFCE, September 2006
Next steps
More analytical rigourBalanced left and right brain thinking
Analytical Intuitive
Next steps
More analytical rigourPrecision over woolliness
Next steps
Too much focus on consumers
Next steps
Vision Over insight and empathy
‘ Radical 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.’ Roberto Verganti The Big Re-Think: redesigning business summit 11-12 March 2010
Next steps
Consumer needs last
‘ Technology first, invention second, needs last.’ Don Norman, ‘Technology First, Needs Last’, interactions.acm.org, March/April 2010
Next steps
Foresight
2010 2011 2012 2013 2014 2015
‘ Strategy must be created from the future backwards’
Gary Hamel
Next steps
Foresight of interpreters
ConsumersRear-view mirror outlook
ExpertsProfessional interpreters of the future
Next steps
Design leadership challengeBalancing Process, Context and Talent
Next steps
Process
Context Talent
Design thinkingOverly focuses on process
Design thinking Process
Context Talent
Setting the context is key the design leadership challenge
KnowledgeAnalysisForesightVision
Process
Context Talent
Underplays the importance of finding, nurturing and motivating talent
Design thinking
Process
Context Talent
A new generation of talentRachel
Thank you We join the dots
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