Design Translations

Dr Rachel Jones, Instrata Limited5th April 2011

Henry Ford said of the first car he ever built:"If I'd asked my customers what they wanted, they'd have said a faster horse."

Don Norman:“Design research is great when it comes to improving existing product categories, but essentially useless when it comes to breakthroughs”

The rationale model of design as a processdesigners attempt to optimize a design candidate for known constraints and objectives, the design process is plan-driven,the design process is understood in terms of a discrete sequence of stages

The action-centric model of designdesigners use creativity and emotion to generate design candidates,the design process is improvised,no universal sequence of stages is apparent – analysis, design and implementation are contemporary and inextricably linked

Design Translationsthank you