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Wicked Problems&
Design
Pick up 3 blank sheets of paper.
Do something that adds value to the paper.
Sell it to your partner.
At what price?
Why should they buy it?
Everything about a businessis designed
M a n a g e r s c r e a t e t h e conditions in which other people work.
© copyright, youngjin yoocenter for design + innovationcD+i
© copyright, youngjin yoocenter for design + innovationcD+i
John Dewey design as education
what are we designing?
What is the goal?
Center for DesigncD+iTransforming ideas into actions
and Innovation
limit of m a n a g e m e n t
Center for DesigncD+iTransforming ideas into actions
and Innovation
“seeing” the world as it is
Center for DesigncD+iTransforming ideas into actions
and Innovation
management vocabulary
Center for DesigncD+iTransforming ideas into actions
and Innovation
industry as the basis of theoretical and practical
knowledge
Center for DesigncD+iTransforming ideas into actions
and Innovation
We are “bewitched by the language” we use.
Ludwig Wittgenstein
Center for DesigncD+iTransforming ideas into actions
and Innovation
Management is bewitched by 業.
design 3 myths
myth 1design is about aesthetics
myth 2 design is a noun.
myth 3 design is a collection of functional areas such as graphic, branding, product, and interaction.
© copyright, youngjin yoocenter for design + innovationcD+i
what is
DESIGN?
© copyright, youngjin yoocenter for design + innovationcD+i
What is design?
de-sign verb
etymology: Middle English, to outline, mean, from Anglo-French + Medieval Latin; Anglo-French designer to designate, from Medieval Latin designare, from Latin, to mark out, from de+signare to mark
date: 14th century
transitive verb
1: to create, fashion, execute, or construct according to plan : DEVISE, CONTRIVE
2a: to conceive and plan out in the mind <he designed the perfect crime> b: to have a purpose : INTEND <she designed to excel in her studies> c: to devise for a specific function or end <a book designed primarily as a college textbook>
4a: to make a drawing, pattern, or sketch of b: to draw the plans for <design a building>
intransitive verb
1: to conceive or execute a plan
2: to draw, lay out, or prepare a design
© copyright, youngjin yoocenter for design + innovationcD+i
What is design?
de-sign noun
date: 1569
1a: a particular purpose held in view by an individual or group <he has ambitious designs for his son> b: deliberate purposive planning <more by accident than design>
2: a mental project or scheme in which means to an end are laid down
4: a preliminary sketch or outline showing the main features of something to be executed <the design for the new stadium>
5a: an underlying scheme that governs functioning, developing, or unfolding : PATTERN , MOTIF <the general design of the epic> b: a plan or protocol for carrying out or accomplishing something (as a scientific experiment); also : the process of preparing this
6: the arrangement of elements or details in a product or work of art
7: a decorative pattern <a floral design>
8: the creative art of executing aesthetic or functional designs
H. A. Simon
Design is an artificial science that involves... “devising artifacts to attain goals … by transforming exiting conditions into preferred ones.”
what is NOT design?
What is a TV?
Center for DesigncD+iTransforming ideas into actions
and Innovation
vision of d e s i g n
Center for DesigncD+iTransforming ideas into actions
and Innovation
“seeing” the world as it might be
Center for DesigncD+iTransforming ideas into actions
and Innovation
visualizing the future
Center for DesigncD+iTransforming ideas into actions
and Innovation
designing is creating new business based the keen understanding of the meaning of an existing business.
design must be understood as organizational capabilities,
rather than individual capabilities
it takes more than hiring few designers, attending
design thinking seminars, encourage the use of post-
it notes
it requires deliberate strategic investment and
design actions by senior management
design is too important to leave to designers alone