DESIGN 2 · DESIGN 2.0 20th November 2012 Strategic Design Thinking DESIGN 2.0 ... Facilitating...
Transcript of DESIGN 2 · DESIGN 2.0 20th November 2012 Strategic Design Thinking DESIGN 2.0 ... Facilitating...
DESIGN 2.0 20th November 2012
Strategic Design Thinking
DESIGN 2.0
20th November 2012
Professor Tom Inns Collaborative Research to Drive Innovation 17th July 2009
DESIGN 2.0 20th November 2012
Traditional Notions Of Design ... Creativity
Synthesis & Technical Knowledge
Generating ideas Creating a broad portfolio of solutions
Managing trade-offs Creating solutions that balance conflicting technical, financial & user requirements
Visualising the tangible Creating visual representations of future innovations
Accommodating uncertainty Coping with emergent ideas in real-time at different stages in development
Profiling users Having empathy with the user story & context translating these requirements into solutions
Synthesising outputs Synthesising and prototyping future innovations
© Tom Inns 2011
Professor Tom Inns Collaborative Research to Drive Innovation 17th July 2009
1991 2011
© Tom Inns 2011
DESIGN 2.0 20th November 2012
1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
First SMS text message
Google launched
iPod Launched
Facebook Launched
Twitter Launched
The evolving networked landscape
iPad Launched
© Tom Inns 2011
The evolving environmental landscape
1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 © Tom Inns 2011
DESIGN 2.0 20th November 2012
Democratizing the futureTowards a new era of creativity and growth by Josephine Green
80s-2005
Market led
Experience
Marketing & Brand driven
Emotions
Aesthetics Responsive
2005+ Socially led Transformation People & Network driven Life Tools / Content Co-creative
The evolving corporate landscape 2005 - 80s - 05
1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 © Tom Inns 2011
The evolving professional landscape
1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
www.hbr.org
Design Thinking
by Tim Brown
Thinking like a designer can transform the way you develop products, services, processes—and even strategy.
Reprint R0806E
• Formed in 1991 • Product design & engineering • Interaction Design
2009 – 500 staff • Product Design • Service Design • Innovation Consultancy
• New Disciplines • ‘Service Design’
© Tom Inns 2011
DESIGN 2.0 20th November 2012
• Design Thinking: & new forms of design: Service Design
• idesign: imac, ipod, itunes, ipad, icloud • Design & Social Innovation: RED @ The Design
Council, DOTT 07 + DOTT Cornwall • Design Convergence: Creative Industries • Global Design:
New global businesses and global strategies
Design 2000s:
© Tom Inns 2011
Traditional Notions Of Design ... Creativity
Synthesis & Technical Knowledge
Generating ideas Creating a broad portfolio of solutions
Managing trade-offs Creating solutions that balance conflicting technical, financial & user requirements
Visualising the tangible Creating visual representations of future innovations
Accommodating uncertainty Coping with emergent ideas in real-time at different stages in development
Profiling users Having empathy with the user story & context translating these requirements into solutions
Synthesising outputs Synthesising and prototyping future innovations
Extended Roles For Design in Society …
[Requires New Skills &
New Knowledge]
Facilitating Idea Generation Facilitating participatory creation by others
Negotiating Value Establishing trade-offs between options and wide spectrum of metrics [financial, ethical, ecological, social]
Visualising the intangible Creating visual representations of networks, systems and connections between future innovations
Navigating Complexity Anticipating and modeling the impact of changing contexts on future innovations
Mediating Stakeholders Building profile of multiple internal & external stakeholders & contexts
Synthesising strategy Synthesising and prototyping future innovation systems
© Tom Inns 2011
DESIGN 2.0 20th November 2012
T shaped designer
Traditional Notions Of Design ... Creativity
Synthesis & Technical Knowledge
Generating ideas Creating a broad portfolio of solutions
Managing trade-offs Creating solutions that balance conflicting technical, financial & user requirements
Visualising the tangible Creating visual representations of future innovations
Accommodating uncertainty Coping with emergent ideas in real-time at different stages in development
Profiling users Having empathy with the user story & context translating these requirements into solutions
Synthesising outputs Synthesising and prototyping future innovations
© Tom Inns 2011
- Team Dynamics - Facilitation Skills - Knowledge Management
- Impact Assessment - Eco-literacy - Cost benefit analysis
- Systems Thinking - Information Design - Mapping methods
- Complexity theory - Forecasting methods - Scenario Building
- Stakeholder theory - Requirements capture - Network theory
- Prototyping theory - Strategy - Innovation systems
ABOVE ALL: Strategic Understanding
X shaped designer
Extended Roles For Design in Society …
[Requires New Skills &
New Knowledge}
Facilitating Idea Generation Facilitating participatory creation by others
Negotiating Value Establishing trade-offs between options and wide spectrum of metrics [financial, ethical, ecological, social]
Visualising the intangible Creating visual representations of networks, systems and connections between future innovations
Navigating Complexity Anticipating and modeling the impact of changing contexts on future innovations
Mediating Stakeholders Building profile of multiple internal & external stakeholders & contexts
Synthesising strategy Synthesising and prototyping future innovation systems © Tom Inns 2011
DESIGN 2.0 20th November 2012
new roles for the designer
Visualiser of intangibles
Visualiser of intangibles • Emotions • Relationships • Experiences • Networks
new roles for the designer
DESIGN 2.0 20th November 2012
new roles for the designer
Visualiser of intangibles • Emotions • Relationships • Experiences • Networks
Facilitator of thinking
new roles for the designer
ConceptDevelopment
• Define Market Segments• Identify lead users• Identify competitive products
SystemLevelDesign
• develop plan for product options and extended product family
DetailDesign
• Develop marketing plan
Testing &Refinement
• Develop promotion & launch materials
ProductionRamp-up
• Place early production with key customers
• Investigate feasibility of product concepts• Develop industrial design concepts• Build & test experimental prototypes
• Generate alternative product architectue• define major sub-systems & interfaces• Refine Industrial design
• Define part geometry• Choose materials• Assign tolerances• Complete industrial design
• reliability testing• Obtain regulatory approvals• Implement design changes
• Evaluate early production output
• Estimate manufacte cost• Assess production feasibility
• Identify suppliers for key components• Perform make-buy analysis• Define final assembly scheme
• Define piece-part production• Design tooling• define quality assurance• Begin procurement of long lead tooling
• Facilitate supplier ramp-up• Refine fabrication & assembly• Train work force• Refine quality assurance processes
• Begin operation of entire production system
• Finance: facilitate economic analysis• Legal: Investigate patent issues
• Finance: Facilitate make-buy analysis• Service: Identify dervice issues
• Sales: Develop sales plan
Mar
ketin
gD
esig
nM
anuf
actu
ring
Oth
er F
unct
ions
MissionStatement
ProductLaunch
OpportunitySpecification
DesignSpecification
Test productconcepts againstdesignspecification
Test Embodimentdesigns againstdesign specification
Identify productfailure modes &refine specification
Test productprototype againstdesign specification
Identify manufacturefailure modes anddevelop specification
QualityControls
New Product
All possible details
All possible embodiments
All possible concepts
All possible innovation opportunities
Business Strategy
Best business Opportunity
Best Concept
Best Embodiment
Working prototype
To innovate or not to innovate
All possible products
Best product Opportunity
Market
Specification
Concept design
Detail design
Manufacture
Sell
Materials
Mechanical Stress
Mechanisms
Electrical stress
Manufacture
Control
Market analysis
Synthesis
Decision making
Costing
Data Handling
Optimisation
Technology Technique
TOTAL ACTIVITY
PLANNED ORGANISED
• Idea• Need• Proposal• Brief
Design Specification
Design Concept
Design Layouts
Manufacturinginformation
Product
Working product
• Retired product• Recycled product• Scrap product
Activity
Task Clarification Phase
Conceptual Design Phase
Embodiment Design Phase
Detail Design Phase
Market analysis Problem analysis
Alternative solutions
Testing &Development
Design for safety,function, manuf.
Components & Assembly
Manufacture & Assembly
Testing & Delivery
Use of product
DESIGN 2.0 20th November 2012
Facilitator of thinking • Co-creation • Participatory design • Collaborative design
new roles for the designer
new roles for the designer
Facilitator of thinking www.theatresofthinking.org.uk
• Co-creation • Participatory design • Collaborative design
DESIGN 2.0 20th November 2012
new roles for the designer
Facilitator of thinking • Co-creation • Participatory design • Collaborative design
new roles for the designer
Facilitator of thinking •
DESIGN 2.0 20th November 2012
new roles for the designer
Negotiator of value value = benefits costs
new roles for the designer
Negotiator of value
value = benefits costs
DESIGN 2.0 20th November 2012
new roles for the designer
Negotiator of value
value = benefits costs ecological
new roles for the designer
Negotiator of value
value = benefits costs e t h i c a l
DESIGN 2.0 20th November 2012
new roles for the designer
mediator of stakeholders
Design & Production Supply &
Distribution Consumption End-of-use
new roles for the designer
mediator of stakeholders
Design & Production Supply &
Distribution Consumption End-of-use
DESIGN 2.0 20th November 2012
new roles for the designer
mediator of stakeholders The designer no longer designs
solely for a customer, the user or client, increasingly design solutions are for multiple stakeholders, often with very different perspectives, needs and expectations
new roles for the designer
navigator of complexity
DESIGN 2.0 20th November 2012
new roles for the designer
Synthesiser of strategy
Launching the Conservatives’ General Election Campaign David Cameron launches a revolutionary new approach. We will have no fixed policies instead what we do have is a participatory design process. We are the party that understands stakeholder needs.
GENERAL ELECTION Cameron: Vote for us we are the design party
BREAKING NEWS
LIVE 2014
DESIGN 2.0 20th November 2012
Ed, how about this as a concept for dealing with NHS funding?
That’s inspired, Dave, put it on the evaluation matrix, just to the right of my concepts