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!”

www.littlemissmatched.com

“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…