(Re)framing
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Transcript of (Re)framing
(Re)framing: the first step towards innovative ideas
Steve Baty (@docbaty)
Principal, Meld Studios
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A brief introduction...
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What do we mean by framing?
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Framing - the question to be ‘solved’ - is part of the sense-making capability of designers. It is the key to unlocking the creative potential of design.
Three roles of framing
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i. Identify and articulate new ways of thinking about an issue
ii. Adopt a particular stance towards a group of people, their needs and wants
iii. Indicates the scale of the ambition expected from concepts
Focus on purpose, not product
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“People don’t want a quarter-inch drill, they want a quarter-inch hole” - Theodore Levitt
Broaden the scope
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Broaden the scope
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Functional vs Experiential
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Use absolutes
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Re-framing Phones
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Re-framing Transportation
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Re-framing Transportation
Use framing as a tool
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Recap
• Business is changing
• Framing is a critical component of sense-making
• Different framing will lead to different creative output
• Use framing as a strategic tool in your design work
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Thank you
Steve Baty
Principal, Meld Studios
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