Rethinking Design Thinking - Paul Pangaro · 2012-08-17 · Today’s really important design...

PICNIC Festival

Amsterdam

Paul Pangaro, ph.d.

[email protected]

September, 2010

Rethinking Design Thinking

PICNIC Festival / Amsterdam / Rethinking Design Thinking

Wicked Problems

Hard or impossible to agreeWhat do we focus on? Why? Who says?

Each wicked problem is uniqueHow do we use what we’ve learned before?

Hard to know when "solved"When are we "done"?

Demands new perspectivesBy definition it's not been done before!

Today’s really important design problems — economic, social, environmental — are wicked problems

2


Design Thinking

3


Design Thinking

Beyond analytical thinking Designers from the start Empathy for users Open & inclusive process Brainstorming

Rapid prototyping

-

-

-

-

-

-

4


Genesis of Design Thinking

Value of the systemic approach

5



Value of the systemic approachDesign methods movement in late 1960s

6



Value of the systemic approachDesign methods movement in late 1960sDesign as science — Herbert Simon

7


Today’s Enthusiasts

David Kelley, Tom Kelley, Tim Brown at IDEO

8



David Kelley, Tom Kelley, Tim Brown at IDEOHasso Plattner at Stanford's "d-school"

9



David Kelley, Tom Kelley, Tim Brown at IDEOHasso Plattner at Stanford's "d-school"Pat Whitney at IIT's Institute of Design

10



David Kelley, Tom Kelley, Tim Brown at IDEOHasso Plattner at Stanford's "d-school"Pat Whitney at IIT's Institute of DesignRoger Martin at Rotman School

11



David Kelley, Tom Kelley, Tim Brown at IDEOHasso Plattner at Stanford's "d-school"Pat Whitney at IIT's Institute of DesignRoger Martin at Rotman School

12


Business Argument for Design Thinking

Business success = innovation Innovation = design thinking

ThereforeBusiness success = design thinking

13


Business Argument for Design Thinking

Business success = innovation Innovation = design thinking

ThereforeBusiness success = design thinking

Which impliesA repeatable process... Applicable to many situations

14


Iconic Examples of Design Collaborations

Andriano Olivetti with Marcello Nizzoli at Olivetti

Tom Watson with Eliot Noyes at IBM

Max Dupree with George Nelson at Herman-Miller

Hiroshi Yamauchi with Shigeru Miyamoto at Nintendo

Steve Jobs with Jonathan Ive at Apple

after Hugh Dubberly

15

-

-

-

-

-



16

PICNIC Festival / Amsterdam / Rethinking Design Thinking 17

Design Thinking

What is the process?


Observe

Brainstorm

Prototype

What is the process?


Ethnography Observe

Brainstorm

Prototype

What does that mean?

Open-ended idea generation

Making and testing


Observe

Brainstorm

Prototype

Eval

uate



Observe

Brainstorm

Prototype

Eval

uate

Itera

te



Observe

Brainstorm

Prototype

Eval

uate

Itera

te

How do we judge what is better?


Specific?

Rigorous?

Repeatable?

Observe

Brainstorm

Prototype

Eval

uate

Itera

te

Limitations


Observe

Brainstorm

Prototype

Eval

uate

Itera

te

Limitations

Clear?

Quantifiable?

Directed?

Specific?

Rigorous?

Repeatable?


Observe

Brainstorm

Prototype

Eval

uate

Itera

te

25

Rethinking...


Design theconversations

Brainstorm

Prototype

Eval

uate

Itera

te

Design the Conversations



Find afocusing problem

Prototype

Eval

uate

Itera

te

27

Find a Focusing Problem




Prototype

Eval

uate

Itera

te

28

Find a Focusing Problem

EconomicFrom atoms to bits

SocialConsistent with who we are



Prototype a solution


Eval

uate

Itera

te

29

Prototype a Solution





Eval

uate

Itera

te

30

Iterate & Evaluate





Eval

uate

Itera

te

31

Iterate & Evaluate

Measure improvement in user experience





Eval

uate

Itera

te

32

Iterate & Evaluate


Measure convergence on design goals


Conversation toAgree on Means

33

Conversation is the core


Measure convergence on design goals



34




Design as Conversation



Conversation toAgree on Goals

Eval

uate

Itera

te





Conversation toCreate New Language

Eval

uate

Itera

te

Evaluate

Iterate



Conversation toDesign the Designing




Eval

uate

Itera

te

Evaluate

Iterate

Eval

uate

Itera

te







Eval

uate

Itera

te

Evaluate

Iterate

Evaluate

Iterate

Eval

uate

Itera

te



Conversation Leads to Agreement

Agreement leads to action or transaction

Action repeated over time leads to relationship

Relationship maintained over time leads to trust Trust provides a fertile ground for change

Change is the pivot-point of innovation

Innovation requires new language

New language is created in conversation

40


Redesigning Design – PICNIC ‘10

MAKING DESIGN REAL – Tim Kobe, Founder & Principle, Eight IncCo-creating conversations with brands and with consumers

41




MEET YOUR MAKER – Matthew Stinchcomb, Director, Europe, Etsy.comBeing connected to products and the people behind them is a good idea

42

http://Etsy.com/

http://Etsy.com/





OPEN DESIGN – John B. Rogers, Jr., CEO & Founder, Local MotorsCo-creating design, development & build with customers on a local level

43

http://Etsy.com/

http://Etsy.com/





OPEN DESIGN – John B. Rogers, Jr., CEO & Founder, Local MotorsCo-creating design, development & build with customers on a local level

44

http://Etsy.com/

http://Etsy.com/






Eval

uate

Itera

te

Evaluate

Iterate

Evaluate

Iterate

Eval

uate

Itera

te


Special thanks to Hugh Dubberly

Paul Pangaro, ph.d.

[email protected]

pangaro.com/PICNIC

Thank you.

Rethinking Design Thinking - Paul Pangaro · 2012-08-17 · Today’s really important design...

Documents

Transcript of Rethinking Design Thinking - Paul Pangaro · 2012-08-17 · Today’s really important design...