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Page 1: BEST Lab UC Berkeley – The BEST Lab at UC Berkeley

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Page 2: BEST Lab UC Berkeley – The BEST Lab at UC Berkeley

Rittel’s Inspiration  to  Design  Thinking

• Peter  Rowe summarizes  well-­‐defined,  ill-­‐defined,  and  wicked  problems from  Horst  Rittel (1973).• Peter  Rowe,  1987:  Design  Thinking:  Underlying  structure  of  inquiry  common  to  all  designing.  Limitations  of  a  procedural  view.• Design  Thinking  symposium,  Delft  University  of  Technology,  1991.• Buchanan,  Richard,  "Wicked  Problems  in  Design  Thinking,"  Design  Issues,  vol.  8,  no.  2,  Spring  1992.• Brown,  Tim,  Change  by  Design:  How  Design  Thinking  Transforms  Organizations  and  Inspires  Innovation,  2009.

Page 3: BEST Lab UC Berkeley – The BEST Lab at UC Berkeley

Concrete

Abstract

Analysis Synthesis

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Page 4: BEST Lab UC Berkeley – The BEST Lab at UC Berkeley

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Page 5: BEST Lab UC Berkeley – The BEST Lab at UC Berkeley

Good  Design  Meshes  with  Culture

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Page 6: BEST Lab UC Berkeley – The BEST Lab at UC Berkeley

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Page 7: BEST Lab UC Berkeley – The BEST Lab at UC Berkeley

Drivers  for  Sustainable  Design• Population  growth• Energy  and  water  demand• National  and  world  security• Resource  justice:  Today,  16%  of  the  population  is  using  80%  of  the  planets  resources• Climate  change  and  pollution• Reducing  waste  saves  money  and  landfill• Business  drivers  – responsible  business  practices• Regulations  and  policies• Supply  chain  quality• Environmental  impact  ratings

Page 8: BEST Lab UC Berkeley – The BEST Lab at UC Berkeley

Societal  &  Environmental  Impact

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Page 9: BEST Lab UC Berkeley – The BEST Lab at UC Berkeley

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Page 10: BEST Lab UC Berkeley – The BEST Lab at UC Berkeley

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Page 11: BEST Lab UC Berkeley – The BEST Lab at UC Berkeley

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Page 12: BEST Lab UC Berkeley – The BEST Lab at UC Berkeley

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Page 13: BEST Lab UC Berkeley – The BEST Lab at UC Berkeley

The  foundation  of  brand  is  trust.Customers  trust  your  brand  whentheir  experiences  meet  their  expectations.

What  is  Brand’s  Value?

Page 14: BEST Lab UC Berkeley – The BEST Lab at UC Berkeley

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Page 15: BEST Lab UC Berkeley – The BEST Lab at UC Berkeley

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Page 16: BEST Lab UC Berkeley – The BEST Lab at UC Berkeley

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Page 17: BEST Lab UC Berkeley – The BEST Lab at UC Berkeley

“Everywhere  you  look  today  design  has  taken  on  new  meaning.  Design  (is  critical)  to  business.  The  trick  for  all  business  people  today  is  to  learn  to  think  like  designers.”

-­‐ Fast  Company  magazine,  1999

Page 18: BEST Lab UC Berkeley – The BEST Lab at UC Berkeley

Evidence from the Corporate Design Foundation

US Design Index vs Key Stock Market Indices

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Key  Stock  Market  Indices

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Page 19: BEST Lab UC Berkeley – The BEST Lab at UC Berkeley

Evidence from the UK Design Council

Firms with “design portfolios” outperform those without them in the stock market

Design Index: The Impact of Design on Stock Market Performance, July 2005’Available at http://www.designcouncil.org.uk/en/Design-Council/3/Publications/

1994 2004

Page 20: BEST Lab UC Berkeley – The BEST Lab at UC Berkeley

Design  Value  Index

What  is  the  Real  Value  of  Design,  Jeneanne Rae,  Motiv Strategies  &  Design  Management  Institute,  2014

Page 21: BEST Lab UC Berkeley – The BEST Lab at UC Berkeley

Design  Value  Index  Selection  Criteria1. Publicly  trades  in  the  U.S.  for  10+  years2. Scale  of  integrated  design  organization  &  deployment  as  

catalyst  for  change3. Growth  in  design-­‐related  investments4. Design  is  embedded  within  the  organization5. Design  leadership  at  all  levels6. Senior-­‐level  commitment  to  design  as  an  innovative  

resource  for  positive  change

Page 22: BEST Lab UC Berkeley – The BEST Lab at UC Berkeley

Portfolio  of  Design-­‐Centric  Organizations:  Design  Value  Index

• Apple• Coca-­‐Cola• Ford• Herman-­‐Miller• IBM• Intuit• Newell-­‐Rubbermaid• Nike

• Procter  &  Gamble• Starbucks• Starwood• Steelcase• Target• Walt  Disney• Whirlpool

What  is  the  Real  Value  of  Design,  Jeneanne Rae,  Motiv Strategies  &  Design  Management  Institute,  2014

Page 23: BEST Lab UC Berkeley – The BEST Lab at UC Berkeley

Design  Increases  Revenues,  Profit  &  Exports  in  the  U.K.

Design  Delivers  for  Business,  Design  Council  U.K.,  2012

Page 24: BEST Lab UC Berkeley – The BEST Lab at UC Berkeley

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Page 25: BEST Lab UC Berkeley – The BEST Lab at UC Berkeley

Big  Idea’s  from  Today

üDesign  is  built  in,  not  added  on

üUnderstanding  users  is  essential  for  good  design

üGood  design  adds  value  to  products  and  brands

üBrand  value  is  the  making  and  keeping  promises