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The expansion of the design object
Frederick van Amstel http://fredvanamstel.com
Architecture and Design SchoolDigital Design
PUCPR
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Design is a social activity
•Design is not only a product
•Design is a professional activity
•Design has a historical tradition
• Traditions change
•Design transforms and creates objects, not necessarily physical objects
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What is the object of design?
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What is she designing?
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What is him designing?
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What is that the designer cocreates with the user?
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Why so many ways of representing the object?
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Design object is something that is or will be used by another activity.
Hence design being social activity.
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Social activity unfold in networks
Design activity
Cooking activity
SurgeryLaw-
making
Design education
Professional designers Utensils
WorkflowNorm
as técn
icas
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The activity changes when its object expands.
Yrjö Engeström
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Contemporary expansion
Design ThinkerDesign Doer
ProcessProducts
Amateurdesigners
Users
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Expansion history
Object: construction materials (1800 - 1940)
Object: complex entity (1930 - present)
(Van Amstel, 2015)
Object: emergent performance (1990 - present)
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The first Bauhaus curriculum put emphasis over mastering construction material (1922)
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Material innovation enabled new forms and shapes
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The second Bauhaus curriculum included Science, town planning and social services (1932)
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Ülm curriculum emphasized interdisciplinarity, information and knowledge (1951)
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Brasilia: a city designed by multidisciplinary experts (1956)
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The Anglepoise is a simple yet complex design (1927)
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Juicy Salif squeezer refuses being a product and appeal to emotions (1990)
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The Ideo shopping cart (1998) was designed based on the observed experience of US shoppers
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Smell+ is a blind date app that connects people through body smells (2009)
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Carneggie Mellon University new design curriculum (2014)
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Emergent performance
• Performance is a process not a product
• Performance is different every time it repeats
• Performance is measurable
• Performance cannot be controlled since it is emergent
• Performance examples: interaction, experience, emotion, service, business
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Use value X Exchange value
• Value is not money
• Exchange value is often measured with money
•Use value is sometimes measured with usability metrics (efficacy, efficiency, satisfaction)
•Use value is related to the usefulness, utility and materiality of something
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Industrial economy
• Exchange value generation from functionality
•Use value generation from object characteristics
• Product Design
•Graphic Design
• Interior Design object
the object has its own value
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Experience economy
• Exchange value generation from branding
•Use value generation from object’s role in context
•User Experience Design
• Interaction Design
• Service Design
the object amplifies the value of something else
object
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Transforming products into services bridges the gap between company and market
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Value co-creation at the boundaries of an organization(Amstel, 2015)
Producer
Negotiation for exchange value
Cocreator
Client
Negotiation for use value
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Apple for example offers current best integration across multiple products
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Ikea furniture I assembled myself in the place I lived in the Netherlands. I had an emotional bond to them.
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Value Proposition Canvas: value is created by reducing pains and increasing gains, i.e., through experience
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Realtime feedback of fuel consumption in Fiat cars tries to influence the driver (cocreate an experience)
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Contemporary expansion
Design ThinkerDesign Doer
ProcessProducts
Amateurdesigners
Users
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Today’s design object
• Includes the user behavior, as if it could be designed as part of the product
• Embed many rules and a division of labor
• Resists design through diversion, escalating complexity,
• Is often shared and disputed among multiple activities (since people behavior is at play)
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Thanks!Frederick van Amstel
http://fredvanamstel.comArchitecture and Design School
Digital Design PUCPR