on design, design roles & responsibilities / service design drinks berlin
DESCRIPTION
How is design changing? What is the role of the designer in 2014 and what are her responsibilities? Above all, where does design start and where does it end in these days? Kindly invited by the strategic design consultancy IXDS, we kicked-off 2014’s first service design meet-up by discussing fundamentals, exploring how we work and making plans of what to do different in the new year. January seemed to be the appropriate month to have such an attempt.TRANSCRIPT
ServiceDesignDrinks
I X D S / J A N U A R Y 2 2 , 2 0 1 4
On Design,Design Roles & Responsibilities
MartinUser Experience,Nokia / HERE
KatrinPhD Candidate,University ofPotsdam
Who are we?
OlgaBusinessConsultant
ManuelFreelanceServiceDesigner
What is design?
Who is a designer?
“Design is not for philosophy, it’s for life.”
— I S S E Y M I YA K E Fashion Designer
“To design is to devise courses of action aimed at changing existing situations into preferred ones.”
— H E R B E R T A . S I M O N Nobel Laureate in Economics
“To design is to plan, to order, to relate and to control.”
— E M I L R U D E R Swiss typographer
M O D E L
Design ladder for evaluating design maturity
— B. De Mozota (2003): The Economic Effects of Design, 2003; Design Creates Value, 2007); Icons: Olivier Guin
Design plays no role in product or service development
Stage 0: No design
Design is used for improving the appearance of products or services
Stage 1: Design as styling
Design is a part of product development and other processes
Stage 2: Design as process
Design forms a part of the organisation’s strategy
Stage 3: Design as strategy
SeparateDesign as externalresource
PeripheralDesign as part of the organisation
CentralDesign at the core of the organisation
IntegratedDesign integral to all aspects of the organisation
— S. Junginger (2012)
M O D E L
Relationships between a design function andthe larger supported organisation
Artefact
ProductInterior
FashionJewellery
GraphicWeb & New Media
Leve
l of
Com
plex
ity
M O D E L
Stratification ofDesign (Thinking)
— S. Di Russo (2013): http://ithinkidesign.wordpress.com/2013/03/26/design-wars/
ArtefactExample: car2go’s Smarts
FashionGraphicInteriorJewelleryProductWeb & New Media
— Photo: Daimler AG (2012)
Artefact
ProductInterior
FashionJewellery
GraphicWeb & New Media
Artefact & Experience
EngineeringInteraction DesignHuman Computer Interaction
User ExperienceAnthropological DesignHuman Centred Design
Leve
l of
Com
plex
ity
M O D E L
Stratification ofDesign (Thinking)
— S. Di Russo (2013): http://ithinkidesign.wordpress.com/2013/03/26/design-wars/
Anthropological DesignEngineeringInteraction DesignHuman Centred DesignHuman Computer InteractionUser Experience
Example: car2go’s mobile app
Artefact &Experience
Artefact
ProductInterior
FashionJewellery
GraphicWeb & New Media
Artefact & Experience
EngineeringInteraction DesignHuman Computer Interaction
User ExperienceAnthropological DesignHuman Centred Design
Systems & Behaviour
Urban PlanningService DesignArchitecture
SMEsStrategic DesignCulture
Leve
l of
Com
plex
ity
M O D E L
Stratification ofDesign (Thinking)
— S. Di Russo (2013): http://ithinkidesign.wordpress.com/2013/03/26/design-wars/
Systems &Behaviour
Example: car2go’s car access system
ArchitectureCultureService DesignSMEsStrategic DesignUrban Planning
— Photo: Daimler AG (2012)
Artefact
ProductInterior
FashionJewellery
GraphicWeb & New Media
Artefact & Experience
EngineeringInteraction DesignHuman Computer Interaction
User ExperienceAnthropological DesignHuman Centred Design
Systems & Behaviour
Urban PlanningService DesignArchitecture
SMEsStrategic DesignCulture
LargeScale
SystemsPolicy DesignSystems DesignEnvironment
Public Service Infrastructure
Leve
l of
Com
plex
ity
M O D E L
Stratification ofDesign (Thinking)
— S. Di Russo (2013): http://ithinkidesign.wordpress.com/2013/03/26/design-wars/
EnvironmentPolicy DesignPublic Service InfrastructureSystems Design
Example: Dedicated parking spacesfor car sharing in Berlin
Large ScaleSystems
“Always design a thing by considering it in its next larger context – a chair in a room, a room in a house, a house in an environment, an environment in a city plan.”
— E E R O S A A R I N E N Architect
Q U O T E
“Design is a creative activity whose aim is to establish the multi-faceted qualities of objects, processes, services, and their systems in whole life cycles.”
— I N T E R N AT I O N A L C O U N C I L S O C I E T I E S O F I N D U S T R I A L D E S I G N ‘ D e f i n i t i o n o f D e s i g n’
D E F I N I T I O N
“Design is composing an epic poem, executing a mural, painting a masterpiece, writing a concerto. But design is also cleaning and reorganising a desk drawer, pulling an impacted tooth, baking an apple pie, choosing sides for a backlot baseball game, and educating a child.”
— V I C T O R PA PA N E K D e s i g n e r, A u t h o r
D E F I N I T I O N
Pre-industrial society: design-craftsperson
Industrial revolution: separation of making and styling
1960s: Designers work in multi-disciplinary teams
1970s: Designers as “end-user expert”, Papanek’s book
1980s: Design & business innovation, design management
1990s: Experience and brand, the internet
M O D E L
The expanding role of the designer over history
— L. Tan (2009): Seven ‘new’ roles designers are playing in public life: http://imagination.lancaster.ac.uk/downloads/_assets/dpc2009/presentations/Lauren_Tan_DPC2009.pdf
M O D E L
Seven ‘new’ roles of designers
— L. Tan (2009): Seven ‘new’ roles designers are playing in public life: http://imagination.lancaster.ac.uk/downloads/_assets/dpc2009/presentations/Lauren_Tan_DPC2009.pdf
Designer as strategist
Designer as facilitator
Designer as communicator
Designer as co-creator
Designer as capability builder
Designer as researcher
Designer entrepreneur
— N A N C Y B I R K H Ö L Z E R Managing Partner at IXDS
• team builder • transformer • futurist • idealist & realist • facilitator.”
“Designers as … • entrepreneur • good listener & best friend • detail observer & curiosity hero • motivator • prototyper
— A D A M S TJ O H N L AW R E N C E Co-initiator of Global Service Jam Founding Partner Work•Play•Experience
“Facilitation, facilitation, facilitation! If service design is truly co-creative, then THE key skill of service designers is … facilitation. Your most important task as a service design facilitator is to realise that everyone else in the room is the expert. Not you. All you can do is help them move forward.”
— LO U I S A H E I N R I C H Strategist, Speaker, Instigator
“The most effective roles designers can play are about interpretation / translation – observing human behaviour and interpreting that into actionable opportunities […] matchmaking between what a business is trying to achieve and what the people at the other end need / want / can handle.”
Artist
Communicator
Manager
Catalyst
Investigator
M O D E L
Designer’s roles in a design team
— Northumbria University (2009): Designer’s Roles in a Design Team: http://www.designcollaboration.org/resources/roles/designer-roles.php
Exercise
E X E R C I S E
Designer’s role in a(design) team
Understand your fellowgroup members
The names of my fellowgroup members are …
What do they likemost about group work?
What do they dislikemost about group work?
What personality traitsmake a good team player?
What personality traitsmake a bad team player?
7 min
— Icons: Juan Garces, Prerak Patel / The Noun Project
E X E R C I S E
Designer’s role in a(design) team
Discuss team roles,state preferred team roles
Who would have which role in the team?
As an individual which roles do we like?
As an individual which roles do we dislike?
As an individual which roles do we want to improve upon?
10 min
Take-away
Take-away
Bring design to the next level
Find your role, refine your role duringeach process
Don’t stick to given definitions of design,everybody can design
Reading recommendations
Howard Gardner:‘Five Mindsfor theFuture’
VictorPapanek:‘Design forthe realworld’
Lauren Tan: ‘The different roles of the designer and their value’
V&A Museum:ThinkTank:The Future Designer
Where are yougood at? Where do you want to improve in?
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