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(Re)framing: the first step towards innovative ideas Steve Baty (@docbaty) Principal, Meld Studios Meld Studios | Steve Baty | @docbaty slide 1 of 12

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The questions we ask ourselves at the idea generation stage of design play a critical role in the nature of the ideas generated. Bold questions beget bold ideas; and incrementalism begins in the same way. In this talk Steve Baty will look at how problem framing and reframing can impact the ideas teams generate, and how problem statements can be ‘tuned’ to better deliver feasible concepts within your organisation. We’ll look at some recent examples from the work at Meld Studios as well as some well-known case studies from around the world.

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Page 1: (Re)framing

(Re)framing: the first step towards innovative ideas

Steve Baty (@docbaty)

Principal, Meld Studios

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Page 2: (Re)framing

A brief introduction...

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Page 3: (Re)framing

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.

Page 4: (Re)framing

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

Page 5: (Re)framing

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

Page 6: (Re)framing

Broaden the scope

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Page 7: (Re)framing

Broaden the scope

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Page 8: (Re)framing

Functional vs Experiential

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Page 9: (Re)framing

Use absolutes

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Page 10: (Re)framing

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Re-framing Phones

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Re-framing Transportation

Page 12: (Re)framing

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Re-framing Transportation

Page 13: (Re)framing

Use framing as a tool

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Page 14: (Re)framing

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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Page 15: (Re)framing

Thank you

Steve Baty

Principal, Meld Studios

Meld Studios | Steve Baty | @docbaty slide 12 of 12


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