stepping up: beyond design thinking
Post on 18-Oct-2014
589 views
DESCRIPTION
Kevin's closing keynote presentation at the Design Management Institute's conference in London in 2010. The presentation tackled two key questions: Why is design thinking such a hot topic with executives, but leaves so many designers cold? And: Does the demand for design thinking represent more of an opportunity than the thinking itself? It was based on an article of the same title for the Design Management Review http://www.plan.bz/plan-views/2010/september/steppingupTRANSCRIPT
![Page 1: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/1.jpg)
DMI Transforming Design
Stepping up Kevin McCullaghFounder, Plan
08 September 2010
![Page 2: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/2.jpg)
Design thinking Wicked problems / user-driven / inter-disciplinary iterative / prototyping / failing early
![Page 3: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/3.jpg)
The opportunity
![Page 4: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/4.jpg)
Stepping up
Why it leaves so many designers cold
![Page 5: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/5.jpg)
Stepping up
Why it leaves so many designers cold
Why it’s such a hot topic with business
![Page 6: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/6.jpg)
Stepping up
Why it leaves so many designers cold
Why it’s such a hot topic with business
How designers can step up to seize the opportunity
![Page 7: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/7.jpg)
Designers left cold
Stepping up
![Page 8: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/8.jpg)
2009
![Page 9: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/9.jpg)
Milan2009
![Page 10: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/10.jpg)
‘Even turkeys can fly in a tornado’
![Page 11: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/11.jpg)
Designers drinking too much of their own Kool Aid?
![Page 12: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/12.jpg)
Milan2009
![Page 13: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/13.jpg)
Milan2009
![Page 14: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/14.jpg)
Fluffy concept
![Page 15: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/15.jpg)
Design thinking An ill-defined notion
Roger MartinA way of thinking
Tim BrownDesigner’s sensibility and methods
![Page 16: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/16.jpg)
Balanced left and right brain thinking
Analytical Intuitive
![Page 17: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/17.jpg)
Martina Navratilova
![Page 18: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/18.jpg)
Designers’ brain
![Page 19: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/19.jpg)
Tim BrownA false distinction
Designthinking
Designdoing
![Page 20: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/20.jpg)
Tim Brown 2008
Designthinking
Designdoing
![Page 21: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/21.jpg)
Tim Brown 2009
DesignThinking
DesignDoing
![Page 22: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/22.jpg)
Design thinking = Design processtool for managers to tackle a wide range of business problems
Source: Tim Brown, ‘Design Thinking’, Harvard Business Review, June 2008
![Page 23: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/23.jpg)
Bill Moggridge New story, old idea
‘ design thinking is a new story, not a new process.’
Bill Moggridge, Designerly Thinking: In conversation with Bill Moggridge, NESTA, 12 June 2007
![Page 24: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/24.jpg)
Design thinking An ill-defined notion
Roger MartinA way of thinking
Tim BrownDesigner’s sensibility and methods
![Page 25: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/25.jpg)
Roger MartinA way of thinking
Tim BrownDesigner’s sensibility and methods
Title Sub-headingDesign thinking An ill-defined notion
Thinking
![Page 26: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/26.jpg)
Title Sub-headingDesign thinking An ill-defined notion
Roger MartinA way of thinking
Tim BrownDesigner’s sensibility and methods
Thinking
Designing
![Page 27: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/27.jpg)
Helen WaltersFormer editor of Design and Innovation, Bloomberg BusinessWeek
‘ [we] need [a] better definition of design thinking, more widely understood. [it’s a] Wild west of interpretation right now.’
Helen Walters, Tweet, 9 March 2010
![Page 28: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/28.jpg)
Don Norman
‘ Design thinking is a nonsensical phrase that deserves to die’ Don Norman, ‘The Research-Practice Gulf’, Design Research Conference, 11 May 2010
![Page 29: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/29.jpg)
Don Norman
‘ Design thinking is a public relations term for good, old-fashioned creative thinking.’ Don Norman, ‘Design Thinking: A useful myth’, Core77, 25 June 2010
![Page 30: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/30.jpg)
Hot topic with business
Stepping up
![Page 31: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/31.jpg)
Redesign Business Summit11-12 March 2010
![Page 32: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/32.jpg)
The Big Re-Think Redesigning business summit 11-12 March 2010
‘ Business leaders are casting around for new ideas... ...design thinking is offering itself up as one of the new ideas’
Vijay V Vaitheeswaran, ‘The Big Re-Think: redesigning business summit’, 11-12 March 2010
Vijay V Vaitheeswaran, Global Correspondent, The Economist
![Page 33: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/33.jpg)
Crisis of trust and legitimacy
Richard Fuld, Ex-CEO Lehman Bros
![Page 34: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/34.jpg)
Discredited ideas Efficient markets
Shareholder value
The wisdom of crowds
High pay = high talent
Light-touch regulation
![Page 35: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/35.jpg)
The rise of design
Leaders discredited, designers legitimated
Leaders
Designers
![Page 36: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/36.jpg)
Section heading
198719972007
![Page 37: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/37.jpg)
Margaret Thatcher
1987
![Page 38: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/38.jpg)
Hair
1987
![Page 39: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/39.jpg)
1987
![Page 40: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/40.jpg)
Ford Escort
1987
![Page 41: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/41.jpg)
Newcastle PolytechnicBA Design for Industry
Design craftsman
Design thinker
1987
![Page 42: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/42.jpg)
Design was a cult
1987
![Page 43: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/43.jpg)
Section heading
198719972007
![Page 44: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/44.jpg)
The return of Steve Jobs
1997
![Page 45: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/45.jpg)
New Labour elected
1997
![Page 46: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/46.jpg)
Creative Britain
‘ We can say with pride that Britain is the “design workshop of the world” – leading a creative revolution’
Tony Blair, ‘Britain’s design industry, Foreign and commonwealth office, 1998
1997
![Page 47: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/47.jpg)
The creative sector40 million Americans !
Fine art auctionsAdvertisingIT servicesMusic industry DesignGallery and museum attendants
1997
![Page 48: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/48.jpg)
Death of Diana
1997
![Page 49: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/49.jpg)
Emoting
1997
![Page 50: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/50.jpg)
Culture of emotions A shift from the head to the heart
1997
![Page 51: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/51.jpg)
Section heading
198719972007
![Page 52: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/52.jpg)
Design on TV
2007
![Page 53: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/53.jpg)
Raised aesthetic expectations
‘ The rise of look and feel – aesthetics are a universal human desire NOT a luxury’
Virginia Postrel, ‘The Substance of Style’, 2003
2007
![Page 54: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/54.jpg)
Creativity a mass aspiration
2007
![Page 55: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/55.jpg)
Tim Brown is a big hit at Davos
2007
![Page 56: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/56.jpg)
Stepping up – seizing the opportunity
Stepping up
![Page 57: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/57.jpg)
Cut down on the Kool Aid!
![Page 58: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/58.jpg)
Design Thinking©®™
Not a magic process
![Page 59: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/59.jpg)
New capabilitiesSkills + Knowledge
Facilitation / Corporate perspective / Technical & Marketing knowledge
Specification
Prototyping
CAD/DTP
Detailing
Sketching
Creativity
Synthesis
Trends analysis
User research
Craft skills
Strategic skills
![Page 60: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/60.jpg)
New skillsDifferent problems require different specialist knowledge and skills
Facilitation / Corporate perspective / Technical & Marketing knowledge
????
????
Specification
Prototyping
CAD/DTP
Detailing
Sketching
Creativity
Trends analysis
User research
Craft skills
Strategic skills
![Page 61: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/61.jpg)
Section heading
FoundationsRecent stepsNext steps
![Page 62: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/62.jpg)
More than stylists5 levels of design
Source: adapted from www.bplusd.org
Foundations
5 Problem framing
4Problem solving
3Functionality & usability
2Aesthetics
1Accidental design
![Page 63: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/63.jpg)
More than stylists
5 Problem framing
4Problem solving
3Functionality & usability
2Aesthetics
1Accidental design
Design
Source: adapted from www.bplusd.org
Foundations
![Page 64: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/64.jpg)
More than stylists
5 Problem framing
4Problem solving
3Functionality & usability
2Aesthetics
1Accidental design
Design thinking
Design
Source: adapted from www.bplusd.org
Foundations
![Page 65: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/65.jpg)
Cross-silo facilitators Taking a holistic view as interdisciplinary translators and bridges between silos
Cus
tom
er s
uppo
rt
Cha
nnel
Pac
kagi
ng d
esig
n
Fina
nce
UX
Pro
duct
des
ign
Mar
ketin
g
R&D
Designers
Foundations
![Page 66: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/66.jpg)
Cross-silo facilitatorsChristopher Lorenz envisaged a bigger role for designers in 1980s
‘ [designers good] translators, bridges and catalysts [between corporate silos]... [playing the role of] facilitator, coordinator, evaluator and completer.’
Christopher Lorenz, ‘The Design Dimension’, 1986
Foundations
![Page 67: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/67.jpg)
Resolving and completing
‘ Design is the best you can do by next Wednesday!’
Charles Eames
Foundations
![Page 68: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/68.jpg)
Basic skills
Creativity
Prototyping
Visualising
Foundations
![Page 69: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/69.jpg)
SynthesisersChristopher Lorenz envisaged a bigger role for designers in 1980s
‘ It is not the mundane skills of sketching, shaping and colouring which make the industrial designer such a valuable resource, but the multi-faceted ability to contribute to the work of other disciplines, and to stimulate, interpret and synthesise it.’
Christopher Lorenz, ‘The Design Dimension’, 1986
Foundations
![Page 70: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/70.jpg)
Synthesisers
Foundations
‘ Laser intelligence probes deeply into a topic, but ignores opportunities to cross-pollinate... Searchlight intelligence may not probe as deeply but is always scanning the environment and [spotting] connections across spheres.’
Howard Gardner, ‘Five Minds for the Future’, 2007
![Page 71: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/71.jpg)
Ambiguity Tackling fuzzy and multi-dimensional ‘wicked problems’
Foundations
![Page 72: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/72.jpg)
Title Sub-headingScope
Foundations
![Page 73: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/73.jpg)
Title Sub-headingFrame
Foundations
![Page 74: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/74.jpg)
Title Sub-headingAnalyse
Foundations
![Page 75: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/75.jpg)
Title Sub-headingSynthesis Knitting together disparate information into a new and coherent whole
Foundations
![Page 76: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/76.jpg)
‘ It was about being very focused and not trying to do too much… the key was getting rid of stuff’
Jonathan Ive quoted in ‘The guts of a new machine’, New York Times, 30 November 2003
Editors Disciplined focus
Foundations
![Page 77: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/77.jpg)
Cultural interpretersNo need to be defensive about aesthetics
Foundations
‘ [Design is] ‘problem solving in a cultural context’
Ron Arad
![Page 78: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/78.jpg)
FoundationsRecent stepsNext steps
![Page 79: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/79.jpg)
Better at communicating process
Recent steps
![Page 80: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/80.jpg)
User research methods have been formalised
Recent steps
![Page 81: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/81.jpg)
Experience design A genuinely new and powerful approach
Recent steps
![Page 82: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/82.jpg)
Service design A genuinely new and powerful approach
Trip planning At airport In aircraft Destination
Recent steps
![Page 83: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/83.jpg)
Social design
![Page 84: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/84.jpg)
Engagement facilitators
‘ those looking for a prescribed way to implement design thinking are destined to be disappointed. It’s a messy, opaque process that depends as much on group dynamics as intellect or insight....the process was more important than the product.... the idea is that people need a way to engage in multiple places within their community.’
Helen Walters, ‘Inside the Design Thinking Process’, Businessweek.com,14 December 2009
Recent steps
![Page 85: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/85.jpg)
FoundationsRecent stepsNext steps
![Page 86: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/86.jpg)
Design needs to raise its game
‘ Creativity is not in short supply... Design no longer delivers competitive advantage’
Roberto Verganti, Design-Driven Innovation, 2009
Next steps
![Page 87: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/87.jpg)
Design needs take more of its own medicine
We need to innovate how we innovate
There is no one size fits all approach to innovation
Roberto Verganti
Next steps
![Page 88: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/88.jpg)
High quality design is hardWe’re all designers, it’s what separates us from the apes
‘ Design is not important. Good design is important.’
Jonathan Ive, ‘Lessons from America’, Design Council / HEFCE, September 2006
Next steps
![Page 89: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/89.jpg)
More analytical rigourBalanced left and right brain thinking
Analytical Intuitive
Next steps
![Page 90: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/90.jpg)
More analytical rigourPrecision over woolliness
Next steps
![Page 91: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/91.jpg)
Too much focus on consumers
Next steps
![Page 92: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/92.jpg)
Vision Over insight and empathy
‘ Radical innovation does not come from users... Designers have become less visionary. They have spent the last 10 years getting close to consumers and trying to become businessmen, and have lost their visions.’ Roberto Verganti The Big Re-Think: redesigning business summit 11-12 March 2010
Next steps
![Page 93: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/93.jpg)
Consumer needs last
‘ Technology first, invention second, needs last.’ Don Norman, ‘Technology First, Needs Last’, interactions.acm.org, March/April 2010
Next steps
![Page 94: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/94.jpg)
Foresight
2010 2011 2012 2013 2014 2015
‘ Strategy must be created from the future backwards’
Gary Hamel
Next steps
![Page 95: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/95.jpg)
Foresight of interpreters
ConsumersRear-view mirror outlook
ExpertsProfessional interpreters of the future
Next steps
![Page 96: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/96.jpg)
Design leadership challengeBalancing Process, Context and Talent
Next steps
Process
Context Talent
![Page 97: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/97.jpg)
Design thinkingOverly focuses on process
Design thinking Process
Context Talent
![Page 98: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/98.jpg)
Setting the context is key the design leadership challenge
KnowledgeAnalysisForesightVision
Process
Context Talent
![Page 99: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/99.jpg)
Underplays the importance of finding, nurturing and motivating talent
Design thinking
Process
Context Talent
![Page 100: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/100.jpg)
A new generation of talentRachel
![Page 101: Stepping up: Beyond Design Thinking](https://reader033.vdocuments.net/reader033/viewer/2022042613/5442f36eb1af9f410a8b47e9/html5/thumbnails/101.jpg)
Thank you We join the dots
www.plan.bz