On Design, Design Roles & Responsibilities / Service Design Drinks Berlin

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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