Redesign

PICNIC Festival

Amsterdam

Paul Pangaro, ph.d.

[email protected]

September, 2010

Rethinking Design Thinking

PICNIC Festival / Amsterdam / Rethinking Design Thinking

Wicked Problems

Hard or impossible to agreeWhat do we focus on? Why? Who says?

Each wicked problem is uniqueHow do we use what we’ve learned before?

Hard to know when "solved"When are we "done"?

Demands new perspectivesBy definition it's not been done before!

Today’s really important design problems — economic, social, environmental — are wicked problems

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Design Thinking

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Design Thinking

Beyond analytical thinking Designers from the start Empathy for users Open & inclusive process Brainstorming

Rapid prototyping

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Genesis of Design Thinking

Value of the systemic approach

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Value of the systemic approachDesign methods movement in late 1960s

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Value of the systemic approachDesign methods movement in late 1960sDesign as science — Herbert Simon

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Today’s Enthusiasts

David Kelley, Tom Kelley, Tim Brown at IDEO

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David Kelley, Tom Kelley, Tim Brown at IDEOHasso Plattner at Stanford's "d-school"

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David Kelley, Tom Kelley, Tim Brown at IDEOHasso Plattner at Stanford's "d-school"Pat Whitney at IIT's Institute of Design

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David Kelley, Tom Kelley, Tim Brown at IDEOHasso Plattner at Stanford's "d-school"Pat Whitney at IIT's Institute of DesignRoger Martin at Rotman School

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David Kelley, Tom Kelley, Tim Brown at IDEOHasso Plattner at Stanford's "d-school"Pat Whitney at IIT's Institute of DesignRoger Martin at Rotman School

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Business Argument for Design Thinking

Business success = innovation Innovation = design thinking

ThereforeBusiness success = design thinking

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Business Argument for Design Thinking

Business success = innovation Innovation = design thinking

ThereforeBusiness success = design thinking

Which impliesA repeatable process... Applicable to many situations

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Iconic Examples of Design Collaborations

Andriano Olivetti with Marcello Nizzoli at Olivetti

Tom Watson with Eliot Noyes at IBM

Max Dupree with George Nelson at Herman-Miller

Hiroshi Yamauchi with Shigeru Miyamoto at Nintendo

Steve Jobs with Jonathan Ive at Apple

after Hugh Dubberly

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PICNIC Festival / Amsterdam / Rethinking Design Thinking 17

Design Thinking

What is the process?


Observe

Brainstorm

Prototype

What is the process?


Ethnography Observe

Brainstorm

Prototype

What does that mean?

Open-ended idea generation

Making and testing


Observe

Brainstorm

Prototype

Eval

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Observe

Brainstorm

Prototype

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Observe

Brainstorm

Prototype

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How do we judge what is better?


Specific?

Rigorous?

Repeatable?

Observe

Brainstorm

Prototype

Eval

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Limitations


Observe

Brainstorm

Prototype

Eval

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Limitations

Clear?

Quantifiable?

Directed?

Specific?

Rigorous?

Repeatable?


Observe

Brainstorm

Prototype

Eval

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Rethinking...


Design theconversations

Brainstorm

Prototype

Eval

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Design the Conversations



Find afocusing problem

Prototype

Eval

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Find a Focusing Problem




Prototype

Eval

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Find a Focusing Problem

EconomicFrom atoms to bits

SocialConsistent with who we are



Prototype a solution


Eval

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Prototype a Solution





Eval

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Iterate & Evaluate





Eval

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Iterate & Evaluate

Measure improvement in user experience





Eval

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Iterate & Evaluate


Measure convergence on design goals


Conversation toAgree on Means

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Conversation is the core


Measure convergence on design goals



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Design as Conversation



Conversation toAgree on Goals

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Conversation toCreate New Language

Eval

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Evaluate

Iterate



Conversation toDesign the Designing




Eval

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Evaluate

Iterate

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Eval

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Evaluate

Iterate

Evaluate

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Conversation Leads to Agreement

Agreement leads to action or transaction

Action repeated over time leads to relationship

Relationship maintained over time leads to trust Trust provides a fertile ground for change

Change is the pivot-point of innovation

Innovation requires new language

New language is created in conversation

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Redesigning Design – PICNIC ‘10

MAKING DESIGN REAL – Tim Kobe, Founder & Principle, Eight IncCo-creating conversations with brands and with consumers

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MEET YOUR MAKER – Matthew Stinchcomb, Director, Europe, Etsy.comBeing connected to products and the people behind them is a good idea

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http://Etsy.com/

http://Etsy.com/





OPEN DESIGN – John B. Rogers, Jr., CEO & Founder, Local MotorsCo-creating design, development & build with customers on a local level

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http://Etsy.com/

http://Etsy.com/





OPEN DESIGN – John B. Rogers, Jr., CEO & Founder, Local MotorsCo-creating design, development & build with customers on a local level

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http://Etsy.com/

http://Etsy.com/






Eval

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Evaluate

Iterate

Evaluate

Iterate

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Special thanks to Hugh Dubberly

Paul Pangaro, ph.d.

[email protected]

pangaro.com/PICNIC

Thank you.

Redesign

Design

design thinkingwhich

tom kelley

tim brown

ideo hasso plattner

innovation innovation

stanfords dschool pat

business argument

repeatable process