four ideas of design
DESCRIPTION
I gave this talk - "Four Ideas of Design" - as part of the "Innovate through Design" workshop at the Indian School of Business on 2nd Aug 2013.TRANSCRIPT
![Page 1: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/1.jpg)
FOUR IDEAS OF DESIGNdesign workshop @ ISB
9.8.2013
arun rajappaISB, c/o 2003
![Page 2: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/2.jpg)
WHO AM I?
(not a designer)
![Page 3: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/3.jpg)
Idea 1
Idea 2
Idea 3
Idea 4
AGENDA – FOUR IDEAS OF DESIGN
![Page 4: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/4.jpg)
design.
![Page 5: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/5.jpg)
an argument.(what is the argument?)
![Page 6: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/6.jpg)
![Page 7: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/7.jpg)
design is valuable.
![Page 8: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/8.jpg)
“ah, consumer electronics ok, but not in a commodity business...
like socks!”
![Page 10: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/10.jpg)
“pfwah, teenage girls, fashion-vashion, ok…
but what about simple, household things?”
![Page 11: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/11.jpg)
philippe starck lemonade squeeze(how much would you pay for it?)
www.starck.com/
$198
![Page 12: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/12.jpg)
target customer:? people with arthritis(it also works for everyone!)
$22.95
target customer: everyone$10.99
![Page 13: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/13.jpg)
“ok, but you need lower costs – not design – when there is an entrenched market
leader!”
![Page 14: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/14.jpg)
(experience trumps products)average bear at build a bear workshops: $40
![Page 15: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/15.jpg)
“fine, maybe for products! but not for things like banking services…”
![Page 16: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/16.jpg)
citibank video(design thinkingrepeatable way
how to start from the outsidedesign principlesexisting company
“why” before “what”)
![Page 17: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/17.jpg)
ok, products & services… but not for experiences!
![Page 18: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/18.jpg)
2005: $530 mn; 2007: $750 mn; 2011: ~ 1 bn
![Page 19: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/19.jpg)
“hmm. design is too costly. it’s not valuable in developing markets – no one
will pay for it!”
![Page 20: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/20.jpg)
(traditional, yet modern)
![Page 21: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/21.jpg)
MP Ranjan – Low cost bamboo toysMitti cool
![Page 22: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/22.jpg)
Load carrier for laborers
![Page 23: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/23.jpg)
design.
![Page 24: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/24.jpg)
bottom-of-pyramid & high-end customersdeveloping nations & developed economies
products, services & experiencesbusiness & social
![Page 25: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/25.jpg)
design is sweet!
(aside: design in businesses today)
![Page 26: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/26.jpg)
(aside: design in businesses today)
![Page 27: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/27.jpg)
case: closeddesign affects every business
design is everyone’s businessdesign can transform businesses
business leaders need to understand design
idea 1: design is business
![Page 28: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/28.jpg)
so what is design?http://www.youtube.com/watch?v=n7ULeWyBN8w
![Page 29: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/29.jpg)
collaborativeinter-disciplinary
integrativecreative
disruptivesustainableresponsibleaffordableinnovativebeautiful
![Page 30: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/30.jpg)
BLAH
BLAH
BLAH
BLAH
BLAH
BLAH
BLAH
![Page 31: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/31.jpg)
for the customer…
![Page 32: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/32.jpg)
useful. usable. desirable.
![Page 33: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/33.jpg)
idea 2: design is a (repeatable) process
![Page 34: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/34.jpg)
EASY RECIPE FOR DESIGN THINKING!
observe real people in real life situationsdescribe problems & opportunities with scenarios
evaluate multiple solutions & prototype through quick iterations
(iterate)
implement the final concept
![Page 35: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/35.jpg)
directly observe custom
ers
describe problems &opportun
ities
consider
multiple solution
s
prototype a fewsolution
s
experimentalapproach
iterate
envision
understand
diverge
converge
![Page 36: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/36.jpg)
DIVER
GE > CO
NVERGE >
plandesign
customerresearchscenariosmetrics
brainstormstoryboardprototypesuser testfeasibility
prototypesuser test feasibility
prototypesuser testfeasibility
build
3 rough alternatives
specsbuilt
productprioritizedscenarios
design walkthrough
![Page 37: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/37.jpg)
(reality)
![Page 38: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/38.jpg)
exam cheat sheet!
observe peoplewrite scenarios
prototypeiterate
![Page 39: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/39.jpg)
OBSERVE!
people in their environment
(be curious)
![Page 40: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/40.jpg)
world bank toilet story…& the potty project
http://vimeo.com/thepottyproject/videos/page:2/sort:date
![Page 41: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/41.jpg)
oral-b
![Page 42: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/42.jpg)
(affordance)
fiskars
![Page 43: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/43.jpg)
SCENARIOS
![Page 44: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/44.jpg)
a good scenario has SPICE!
S tells a STORY
P includes PERSONAL details
I reveals INSIGHTS about customer needs
C told in the CUSTOMER’s voice
E includes EMOTIONS & ENVIRONMENT
![Page 45: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/45.jpg)
PRINCIPLES
![Page 46: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/46.jpg)
(aside)
![Page 47: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/47.jpg)
![Page 48: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/48.jpg)
not copied…
inspired!
(with respect – design is a narrative)
![Page 49: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/49.jpg)
PRINCIPLES OF DIETER RAMS
![Page 50: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/50.jpg)
PRINCIPLES OF DIETER RAMS
![Page 51: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/51.jpg)
PRINCIPLES OF DIETER RAMS
![Page 52: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/52.jpg)
METRO DESIGN PRINCIPLES
Pride in craftsmanshipDo more with lessBe fast and fluid
Be authentically digitalWin as one
(from http://msdn.microsoft.com/en-us/library/windows/apps/hh464920.aspx)
![Page 53: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/53.jpg)
what are your design principles?
![Page 54: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/54.jpg)
PROTOTYPE
&
ITERATE
![Page 55: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/55.jpg)
(wish it were this easy!)
![Page 56: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/56.jpg)
![Page 57: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/57.jpg)
![Page 58: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/58.jpg)
(reality)
![Page 59: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/59.jpg)
![Page 60: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/60.jpg)
prototyping doesn’t need to be expensive(“we cant prototype because we don’t have a 3d printer”)
![Page 61: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/61.jpg)
paper prototyping video
![Page 62: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/62.jpg)
key points
observe people to form insightswrite scenarios
define principlesmultiple prototypes
iterate, iterate, iterate
![Page 63: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/63.jpg)
idea 3: design as conversation
![Page 64: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/64.jpg)
DESIGN AS CONVERSATION
Good conversation…Is about people!
Brings together organizations
-*-Good conversationalists…Observe & understand people
Listen wellAre rational, and empathetic; analytical, and emotional.
Build on the ideas of othersKnow what to say, and what not to say
-*-Question to ponder…
When does the conversation stop?
![Page 65: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/65.jpg)
idea 4: design as lifelong learning
![Page 66: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/66.jpg)
TipsBe curious
Study the liberal artsIndulge in people-watching
Sketch – even if badlyTravel widely
Learn to tell stories
ToolsBrainstorming
Affinity mappingSketching
Storyboards
Questions to ponderWhen are you done?
What are you not going to do?What kind of designs do you like?What is your design philosophy?What trade-offs will you make?
What are you designing for?
![Page 67: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/67.jpg)
SKETCHING VIDEO(if we have time)
![Page 68: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/68.jpg)
A side word on creativity
Not left brained, not right brained – just whole brained!
![Page 69: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/69.jpg)
ISB, meet le corbusier
chandigarh is great for design thinkers. I recommend…
•sukhna lake for vision•rock garden for inspiration•sector 17 for people watching•long happy hours for creativity!
GET OUT OF THE IVORY TOWER!
![Page 70: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/70.jpg)
My favorite books
![Page 71: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/71.jpg)
FOUR IDEAS OF DESIGN
Design as business
Design as (repeatable) process
Design as conversation
Design as lifelong learning
![Page 72: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/72.jpg)
And finally…
![Page 73: Four ideas of design](https://reader033.vdocuments.mx/reader033/viewer/2022061300/54c7ed874a795921328b4626/html5/thumbnails/73.jpg)