DESIGN 2.0. DESIGN th November Strategic Design Thinking. 20 th November 2012

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1 Strategic Design Thinking DESIGN th November 2012 Professor Tom Inns Collaborative Research to Drive Innovation 17th July 200

2 Traditional Notions Of Design... Creativity Synthesis & Technical Knowledge Generating ideas Creating a broad portfolio of solutions Managing trade-offs Creating solutions that balance conflicting technical, financial & user requirements Visualising the tangible Creating visual representations of future innovations Accommodating uncertainty Coping with emergent ideas in real-time at different stages in development Profiling users Having empathy with the user story & context translating these requirements into solutions Synthesising outputs Professor Tom Inns Collaborative Research to Drive Innovation 17th July

3 The evolving networked landscape Facebook Launched Twitter Launched ipod Launched ipad Launched Google launched First SMS text message The evolving environmental landscape

4 Reprint R0806E DESIGN th November 2012 The evolving corporate landscape Democratizing the future Towards a new era of creativity and growth by Josephine Green 80s s - 05 Market led Experience Marketing & Brand driven Emotions Aesthetics Responsive Socially led Transformation People & Network driven Life Tools / Content Co-creative The evolving professional landscape Formed in 1991 Product design & engineering Interaction Design Thinking like a designer can transform the way you develop products, services, processes and even strategy. Design Thinking by Tim Brown staff Product Design Service Design Innovation Consultancy New Disciplines Service Design

5 Design 2000s: Design Thinking: & new forms of design: Service Design idesign: imac, ipod, itunes, ipad, icloud Design & Social Innovation: The Design Council, DOTT 07 + DOTT Cornwall Design Convergence: Creative Industries Global Design: New global businesses and global strategies Traditional Notions Of Design... Creativity Synthesis & Technical Knowledge Extended Roles For Design in Society [Requires New Skills & New Knowledge] Generating ideas Creating a broad portfolio of solutions Managing trade-offs Creating solutions that balance conflicting technical, financial & user requirements Visualising the tangible Creating visual representations of future innovations Accommodating uncertainty Coping with emergent ideas in real-time at different stages in development Profiling users Having empathy with the user story & context translating these requirements into solutions Synthesising outputs Synthesising and prototyping future innovations Facilitating Idea Generation Facilitating participatory creation by others Negotiating Value Establishing trade-offs between options and wide spectrum of metrics [financial, ethical, ecological, social] Visualising the intangible Creating visual representations of networks, systems and connections between future innovations Navigating Complexity Anticipating and modeling the impact of changing contexts on future innovations Mediating Stakeholders Building profile of multiple internal & external stakeholders & contexts Synthesising strategy Synthesising and prototyping future innovation systems

6 Traditional Notions Of Design... Creativity Synthesis & Technical Knowledge T shaped designer Generating ideas Creating a broad portfolio of solutions Managing trade-offs Creating solutions that balance conflicting technical, financial & user requirements Visualising the tangible Creating visual representations of future innovations Accommodating uncertainty Coping with emergent ideas in real-time at different stages in development Profiling users Having empathy with the user story & context translating these requirements into solutions Synthesising outputs X shaped designer - Team Dynamics - Facilitation Skills - Knowledge Management Extended Roles For Design in Society [Requires New Skills & New Knowledge} - Impact Assessment - Eco-literacy - Cost benefit analysis - Systems Thinking - Information Design - Mapping methods - Complexity theory - Forecasting methods - Scenario Building - Stakeholder theory - Requirements capture - Network theory - Prototyping theory - Strategy - Innovation systems ABOVE ALL: Strategic Understanding Facilitating Idea Generation Facilitating participatory creation by others Negotiating Value Establishing trade-offs between options and wide spectrum of metrics [financial, ethical, ecological, social] Visualising the intangible Creating visual representations of networks, systems and connections between future innovations Navigating Complexity Anticipating and modeling the impact of changing contexts on future innovations Mediating Stakeholders Building profile of multiple internal & external stakeholders & contexts Synthesising strategy Synthesising and prototyping future innovation systems

7 Visualiser of intangibles Visualiser of intangibles Emotions Relationships Experiences Networks

8 Technology TOTAL Materials Mechanical Stress Mechanisms Electrical stress Control Manufacture PLANNED Market analysis Synthesis Decision making Costing Technique ACTIVITY Optimisation Data Handling ORGANISED Mission Statement Product Launch Market analysis Testing & Development Alternative solutions Activity Problem analysis Design for safety, function, manuf. Components & Assembly Manufacture & Assembly Testing & Delivery Use of product DESIGN th November 2012 Visualiser of intangibles Emotions Relationships Experiences Networks Facilitator of thinking To innovate or not to innovate Business Strategy All possible innovation opportunities Quality Controls Market Task Clarification Phase Idea Need Proposal Brief Design Specification Best business Opportunity All possible products Best product Opportunity All possible concepts Best Concept All possible embodiments Best Embodiment All possible details Working prototype New Product Opportunity Specification Design Specification Test product concepts against design specification Test Embodiment designs against design specification Identify product failure modes & refine specification Test product prototype against design specification Identify manufacture failure modes and develop specification Specification Concept design Detail design Manufacture Manufacturing Design Marketing Concept System Detail Testing & Production Development Level Design Refinement Ramp-up Design Define develop Develop Develop Place Market plan for marketing promotion & early Segments product plan launch production Identify options materials with key lead users and customers Identify extended competitive product products family Investigate Generate Define part reliability Evaluate feasibility alternative geometry testing early of product product Choose Obtain production concepts architectue materials regulatory output Develop define Assign approvals industrial major tolerances Implement design sub-systems Complete design concepts & interfaces industrial changes Build & Refine design test Industrial experimental design prototypes Estimate Identify Define Facilitate Begin manufacte suppliers piece-part supplier operation of cost for key production ramp-up entire Assess components Design Refine production production Perform tooling fabrication & system feasibility make-buy define assembly analysis quality Train work Define assurance force final Begin Refine assembly procurement quality scheme of long lead assurance tooling processes Conceptual Design Phase Embodiment Design Phase Detail Design Phase Design Concept Design Layouts Manufacturing information Product Working product Sell Other Functions Finance: Finance: facilitate Facilitate economic make-buy analysis analysis Legal: Service: Investigate Identify patent dervice issues issues Sales: Develop sales plan Retired product Recycled product Scrap product

9 DESIGN th November 2012 Facilitator of thinking Co-creation Participatory design Collaborative design Facilitator of thinking Co-creation Participatory design Collaborative design

10 Facilitator of thinking Co-creation Participatory design Collaborative design Facilitator of thinking

11 Negotiator of value value = benefits costs Negotiator of value value = benefits costs

12 Negotiator of value ecological value = benefits costs Negotiator of value e t h i c a l value = benefits costs

13 mediator of stakeholders Design & Production Supply & Distribution Consumption End-of-use mediator of stakeholders Design & Production Supply & Distribution Consumption End-of-use

14 mediator of stakeholders The designer no longer designs solely for a customer, the user or client, increasingly design solutions are for multiple stakeholders, often with very different perspectives, needs and expectations navigator of complexity

15 Synthesiser of strategy LIVE 2014 Launching the Conservatives General Election Campaign David Cameron launches a revolutionary new approach. We will have no fixed policies instead what we do have is a participatory design process. We are the party that understands stakeholder needs. BREAKING NEWS GENERAL ELECTION Cameron: Vote for us we are the design party

16 That s inspired, Dave, put it on the evaluation matrix, just to the right of my concepts Ed, how about this as a concept for dealing with NHS funding?

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