Rethinking Design Thinking Posted by Don Norman | 19 Mar 2013 | Comments (15) OK, I take it back. Well, some of it anyway. Ideo's David Kelley on "Design Thinking" The smell of ramen noodles wafts over the Stanford d.school classroom as David Kelley settles into an oversize red leather armchair for a fireside chat with new students. It's 80 degrees and sunny outside in Palo Alto, and as the flames flicker merrily on the big computer screen behind him, Kelley, founder of both the d.school and the global design consultancy Ideo, introduces his grad students to what "design thinking" — the methodology he made famous and the motivating idea behind the school — is all about. Today's task: Design a better ramen experience.
What kind of a designer are you? — Product Design In the short time since I started designing, I have had a bunch of titles to describe my role; some I chose myself when freelancing, and some were given by the companies that I worked for. I have been a web designer, a user interface designer, an interaction designer, a user experience designer and most recently, a product designer. As I have moved from one title to the other, the industry has evolved and it is much easier to see some of those patterns in hindsight. What does your role, really encompass when you say you are a designer at a startup, or more importantly what all can it encompass that will help you be better at what you are trying to be? What does it mean to be a designer for the digital medium?
Business Design Whenever a company designs a new product, service, or experience, it is essentially designing its business. When done well, Business Design creates offerings that inspire organizations and excite customers. At IDEO, we combine design thinking and traditional corporate strategies to help clients create avenues for market growth. By shifting focus from linear practices to iterative design processes, we can shed light on new options and explore the various alternatives. Our methods include qualitative and quantitative research, business model prototyping, data visualization, organizational design, and IP liberation.
User-centered design The chief difference from other product design philosophies is that user-centered design tries to optimize the product around how users can, want, or need to use the product, rather than forcing the users to change their behavior to accommodate the product. UCD models and approaches For example, the user-centered design process can help software designers to fulfill the goal of a product engineered for their users. User requirements are considered right from the beginning and included into the whole product cycle. These requirements are noted and refined through investigative methods including: ethnographic study, contextual inquiry, prototype testing, usability testing and other methods.
UX consciousness in business magazines Last month, we published our research on the degree of "user experience consciousness" we found among the analyst firms. The results were quite interesting, so we've repeated our method to assess the UX consciousness of mainstream business publications. Here are the eight publications we chose, based on an informal poll of about ten colleagues who work at the intersection of business strategy and user experience: Harvard Business Review The Economist Business Week Fast Company Business 2.0 Inc. Entrepreneur Strategy + Business And here's what we did:
IDEO: Big Innovation Lives Right on the Edge of Ridiculous Ideas Imagine for a second if you could somehow wrap up the creative chaos of a kindergartner’s life and apply it at work. You’d go on field trips, make stuff, hatch crazy ideas, and be awed by the world on a daily basis. Sound ridiculous? At the renowned international design consultancy IDEO, it’s how work gets done every day. Psychologists tell us that as we age, we become self-conscious in classroom and other public settings, and quietly begin to suppress our playful tendencies for fear of being childish or breaking with social norms. Creativity requires that we fight against this trajectory.At IDEO, being playful is almost an obsession. Thinking Usability Beyond Simplicity And Can We Really Afford Simplcity? Is Dieter Rams' 10 Principles Of Design Still Applicable Today? Came back from beautiful Thailand speaking at the Design Is Opportunity event. Everyone is thinking about design not only as producing great products but also as a competitive advantage for creating new industries and as comparative advantage for countries. Met many people who are passionate in design and design thinking. There are 16 remote controls that sit on my coffee table at home, and I have no idea what they are all for. It’s enough to make one think twice about turning on their phone, buying a new camera or downloading a new app.
The Good News: China May Never Match America’s Creative Muscle China is hell-bent on creating an industrial-design industry virtually from scratch. It certainly has the national commitment and resources to succeed. The country didn’t create 1,000 design education programs in the past 10 years for nothing. But as a recent Co.Design post by Linda Tischler illustrates, the Chinese will have to overcome entrenched cultural and structural impediments before their investment will pay off. For the U.S., this is a good news / bad news story.
A (Nearly) Complete Online Toolkit For Startups When you’re launching a startup, what’s the one thing you need? Initial funds? Organization? A plan? Well, yes—but also tools. Fortunately for entrepreneurs, there are tons of web apps out there—many of them free—to help handle the business side while you catapult your product into the market. Use design thinking for the fuzzy front end of organizational change [Design thinking] is the ability to create new options and build new products, services and experiences that gives design so much power. It is the ability to understand deeply cultures from digital social media networks to small villages in southern India that gives design its power. – Bruce Nussbaum I first came across the term design thinking a several years ago, through the writing of Tim Brown and Bruce Nussbaum, two early champions of the approach. A designer by background, a former boss nudged me towards buyer personas, which started me on an exploration of the world of sales and marketing. This broadened my view into one that didn’t just focus on “user” but on the messy organizational context in which that person worked, the business problems faced by those organizations, and the challenges of balancing the needs of an organization, its customers, and its employees.
Design Principal It's tough to tell, at first, exactly what Bruce Mau Design is. Inside the high-ceilinged loft space on the edge of Toronto's Chinatown are tall metal bookshelves, drafting tables, digital-video editing suites, architectural models, and scores of hard-working professionals. The deadline pressure is palpable, and couriers make breathless entrances and exits throughout the afternoon. Even as 6 PM approaches, not one employee makes a move to head for home. Instead, everyone on staff clusters around a tray of fresh fruit brought in by Cathy Jonasson, the firm's vice president and managing director.
Strategic Design MBA Course Descriptions Download the course schedule forJanuary 2013 - June 2015Cohort 1, Cohort 2, and Cohort 3 Course 1: Innovative Leadership Compare to traditional MBA courses: Leadership, Organizational Behavior