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DMI Transforming Design

Stepping up
Kevin McCullagh
Founder, Plan

08 September 2010
Design thinking
Wicked problems / user-driven / inter-disciplinary
iterative / prototyping / failing early
The opportunity
Stepping up

Why it leaves so many designers cold
Stepping up

Why it leaves so many designers cold
Why it’s such a hot topic with business
Stepping up

Why it leaves so many designers cold
Why it’s such a hot topic with business
How designers can step up to seize
the opportunity
Stepping up

Designers left cold
2009
Milan
2009
‘Even turkeys can fly in a tornado’
Designers drinking too much
of their own Kool Aid?
Milan
2009
Milan
2009
Fluffy concept
Design thinking
An ill-defined notion

Roger Martin
A way of thinking

Tim Brown
Designer’s sensibility and methods
Balanced left and right
brain thinking

Analytical

Intuitive
Martina Navratilova
Designers’ brain
Tim Brown
A false distinction

Design
doing

Design
thinking
Tim Brown
2008

Design
doing

Design
thinking
Tim Brown
2009

Design
Doing

Design
Thinking
Design thinking = Design process
tool for managers to tackle a wide range
of business problems

Source: Tim Brown, ‘Design Thinking’,
Harvard Business Review, June 2008
Bill Moggridge
New story, old idea

‘ esign thinking is
d
a new story, not
a new process.’
	 Bill Moggridge, Designerly Thinking:
	 In conversation with Bill Moggridge, NESTA,
	 12 June 2007
Design thinking
An ill-defined notion

Roger Martin
A way of thinking

Tim Brown
Designer’s sensibility and methods
Design thinking
Title
An ill-defined
Sub-heading notion

Roger Martin
A way of thinking

Thinking
	

	

Tim Brown
Designer’s sensibility and methods
Design thinking
Title
An ill-defined
Sub-heading notion

Roger Martin
A way of thinking

Tim Brown
Designer’s sensibility and methods

Thinking

Designing
Helen Walters
Former editor of Design and Innovation,
Bloomberg BusinessWeek

‘ we] need [a] better
[
definition of design thinking,
more widely understood.
[it’s a] Wild west of
interpretation right now.’
	 Helen Walters, Tweet, 9 March 2010
Don Norman

‘ esign thinking
D
is a nonsensical
phrase that
deserves to die’
Don Norman, ‘The Research-Practice Gulf’,
Design Research Conference, 11 May 2010
Don Norman

‘ esign thinking is
D
a public relations
term for good, oldfashioned creative
thinking.’
Don Norman, ‘Design Thinking: A useful myth’,
Core77, 25 June 2010
Stepping up

Hot topic with business
Redesign Business Summit
11-12 March 2010
The Big Re-Think
Redesigning business summit
11-12 March 2010

‘
Business leaders
are casting around
for new ideas...
...design thinking
is offering itself
up as one of the
new ideas’
	 Vijay V Vaitheeswaran, ‘The Big Re-Think:
	 redesigning business summit’, 11-12 March 2010

Vijay V Vaitheeswaran, Global Correspondent, The Economist
Crisis of trust and legitimacy

Richard Fuld, Ex-CEO Lehman Bros
Discredited ideas

Efficient markets

High pay = high talent

Shareholder value

Light-touch regulation

The wisdom of crowds
The rise of design

Leaders discredited,
designers legitimated

Leaders

Designers
Section heading

1987
1997
2007
1987

Margaret Thatcher
1987

Hair
1987
1987

Ford Escort
1987

Newcastle Polytechnic
BA Design for Industry

Design
craftsman

Design
thinker
1987

Design was a cult
Section heading

1987
1997
2007
1997

The return of Steve Jobs
1997

New Labour elected
1997

Creative Britain

‘ e can say with
W
pride that Britain is the
“design workshop of
the world” – leading a
creative revolution’
	 Tony Blair, ‘Britain’s design industry,
	 Foreign and commonwealth office, 1998
1997

The creative sector
40 million Americans !

Fine art auctions
Advertising
IT services
Music industry
Design
Gallery and museum
attendants
1997

Death of Diana
1997

Emoting
1997

Culture of emotions
A shift from the head to the heart
Section heading

1987
1997
2007
2007

Design on TV
2007

Raised aesthetic expectations

‘ he rise of look and
T
feel – aesthetics are a
universal human desire
NOT a luxury’
	 Virginia Postrel, ‘The Substance of Style’, 2003
2007

Creativity a mass
aspiration
2007

Tim Brown is a big
hit at Davos
Stepping up

Stepping up – seizing
the opportunity
Cut down on the Kool Aid!
Not a magic process

Design Thinking ™
©®
New capabilities
Skills + Knowledge

Strategic skills

Facilitation / Corporate perspective / Technical  Marketing knowledge
Craft skills

Specification
Prototyping
CAD/DTP
Detailing
Sketching
Creativity
Synthesis
Trends analysis
User research
New skills
Different problems require different
specialist knowledge and skills

Strategic skills

Facilitation / Corporate perspective / Technical  Marketing knowledge
Craft skills

????
????
Specification
Prototyping
CAD/DTP
Detailing
Sketching
Creativity
Trends analysis
User research
Section heading

Foundations
Recent steps
Next steps
Foundations

More than stylists
5 levels of design

5
Problem framing
4
Problem solving
3
Functionality
 usability
2
Aesthetics
1
Accidental design
Source: adapted from www.bplusd.org
Foundations

More than stylists

5
Problem framing
4
Problem solving
3
Functionality
 usability
2
Aesthetics
1
Accidental design
Source: adapted from www.bplusd.org

Design
Foundations

More than stylists

5
Problem framing

Design thinking

4
Problem solving
3
Functionality
 usability
2
Aesthetics
1
Accidental design
Source: adapted from www.bplusd.org

Design
Foundations

Cross-silo facilitators
Taking a holistic view as interdisciplinary
translators and bridges between silos

Customer support

Channel

Packaging design

Finance

UX

Product design

Marketing

RD

Designers
Foundations

Cross-silo facilitators
Christopher Lorenz envisaged
a bigger role for designers in 1980s

‘ designers good]
[
translators, bridges
and catalysts [between
corporate silos]...
[playing the role of]
facilitator, coordinator,
evaluator and completer.’
	 Christopher Lorenz, ‘The Design Dimension’, 1986
Foundations

Resolving and completing

‘ esign is the best
D
you can do by next
Wednesday!’
	 Charles Eames
Foundations

Basic skills

Creativity

Visualising

Prototyping
Foundations

Synthesisers
Christopher Lorenz envisaged
a bigger role for designers in 1980s

‘t is not the mundane skills of
I
sketching, shaping and colouring
which make the industrial
designer such a valuable
resource, but the multi-faceted
ability to contribute to the work of
other disciplines, and to stimulate,
interpret and synthesise it.’
	 Christopher Lorenz, ‘The Design Dimension’, 1986
Foundations

Synthesisers

‘ aser intelligence probes
L
deeply into a topic, but ignores
opportunities to cross-pollinate...
Searchlight intelligence may not
probe as deeply but is always
scanning the environment and
[spotting] connections across
spheres.’
	 Howard Gardner, ‘Five Minds for the Future’, 2007
Foundations

Ambiguity
Tackling fuzzy and multi-dimensional
‘wicked problems’
Foundations

Scope
Title
Sub-heading
Foundations

Frame
Title
Sub-heading
Foundations

Analyse
Title
Sub-heading
Foundations

Synthesis
Title
Knitting together disparate information
Sub-heading
into a new and coherent whole
Foundations

Editors
Disciplined focus

‘t was about being very focused
I
and not trying to do too much…
the key was getting rid of stuff’
	 Jonathan Ive quoted in ‘The guts of a new machine’, New York Times,
	 30 November 2003
Foundations

Cultural interpreters
No need to be defensive
about aesthetics

‘ Design is] ‘problem solving
[
in a cultural context’
	 Ron Arad
Foundations
Recent steps
Next steps
Recent steps

Better at communicating process
Recent steps

User research methods
have been formalised
Recent steps

Experience design
A genuinely new and powerful approach
Recent steps

Service design
A genuinely new and powerful approach

Trip planning

At airport

In aircraft

Destination
Social design
Recent steps

Engagement facilitators

‘
those looking for a prescribed
way to implement design
thinking are destined to be
disappointed. It’s a messy,
opaque process that depends
as much on group dynamics as
intellect or insight....the process
was more important than the
product.... the idea is that
people need a way to engage
in multiple places within their
community.’
	 Helen Walters, ‘Inside the Design Thinking Process’, 	
	 Businessweek.com,14 December 2009
Foundations
Recent steps
Next steps
Next steps

Design needs to raise its game

‘ reativity is not
C
in short supply...
Design no longer
delivers competitive
advantage’
	 Roberto Verganti, Design-Driven Innovation, 2009
Next steps

Design needs take more
of its own medicine

We need to innovate
how we innovate
There is no one size
fits all approach to
innovation

Roberto Verganti
Next steps

High quality design is hard
We’re all designers, it’s what
separates us from the apes

‘ esign is not
D
important.
Good design
is important.’
	 Jonathan Ive, ‘Lessons from America’,
	 Design Council / HEFCE, September 2006
Next steps

More analytical rigour
Balanced left and right
brain thinking

Analytical

Intuitive
Next steps

More analytical rigour
Precision over woolliness
Next steps

Too much focus on consumers
Next steps

Vision
Over insight and empathy

‘ adical innovation
R
does not come
from users...

Designers have
become less visionary.
They have spent the
last 10 years getting
close to consumers
and trying to become
businessmen, and
have lost their visions.’
Roberto Verganti
The Big Re-Think: redesigning business summit
11-12 March 2010
Next steps

Consumer needs last

‘ echnology first,
T
invention second,
needs last.’
Don Norman, ‘Technology First, Needs Last’,
interactions.acm.org, March/April 2010
Next steps

Foresight

2010

2011

2012

2013

2014

2015

‘	
Strategy must be created from
the future backwards’
	Gary Hamel
Next steps

Foresight of interpreters

Consumers
Rear-view mirror outlook

Experts
Professional interpreters of the future
Next steps

Design leadership challenge
Balancing Process, Context and Talent

Process

Context

Talent
Design thinking
Overly focuses on process

Design thinking

Process

Context

Talent
Setting the context is key the
design leadership challenge

Process

Knowledge
Analysis
Foresight
Vision

Context

Talent
Underplays the importance
of finding, nurturing and
motivating talent
Design thinking

Process

Context

Talent
A new generation of talent
Rachel
Thank you
We join the dots

www.plan.bz

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