Post on 29-Nov-2014
description
Design thinking : l’approche empathique, clé de voûte
de l’entreprise créative ?
30 septembre 2014 Palais abbatial
Cette soirée est organisée en collaboration avec :
Les partenaires
design thinking.
penser «design» ?
© Catherine Elsen - 2014
Juicy Salif™ by Starck, Alessi
design thinking.
penser «conception».
© Catherine Elsen - 2014
Bill Moggridge
David Kelley
Tom Kelley
Mike Nuttall
Tim Brown
Jane F. Suri
© Catherine Elsen - 2014
designerly ways of thinking.
designerly ways of knowing.
designerly ways of doing.
(Archer, 1979)(Cross, 1982)(Nelson & Stolterman, 2003)© Catherine Elsen - 2014
«The collected experience of the material culture, and the collected body of experience, skill and understanding embodied in the arts of planning, inventing, making and doing».
(Royal College of Art, 1979)© Catherine Elsen - 2014
Faisable Viable
Désirable
être empathique
➜
➜➜
définir➜ ➜
créer
➜
➜➜itérer viaprotocepts➜➜
obtenir un feed-back➜
➜
INSPIRATION
IDEATION
IMPLEMENTATION
© Catherine Elsen - 2014
posture
mentalité
méthodologie
méthode
outils
(Postma et al., 2012)
SOCIETE
PSYCHOLOGIE
PASSE PRESENTANTHRO POLOGIE
ERGONOMIE
«Empathy can be described as the ability to understand what it feels like to be another person – what that person’s situation is like from his/her own perspective»
(Wright & McCarthy, 2008) © Catherine Elsen - 2014
comprendre le client et son CdC
comprendre les utilisateurs finaux
comprendre sa propre démarche
OXO «Lost gloves wall»© Catherine Elsen - 2014
OXO «good grip»™
© Catherine Elsen - 2014
OXO measuring cup™
© Catherine Elsen - 2014
© Catherine Elsen - 2014
«L’oeil hégémonique cherche à dominer tous les champs de la production culturelle et
semble affaiblir notre capacité d’empathie, de compassion et de participation au monde».
(Pallasmaa, 2010)© Catherine Elsen - 2014
interne et externe
«think (and fail) with your hands»
© Catherine Elsen - 2014
A. Gyrus ACMI and IDEO™
© Catherine Elsen - 2014
Dyson™
© Catherine Elsen - 2014
1. innovation de rupture ?2. chronophage !3. design de service ?
(Norman & Verganti, 2012)(Cain, 2005)(Postma et al., 2012)© Catherine Elsen - 2014
«If I’d asked customers what they wanted they would have said a faster horse» (Ford, ca. 1908)
les freins
© Catherine Elsen - 2014
Temps
Possibilités d'action
Connaissances sur la situation
future
Temporalité des situations de conception (d'après Midler, 1996)
Possibility to act
Knowledge on future activity
Time
(Midler, 1996)
l’inspiration empathique en complémentarité de l’inspiration technologique et industrielle
© Catherine Elsen - 2014
comportement conduite≠© Catherine Elsen - 2014
co-design
DIY
Makers...
collaborationparticipatif
contact / observation continus
accès continu à des utilisateurs
personas
projection dans usages futurs
introspection
«design in use»
étude de marché
utilisateurs vus comme partenaires
utilisateurs vus comme ressources
utilisateurs vus comme sujets distants
© Catherine Elsen - 2014
(Elsen & Leclercq, 2014)
Nombre d’occurrences empathiquesDurée (en min.)Ratio #occ/#min
0
100
200
300
400
session empathique 45 min. 180 min. données empiriques
0
0,3
0,6
0,9
1,2
#occ. #occ/#min
des méthodes agiles pour l’implémentation efficace du D.T
sessions expérimentales de conception
© Catherine Elsen - 2014
design thinking
for service design
«To talk about design and leaving the designer out is like talking about music and
leaving the musician out».
(Johansson-Sköldberg, Woodilla & Cetinkaya, 2013)© Catherine Elsen - 2014
Sources bibliographiques:Archer, B. «The three Rs». Design Studies, 1(1), (1979): 18-20.
Cain, R. «Involving Users in the Design Process: The Role of Product Representations in Co-Designing». Doctoral dissertation, Faculty of Social Sciences and Humanities, University of Loughborough, (2005): 369 p.
Cross, N. «Designerly ways of knowing». Design Studies, 3(4), (1982): 221-227.
Elsen, C. and Leclercq, P. «How much time does it take for «experience design» to unfold ?». In P. Benz (Ed.), Designing Experiences: Positions and Approaches. London: Bloomsbury Academic, (2014).
Johansson-Sköldberg, U., Woodilla, J., Cetinkaya, M. «Design Thinking: past, present and possible futures ?». Creativity and Innovation Management, 22(2), (2013): 121-146.
Midler, C. «Modèles gestionnaires et régulations économiques de la conception». In G. Terssac & E. Friedberg (Eds.), Coopération et Conception. Toulouse: Octarès, (1996): 63-86.
Nelson H, Stolterman E. «The Design Way. Intentional Change in an Unpredictable World». Englewood Cliffs, New Jersey: Educational Technology Publications, (2003).
Norman, D.A. and Verganti, R. «Incremental and radical innovation: design research versus technology and meaning change». Submitted to Design Issues, (2012).
Pallasmaa, J. «Le regard des sens». Editions du Linteau, Paris. (2010): 91 p.
Postma, C.E., Zwartkruis-Pelgrim E., Daemen E., and Du, J. «Challenges of Doing Empathic Design: Experiences from Industry.» International Journal of Design, 6(1), (2012): 59–70.
Royal College of Art, «Design in general education». Royal College of Art, London (1979).
Wright, Peter, and John McCarthy. «Empathy and Experience in HCI.» CHI ‘08: Proceedings of the SIGCHI Conference on Human Factors in Computing Systems. New York, NY: ACM, (2008): 637–646.
catherine.elsen@ulg.ac.be
Université de Liège
Faculté des Sciences Appliquées
Département ArGEnCo (Architecture, Géologie, Environnement et Construction)
+32. (0)4.366.92.42
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