DESIGN 2 · DESIGN 2.0 20th November 2012 Strategic Design Thinking DESIGN 2.0 ... Facilitating...

DESIGN 2.0 20th November 2012

Strategic Design Thinking

DESIGN 2.0

20th November 2012

Professor Tom Inns Collaborative Research to Drive Innovation 17th July 2009


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 Synthesising and prototyping future innovations

© Tom Inns 2011

Professor Tom Inns Collaborative Research to Drive Innovation 17th July 2009

1991 2011

© Tom Inns 2011


1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

First SMS text message

Google launched

iPod Launched

Facebook Launched

Twitter Launched

The evolving networked landscape

iPad Launched

© Tom Inns 2011

The evolving environmental landscape

1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 © Tom Inns 2011


Democratizing the futureTowards a new era of creativity and growth by Josephine Green

80s-2005

Market led

Experience

Marketing & Brand driven

Emotions

Aesthetics Responsive

2005+ Socially led Transformation People & Network driven Life Tools / Content Co-creative

The evolving corporate landscape 2005 - 80s - 05

1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 © Tom Inns 2011

The evolving professional landscape

1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

www.hbr.org

Design Thinking

by Tim Brown

Thinking like a designer can transform the way you develop products, services, processes—and even strategy.

Reprint R0806E

• Formed in 1991 • Product design & engineering • Interaction Design

2009 – 500 staff • Product Design • Service Design • Innovation Consultancy

• New Disciplines • ‘Service Design’

© Tom Inns 2011


•  Design Thinking: & new forms of design: Service Design

•  idesign: imac, ipod, itunes, ipad, icloud •  Design & Social Innovation: RED @ The Design

Council, DOTT 07 + DOTT Cornwall •  Design Convergence: Creative Industries •  Global Design:

New global businesses and global strategies

Design 2000s:

© Tom Inns 2011









Extended Roles For Design in Society …

[Requires New Skills &

New Knowledge]

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

© Tom Inns 2011


T shaped designer









© Tom Inns 2011

- Team Dynamics - Facilitation Skills - Knowledge Management

- 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

X shaped designer

Extended Roles For Design in Society …

[Requires New Skills &

New Knowledge}

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 © Tom Inns 2011


new roles for the designer

Visualiser of intangibles

Visualiser of intangibles • Emotions • Relationships • Experiences • Networks




Visualiser of intangibles • Emotions • Relationships • Experiences • Networks

Facilitator of thinking


ConceptDevelopment

• Define Market Segments• Identify lead users• Identify competitive products

SystemLevelDesign

• develop plan for product options and extended product family

DetailDesign

• Develop marketing plan

Testing &Refinement

• Develop promotion & launch materials

ProductionRamp-up

• Place early production with key customers

• Investigate feasibility of product concepts• Develop industrial design concepts• Build & test experimental prototypes

• Generate alternative product architectue• define major sub-systems & interfaces• Refine Industrial design

• Define part geometry• Choose materials• Assign tolerances• Complete industrial design

• reliability testing• Obtain regulatory approvals• Implement design changes

• Evaluate early production output

• Estimate manufacte cost• Assess production feasibility

• Identify suppliers for key components• Perform make-buy analysis• Define final assembly scheme

• Define piece-part production• Design tooling• define quality assurance• Begin procurement of long lead tooling

• Facilitate supplier ramp-up• Refine fabrication & assembly• Train work force• Refine quality assurance processes

• Begin operation of entire production system

• Finance: facilitate economic analysis• Legal: Investigate patent issues

• Finance: Facilitate make-buy analysis• Service: Identify dervice issues

• Sales: Develop sales plan

Mar

ketin

gD

esig

nM

anuf

actu

ring

Oth

er F

unct

ions

MissionStatement

ProductLaunch

OpportunitySpecification

DesignSpecification

Test productconcepts againstdesignspecification

Test Embodimentdesigns againstdesign specification

Identify productfailure modes &refine specification

Test productprototype againstdesign specification

Identify manufacturefailure modes anddevelop specification

QualityControls

New Product

All possible details

All possible embodiments

All possible concepts

All possible innovation opportunities

Business Strategy

Best business Opportunity

Best Concept

Best Embodiment

Working prototype

To innovate or not to innovate

All possible products

Best product Opportunity

Market

Specification

Concept design

Detail design

Manufacture

Sell

Materials

Mechanical Stress

Mechanisms

Electrical stress

Manufacture

Control

Market analysis

Synthesis

Decision making

Costing

Data Handling

Optimisation

Technology Technique

TOTAL ACTIVITY

PLANNED ORGANISED

• Idea• Need• Proposal• Brief

Design Specification

Design Concept

Design Layouts

Manufacturinginformation

Product

Working product

• Retired product• Recycled product• Scrap product

Activity

Task Clarification Phase

Conceptual Design Phase

Embodiment Design Phase

Detail Design Phase

Market analysis Problem analysis

Alternative solutions

Testing &Development

Design for safety,function, manuf.

Components & Assembly

Manufacture & Assembly

Testing & Delivery

Use of product


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



Facilitator of thinking www.theatresofthinking.org.uk

• Co-creation • Participatory design • Collaborative design



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


Facilitator of thinking •



Negotiator of value value = benefits costs


Negotiator of value

value = benefits costs



Negotiator of value

value = benefits costs ecological


Negotiator of value

value = benefits costs e t h i c a l



mediator of stakeholders

Design & Production Supply &

Distribution Consumption End-of-use


mediator of stakeholders

Design & Production Supply &

Distribution Consumption End-of-use



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



Synthesiser of strategy

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.

GENERAL ELECTION Cameron: Vote for us we are the design party

BREAKING NEWS

LIVE 2014


Ed, how about this as a concept for dealing with NHS funding?

That’s inspired, Dave, put it on the evaluation matrix, just to the right of my concepts

DESIGN 2 · DESIGN 2.0 20th November 2012 Strategic Design Thinking DESIGN 2.0 ... Facilitating...

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