Book Summary – Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation

Posted: January 29, 2014 by Todd in Books, Culture
Tags: , , , , , ,

change by design


Change By Design: How Design Thinking Transforms Organizations and Inspires Innovation

Tim Brown – 2009, HarperBusiness

Finished October, 2013.
Great video here on IDEO’s design process:
  • Design has a human-centered; not technology centered worldview
  • “David Kelley” – “Design Thinking”
  • Innovation is now a survival strategy
  • Change by Design’s two parts:
    • design thinking as applied to business
    • a challenge to us all to think big
  • Mind map over linear organization.  Mind maps help emphasize organizations. [more…]
Part 1
Chapter 1
  • Shimano – Japanese bicycle company
    • people are scared of biking
    • coasting bike: a simpler bicycle?
    • 2 phases:
      • ideation
      • implementation
    • The process is inherently iterative
    • Innocentive – crowdsourced engineering
    • The internet itself is under 5,000 days old
    • All problems are design problems
Chapter 2
  • Study the extreme users to understand how best to design things
  • Do the right things well than more things
  • Consider the groups and contexts in which products are used.
    • Includes social location
    • At core: empathy
  • Designer is “us with them.”
  • Users are now collaborators
  • unfocus group- extreme users
  • “Chance only favors the prepared mind.”
Chapter 3 A-Mental Matrix
  • Waves of creativity:
    • Inspiration
    • Ideation
    • Implementation
  • Convergent – make choices
  • Divergent  – create choices
  • Balance between the two are needed.
  • Analysis
  • Synthesis
    • put data together
    • creative
  • Creative teams need time, Space, and money to make mistakes
  • Take lessons from the trial and error of biology
    1. whole ecosystem can experinent
    2. those dealing with new realities are most motivated to change
    3. Ignore who creates idea
    4. Favor ideas with a buzz
    5. Top of the organization should prune, tend, and harvest ideas.
    6. Stress overarching purpose.
  • Act on ideas from the base.
  • Alexander Pope: ” To err is human, to forgive, divine.”
  • Build on the ideas of others-iteration
  • Consider visual thinking.
  • Butterfly tests with post it notes.
  • Deadlines can help urgency
  • No “priesthood” of designers
  • Key: integrative thinkers- keep multiple ideas in tension.
Chapter 4: Build to think or the power of prototyping
  • Get to tangible quickly.
  • Prototypes allow parallel ideas to develop
  • Don’t invest too much in a prototype
  • “Just enough”
  • Ideas and services can have prototypes as well-usually physical.
  • Also-storytelling, character building
    • “Customer journey”
  • Looking at the whole experience is important, but makes things more complex
  • Acting out is a form of prototyping
  • You can let proto types into the real world. A/B testing
  • Virtual prototyping
  • You can prototype big ideas and organizations too.
  • Repeat story often
  • The successful prototypes teach us something
  • Start early, early goals
  • slows you down to speed you up
  • As you move on the prototypes will be fewer, but in greater resolution
  • Piloting can follow prototyping
Chapter 5: Returning to the Surface or the design of experiences
  • Experience is now important
  • The emotional is important
  • Participation over consumption
  • Digital age has introduced possibilities of participation
  • lmprovization is key
  • An experiential blueprint includes the emotive experience
Chapter 6: spreading the message, or the importance of storytelling
  • 4th dimension- designing with time
  • time processes are individually unique
  • We don’t necessarily Want more options
  • Advertising needs to help people tell their Story
  • Design challenges can be effective
  • Challenges create stories
  • Design thinking can help us deal with a greater range of problems.
Part 2: Where do we go from here?
Chapter 7 : Design thinking meets the corporation, or teaching to fish
creativity design chart
  • Consumer-centered perspective
  • See chart- ways to grow matrix
    • extending
    • adapting
    • managing
    • creating
  • diversify across the matrix
  • Knowledge work shifting to team based collaboration
  • Focus on training others how to design
  • It is easy to lose sight of design when urgent needs emerge and demand jm mediate attention
  • Design thinking is actually a huge advantage in economic downturns
Chapter 8: The New Social Contract: we’re all in this together
  • Design based marketplace shifts
    • blurring line between products and services
    • design principles applied at larger scales and complex systems
    • new era of limits
  • There’s a shift to services
  • Ensure products tomorrow thru research today
  • display products in the environment they will be used in
  • Consider the Whole ecosystem in your design especially sustainability
  • figure out what people really want ( not energy efficiency but Comfort’ style ‘ Community,)
Chapter Nine :
Design Activism, or inspiring Solutions with global potential
  • Biggest challenges may be with Social problems
  • Design thinking extends the perimeter around the problem
  • Necessity is He mother of innovation
  • Design thinking across the entire spectrum of the problem
  • Design think’n
  • may shift us to prevention over cure
  • Play and Play and creativity in kids is an in kids is an important skill to nurture
Chapter 10 :
Designing tomorrow today
  • Design is always interdisciplinary
  • Design begins with convergence
  • Start with humans (not technology)
  • Fail early and often
  • The real test of a prototype in the real world
  • Get professional help beyond your organization
  • No silver bullet of innovation. More like silver buckshot
  • Budget to the pace of innovation
  • Find talent anyway you can
    • look for the weird
  • Design for the project cycle
  • Always ask why
  • Wittgenstein: “Don’t think, Look.”
  • Build on the ideas of others
  • Demand options. Let 1000 flowers bloom , then let them cross pollenate
  • document process of growth
  • Design your life – iterate along the way- prototype

change by design mindmap


Leave a Reply

Your email address will not be published. Required fields are marked *