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: https://www.youtube.com/watch?v=taJOV-YCieI
Introduction
- 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:
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- 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
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- people are scared of biking
- coasting bike: a simpler bicycle?
- 2 phases:
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- 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
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- whole ecosystem can experinent
- those dealing with new realities are most motivated to change
- Ignore who creates idea
- Favor ideas with a buzz
- Top of the organization should prune, tend, and harvest ideas.
- 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
Chapter 7 : Design thinking meets the corporation, or teaching to fish
- 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
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
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
