Martin Hanczyc: The line between life and not-life | Video on TED.com

Martin Hanczyc: The line between life and not-life | Video on TED.com.

via Martin Hanczyc: The line between life and not-life | Video on TED.com.

Making Special

Formidlingsartikel til Dissanayake og begrebet Making Special

LINK: Om det at gøre ‘noget’ til noget ‘særligt

Experience Design by Design Thinking

“As more of our basic needs are met, we increasingly expect sophisticated experiences that are emotionally satisfying and meaningful. These experiences will not be simple products. They will be complex combinations of products, services, spaces, and information. They will be the ways we get educated, the ways we are entertained, the ways we stay healthy, the ways we share and communicate. Design thinking is a tool for imagining these experiences as well as giving them a desirable form.”

Tim Brown: “Design Thinking” in Harvard Business Review, June 2008 (p.8)

Tim Brown is the CEO and president of IDEO

Design Thinking

Design Thinking activities may roughly be grouped in three themes: inspiration, ideation and implementation. Tim Brown writes: “The design process is best described metaphorically as a system of spaces rather than a predefined series of orderly steps. The spaces demarcate different sorts of related activities that together form the continuum of innovation. Design thinking can feel chaotic to those experiencing it for the first time. But over the life of a project participants come to see—as they did at Kaiser—that the process makes sense and achieves results, even though its architecture differs from the linear, milestone-based processes typical of other kinds of business activities.”

Source: http://design-planning.blogspot.dk/2008/06/design-thinking-tim-brown-or-ideo.html

 

1. Inspiration

Expect success

Build implementation resources into your plan

What’s the business problem? Where’s the opportunity? What has changed (or soon may change)?

Look at the world: Observe what people do, how they think, what they need and want

What are the business constraints (time, lack of resources, impoverished customer base, shrinking market)?

Involve many disciplines from the start (e.g. engineering & marketing)

Pay close attention to “extreme” users such as children or the elderly

Have a project room where you can share insights, tell stories

How can new technology help?

Are valuable ideas, assets and expertise hiding inside the business?

Organize information and synthesize possibilities (tell more stories!)

 

2. Ideation

Brainstorm

Make many sketches, concoct scenarios

Build creative frameworks (order out of chaos)

Apply integrative thinking

Put customers in the midst of everything: describe their journeys

Prototype, test, prototype, test…

Tell more stories (they keep ideas alive)

Communicate internally – don’øt work in the dark!

Prototype some more, test with users, test internally

 

3. Implementation

Execute the vision: engineer the experience

Help marketing design a communication strategy

Make the case to the business – spread the word

Move on to the next project – repeat