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Presentation from my lecture on Magdalena design festival. May 2013.

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Presentation from my lecture on Magdalena design festival. May 2013.

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Presentation from my lecture on Magdalena design festival. May 2013.

  1. 1. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 WHERE DOES DESIGN THINKING START ARSENYEV RODION RED KEDS ANATOMY OF DESIGN THINKER POWER OF GOOD
  2. 2. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 PLEASED TO MEET YOU DESIGN DIRECTOR ART DIRECTOR TEACHER
  3. 3. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 THIS IS OBVIOUS! ORLY? ATTENTION! TRIVIALITY DETECTED!
  4. 4. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 PEOPLE ARE REAL We do things for people. They exist. They are real! FOUNDATIONS EVERYONE IS A HAPPINESS SEEKER Everyone wants to be happy. Even you! PEOPLE HAVE MANY NEEDS TO BE FULFILLED Food, sleep and … those aren’t the only ones. There’s lots of them.
  5. 5. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 OUR LITTLE BIG SECRET CHAPTER NUMBER ONE
  6. 6. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 IT’S SIMPLE AND CLEAR BIGBADABOOM WE CARE
  7. 7. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 DESIGN THINKING IS WHEN YOU’RE TRULY CONCERNED WITH THE SUBJECT THE MOST POWERFUL WEAPON OF DESIGN THINKER: THE ABILITY TO CARE
  8. 8. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 BIGBADABOOM М О I V S Т R U E P R О C Е S S U G O L A IT’S SIMPLE AND CLEAR T C A S E D O WE CARE
  9. 9. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 WE CARE ABOUT PEOPLE BIGBADABOOM М О I V S Т R U E P R О C Е S S U G O L A IT’S SIMPLE AND CLEAR T C A S E D O WE CARE
  10. 10. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 WE CARE ABOUT PEOPLE WE CARE ABOUT PEOPLE’S NEEDS AND EXPERIENCE BIGBADABOOM М О I V S Т R U E P R О C Е S S U G O L A IT’S SIMPLE AND CLEAR T C A S E D O WE CARE
  11. 11. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 WE CARE ABOUT PEOPLE WE CARE ABOUT PEOPLE’S NEEDS AND EXPERIENCE BIGBADABOOM М О I V S Т R U E P R О C Е S S U G O L A IT’S SIMPLE AND CLEAR T C A S E WE CARE ABOUT DESIGN PRODUCTS D O WE CARE
  12. 12. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 WE CARE ABOUT PEOPLE WE CARE ABOUT PEOPLE’S NEEDS AND EXPERIENCE WE CARE ABOUT BUSINESS GOALS BIGBADABOOM М О I V S Т R U E P R О C Е S S U G O L A IT’S SIMPLE AND CLEAR T C A S E WE CARE ABOUT DESIGN PRODUCTS D O WE CARE
  13. 13. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 THE BIG IDEA
  14. 14. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 THE BIG IDEA FOR ME DESIGN THINKING IS THE SKILL OF EMPATHY The naked truth is that we sell our caring.
  15. 15. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 THE BIG IDEA FOR ME DESIGN THINKING IS THE SKILL OF EMPATHY The naked truth is that we sell our caring. People don’t want brands. They want good and experience. DESIGN IS NOT FOR THE BRANDS. IT’S FOR PEOPLE!
  16. 16. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 DESIGNER IS NOT THE KEY PERSON IN DESIGN PROCESS PEOPLE WHO USE DESIGN PRODUCTS ARE THE KEYS SIGNIFICANT STATEMENTS Design in not an art. It’s a tool that we use to make people happier. To design things driven by selfish reasons is the professional deadlock.
  17. 17. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 THINK WITH YOUR HEART FEEL WITH YOUR BRAIN CHAPTER NUMBER TWO
  18. 18. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 LOST IN TRANSLATION HOW DO WE UNDERSTAND DESIGN?
  19. 19. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 WORLD OF WORDS DETERMINATION Design is the creation of a plan or convention for the construction of an object or a system (as in architectural blueprints, engineering drawing,business process, circuit diagrams and sewing patterns). Design has different connotations in different fields (see design disciplines below). In some cases the direct construction of an object (as in pottery, engineering, management, cowboy coding and graphic design) is also considered to be design. VISUAL DESIGN URBAN DESIGN WEB DESIGN SOFTWARE DESIGN SERVICE DESIGN PROCESS DESIGN PRODUCT DESIGN PRODUCT DESIGN LIGHTING DESIGN INTERIOR DESIGN INTERACTION DESIGN INSTRUCTIONAL DESIGN INDUSTRIAL DESIGN GRAPHIC DESIGN FASHION DESIGN GAME DESIGN ENGINEERING DESIGN COMMUNICATION DESIGN
  20. 20. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 WORLD OF WORDS DETERMINATION Design is the creation of a plan or convention for the construction of an object or a system (as in architectural blueprints, engineering drawing,business process, circuit diagrams and sewing patterns). Design has different connotations in different fields (see design disciplines below). In some cases the direct construction of an object (as in pottery, engineering, management, cowboy coding and graphic design) is also considered to be design. VISUAL DESIGN URBAN DESIGN WEB DESIGN SOFTWARE DESIGN SERVICE DESIGN PROCESS DESIGN PRODUCT DESIGN PRODUCT DESIGN LIGHTING DESIGN INTERIOR DESIGN INTERACTION DESIGN INSTRUCTIONAL DESIGN INDUSTRIAL DESIGN GRAPHIC DESIGN FASHION DESIGN GAME DESIGN ENGINEERING DESIGN COMMUNICATION DESIGN
  21. 21. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 DESIGN IS NOT A SCIENCE SOME THINGS NEED NO DEFINITION TO BE UNDERSTOOD
  22. 22. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 DESIGN IS BELIEF YOU NEED TO FEEL TO UNDERSTAND
  23. 23. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 BELIEF IN PEOPLE DESIGN IS They exist! They are real! Belief in their problems. They are like you.
  24. 24. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 BELIEF IN USEFULNESS DESIGN IS People wants to be happy. We can help. Useless design is absurdness. The deadlock for all. They are like you.
  25. 25. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 BELIEF IN YOURSELF DESIGN IS It’s really hard to believe in yourself until you start to believe in other people. We have to do something for people, but they have no need to say thank you. You are the same as them.
  26. 26. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 HUMAN DESIGNER DESIGN PRODUCT CHAPTER NUMBER THREE: EXPERIENCE-ORIENTED DESIGN PROCESS SCHEME
  27. 27. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 CLASSIC ARTIFACT-ORIENTED DESIGN PROCESS SCHEME IMPULSES Designer DESIGN ARTIFACT Design product People who use design things In this case the designer stop caring about the design product after he finishes it. Designer only thinks about the artifact that he’s creating at the moment: about content and the formal appearance.
  28. 28. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 CLASSIC ARTIFACT-ORIENTED DESIGN PROCESS SCHEME IMPULSES Designer DESIGN ARTIFACT Design product Most people think that design happens in this area People who use design things In this case the designer stop caring about the design product after he finishes it. Designer only thinks about the artifact that he’s creating at the moment: about content and the formal appearance.
  29. 29. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 We have two impulses. The first one is when designing of an artifact happens. The second is when the design artifact interacts with people. In this case we have a problem. Both impulses are completely separated from each other. This is the artifact-oriented design process that lead us to everywhere but usefulness for the people. CLASSIC ARTIFACT-ORIENTED DESIGN PROCESS SCHEME IMPULSES Designer DESIGN ARTIFACT Design product People who use design things
  30. 30. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 Impulse #1 We have two impulses. The first one is when designing of an artifact happens. The second is when the design artifact interacts with people. In this case we have a problem. Both impulses are completely separated from each other. This is the artifact-oriented design process that lead us to everywhere but usefulness for the people. CLASSIC ARTIFACT-ORIENTED DESIGN PROCESS SCHEME IMPULSES Designer DESIGN ARTIFACT Design product People who use design things
  31. 31. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 Impulse #1 Impulse #2 We have two impulses. The first one is when designing of an artifact happens. The second is when the design artifact interacts with people. In this case we have a problem. Both impulses are completely separated from each other. This is the artifact-oriented design process that lead us to everywhere but usefulness for the people. CLASSIC ARTIFACT-ORIENTED DESIGN PROCESS SCHEME IMPULSES Designer DESIGN ARTIFACT Design product People who use design things
  32. 32. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 Impulse #1 Impulse #2 We have two impulses. The first one is when designing of an artifact happens. The second is when the design artifact interacts with people. In this case we have a problem. Both impulses are completely separated from each other. This is the artifact-oriented design process that lead us to everywhere but usefulness for the people. CLASSIC ARTIFACT-ORIENTED DESIGN PROCESS SCHEME IMPULSES Designer DESIGN ARTIFACT Design product People who use design things
  33. 33. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 IT’S ALL ABOUT THE EXPERIENCE, BABY! We do not create design things first. We design the experience which is connected to an artifact that we create. Design artifact is the result of designing experience scenarios. EXPERIENCE-ORIENTED DESIGN PROCESS SCHEME DESIGN ARTIFACT Designer Design product People who use design things
  34. 34. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 IT’S ALL ABOUT THE EXPERIENCE, BABY! We do not create design things first. We design the experience which is connected to an artifact that we create. Design artifact is the result of designing experience scenarios. For me, the real design area is here Experience EXPERIENCE-ORIENTED DESIGN PROCESS SCHEME DESIGN ARTIFACT Designer Design product People who use design things
  35. 35. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 IT’S ALL ABOUT THE EXPERIENCE, BABY! We do not create design things first. We design the experience which is connected to an artifact that we create. Design artifact is the result of designing experience scenarios. For me, the real design area is here Experience EXPERIENCE-ORIENTED DESIGN PROCESS SCHEME DESIGN ARTIFACT Designer Design product People who use design things
  36. 36. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 IT’S ALL ABOUT THE EXPERIENCE, BABY! We do not create design things first. We design the experience which is connected to an artifact that we create. Design artifact is the result of designing experience scenarios. For me, the real design area is here Experience EXPERIENCE-ORIENTED DESIGN PROCESS SCHEME DESIGN ARTIFACT Designer Design product People who use design things
  37. 37. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 IT’S ALL ABOUT THE EXPERIENCE, BABY! We do not create design things first. We design the experience which is connected to an artifact that we create. Design artifact is the result of designing experience scenarios. For me, the real design area is here Experience EXPERIENCE-ORIENTED DESIGN PROCESS SCHEME DESIGN ARTIFACT Designer Design product People who use design things
  38. 38. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 IT’S ALL ABOUT THE EXPERIENCE, BABY! We do not create design things first. We design the experience which is connected to an artifact that we create. Design artifact is the result of designing experience scenarios. For me, the real design area is here Experience EXPERIENCE-ORIENTED DESIGN PROCESS SCHEME DESIGN ARTIFACT Designer Design product People who use design things
  39. 39. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 FIRST GOES FIRST DESIGNING IS A PROCESS OF CREATING SCENARIOS OF INTERACTIONS DESIGN ARTIFACT
  40. 40. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 WE SHOULD BECOME THE USER OF OUR PRODUCT BEFORE WE CREATE IT A Curriculum Statement Designing Experiences, Not Objects Meredith Davis AIGA Journal of Interaction Design Education November 2000 “THE CONCLUSION REACHED BY THIS GROUP IS THAT DESIGN IS INCREASINGLY LESS ABOUT CREATING OBJECTS AND MORE ABOUT CREATING CONDITIONS THAT SUPPORT USER EXPERIENCES, AND THAT THIS EXPERIENTIAL NATURE OF INTERACTIVE COMMUNICATION AND PRODUCTS WILL ONLY ACCELERATE UNDER RAPID TECHNOLOGICAL DEVELOPMENT THAT REDUCES THE NEED TO BE IN A PARTICULAR PLACE AT A PARTICULAR TIME TO ACCOMPLISH A TASK..” TIP AND TRICK DESIGN ARTIFACT
  41. 41. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 YOU CAN’T CREATE EXPERIENCE IF YOU DON’T CARE HERE IS THE EXAMPLE KEETRA DEAN DIXON ANONYMOUS HUGGING, ALASKA, 2008
  42. 42. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 YOU CAN’T CREATE EXPERIENCE IF YOU DON’T CARE HERE IS THE EXAMPLE Experience KEETRA DEAN DIXON ANONYMOUS HUGGING, ALASKA, 2008
  43. 43. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 YOU CAN’T CREATE EXPERIENCE IF YOU DON’T CARE HERE IS THE EXAMPLE Experience Idea KEETRA DEAN DIXON ANONYMOUS HUGGING, ALASKA, 2008
  44. 44. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 YOU CAN’T CREATE EXPERIENCE IF YOU DON’T CARE HERE IS THE EXAMPLE Experience Design artifact Idea KEETRA DEAN DIXON ANONYMOUS HUGGING, ALASKA, 2008
  45. 45. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 YOU CAN’T CREATE EXPERIENCE IF YOU DON’T CARE HERE IS THE EXAMPLE Experience Designer Design artifact Idea KEETRA DEAN DIXON ANONYMOUS HUGGING, ALASKA, 2008
  46. 46. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 THEY ARE AS REAL AS WE ARE BULLET PROOF
  47. 47. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 AS REAL AS WE ARE
  48. 48. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 AS REAL AS WE ARE
  49. 49. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 THE CORES OF DESIGN THINKING CHAPTER NUMBER FOUR
  50. 50. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 DO CARE 6 CORE MUSCLES OF DESIGNER’S HEART
  51. 51. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 HONESTY 6 CORE MUSCLES OF DESIGNER’S HEART
  52. 52. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 CONSCIOUSNESS 6 CORE MUSCLES OF DESIGNER’S HEART
  53. 53. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 COMMON SENSE 6 CORE MUSCLES OF DESIGNER’S HEART
  54. 54. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 DESIGN SKILLS 6 CORE MUSCLES OF DESIGNER’S HEART
  55. 55. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 TECHNOLOGY’S LOVER 6 CORE MUSCLES OF DESIGNER’S HEART
  56. 56. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 CONCLUSION LET’S STRESS IT AGAIN
  57. 57. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 3 SIMPLE THINGS TO REMEMBER ANATOMY OF DESIGN THINKING
  58. 58. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 3 SIMPLE THINGS TO REMEMBER ANATOMY OF DESIGN THINKING WHO People and their needs
  59. 59. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 3 SIMPLE THINGS TO REMEMBER ANATOMY OF DESIGN THINKING HOW Design and technologies WHO People and their needs
  60. 60. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 WHAT Usefulness and experience 3 SIMPLE THINGS TO REMEMBER ANATOMY OF DESIGN THINKING HOW Design and technologies WHO People and their needs
  61. 61. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 GRAND MOTIVATION HOW ABOUT THE MOTIVATION?
  62. 62. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 GRAND MOTIVATION WE‘RE ALL GONNA DIE
  63. 63. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 PENULTIMATE SLIDE “THEY SAY THAT DEATH KILLS YOU, BUT DEATH DOESN'T KILL YOU. BOREDOM AND INDIFFERENCE KILL YOU”
  64. 64. WHERE DOES DESIGN THINKING START MAGDALENA FESTIVAL 2013 THANK YOU!

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