Design thinking is a creative process that focuses on understanding people and their needs. It involves framing challenges, learning about people through observation, co-creating solutions with people, and delivering practical prototypes or strategies. Design thinking requires taking a human-centered, holistic approach that values prototyping ideas quickly through co-creation to allow for failure and improvement. It is a strategic approach that can be applied to challenges beyond product design.
6. The current design practice at 31Volts is very dynamic with lots of interactions with client
teams and their customers. New service concepts are created by designing with people.
7. … and by Design Research to better understand people, …
8. … and by Prototyping new ideas quickly and cheaply. Fail often to succeed
sooner is what design and design thinking is all about.
9. Incomplete history of Design
Incomplete theory of Design Thinking
How Design Thinking works
The Values of Design
Book & Video Tips
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Content
12. The stone spear heads, dating back 500.000 years, might be the first sign of a
product that has been created with a human centric use case and purpose in mind.
13. Louis Henry Sullivan "father of skyscrapers"
(September 3, 1856 – April 14, 1924)
Price of Steel at Bessemer
Steel Rails 1867 to 1895
1867- $166 ($/ton)
1870- $107
1875- $69
1880- $68
1885- $29
1890- $32
1895- $32
Prudential Building, Buffalo, New York, 1894
Different dynamics in society (people moving to cities), economics (cheap materials) and
new technologies (mass produced steel beams) created opportunities for architects.
14. The re-invention of Multiplex by Immanuel Nobel (1801–1872) provided new
opportunities for designing and building furniture.
15. Not only is design used to build a brand, the designer also created an entirely new
way of consumption. More individual and free of a fixt location (bar).
16. Designer Dieter Rams was not only the main designer of BRAUN, creating beautiful
products, he also understood the need for optimism in post WW2 Germany.
17. In the 80-ties and 90-ties of the last century, the designers became more and more
rockstars. You didn't buy a new chair, you bought a Philippe Starck.
18. With products like televisions and computers some product became less important (like
this remote) because they are just interfaces for something else.
19. Smart phones are nice examples of products that are valuable through installed software.
Helping you find your way around, take notes, stay in contact with others and much more ..
21. Design in the 21st century is still about beauty, form & function, etc.
However…
22. … the starting point is often very complex. The way people think and do, their values, needs
and other intangible aspects that are becoming more important.
25. ”Unlike analytical thinking, design thinking
is a creative process based around the
"building up" of ideas. There are no
judgments early on in design thinking. This
eliminates the fear of failure and encourages
maximum input and participation in the
ideation and prototype phases.”
26. Design as a proces. Design with its own
tools&methods. Design for Innovation.
Design for Business. Design and dealing
with uncertainty. And much more…
These are some topics on Design that
are key to understand. Like:
Design has become a topic beyond the classic field of designers like graphic or industrial
design. Design as a way of doing in stead of design as quality of things.
27. Richard Buchanan introduced an approach of design challenges
he called: The Four orders of Design:
note: we prefer to switch the first with the second order…
Four Order of Design
28. The following example deals with an
airline that wants to improve the waiting
experience. Most practical (1st) is to
provide chairs so people can sit while
waiting. The last (4th) is to eliminate
waiting completely because that is not
what customers are paying for.
37. Design is not only useful for designing
products and communication, the classic
areas of use. In this time of accelerated
change and a world full of wicked
problems, design might be key to succes.
Thinking in these four orders will help
designers and their customers better
formulate their design challenge!
link to Keynote Richard Buchanan
Four Orders of design
38. Roger Martin has written a lot about Design Thinking from his business perspective,
helping companies like Procter & Gable to become more innovative.
The Design of Business
39. In THE DESIGN OF BUSINESS he introduces the three kinds of reasoning.
40. Deductive Reasoning
Deductive Reasoning is where you will find truth. This is where management reigns. ’If
X=1 and Y=2, all outcomes of any calculation are predictable.’ There is no NEW here!
41. Inductive Reasoning
Inductive Reasoning is where intuition lives and where hypotheses are born.
’If all swans you’ve ever seen are white, all swans must be white…’ (gut feeling)
42. InductiveAbductiveDeductive
In the overlap you will find Abductive Reasoning or; What can be: ’The process of
discovery of new ideas that arise when data doesn’t fit the existing models.’
43. InductiveAbductiveDeductive
Here you will find Design (Thinking). Take a chair for example: It will fit the human body
and weight, but there are many versions (designs) of a chair .
DESIGN
44. Three ways of Reasoning
Understanding these three ways of
reasoning will help you better understand
the value of design as an approach
towards challenges for innovation.
link to Roger Martin
45. More and more business leaders recognize the value of design
as a way of growing the business.
Design within large Organizations
47. Download
In 2010 IBM conducted a research project in which they interviewed 1500 CEO’s about
what they think would be valuable in the near future for business.
49. Design within large Organizations
Apple is often named as a design centric
company fostering the values of design
throughout the whole organization.
However, they are not alone. Ebay,
Procter & Gamble, Herman Miller,
Schneider Electric and IBM have also
invested strategically in design.
Link to Capitalising on Complexity (download)
Link to Design Driven Companies index on DMI
55. Musea
“de collectie is datgene
waarvoor mensen
komen”
ruimtelijke
context
collectie/
tentoonstelling
Utrecht
middeleeuws de Dom
als baken
studenten
Hart van
Nederland
“heeft geen icoon”
schaal
kwartier
Utrecht
museum
bezoeker
samenwerking
thematiekaan
laten sluiten bij
programmering
bezoekcijfers
delen
geen
concurrentie
in het kwartier
Utrecht pas/
museum
paspartoe
gebouw
audiotour
vormgeving
info
interactie
tentoonstelling
agenda
voor
buitenlandse
bezoekers,
meerdere musea
bezoeken op een
dagstrippenkaart
“is een
uitdaging”
samenwerking
buiten de
musea met
bijvoorbeeld
festivals
website
helpt bij:
enthousiasmeren “wat staat mij
te wachten”
indruk van de
tentoonstellingen/
musea
PR
bekende
namen
gezamenlijk
tien collecties,
een kwartier
add on/
extra
faciliteiten
koffie
inkomsten
verblijfsduur
“lekkerste koffie
als aanleiding”
draagt bij aan
state of mind
(musea beleving)
“gedeelde agenda”
kennis
taal
niveaus
symbiose locatie
& collectie
context gebouw
leeftijd
verwachting
managen
de grote van
de tentoonstelling
“tijd”vorm
actief
passief
voorpret
poster
recensie tv
web
inhoudelijk
achtergrond
en geschiedenis
“waarom deze
tentoonstelling”
overzichtelijk
“mooi”
“je thuis/
op je gemak
voelen”
nieuw en
verrasssend
oud en
vertrouwd
oud maar nieuw
gepresenteerd
context info
spits meter
vorm van de
tentoonstelling
“like knop”
werkplaats/
activiteit
korte
termijn
lange
termijn
shop
“Wat ik zou willen, is dat wij
als museum, mensen een
ervaring meegeven die ze
de rest van hun leven bijblijft.”
verdieping thuis
(boek)
uitgebreid
aanbod gewenst,
“gecureerd”
verlengt de
ervaring van het
museum bezoek
rondstruinen
“shoppen”
#1 Framing the challenge in order to understand the true challenge. In this example it
turned out that there was little understanding (and value perception) of the visitor.
visitor
56. #2 Learn to understand people and the things they value.
57. #3 Co-create with people. Have them participate in the
design proces to create solutions that matter.
63. A Strategic ambition
Translated into projects
A Dedicated Team
The Freedom to Fail
A set of Tools & Methodes
A Creative Space
Design Thinking Requires