Design Initiatief Masterclass on Design Driven Innovation

1. Design
Thinking in
Business:
an introduction to imagineering and
an illustration of the concept
Mario Ramírez Reyes
(NHTV, Internationaal hoger onderwijs Breda)

2. Design

3. Industry enhanced capabilities of
material production more types/
quantities of products utility

4. Industry enhanced capabilities of
material production more types/
quantities of products utility
Art search for aesthetic beauty
masterpieces appearance

5. Utility Appearance

6. Function Form

7. Useful work Useless toil
William Morris

8. Hideous Beautiful
things to things to
use look at
Bruno Munari

9. Function + Form

10. FORMAL
COHERENCE

11. So...

12. So...
what does this have to do
with business?

13. There is
a need to
change

14. The human
context has
transformed
around the
institutions of
business

15. New context:
• New consumers
• New employees
• New communities (in general)

16. Companies’ utility Companies’ form

17. The definitions
of the problems
facing organizations
continuously change

18. Two plus
two will
always be...

19. Two plus
two will
always be
four.

20. So...

21. So...
why design?

22. To define
design is to
demystify
design

23. de•sign (v)
de•sign (n)

24. design in
practice is
a (v)

25. Design in practice:
Commerce Communications Physical
* Business design * Book design * Architectural design
* New product development * Communication design * Architectural engineering
* Packaging design * Content design * Automotive design
* Product design * Exhibition design * Cellular manufacturing
* Service design * Graphic design * Ceramic and glass design
* Information design * Design engineer
Applications * Instructional design * Environmental design
* Experience design * Motion graphic design * Fashion design
* Game design * News design * Floral design
* Interaction design[15] * Production design * Furniture design
* Software design * Sound design * Garden design
* Software development * Theatrical design * Geometric design
* Software engineering * Typeface design * Industrial design
* System design * Typography * Interior design/redesign
* User experience design * Visual communication * Landscape architecture
* User interface design * Mechanical engineering
* Web accessibility Scientific and mathematical * Sustainable design
* Web design * Combinatorial design[16] * Urban design
* Design of experiments
Source: Wikipedia

26. Designing is… “planning: as
objectively as possible of everything
that goes to make up the surrounding
and atmosphere in which men live today.”
Bruno Munari

27. Designing is… “to conceive and plan
out in the mind; to devise for a specific
function or end”.
Dym, C.L. & Little, P.
(Engineering Design)

28. Designing is
a cognitive
activity.

29. It is an alternative
to the linear/
analytic approach.

30. Challenge the frame
of the problem
Diverge into multiple
possible solutions
Follow through

31. Inspiration Ideation Implementation
Tim Brown (Change by Design)

32. Inspiration
Ideation Implementation

33. Designing in a
business context
is searching for
a holistic and
integrative attitude
to problem solving.

34. “Design problems
and solutions
lack pre-existing,
objective evaluation
criteria.”
Simon (1969/1999)

35. Designing for
business is planning
organizations that
can transform with
their context

36. Designing for
business is planning
organizations that
can transform with
their context
FORMAL COHESION

37. “A designing
attitude is
complementary to a
decision attitude.”
Boland and Collopy

38. So...

39. So...
what is Imagineering?

40. “Imagineering is a
design approach
to value creation
making use of
imagination.”
Diane Nijs

41. Create a
compelling artifact
that engages
people

42. Inspiration Creation
Organization Exploration

43. Veritas

44. Antwerp

45. United Play

46. To conclude…