The questions we ask ourselves at the idea generation stage of design play a critical role in the nature of the ideas generated. Bold questions beget bold ideas; and incrementalism begins in the same way. In this talk Steve Baty will look at how problem framing and reframing can impact the ideas teams generate, and how problem statements can be ‘tuned’ to better deliver feasible concepts within your organisation. We’ll look at some recent examples from the work at Meld Studios as well as some well-known case studies from around the world.

1. (Re)framing: the first step towards innovative ideas
Steve Baty (@docbaty)
Principal, Meld Studios
Meld Studios | Steve Baty | @docbaty
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2. A brief introduction...
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3. What do we mean by framing?
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Framing - the question to be ‘solved’ - is part of the sense-making capability of designers. It is the key to unlocking the creative potential of design.

4. Three roles of framing
Meld Studios | Steve Baty | @docbaty
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i.
Identify and artic
ulate new ways of thinking about an issue
ii.
Adopt a particular stance towards a group of people, their needs and wants
iii.
Indicates the scale of the ambition expected from concepts

5. Focus on purpose, not product
Meld Studios | Steve Baty | @docbaty
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“People don’t want a quarter-inch drill, they want a quarter-inch hole”
- Theodore Levitt

6. Broaden the scope
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7. Broaden the scope
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8. Functional vs Experiential
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9. Use absolutes
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10. Meld Studios | Steve Baty | @docbaty
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Re-framing Phones

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Re-framing Transportation

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Re-framing Transportation

13. Use framing as a tool
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14. Recap
•
Business is changing
•
Framing is a critical component of sense-making
•
Different framing will lead to different creative output
•
Use framing as a strategic tool in your design work
Meld Studios | Steve Baty | @docbaty
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15. Thank you
Steve Baty
Principal, Meld Studios
Meld Studios | Steve Baty | @docbaty
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