CP+B product innovators John Winsor and Neil Riddell
“I’m a frustrated industrial designer,” says Alex Bogusky, one of the world’s best known advertising men. “I originally wanted to be a designer and my dad told me, ‘No, it’s too hard, you won’t be able to do it.’ So a little of this is a way for me to say to my dad, ‘Yeah? Really?’”
“This” refers to a burgeoning design discipline at Crispin Porter + Bogusky, the agency known for its award-winning, culturally penetrative, category-charging brand campaigns. And while paternal comeuppance is doubtless a satisfying incidental perk, becoming the designer he always wanted to be is really just Bogusky’s next necessary step in making CPB the complete brand creativity factory. (more…)
Overview of Post: Kip Voytek offers his take on the connection between Design and Design Thinking,
Thoughts on this Post: Kip gives a very good argument on the down side of adopting the concept of Design Thinking without understanding the disciplines that are foundational to Design.
Published by kipbot on September 24, 2009 12:44 am under design
I’m in the middle of several threads with friends, co-workers, former co-workers, and the voices in my head about what to do with the on-again off-again me-che (meme + cliche, pron me-SHAY) of design thinking. Having just read Designful Company with others, I felt that the book and the me-che of design thinking makes it far too easy to say we’re all deisgners, or that a couple articles will help us do design thinking. I can’t resist quoting Dr Malcolm in Jurassic Park:
I’ll tell you the problem with the scientific power that you’re using here: it didn’t require any discipline to attain it. You read what others had done and you took the next step. You didn’t earn the knowledge for yourselves, so you don’t take any responsibility… for it.
So, I’m thinking, instead of thinking about design thinking, why not learn something about design? I’m not suggesting a career change, or even a massive effort to learn some new tools or software. Rather, read some books that help people understand the DNA, rhythm, and thought patterns of a design discipline. Dig deeper into a craft and see what makes it tick. (more…)
Overview of Post: Mary is responding to an article by Michael Roller where he gave advice to young industrial designers on how NOT to act. This part of his post deals with the current trend to believe that “the way that designers think” is the solution to the worlds problems.
Thoughts on this Post: Good advice! This is just another example of how the concept of Design Thinking is getting confused with the way that most designers think. Design Thinking is, in reality, not how most designers think. It is very specific to the Industrial Design field, where both analytical and design skills are interconnected – and still not the predominate approach even in that industry. Otherwise – IDEO wouldn’t be anything special. Sorry—ranting. Anyway, the advice offered here is good.
STOP SAVING THE WORLD
…Unless you actually are. Designers have identified that their skills can help people beyond the mass markets of the first world, but we’re far from making a big impact on our own. The truth is, some designers like talking about making a difference more than they like actually doing it. Raising awareness is only a small first step towards fixing one of the world’s many problems. If you really want to make a difference, think about volunteering at a soup kitchen…or moving to India.
Ramsey Ford is an industrial designer who recently took on this challenge by moving to India and starting the non-profit Design Impact. “Last year, I attended the ‘Design for a Better World’ conference at RISD. What struck me most about the conference was that the common thread was not design, but entrepreneurship. The mantra for the weekend seemed to be, ’shut up and do it’.” Ramsey plans to make a real difference by gaining empathy for India’s true design needs. Admittedly, this is pretty bold, but what have you done lately to design a better future?
Rolland is merely advising recent graduates to, in a sense, shut-up and get-started already. In the context of ‘self-promotion’, selling your personal brand as ‘sustainable’ or ‘green’ (or whatever buzz word you happen to run with) is really nothing above insult if you are not in fact taking this challenge seriously.
Matthew E. May wrote “Design Thinking 101” earlier this month and cited the Wikipedia definition of the process (taken from a 1969 book by Herbert Simon called The Sciences of the Artificial):
Design thinking is a process for practical, creative resolution of problems or issues that looks for an improved future result. It is the essential ability to combine empathy, creativity and rationality to meet user needs and drive business success. Unlike analytical thinking, design thinking is a creative process based around the “building up” of ideas.
Perhaps the real challenge is for designers to stay away from Design Thinking as a brand image alone, and move creatively toward incorporating the process into every aspect of their work.
Overview of this video: Tim Brown speaks at the MIT Sloan Innovative Leaders Series. This is a broad talk about IDEO and how they have used the Design Thinking process to challenge standard methodologies, and create more appropriate and effective solutions. Thoughts on this video: Worth watching and taking a few notes on!