Tim Brown's new book, "Change By Design"

Good headline, right? Unfortunately, I can’t take the credit: it’s the title of a new book by Tim Brown, President & CEO of IDEO. I’m particularly excited about this book because of everything I’ve heard about it. It’s not only an exploration into the design thinking process, but a guide to start thinking on an innovative scale.

We all know that true innovations aren’t typically the results of a few minutes of deep thought. Rather, they’re the result of an intensive thought processes with the underlying purpose of bringing about progressive change. These innovations exist across multiple areas of design and they are known for making our lives better: in the cars we drive, the buildings we work or live in, the clothes we wear, and the different brands and messages we encounter day to day. In his new book Change by Design, Brown introduces the method and needs behind every design, and provides real world examples.

There are many reasons for to read this book. According to the IDEO website:

“Design thinking is not just applicable to so-called creative industries or people who work in the design field…This book is for creative business leaders who seek to infuse design thinking into every level of an organization, product, or service to drive new alternatives for business and society.”

If you’re a leader seeking to innovate through your business, product or service, I encourage you to look more into this book and see how you stand to benefit – I’m getting started today.

“Just as energy is the basis of life itself…so is innovation the vital spark of all human change, improvement and progress”
- Ted Levitt

More info on the book here.

For over six months, I was a warrior. From one infusion to the next, there was always another battle. Then came the end of chemotherapy. Driving home from my last appointment, I had to pull over. I was having a panic attack. What next? I was now a warrior without a war. It was just me. And the rest of my life. —Joan, Cancer Survivor

I just wrapped up a project for Memorial Sloan-Kettering as part of a seminar in Service Design taught by Mark Jones of IDEO. Joining me on the project were three of my colleagues from the Institute of Design: Jessica Striebich, Nikhil Mathew, and Julia (Joohyun) Lyoo.

While this presentation represents preliminary thinking toward providing a service design solution, there exists an undeniable void with regard to codified psychosocial care during and following chemotherapy. It’s also undeniable that many of the analytical tools and algorithms used to aggregate and analyze online sentiment can very practically be applied to tracking and visualizing a chemotherapy patient’s emotional journey.

It’s my hope that our thinking on low- and high-tech continuity of psychosocial care aids efforts at MSK and other cancer centers . . . drop me a line if you should happen upon this and find our thinking useful for similar projects.

Just a little help for the holiday, courtesy of re:design. You’re welcome.

I Miss My Pencil by Martin Bone and Kara Johnson (of IDEO)

What if doorbells used smell instead of sound? What if watches told time more slowly on weekends? Designers at the ground-breaking firm IDEO ask seemingly outrageous questions like these every day. I Miss My Pencil takes a voyeuristic look at what designers do daily, might get to do once, and sometimes only hope to do.

More Things Like This by the Editors of McSweeney’s

More Things Like This explores the intersection of text, humor, and illustration in art created by cartoonists, writers, musicians, and fine artists. A refreshing mixture of high, low, and sideways, the selection features nearly 300 images from dozens of contributors, including David Shrigley, Kurt Vonnegut, Leonard Cohen, Chris Johanson, David Mamet, and many more. Insightful interviews with the artists further illuminate the shared and divergent approaches they take in creating this smart, funny, and engaging work.

Pictorial Webster’s by John M. Carrera

The 1500 engravings that originally illustrated the 19th-century dictionaries of Noah Webster are a remarkably rich resource — one that lay buried in the bowels of Yale University. John Carrera has made an amazing book, collecting and restoring these illustrations from the original engravings. Collected together they tell a new story of knowledge, of nature, discoveries and innovations.

The Principles of Uncertainty By Maira Kalman

There is nothing uncertain in our full-tilt recommendation of Maira Kalman’s latest book — a series of illustrated essays combining the author’s whimsical drawings with her refreshingly unpretentious observations about — well, pretty much everything under the sun. A must-read for the whole family: or as Maira might say, mishpucha.

Thanks to Design Observer for the original reviews.

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To succeed in a future we cannot yet grasp, we must re-think thinking.

In the past week, my son and I made balloon animals on my phone. I checked in for my Vancouver flight online and, the next day, received a reassuring text message with updated departure and gate information. Thanksgiving was saved when I learned how to make gravy on YouTube. I discovered via a podcast that “Mutually Assured Destruction” kept us safe during the Cold War, and via Facebook that my Cold War era classmate is excited about her new flatware.

We all have similar stories. Yet we’re so immersed in this rapidly evolving modernity that we can lose sight of our time’s singular truth – our worlds have become hyper accessible and interactive in ways that none could have predicted.

When today’s leaders look forward into this complexity to divine the next breakthroughs, they do so with an alarmingly high assumption-to-knowledge ratio, one that effectively undermines traditional analysis and business thinking. To quote Rita McGrath of Columbia Business School, “it is increasingly difficult to plan by extrapolating from a platform of past experience.”

So how do we prepare for a future we cannot yet fully grasp? One approach is to learn “Design Thinking”.

The design profession is focused on creating innovative solutions that are by definition outside of our experience. As a consequence, Design Thinking (and its manifest methods and tools) is optimized for the purposeful discovery of possibilities amidst complexity. Designers don’t predict the future so much as they quickly learn their way into novel solutions that are simultaneously desirable, technically feasible, and financially viable.

Start here.

© 2009 IDEO

Design Thinking has helped deliver safe drinking water in Africa, create category revitalizing products for P&G, improve the quality and accuracy of patient care in hospitals, increase commitment among casual blood donors, and much, much more.

And what’s the best way to learn Design Thinking? One must experience it.

Therefore ExperiencePoint knew we had a role to play in the democratization of Design Thinking. We sought out the leader in the field, IDEO, a global consultancy that “creates impact through design” and over the past year have worked in partnership to create an energizing game that introduces the essentials of Design Thinking.

The result is “Design Thinker”. In this workshop experience, competing teams flex their Design Thinking skills to solve a realistic and complex challenge. In so doing, they engage with the terms, techniques, and thought patterns of designers. Participants leave ready and able to affect meaningful change back on-the-job.

We are excited to share Design Thinker with the world and will be making it available in January 2010. We hope you will be among those who join us in this re-think of thinking. The world will be the better for it.

PROTOTYPING works. I took a surface dip in the past days and it works for me. I was triggered by IDEO’s Tom Kelly & Jonathan Littman in their book (back from 2001):

“Get in the habit of making stuff or airing trial balloon ideas. Odds are you’ll bounce your way to the insight that may inspire your next breakthrough.” (p. 111)

Try prototyping whenever you have no idea to go ahead. Or when you cannot imagine with the limited eye of your brain how it should be or look.

Classic advice? “First you need a sound” and get crazy experimenting, from the beeest:

While we’re on the subject of Wired, a quick shout out to my old professor Bill Moggridge, an amazing designer and very nice man.

He’s featured in this month’s edition as well, talking about design thinking and offering his ideas (or, given the IDEO approach, offering a selection of group ideas) on ‘how to tackle urban rage’ (Wired’s challenge) though design. The suggestions will be getting more press next month.

(picture by Søren Solkær Starbird, taken from Wired’s website)

It’s well worth checking out this great article from yesterday’s Times. Tim Brown of IDEO offers his thoughts on Design Thinking, innovation and leadership. If you like what you see, and would like to dig a little deeper, then take a look at his latest TED talk and his new book, Change By Design, too. Top stuff.

I came across this video made by IDEO last Friday at a lecture done by Deborah. It’s truly fascinating to see this idea proposing how modern living can be introduced to a system that helps our economy, quality of life and environment. When I finally found the link I decided that everyone should see ways in which we can help bring our world one step closer to achieving the goals this pitch sets on.

The only thing that scares me about this video, is the government controlling every aspect of our community or being able to monitor every action.

What are your thoughts?

Impact, outcomes, output, measurement, effectiveness. The new buzz words that ping about the organisation with new initiatives, projects and job descriptions now stuffed full of such choice words. I am enjoying IDEO’s thinking on this, making it real, keeping it simple and helping people not be intimidated by it. Transparency is the new accountability and open sourcing data is now with DFID, Westminster. While charities aren’t subject to Freedom of Information acts, the burden and reassurance of proof is something we need to rise to.

http://www.ideo.com/thinking/voice/aaron-sklar

After a few weeks of apathy, after being snubbed by Bower Ashton, I’ve started to recruit some creative friends instead. All being well, I’ll organise a focus group to get a better understanding of their attitudes and processes of conceptualising their ideas.

I read about IDEO’s approach to Focus Groups, as well Mike Kuniavsky’s advice in Observing the User Exerience: A Practitioner’s Guide to User Research, I thought about bringing context to the group by “setting homework”, and “engaging participants” with activities. This meant planning the two following activities:

Activity 1: Sharing Notebooks

I will ask all participants to bring a regularly used notebook of their ideas. Each participant will explain a bit about their thought process while displaying their book, whilst I quiz them more about specific details as they arise. Questions could follow these guidelines, with deeper investigation as appropriate:

1. How often do you use the notebook?
2. When was the last time you put something in it? Where were you?
3. Have any of these ideas been developed further?
4. Have you shown or talked about that idea with anyone?
5. Do you ever look back at your previous ideas?
6. How do you know which ideas to develop further, or which to drop?

Activity 2: Rapid Concept Development

…or “Mind Mapping”

The group will be split into smaller teams of around 2 to 3 people; each participant is to be given a blank piece of paper.

• Everyone will be asked to write, draw or visualise a concept for an possible project in the centre of the page – a box will be printed to confine the initial input.
• Everyone is asked not to talk, but to pass their concept to the person on their left.
• Each person is then to add at least one thing to the page, in the style of a Mind Map. All are asked to put their initials next to any contributions.
• The page is passed to the next person, and the process repeated – participants are able to add or comment on other people’s contributions.
• This cycle continues until the page is returned to it’s owner, where they can ask the contributors directly about any feedback given.

There are 2 objectives to this activity:

1. Observe and note the concept sharing process in miniature, for a better understanding of the structure and reactions.
2. Observe the media used to convey ideas – pictures, words, references etc.

To gain a little perspective.

So as any of you who read the Platypus Poems knows, I’ve been feeling pretty “meh” to the 20th this week. Per usual via the quarter system, these are the two weeks of every quarter where the huge term projects are due nearly simultaneously. Normally this isn’t too big of a problem, it’s just a matter of good time management. That is, when I’m the one responsible for getting things done… Unfortunately, these projects are group projects, with all the bags emotional luggage that goes with it: egos, stubborn refusals to adapt, nightmares of scheduling where both sets of people are only available on Sunday… yeah, it hasn’t been going well, and as a result, I’ve been feeling more and more stressed out frustrated, and ready to break down at any moment. Sunday, after some family tension and a lousy meeting, the waterworks sprung a leak.

Disillusionment is tough, and I think sometimes we all don’t realize how much we romanticize things until we’re disappointed. I’ve definitely been guilty of romanticizing an escape from old burdens of the past, and this is the moment in my life when I now just have to accept my personal ghosts and remember that escape is overrated; adaptation and acceptance is much cooler.

Now, this is the midpoint of the blog post where I switch gears and tell you the good news. After a really tough week, last night’s design class was the most fun I’ve had all quarter. At first, I have to admit I was less than thrilled to get my teacher’s note that said we were doing a prototyping workshop during class, and to bring in boxes, bottle-caps, markers, and strings. “What are we in, kindergarten?” I remember snarling at the screen. Turns out, Google, IDEO, and a lot of other companies are right on the mark: sometimes, you’ve just got to play. So, an Adobe designer (who works on In-Design) comes into our class and tells us to prototype the HCI (human-computer-interaction) of a product that solves a current problem with a green (sustainable) twist. My crew designs a Waste-i-nator that sorts trash from recycling from compost and removes the needs for trash bins by sending everything to a city/community repository. Technical challenges aside, simply pretending to build a machine that does all this and then “acting-it-out” and making all my classmates laugh/giggle/chortle… ah, it felt so good.

And now, I leave you with the following YouTube video that never fails to make me smile

Ok gang, that’s all for now… if I can make it to Thanksgiving, life will be good… and I’ll be very thankful.

Cheers!

Everyone that lives in Boston has seen Louie. Tricycle Louie is a Boston staple. He’s always riding around in circles and most of us have no idea what’s going on or what he’s doing.

Well, Emerson student Brian Moore has decided to let us in on a little bit about Louie. Here’s the Louie Documentary

Objectified is the follow-up to Hustwit’s 2007 feature length documentary ‘Helvetica’. Objectified is another in-depth and intriguing look into design but this time focusses on the objects and products that seem to take pride of place in our lives today.

Again, Hustwit visits some of world’s most prominent designers including designers from Apple, IDEO, BMW and Smart Designs as well as established design critics and commentators. This is another smart critique, like Helvetica and an indespensable resource for designers and design students.

Objectified – for the poor

Objectified [DVD] [2009]

Nous avons eu le plaisir de recevoir le dernier livre d’Eric Seulliet co-auteur, avec Pierre Musso et Laurent Ponthou, de “Fabriquer le Futur 2, l’imaginaire au service de l’innovation “.

Le postulat de cette bible de 300 pages sur l’innovation est simple : l’imaginaire permet de renouveler la question de l’innovation car la R&D traditionnelle commencer à toucher ses limites en matière d’innovation de rupture.

Les débuts du livre restent très scolaires, avec les différentes définitions de l’innovation.
Tout d’abord selon Schumpeter :
- La fabrication d’un nouveau produit
- La mise en place d’une nouvelle méthode
- La découverte d’un nouveau débouché
- L’utilisation de nouvelles matières premières
- …
Puis son évolution selon l’impulsion de Norbert Alter :
- Innovation ordinaire
- Innovation de tous les jours (les astuces des employés)
- Innovation incrémentale de la R & D
- Innovation stratégique ou de rupture, proche de l’invention.

L’ouvrage se divise ensuite en 3 parties, écrites par chacun des 3 co-auteurs :
- Partie 1 : L’imaginaire & l’innovation, avec la théorie de l’innovation et de l’imaginaire.
- Partie 2 : Comment débrider son imaginaire, avec des méthodes pour être créatif.
- Partie 3 : Les acteurs de l’imaginaire dans l’entreprise, avec des exemples concrets d’innovation et des méthodes appliquées.

Partie 1 : Imaginaire et Innovation

Cette partie du livre tente de définir l’imaginaire et l’innovation en général, puis plus particulièrement dans le cadre de l’entreprise, avec de nombreux exemples illustrés.
Pierre Musso indique que dans l’entreprise l’imaginaire et l’innovation peuvent être influencés par les rapports d’études (internes & externes), les articles des journalistes et autres écrivains (romanciers, cinéastes…), la publicité sur d’autres produits…

Pour innover il faut sortir du cadre, en oubliant et en remettant en cause la nature des choses comme Magritte le fait avec ses œuvres comme le tableau “Ceci n’est pas une pipe” .

Il est nécessaire de décloisonner la pensée et voir l’innovation partout où elle se trouve et non pas uniquement dans son secteur d’activité.

Partie 2 : Comment débrider son imaginaire ?

Laurent Ponthou présente différents outils et méthodes pour débrider son imaginaire pour utiliser “l’angle mort” et les extrapolations des utilisations d’un produit.

Laurent insiste néanmoins sur le fait que l’innovation n’est pas sans risque car selon la Revue Française du Marketing 95% des nouveaux produits sont des échecs commerciaux.

Un des secrets pour réussir son innovation étant de pousser les tests et les interactions avec les clients au plus tôt du processus de création du produit avant que les coûts et les contraintes de production ne soient trop importants pour faire évoluer le concept.

Une innovation réussie c’est aussi utiliser les bonnes technologies, et pour cela il faut se fonder sur la diffusion des technologies, comme le présente par exemple le Gartner Group :

L’ouvrage donne ensuite quelques exemples d’innovations et des succès et échecs qu’elles ont rencontrées (Post It, Bétamax…).

Au niveau de l’innovation, une étude a montré que les consommateurs sont convaincus part :
1 – La production d’un avantage.
2 – La supériorité ou l’unicité.
3 – La réponse à un besoin latent non résolu.

Pour sortir un produit innovant il est nécessaire de mettre un Marketing Pull, c’est-à-dire qui répond aux demandes des clients.

L’auteur explique ensuite quelques méthodes pour stimuler la créativité :
- Etudes prospectives.
- Démarches combinatoires (décomposer un usage).
- Démarches associatives pour glisser d’une idée à l’autre.
- Démarches analogiques pour reprendre les idées d’ailleurs et les transposer à son secteur.
- L’enrichissement en partant d’une idée pour aller au concept
- L’observation des clients.

Au niveau des process créatifs la démarche de réflexion peut se faire via des groupes, des tasks forces, des laboratoires, faire appel à des externes (artistes…)…

En plus de la démarche de réflexion en elle-même, Laurent indique qu’il est très important de prendre en compte la prospective, c’est-à-dire anticiper l’évolution des mentalités.

Par exemple l’évolution actuelle des consommateurs qui sont plus anxieux vis-à-vis du futur, avec une baisse de l’attrait de la performance technique, et au contraire le besoin d’être rassuré.

Le livre comprend ensuite une analyse des innovations qui vont influencer notre futur :
- La maison intelligente
- Les objets technologiques nomades
- La robotique
- L’information émotionnelle
- …

Partie 3 : Les acteurs de l’imaginaires dans l’entreprise

Cette partie écrite par Eric Seulliet présente des exemples concrets de processus d’innovation dans des entreprises françaises.

Le développement durable est d’ailleurs abordé dans le cadre de l’évolution des technologies au travers de l’éco-conception, mais également la co-création où cette fois c’est la communauté qui participer à la réflexion sur l’innovation.

L’évolution des départements R&D est également largement introduite, via l’adaptation aux demandes et attentes des clients. Des interviews de spécialistes de l’innovation permettent de donner un caractère concret aux différentes solutions d’innovation mises en place dans les entreprises.

L’importance du design est particulièrement soulignée, via de nombreuses pages et exemples :

L’ouvrage se termine avec une présentation des nouvelles voies pour l’innovation :
- Le numérique (3D, simulations…) qui viennent bouleverser les habitudes des R&D et les processus d’innovation (test via des maquettes, mises en situation…).
- La diversification des profils pour bénéficier de différentes visions et idées.
- Les nouveaux formats d’innovation moins structurés comme par exemples les Barcamps.

Le livre se conclue en affirmant que les départements R&D doivent se remettre en question et évoluer vers les RAID (Recherche Anticipation Innovation et Développement) qui répondent mieux aux enjeux futurs de l’innovation.

Au final le livre “Fabriquer le Futur 2″ est un bon ouvrage à consulter pour ceux qui veulent donner une nouvelle impulsion à leur R&D. Les exemples concrets et les très nombreuses interviews vont à coup sûr donner des données particulièrement innovantes aux lecteurs pour optimiser leur processus créatifs.

L’écriture à 6 mains est une bonne idée, car le livre peut très bien se lire d’une traite, ou uniquement selon un des 3 chapitres, sachant que la première partie reste très théorique avec les concepts d’innovation et d’imaginaire.

On aurait certes apprécié un peu plus de structure dans l’ouvrage, mais le foisonnement d’idées permet justement de donner libre cours à sa propre imagination.

Le livre “Fabriquer le Futur 2″ est disponible au prix de 24,70 € au lieu de 26 € sur Amazon.

No Trash New York 2030

New York Times Piece covering Ideo about “AntiGarbage Strategies“

“The IDEO New York team believes in “a NYC without trash.” Their cinematic piece, the latest addition to IDEO’s climate change portfolio, targets waste as an area of exploration. They say, “When most people consider the environmental impact of trash, steamy landfills or smoky incinerators come to mind.” The reality is that these are merely endpoints of a much larger system.”

Following on from Tools of the Trade, I think that the Human Centered Design Toolkit that IDEO published a few months ago is a fantastic resource and deserves its own post.

How did it happen?

IDEO partnered with International Development Enterprises (IDE), Heifer International, ICRW, and the Bill & Melinda Gates Foundation to create a toolkit for applying Human-Centered Design to inspire new solutions to difficult challenges within communities of need. quoted from the IDEO Website.

Fantastic…

Já existem alguns livros para falar do segredo do sucesso do Facebook, tentando desvendar as fórmulas mágicas (veja post antigo mais abaixo) para fazer o negócio ser o sucesso que é. As redes sociais (Orkut, Twitter, MySpace, Plaxo, LinkedIn) tiveram o mérito de encontrar maneiras de as pessoas conversarem entre si com frequencia, apesar da distância e do dia-a-dia atribulado da vida moderna.

Na Enterprise 2.0 Conference, em São Francisco, ouvi muita coisa diferente e relevante sobre como esse novo mundo está se apresentando para as empresas. Em uma das sessões, o palestrante (Gentry Underwood, da IDEO – @gentry) me chamou bastante a atenção quando disse que o ponto da colaboração não é o de ensinar as pessoas a usar o computador, mas facilitar a interação de pessoa para pessoa usando o computador.

Na mesma palestra, ele mostrou o vídeo abaixo, genial. É uma simulação de Facebook na vida real. O sujeito chega, bate na sua porta, diz que te conhece do colégio há trocentos anos e pergunta se pode ou não ser seu amigo. Em seguida, pede a confirmação: “confirma ou ignora”! E assim por diante. É hilário. Coloco aqui para mostrar que o Facebook conseguiu trazer sentido para o ambiente, facilitando a interação de pessoa para pessoa, usando o computador. Fora desse ambiente, seria ridículo. Assim como é ridículo, como em qualquer situação da vida, usar a ferramenta de modo errado. Mancada é mancada em qualquer lugar.Assim, é bom sempre lembrar que gafe não pergunta se é online ou offline.

Veja o vídeo de uns caras chamados Idiots of Ants e depois clique no link abaixo para ver incríveis gafes no Facebook (em inglês).

Veja aqui as gafes no Facebook

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O lado A é melhor que o lado B? — Qual o impacto das redes sociais na produtividade?

I made something of an off-the-cuff remark in a meeting with Richard Eisermann and his team at Prospect the other day – one that was greeted with enough smiles around the room to suggest that I might (unintentionally) have said something quite profound!

In chatting about the book, and what I see as the critical role of Design Thinking in imagining and realising more sustainable futures, I observed that Martin Luther King had had a dream, not a nightmare.

You probably get what I meant, without me needing to go into too much detail. Suffice it to say that, when so much talk about sustainability revolves around limits and sacrifice, it’s shouldn’t come as a huge surprise if people clap their hands to their ears and start yelling “Lalalalalalala!”

We need a more optimistic message to really engage people and that’s precisely why the gathering momentum of Design Thinking is to be welcomed. Design as a creative thought process is fundamentally idealistic, and it completely changes the tone and focus of the debate.

From “What is” to “What could be”.

From “Growth or no growth” to “What do you want to grow?”

From “Look what we’re going to have to give up!” to “Yeah, but have you considered the possibilities?”

Infinitely wiser people than me have said it before. Albert Einstein:

“We cannot solve our problems with the same thinking we used when we created them.”

Likewise Edward de Bono:

“You can’t dig a new hole by digging the same one deeper.”

It’s why Design Thinking is absolutely a philosophy of its time. And it’s why IDEO’s Living Climate Change site and the recent launch of The Living Principles (a new sustainable design framework from AIGA) are exciting developments. These guys are cottoning on to the idea that sustainability is fundamentally a design problem, and they’re bringing a completely different way of thinking to help solve it.

10/10

] IT’S A SPACE BETWEEN [ é um exercício de 10 posts com o objectivo de definir o espaço próprio onde residem os exemplos apresentados. Este critério de escolha foi feito com base nos diferentes temas abordados pelas várias disciplinas do Mestrado de Design de Comunicação e Novos Media, assim como nas ideias ou sentimentos ambíguos provocados pelos trabalhos seleccionados.

“Each object had to transcend the outcome of the equation of its form and function by displaying meaning - to an individual, to a community, to the world at large - and last but not least, ingenious beauty.”

Paola Antonelli

Aquaduct by IDEO

Apesar das ideias de Victor Papanek sobre o Design como componente social fazerem sentido, não deixo de achar estranho o facto deste Designer não ligar de todo à estética dos seus trabalhos. Da mesma forma que acho estranho, quando o objectivo actual de muitos criativos é de reafirmar a importância do Design no Mundo actual, este ser muitas vezes utilizado unicamente como uma atraente armadilha para consumistas. A resposta mais adequada para cada trabalho deve ser encontrada algures entre estes dois extremos, num espaço de equilíbrio e compromisso.

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