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Rittel’s Inspiration to Design Thinking
• Peter Rowe summarizes well-‐defined, ill-‐defined, and wicked problems from Horst Rittel (1973).• Peter Rowe, 1987: Design Thinking: Underlying structure of inquiry common to all designing. Limitations of a procedural view.• Design Thinking symposium, Delft University of Technology, 1991.• Buchanan, Richard, "Wicked Problems in Design Thinking," Design Issues, vol. 8, no. 2, Spring 1992.• Brown, Tim, Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation, 2009.
Concrete
Abstract
Analysis Synthesis
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Good Design Meshes with Culture
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Drivers for Sustainable Design• Population growth• Energy and water demand• National and world security• Resource justice: Today, 16% of the population is using 80% of the planets resources• Climate change and pollution• Reducing waste saves money and landfill• Business drivers – responsible business practices• Regulations and policies• Supply chain quality• Environmental impact ratings
Societal & Environmental Impact
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The foundation of brand is trust.Customers trust your brand whentheir experiences meet their expectations.
What is Brand’s Value?
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“Everywhere you look today design has taken on new meaning. Design (is critical) to business. The trick for all business people today is to learn to think like designers.”
-‐ Fast Company magazine, 1999
Evidence from the Corporate Design Foundation
US Design Index vs Key Stock Market Indices
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US Standard Design Index
Dow Jones
Nasdaq
S&P 500
BusinessWeek IDEA Design Award winners outperform those who didn’t win in stock performance
Key Stock Market Indices
1994 2004
Evidence from the UK Design Council
Firms with “design portfolios” outperform those without them in the stock market
Design Index: The Impact of Design on Stock Market Performance, July 2005’Available at http://www.designcouncil.org.uk/en/Design-Council/3/Publications/
1994 2004
Design Value Index
What is the Real Value of Design, Jeneanne Rae, Motiv Strategies & Design Management Institute, 2014
Design Value Index Selection Criteria1. Publicly trades in the U.S. for 10+ years2. Scale of integrated design organization & deployment as
catalyst for change3. Growth in design-‐related investments4. Design is embedded within the organization5. Design leadership at all levels6. Senior-‐level commitment to design as an innovative
resource for positive change
Portfolio of Design-‐Centric Organizations: Design Value Index
• Apple• Coca-‐Cola• Ford• Herman-‐Miller• IBM• Intuit• Newell-‐Rubbermaid• Nike
• Procter & Gamble• Starbucks• Starwood• Steelcase• Target• Walt Disney• Whirlpool
What is the Real Value of Design, Jeneanne Rae, Motiv Strategies & Design Management Institute, 2014
Design Increases Revenues, Profit & Exports in the U.K.
Design Delivers for Business, Design Council U.K., 2012
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Big Idea’s from Today
üDesign is built in, not added on
üUnderstanding users is essential for good design
üGood design adds value to products and brands
üBrand value is the making and keeping promises