of 89
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College of Design &Innovation
Tongji University
2014 October 30
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Ken Friedman
Chair Professor of Design Innovation
Studies, Tongji University
University Distinguished Professor,
Swinburne University
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The Economic Context
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"The future is here.It's just not evenly
distributed yet."
William Gibson
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Three economic sectors:primary, secondary,
tertiary.
Colin Clark (1940)
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The primary sectorextracts wealth
from nature.
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Agriculture, livestock,farming, hunting,
trapping, fishing,
forestry, basic mining.
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Secondary sectorindustries transform
extracted material
through human activity.
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Manufacturing,building, construction,
mining, gas, oil, and
power production.
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Commerce, distribution,transport, public service,
domestic services,
personal services, andprofessional services.
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Post-IndustrialSociety
Daniel Bell (1976)
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Economic Sectors
Pre-Industrial - Primary
Extraction
Industrial - SecondaryFabrication
Post-Industrial Tertiary, Quaternary, Quinary
Processing, Information
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Economic Sectors
Pre-Industrial - Primary
Extraction
Agriculture, Mining, Fishing,Timber, Oil and Gas
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Economic Sectors
Industrial - Secondary
Fabrication
Goods Production,Manufactured Durables,
Manufactured Non-durables,
Heavy Construction
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Economic Sectors
Post-Industrial Tertiary
Processing and Information
Transportation, Utilities
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Economic Sectors
Post-Industrial Quaternary
Processing and Information
Trade, Finance, Insurance,Real Estate
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Economic Sectors
Post-Industrial Quinary
Processing and Information
Health, Education, Research,Government, Recreation,
Entertainment
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Transforming Resources
Pre-Industrial
Natural Power
Wind, Water, Draft Animals,
Human Muscle
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Transforming Resources
Industrial
Manufactured Energy
Steam, Electricity, Coal, Oil,
Gas, Nuclear Power
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Transforming Resources
Post-Industrial
Information and Knowledge
Programming & Algorithms,
Computers & Data Transmission,
Human Interaction
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Strategic Resources
Pre-Industrial
Raw materials
Industrial
Financial capital
Post-Industrial
Human capital
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Technology
Pre-Industrial
Craft
Industrial
Machine TechnologyPost-Industrial
Intellectual Technology
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Mode of Work
Pre-Industrial
Physical Labor
Industrial
Division of Labor
Post-Industrial
Networking
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Time Perspective
Pre-Industrial
Oriented to Past
Industrial
Ad Hoc Adaptation, Experimentation
Post-Industrial
Future Orientation, Forecasting, andPlanning
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Axial Principle
Pre-Industrial
Tradition
Industrial
Productivity
Post-Industrial
Codified Knowledge
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Six Economies
Friedman (2005)
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Economy 1
Gathering and
Harvesting
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Economy 2
Fabricating
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Economy 3
Transport and Utilities
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Economy 4
Commerce and
Financial Services
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Economy 5
Information and
Knowledge Services
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Economy 6
Emotional Work,
Human Networks,
Experience Economy,
Cultural Services
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Economy 6
ALSOthe economy of
direct action onbiological, molecular,
and atomic structures
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Economy 6
These have now become
fields of professionalpractice
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All economies co-exist,but the proportions,
importance, and
demographics of the
sectors changes over
time.
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What is design in thecontext of todays global
economies?
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Design
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To design is to [devise]courses of action aimed
at changing existing
situations into preferred
ones (Simon 1982: 129).
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Design is a Discipline
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Design is a Field
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Universities areresponsible for
disciplines
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Design is in transition.Will design make the
shift that changed
physics between 1500and 1900?
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Physics in the 1500s
Copernicus
Kepler
Galileo
Brahe
Newton
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Physics in 1900
Maxwell
Planck
Einstein
Bohr
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Medicine in 1895
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Medicine in 1910
1910
Flexner Report
1920
2000
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What changes do we
need on a global basis?
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Foundation in theory and
models of design that
support practical skills
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Specific problem fordesign as a field with no
recognized discipline
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Design is a process thatinvolves finding, framing,
and solving problems for
legitimate stakeholders
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These issues require a
general theory of design and
broad models.
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Some aspects of design arenecessarily embedded in the
specific situations we face as
designers.
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These issues require manyforms of treatment and
representation, from theory
and analysis to case studies,and emergent iterative
solutions in the context of
work flow.
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We resemble the medicalpractitioners of 1910, rather
than the general and
specialist physicians of 2014.
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The current standard in
medicine is evidence-based
practice. There is nothing
similar in design.
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Design is a field so
fragmented conceptually and
so rooted in craft guild
traditions that we often dont
agree on the nature of
evidence or for many
whether evidence is
desirable or even possible.
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Designers today face ten major
challenges. These challenges
affect all organizations that
provide products or services
through business and industry,government or public service,
non-profit and education, the
military, churches and more.
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Threeperformance
challenges
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Act on the physical world.
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Address human needs.
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Generate the builtand social environment.
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Foursubstantive
challenges
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Ambiguous boundariesbetween artifacts,
structures, and processes.
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Large-scale social,economic,
and industrial frames.
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Complex environment ofneeds, requirements, and
constraints.
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Threecontextual
challenges
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Projects, products, andservices cross the
boundaries of several
organizations, stakeholder,producer, and user groups.
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Projects or products mustmeet expectations of many
organizations,
stakeholders,
producers, and users.
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Demands at every level ofproduction, distribution,
reception, and control.
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We have been so busy keeping
up with the changing worldaround us, that we have had
difficulties as a field to appreciate
the emerging moment thatrequires us to reshape our
practices as designers, thinkers,
and educators.
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Profound knowledge
Appreciation for system
Knowledge about variation
Theory of knowledge
Psychology
W. Edwards Deming (1986, 1993)
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Hierarchy of NeedsPhysiological
Safety (Security)
Social (Affiliation)Esteem
Self-Actualization
Abraham Maslow (1989)
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A Note of Caution
Human beings are
not instruments.
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References
Bell, Daniel. 1999 (1976). The Coming of Post-industrial Society. A Venture in Social Forecasting.
New York: Basic Books.
Clark, Colin. 1940. Conditions of Economic Progress. London: Macmillan and Co.
Deming, W. Edwards. 1986. Out of the Crisis. Quality, Productivity and Competitive Position.
Cambridge: Cambridge University Press.
Deming, W. Edwards. 1993. The New Economics for Industry, Government, Education.
Cambridge, Massachusetts: Massachusetts Institute of Technology, Center for AdvancedEngineering Study.
Friedman, Ken. 2005. Six Economies for Design Research. Keynote Speech. Founding
Conference of the International Association of Societies of Design Research. November 1-4.
2005. National Yunlin University of Science and Technology, College of Design, Yunlin, Taiwan.
Maslow, Abraham. 1987. Motivation and Personality. 3rd Edition. New York: HarperCollins. (See
also Paul Hersey and Kenneth H. Blanchard. 1969. Management of Organizational Behavior.
Englewood Cliffs, New Jersey: Prentice Hall.)
Simon, Herbert. 1982. The Sciences of the Artificial. Cambridge, Massachusetts: MIT Press.
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Copyright 2014 by Ken Friedman.
All rights reserved.
Permission to reproduce and distribute
with attribution and copyright notice.
PDF copy avaialble from URL:
https://swinburne.academia.edu/KenFriedman