Design Thinking Flashcards
Innovation
Make design part of the innovation process
* Starts at the beginning with everything else, not an afterthought
Definition? What is innovation?
Getting beneath the surface
* Create ideas & products that
better meet consumers’ needs
* Starts with observation
* Human centered design
* Prototyping does not have
to be expensive
* Flexible funding
Chaotic (try early and often)
* Develop comfort with the chaos
Iterative
* Inspiration: the problem/circumstance
* Ideation: generate, develop, test ‘ideas’ that may lead to solutions
* Implementation: the launch strateg
Coasting
* Sold quickly! People loved it!
* Failure. Production stopped completely in 2011. Why?
Further Examples
* Aravind Eye Care (http://www.aravind.org/aboutus)
* Sankara Nethralaya (http://www.sankaranethralaya.org/)
Design Thinkers’ Profile
Empathy
* Imagine the world from multiple perspectives
– What do you mean by ‘Empathy’ in design?
Integrative Thinking
* Analytical, logical & contradictory
aspects of the problem
Optimism
* Assume an answer exists
Experimentation
* Don’t be afraid to make mistakes!
* Fail often to succeed sooner
Collaboration
* Joint effort of multiple stakeholders
* Increased complexity makes it impossible
to work only in comfortable domains
Design Thinking at Apple
What makes an “innovative
organization”?
* How would you judge it?
* Why is it so difficult?
What’s the Apple way?
* How do people use
computing devices
* Insanely great products
* Attack frustrations
* Simplicity is the
ultimate sophistication
- Founded in 1976 – Jobs, Wozniak & Markkula
- Share Price: ~$5 in 1997, ~$700 in 2012
- Most valuable company in 2012
- Revenue $156b 2012 (~20x 1997), $383b 2023
EBITDA $58b (loss in 1997 ~1b), $126b 2023 - iTunes, iPhone, App Store – enormous success
What are the roots of its success? Why did they work?
* Platform Strategy
* Where does innovation & design fit in?
* Stores, music, movies, phone, computing,
printing, publishing, design & functionv
Apple’s Success
- What are the roots of its success? Why did they work?
- Platform Strategy
- Where does innovation & design fit in?
- Stores, music, movies, phone, computing, printing, publishing, design
& function
What’s so great about the Apple store?
Interaction!
* People
* Products
* Observations
* Architecture?
* Replicability?
* JC Penney?
* Build to your market?
CEO
Apple Steve Jobs
Questions to Ponder
What is the CEOs role?
Jobs started Apple, NeXT, and Pixar
* Pixar? Heard of it?
* NeXT computer was what the World Wide Web (HTTP) was
programmed on (Berners-Lee invented, but did not patent it!)
* Stores, music, movies, phone, computing, printing,
publishing, design & function, animation,
licensing of Apple
Did people buy Apple or S. Jobs?
* What happens to Apple now?d
Has Apple ever failed (under Steve Jobs)? Why?
* Apple TV, Mobile ME, G4 Cube
iPhone vs. Android?
* How’s the innovation different? What the difference in philosophy?
* What do you think will happen?
Never first movers?
* Where’s the first mover advantage?
(Google, Facebook, Amazon, Microsoft, Apple, Walmart, Toyota,
Samsung etc.)
* Pioneering is overrated?
* Maybe fast-followers?
* But created blue oceans
Network Externalities?
* iOS, iPhone, OSX, iPad, App Store
* Android, App Store, Cloud Services
* Kindle, App Store, Amazon Web Services
* Facebook Platform, Games, Social Market, ‘Like’
* Craigslist, Ebay
What is network externality?
* How does it create a blue ocean?
* Switching costs?
Dieter Ram’s 10 Principles of Good Design
- Is innovative
- Makes a product useful
- Is aesthetic
- Makes a product
understandable - Is unobtrusive
- Is honest
- Is long-lasting
- Is thorough down to the last
detail - Is environmentally friendly
- Is as little design as possible
- Is innovative
The possibilities for progression are not, by any means,
exhausted. Technological development is always offering
new opportunities for original designs. But imaginative
design always develops in tandem with improving
technology and can never be an end-in-itself. - Makes a product useful
A product is bought to be used. It has to satisfy not only
functional, but also psychological and aesthetic criteria.
Good design emphasizes the usefulness of a product
whilst disregarding anything that could detract from it. - Is aesthetic
The aesthetic quality of a product is integral to its
usefulness because products are used every day.
They have an effect on people and their well-being.
Only well-executed objects can be beautiful. - Makes a product understandable
It clarifies the product’s structure. Better still, it can make
the product clearly express its function by making use of
the user’s intuition. At best, it is self-explanatory. - Is unobtrusive
Products fulfilling a purpose are like tools. They are
neither decorative objects nor works of art. Their design
should therefore be both neutral and restrained, to leave
room for the user’s self-expression. - Is honest
It does not make a product appear more innovative,
powerful or valuable than it really is. It does not attempt
to manipulate the consumer with promises that cannot be
kept. - Is long-lasting
It avoids being fashionable and therefore never appears
antiquated. Unlike fashionable design, it lasts many years
– even in today’s throwaway society. - Is thorough down to the last detail
Nothing must be arbitrary or left to chance. Care and
accuracy in the design process show respect towards the
consumer - Is environmentally friendly
Design makes an important contribution to the
preservation of the environment. It conserves resources
and minimizes physical and visual pollution throughout
the lifecycle of the product. - Is as little design as possible
Less, but better – because it concentrates on the essential
aspects, and the products are not burdened with nonessentials. Back to purity, back to simplicity.
Good Design – An eternal struggle
The greatest trait of a good design
is to convince you that it was inevitable.
Why, why would it be any other way?
