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Design ThinkingOrigens, exemplos e evolução
— Fabricio Dore @ Insper 2016
Insper Agosto, 2016
#dt_insper16 @superfab
30 apresentação + 30 Q&A
Origens
Pré-revolução industrial - produto igual a produção
Revolução industrial - produto vs projeto (1798)
Modernismo - método e industrialismo (1850)
Métodos sistemáticos de Design (1960)
“You never change things by fighting the existing reality. To change something, build a new model that makes the
existing model obsolete.”
Buckminster Fuller, 1963
“To design is to devise courses of action aimed at
changing existing situations into preferred ones.”
Herbert Simon 1968
Design Science Research
Natural = Artificial
Fase 1 - Preliminaries > Briefing > Programming
Fase 2 - Data Collection > Analysis > Synthesis
Fase 3 - Development
Fase 4 - Communication > Winding-up
IDEO
1991 - David Kelley Design (PA) + Moggridge Associates (London) + ID Two (SF) + Matrix Product Design (Mike Nuttall, SF)
2001
Thoughtless Acts, Jane Fulton Suri 2005
Serious Play
“The term serious play refers to an array of playful inquiry and innovation methods that serve as vehicles for complex problem-solving, typically in work-related contexts. Lego Serious Play[1] is one of the best known examples; however, serious play methods also include improv theater, role play exercises, low fidelity prototyping, as well as certain simulations and gamification interventions, etc.”
Bodystorming
O que é Design Thinking? Alguns conceitos.
“Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.”
Tim Brown, president and CEO
https://www.ideo.com/about/
“Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.”
Tim Brown, president and CEO
https://www.ideo.com/about/
“Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.”
Tim Brown, president and CEO
https://www.ideo.com/about/
“Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.”
Tim Brown, president and CEO
https://www.ideo.com/about/
https://www.ideo.com/about/
https://www.ideo.com/about/
“Design thinking is a deeply human process that taps into abilities we all have but get overlooked by more conventional problem-solving practices.”
https://www.ideo.com/about/
“It relies on our ability to be intuitive, to recognize patterns, to construct ideas that are emotionally meaningful as well as functional, and to express ourselves through means beyond words or symbols.”
https://www.ideo.com/about/
“It also allows people who aren’t trained as designers to use creative tools to address a vast range of challenges.”
Inclusivo
https://www.ideo.com/about/
“There are three spaces to keep in mind: inspiration, ideation, and implementation.”
Inspiration Ideation Implementation
Overlap ao invés de processo linear
Divergent x Convergent thinking (not double diamond)
Sair do concreto
Empatia Story-telling Prototipação
Empatia
Somos naturalmente empáticos
“ Empathy is a habit. ”
Tim Brown, IDEO
Story-telling
Story-telling ajuda a… …criar empatia. …fazer sentido do mundo ao nosso redor.
Analytical and empathic areas of the brain fight against each other.
Prototipação
ford
Design Thinking nos negócios
1. Aumenta o potencial de inovação. Ex. brainstorming (build on ideas) e foco em equipes elimina ‘fear of failure’.
2. Torna as empresas mais centradas no cliente (em pessoas) com uso de empatia e story-telling.
3. Torna a empresa mais criativa por distribuir a capacidade de criação.
Maior desafio: cultura analítica que começa com respostas.
1. Diversão 2. Empatia 3. Curiosidade 4. Otimismo 5. Trabalho em equipe 6. Criatividade (vs análise)
Aspectos intangíveis e culturais
Lean e Agile
Evolução
Obrigado!
Fabricio Dore @superfab
Insper Agosto, 2016
ReferênciasDesign Science http://www.scielo.br/pdf/gp/v20n4/aop_gp031412.pdf Design Science http://www.bax.com.br/publications/artigos/design-science-filosofia-da-pesquisa-em-ciencia-da-informacao-e-tecnologia Métodos sistemáticos em Design http://www.drs2016.org/ddr10/ Design Science https://en.wikipedia.org/wiki/Design_science IDEO https://en.wikipedia.org/wiki/IDEO Serious Play https://en.wikipedia.org/wiki/Serious_play Design thinking https://en.wikipedia.org/wiki/Design_thinking