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DESIGN MANAGEMENT- Methods for finding right design questions
Assoc. Prof., PhD, Xiangdong LIZhejiang University
学在浙里studentblackboard
Design management
• List of contents– How do we find right questions (this is the start point of
design management)– How do we use right methods (this is the important part of
design management)– How do we gain effective solutions (this is the outcomes of
design management)
Design management
• List of contents– Methods: a set of predefined procedures that help to
achieve specific goals• A pure process of designInspiration à ideation à implementation à and back and forthß• A pure process of managementPlanning à monitoring à and back and forth ß
Design management
• List of contents– Method: a set of predefined procedures that help to
achieve specific goals• Borrow methods from design thinking• learn methods from other disciplines e.g. psychology• Read through typical methods throughout design
processes, e.g. brain storming
Design management
• List of contents– Method: a set of predefined procedures that help to
achieve specific goals• Methods of finding design problems– Empathy – Integrative thinking–Optimism– Experimentalism– Collaboration
Design management
• List of contents– Method: a set of predefined procedures that help to
achieve specific goals• Methods of finding design problems• Empathy: feel what others feel, and do what others do– Case study: what problems do you see when you
design a product that supports an eyesight-impaired college student’s everyday studies? – Give some more examples …
Design management
• List of contents– Method: a set of predefined procedures that help to
achieve specific goals• Methods of finding design problems• Empathy: feel what others feel, and do what others do– Empathy is efficient, interesting, and experience-
able – Designers may have difficulty empathising with a
user who has special abilities (physical or mental impairment, e.g. autism), or who lives in a very different personal or social situation
Design management
• List of contents– Method: a set of predefined procedures that help to
achieve specific goals• Methods of finding design problems• Empathy: feel what others feel, and do what others do– Domain: understand the specific situation or
impairment you are trying to simulate
Design management
• List of contents– Method: a set of predefined procedures that help to
achieve specific goals• Methods of finding design problems• Empathy: feel what others feel, and do what others do–Materials: gain tools that will help you simulate the
situation, e.g. tape or rope to restrict body parts– Considerations: decide the level of fidelity required
by the simulation, e.g. how much simulation is sufficient?
Design management
• List of contents– Method: a set of predefined procedures that help to
achieve specific goals• Methods of finding design problems• Empathy: feel what others feel, and do what others do– Simulation: run and control the simulation you
intend to deliver– Record: devise a way of documenting the feelings
you experience in the simulation (give examples?)
Design management
• List of contents– Method: a set of predefined procedures that help to
achieve specific goals• Methods of finding design problems• Empathy: feel what others feel, and do what others do–Other risks: behaviour adaptation, possibility of
stereotyping users, ethics of abandon simulation or not, physical risks during simulation, empathy is not the target
Design management
• List of contents– Method: a set of predefined procedures that help to
achieve specific goals• Methods of finding design problems• Integrative thinking
Design management
• List of contents– Method: a set of predefined procedures that help to
achieve specific goals• Methods of finding design problems• Integrative thinking– Your opposing minds matter– A decision-making process in
which an individual balancestensions between opposingvariables
Design management
• List of contents– Method: a set of predefined procedures that help to
achieve specific goals• Methods of finding design problems• Integrative thinking– For example, Four Seasons Hotels and Resorts
founder Isadore Sharp refused to choose between building small motels with intimacy but limited amenities versus large convention hotels with all the amenities but a cold, impersonal feel.
Design management
• List of contents– Method: a set of predefined procedures that help to
achieve specific goals• Methods of finding design problems• Integrative thinking– Rather, he innovated to create a model that rules
the luxury hotel world: the medium-sized luxury hotel with service so spectacular that it commands a price premium that easily funds all the amenities, even at what the existing models viewed a sub-scale number of rooms.–More examples based on integrative thinking?
Design management
• List of contents– Method: a set of predefined procedures that help to
achieve specific goals• Methods of finding design problems• Integrative thinking– For example, Bob Young, co-founder of dominant
Linux software provider Red Hat Software, refused to choose between the proprietary software model and the “free” software model.
Design management
• List of contents– Method: a set of predefined procedures that help to
achieve specific goals• Methods of finding design problems• Integrative thinking– Instead of attempting to make Linux proprietary —
which ran against the grain of everything the open source movement stood for — or trying to eke out a living selling shrink-wrapped CDs of Linux for $15 apiece to hackers, Young decided to ‘give away’ Red Hat totally free over the Internet to build dominant share and emerge as the only scale Linux provider, which then had the size and presence to sell services to large corporations.
Design management
• List of contents– Method: a set of predefined procedures that help to
achieve specific goals• Methods of finding design problems• Integrative thinking– Think about AlphaGo, see what comes out with
integrative thinking?
Design management
• List of contents– Method: a set of predefined procedures that help to
achieve specific goals• Methods of finding design problems• Optimism–Optimism and critique– Explanation videos
Video: how to be creative with optimism
Design management
• List of contents– Method: a set of predefined procedures that help to
achieve specific goals• Methods of finding design problems• Experimentalism– Education videos
Video: how to be creative with experimentalism
Design management
• List of contents– Method: a set of predefined procedures that help to
achieve specific goals• Methods of finding design problems• collaborations– Education videos
Video: how to be creative with collaborations
Design management
• List of contents– Method: a set of predefined procedures that help to
achieve specific goals• Methods of finding design problems• In-class Practice– Try using one or more of the methods described
earlier, and finding out critical problems in bicycle parking in campus– Present your results in groups
Design management
About Assignment 1:Structure of analysis report – Select methods for analysis – Collect data for analysis– Prepare for critical analysis– Include necessary references
Design management
About Assignment 1:Evaluation criteria of analysis report – Writing format: in English, 1000words, references, etc.– Clarity of analysis: describe the design question concisely – Depth of analysis: provide evidence that shows
significance of the proposed design question
Recommended readings
Strongly recommended:1. [article] The art of integrative thinking, https://rogerlmartin.com/docs/default-source/Articles/integrative-thinking/the-art-
of-integrative-thinking2. [slides] What makes IDEO, https://www.slideshare.net/timbrown/ideo-values-slideshare13. [video] The Best Kept Secret - Design Thinking: Deana McDonagh at TEDxUIUC 2013,
https://www.youtube.com/watch?v=8ccN-LmYNWQ4. [website] Why Design Thinking Initiatives Fail, https://www.continuuminnovation.com/en/how-we-think/blog/why-design-
thinking-initiatives-fail5. [website] 4 Steps to Design Your Life With Optimism and Creativity, https://medium.com/galleys/4-steps-to-design-your-life-
with-optimism-and-creativity-12d2754de2f8#.43eq6poyb
Thank you
