Comments on: Ask not what design thinking is, ask what it can do for your client. http://www.branddriveninnovation.com/2008/04/21/ask-not-what-design-thinking-is-ask-what-it-can-do-for-your-client/ Fri, 11 Dec 2009 03:53:39 +0100 http://wordpress.org/?v=2.8.4 hourly 1 By: Vol. 2: design-management.de http://www.branddriveninnovation.com/2008/04/21/ask-not-what-design-thinking-is-ask-what-it-can-do-for-your-client/comment-page-1/#comment-2220 Vol. 2: design-management.de Fri, 02 May 2008 09:33:53 +0000 http://branddriveninnovation.com/?p=68#comment-2220 <strong>DMI European Conference Reviews...</strong> For those of you (like myself) who have not been able to attend the latest European Design Management Institute's conference I thought it might be interesting to read some stuff that other attendees have summarised or commented. ...Maybe inspire... DMI European Conference Reviews…

For those of you (like myself) who have not been able to attend the latest European Design Management Institute’s conference I thought it might be interesting to read some stuff that other attendees have summarised or commented.

…Maybe inspire…

]]> By: erik roscam abbing http://www.branddriveninnovation.com/2008/04/21/ask-not-what-design-thinking-is-ask-what-it-can-do-for-your-client/comment-page-1/#comment-2205 erik roscam abbing Fri, 25 Apr 2008 07:31:19 +0000 http://branddriveninnovation.com/?p=68#comment-2205 Design and design thinking are hard to define. But design is about solving ill-defined problems. So designers should be perfectly able to deal with this. Still for design to contribute to a better world it needs to be part of other processes, it needs to be embedded in businesses, linked to marketing, sales, manufacturing, R&D. For this you can't get away with claiming it is nothing and everything at once. But that does not imply putting a box around it and defining it. At the DMI conference in Paris I had a great talk with Francois Lenfant of GE Healthcare about making design part of business metrics without taking away the inspiration and soul. He was working on also including qualitative aspects in design metrics like 'how is this design making our values tangible', 'how is this design project contributing to realising our vision' and 'what does this design do to better the lives of our end-users'. I think that's a truly brave way to embed design in a larger business context without giving up its soul. And without defining it to death. Design and design thinking are hard to define. But design is about solving ill-defined problems. So designers should be perfectly able to deal with this. Still for design to contribute to a better world it needs to be part of other processes, it needs to be embedded in businesses, linked to marketing, sales, manufacturing, R&D. For this you can’t get away with claiming it is nothing and everything at once.
But that does not imply putting a box around it and defining it. At the DMI conference in Paris I had a great talk with Francois Lenfant of GE Healthcare about making design part of business metrics without taking away the inspiration and soul. He was working on also including qualitative aspects in design metrics like ‘how is this design making our values tangible’, ‘how is this design project contributing to realising our vision’ and ‘what does this design do to better the lives of our end-users’. I think that’s a truly brave way to embed design in a larger business context without giving up its soul. And without defining it to death.

]]> By: Sabine http://www.branddriveninnovation.com/2008/04/21/ask-not-what-design-thinking-is-ask-what-it-can-do-for-your-client/comment-page-1/#comment-2204 Sabine Thu, 24 Apr 2008 22:10:54 +0000 http://branddriveninnovation.com/?p=68#comment-2204 Hi Erik, I like your observation and I agree with much of it. As a matter of fact, it is precisely one of the concerns, that design thinking is being defined and that promoters of particular definitions tend to inevitably exclude aspects that may be should not be excluded. I see one of the tasks of design research to point out when and where this is happening to generate a greater understanding of design in general. Hi Erik,

I like your observation and I agree with much of it. As a matter of fact, it is precisely one of the concerns, that design thinking is being defined and that promoters of particular definitions tend to inevitably exclude aspects that may be should not be excluded. I see one of the tasks of design research to point out when and where this is happening to generate a greater understanding of design in general.

]]>