Design Currency – Day Two Morning
Here are some of my notes from the first panel of day two and my thinking in italics.
Heather Fraser – Director of Design Works
- Little d and big D: design as a broader context; bigger challenges.
- Wheels on suitcase -form and function.
- Can use design thinking to solve problems; re-vector your entire business.
- Design of actual business e.g. micro finance; needs a model to make money and sustain itself.
- 3 gears of business design: empathy and user understanding, concept visualization, strategic business design.
- Design is a shared platform – who’s at the table? Designer, business leader, marketing, product development, operations, human resource component; bring all these people together!
- Not just about getting seat at table; about engaging all in discovery and problem solving process, facilitating and taking a mentoring role, unleashing creativity, solving and co-creating.
- Hebert Simon – economist – “everyone is a designer in some way shape or form”.
Ronald Kapaz – Oz Design
- Buckminster Fuller – “what is the most exciting thing I can be in this moment?”
- Caution: everyone talks about branding in a different sense, they are losing the value.
- Change the dynamics from ‘catch a customer’ to design ‘for the customer’.
- Believe it’s about new and sophisticated questions, to make your mark, that everything they produce is a mark of their legacy.
- There isn’t only one story; there are several (quantum physics)
- Design is a dialogue; not a process, not a problem.
- Why design thinking? Big issue – not in the thinking but in the feeling.
- Talk through images to an audience that left that school at age 5, from drawing to writing.
- Visual literacy stopped at age of 5; two sides of brain; thinking and feeling and design should bridge both.
- Real issue not how design serves business but how business serves culture.
- Well crafted question contains 80% of answer; art is to disturb, science reassures.
Heather and Ronald Panel Discussion
- Remember there’s a human being out there you’re trying to serve.
- Take some risks, stop writing business documents with empty words; use empathy, visuals.
- Apply same principles in building business; creates a common language.
- Not a competition, it’s a collaboration and co-creation.
- Business people have tools and now think they are designers? Honestly I have never seen that; they don’t expect to be able to do that kind of design as well. More in awe of the technical aspects of design.
- “Facilitated by design.”
- Manage resistance to change? Critical for change = co-creation.
- Example: hospital – overhaul experience around chemo, everyone said ‘don’t want to do’… already busy.
- Engaged the client at the right point and who else to involve.
- By the time we were done they thought it was their idea because they were engaged in the process (wonderful answer to the change question).