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DesignCurrency InspirationApril

Design Currency – Heather Fraser and Ronald Kapaz

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).

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