One of the things that were discussed at the II Brazilian Design Biennial I went to this past week was how "design innovation" differentiates itself from "technological innovation" in the situations where it's applied. Lincoln Seragini mentioned that Design can be a "shortcut" – in the good sense of the word – as a quicker, more immediate way to achieve a specific result. Innovation in technology requires a more extensive time to be developed and implemented, while an innovation in design can and should simplify an existing situation - turning it into a improved one.
Design is and should always be based in a wide range of research and observation of things like human behavior, culture, usability, economics, social context, and so on. But, undeniably, the process of design thinking requires more insight, creative intelligence and common sense than money. And because of that, it can guide businesses though a time of crisis and recession. (That applies to big corporations. Let's not forget that, for small and medium-size businesses, big expenditures are never an option, regardless of the financial context.)
Here are 3 innovation principles that Bruce Nussbaum got from Sam Lucente, designer for HP.
1- Design Can SIMPLIFY. Design can save money by creating a common design language among different products that reduces parts and makes them more user-friendly. Design can also simplify supply chains and organizations in general, also saving money. Incremental design can be good design.
2- Design Can DIFFERENTIATE. In a down market, a company needs to have THE product that consumers must have. That's what Sequoia said recently to its startups. Design can come up with that killer product by understanding what customers need and want at this point in time and giving it to them.
3- Design Can INNOVATE. Recessions are great times to come up with a service, product or experience that is totally new and game-changing for launch once the economic recovery begins. Remember, Apple came up with Apple stores and the iPod as the tech bubble burst. Companies that cut back on innovation to save on cost in a downturn lose competitive edge in the upturn.
You can click here to watch a quick video on the original post (sorry, it can't be embedded).
