change by design

Design thinking begins with skills designers have learned over many decades in their quest to match human needs with available technical resources within the practical constraints of business... Design thinking taps into capacities we all have but that are overlooked by more conventional problem-solving practices. It is not only human centered; it is deeply human in and of itself. Design thinking relies in our ability to be intuitive, to recognize patterns, to construct ideas that have emotional meaning as well as functionality, to express ourselves in media other than words or symbols.

-- from the new and very thought-provoking book by Tim Brown, Change by Design.

tim brown

Designers have perhaps been used to the idea that they design something that somebody else consumes. We have to get used to the idea that we're going to help to design something that other people will participate in.

-- Tim Brow (his interview with Debbie Millman is here)

identifying the strategic contributions of design thinking

"Janet Rae-Dupree wrote about design thinking in the business section of the New York Times this weekend. It is good to see the discussion about the broader role for design appearing in the mass media. The article illustrates the very gray line between the traditional role of design and the more strategic contribution that design thinking can make. It is sometimes hard to tell what happened from the physical outcomes alone which adds to the challenge when it comes to explaining what design thinking is. I find it very easy to slip toward describing what is simply good design (based on a relatively conventional brief) or what is good business using normal convergent processes. A test is perhaps whether the business (or organizational, or societal) outcome is significantly different than would have been the case if design thinking had not taken place. In other words, were new choices created not only about the product, service or experience but about the business goal itself? Did a product become a service? Did a service become an experience? Were entirely new users or markets identified? Were new to the world offerings created? These questions seem to reflect the higher bar that I believe we might expect to be the result of a broader application of the design approach."

Tim Brown, CEO of IDEO, on how to identify the strategic contributions of design thinking.