These slides complement Paul Pangaro's presentation at PICNIC '10. Watch the video here: http://vimeo.com/15836403

1. PICNIC Festival
Amsterdam
Rethinking Design Thinking
Paul Pangaro, ph.d.
paul@cyberneticlifestyles.com
September, 2010

2. Wicked Problems
Hard or impossible to agree
What do we focus on? Why? Who says?
Each wicked problem is unique
How do we use what we’ve learned before?
Hard to know when "solved"
When are we "done"?
Demands new perspectives
By definition it's not been done before!
Today’s really important design problems — economic, social,
environmental — are wicked problems
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3. Design Thinking
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4. Design Thinking
- Beyond analytical thinking
- Designers from the start
- Empathy for users
- Open & inclusive process
- Brainstorming
- Rapid prototyping
PICNIC Festival / Amsterdam / Rethinking Design Thinking 4

5. Genesis of Design Thinking
Value of the systemic approach
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6. Genesis of Design Thinking
Value of the systemic approach
Design methods movement in late 1960s
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7. Genesis of Design Thinking
Value of the systemic approach
Design methods movement in late 1960s
Design as science — Herbert Simon
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8. Today’s Enthusiasts
David Kelley, Tom Kelley, Tim Brown at IDEO
PICNIC Festival / Amsterdam / Rethinking Design Thinking 8

9. Today’s Enthusiasts
David Kelley, Tom Kelley, Tim Brown at IDEO
Hasso Plattner at Stanford's "d-school"
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10. Today’s Enthusiasts
David Kelley, Tom Kelley, Tim Brown at IDEO
Hasso Plattner at Stanford's "d-school"
Pat Whitney at IIT's Institute of Design
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11. Today’s Enthusiasts
David Kelley, Tom Kelley, Tim Brown at IDEO
Hasso Plattner at Stanford's "d-school"
Pat Whitney at IIT's Institute of Design
Roger Martin at Rotman School
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12. Today’s Enthusiasts
David Kelley, Tom Kelley, Tim Brown at IDEO
Hasso Plattner at Stanford's "d-school"
Pat Whitney at IIT's Institute of Design
Roger Martin at Rotman School
PICNIC Festival / Amsterdam / Rethinking Design Thinking 12

13. Business Argument for Design Thinking
Business success = innovation
Innovation = design thinking
Therefore
Business success = design thinking
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14. Business Argument for Design Thinking
Business success = innovation
Innovation = design thinking
Therefore
Business success = design thinking
Which implies
A repeatable process...
Applicable to many situations
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15. Iconic Examples of Design Collaborations
- Andriano Olivetti with Marcello Nizzoli at Olivetti
- Tom Watson with Eliot Noyes at IBM
- Max Dupree with George Nelson at Herman-Miller
- Hiroshi Yamauchi with Shigeru Miyamoto at Nintendo
- Steve Jobs with Jonathan Ive at Apple
after Hugh Dubberly
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16. Rethinking Design Thinking
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17. What is the process?
Design Thinking
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18. What is the process?
Observe
Brainstorm
Prototype
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19. What does that mean?
Ethnography Observe
Open-ended Brainstorm
idea generation
Making and Prototype
testing
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20. What does that mean?
Observe
Evaluate
Brainstorm
Prototype
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21. What does that mean?
Observe
Evaluate
Iterate
Brainstorm
Prototype
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22. How do we judge what is better?
Observe
Evaluate
Iterate
Brainstorm
Prototype
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23. Limitations
Specific?
Rigorous? Observe
Repeatable?
Evaluate
Iterate
Brainstorm
Prototype
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24. Limitations
Specific?
Rigorous? Observe
Repeatable?
Evaluate
Iterate
Brainstorm
Prototype Clear?
Quantifiable?
Directed?
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25. Rethinking...
Observe
Evaluate
Iterate
Brainstorm
Prototype
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26. Design the Conversations
Design the
conversations
Evaluate
Iterate
Brainstorm
Prototype
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27. Find a Focusing Problem
Design the
conversations
Evaluate
Find a
Iterate
focusing problem
Prototype
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28. Find a Focusing Problem
Design the
conversations
Evaluate
Economic
Find a
Iterate
From atoms to bits
focusing problem
Social
Consistent with
who we are
Prototype
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29. Prototype a Solution
Design the
conversations
Evaluate
Find a
Iterate
focusing problem
Prototype a solution
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30. Iterate & Evaluate
Design the
conversations
Evaluate
Find a
Iterate
focusing problem
Prototype a solution
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31. Iterate & Evaluate
Measure Design the
improvement in
user experience conversations
Evaluate
Find a
Iterate
focusing problem
Prototype a solution
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32. Iterate & Evaluate
Measure Design the
improvement in
user experience conversations
Measure
Evaluate
convergence on Find a
Iterate
design goals
focusing problem
Prototype a solution
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33. Conversation is the core
Measure
improvement in
user experience
Measure
convergence on
design goals
Conversation to
Agree on Means
PICNIC Festival / Amsterdam / Rethinking Design Thinking 33

34. Rethinking Design Thinking
Conversation to
Agree on Means
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35. Design as Conversation
Conversation to
Agree on Means
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36. Design as Conversation
Conversation to
Agree on Goals
Evaluate
Iterate
Conversation to
Agree on Means
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37. Design as Conversation
Iterate
Conversation to Conversation to
Create New Language Agree on Goals
Evaluate
Evaluate
Iterate
Conversation to
Agree on Means
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38. Design as Conversation
Iterate
Conversation to Conversation to
Create New Language Agree on Goals
Evaluate
Evaluate
Evaluate
Iterate
Iterate
Conversation to Conversation to
Design the Designing Agree on Means
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39. Design as Conversation
Iterate
Conversation to Conversation to
Create New Language Agree on Goals
Evaluate
Evaluate
Evaluate
Iterate
Iterate
Iterate
Conversation to Conversation to
Design the Designing Agree on Means
Evaluate
PICNIC Festival / Amsterdam / Rethinking Design Thinking 39

40. Conversation Leads to Agreement
Agreement leads to action or transaction
Action repeated over time leads to relationship
Relationship maintained over time leads to trust
Trust provides a fertile ground for change
Change is the pivot-point of innovation
Innovation requires new language
New language is created in conversation
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41. Redesigning Design – PICNIC ‘10
MAKING DESIGN REAL – Tim Kobe, Founder & Principle, Eight Inc
Co-creating conversations with brands and with consumers
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42. Redesigning Design – PICNIC ‘10
MAKING DESIGN REAL – Tim Kobe, Founder & Principle, Eight Inc
Co-creating conversations with brands and with consumers
MEET YOUR MAKER – Matthew Stinchcomb, Director, Europe, Etsy.com
Being connected to products and the people behind them is a good idea
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43. Redesigning Design – PICNIC ‘10
MAKING DESIGN REAL – Tim Kobe, Founder & Principle, Eight Inc
Co-creating conversations with brands and with consumers
MEET YOUR MAKER – Matthew Stinchcomb, Director, Europe, Etsy.com
Being connected to products and the people behind them is a good idea
OPEN DESIGN – John B. Rogers, Jr., CEO & Founder, Local Motors
Co-creating design, development & build with customers on a local level
PICNIC Festival / Amsterdam / Rethinking Design Thinking 43

44. Redesigning Design – PICNIC ‘10
MAKING DESIGN REAL – Tim Kobe, Founder & Principle, Eight Inc
Co-creating conversations with brands and with consumers
MEET YOUR MAKER – Matthew Stinchcomb, Director, Europe, Etsy.com
Being connected to products and the people behind them is a good idea
OPEN DESIGN – John B. Rogers, Jr., CEO & Founder, Local Motors
Co-creating design, development & build with customers on a local level
PICNIC Festival / Amsterdam / Rethinking Design Thinking 44

45. Design as Conversation
Iterate
Conversation to Conversation to
Create New Language Agree on Goals
Evaluate
Evaluate
Evaluate
Iterate
Iterate
Iterate
Conversation to Conversation to
Design the Designing Agree on Means
Evaluate
PICNIC Festival / Amsterdam / Rethinking Design Thinking 45

46. Thank you.
Special thanks to Hugh Dubberly
Paul Pangaro, ph.d.
paul@cyberneticlifestyles.com
pangaro.com/PICNIC